The US professional salon haircare market achieved modest but meaningful growth in 2023 and is poised to accelerate further in 2024. According to Jiri Michal, senior project manager for beauty and wellness at Kline, the market’s growth rate will increase from 3.7% last year to 4.1% this year.
“Styling and treatment products continue to be the main drivers of US sales,” Michal told Happi. “Both categories are expected to grow more than 6% in 2024. However, hair color products are facing challenges, with sales remaining flat due to economic pressures and fewer salon visits.”
Despite these hurdles, Michal said the professional salon haircare market in the US will remain resilient and adaptable through 2024.
Consumers Seek Innovation and Value This Summer
This summer, both mass-market haircare buyers and salon clients are eager for new products and experiences. They want better value, innovative ingredients, and trendy styles. Industry expert Philip Pelusi explained that consumers today prioritize quality over price.
“Savvy consumers look for high-quality, transformative products,” Pelusi said. “Even though they may simplify where they shop, they won’t compromise on quality if the product delivers results. The product and service must justify the cost.”
Pelusi also noted a renewed enthusiasm among consumers to reinvent their personal styles.
“After a lull in recent years, customers are making bold style choices again,” he said. “Custom blonde precision bobs and face-framing shimmer are in demand.”
Spring and Summer Hair Trends: Bobs and 90s Revival
Temur Hamilton, a New York-based colorist and stylist, confirmed the popularity of bobs this season.
“When the weather warms up, people lighten their hair and favor shorter styles,” Hamilton told Happi. “The French bob is especially popular. We’re also seeing a comeback of 90s hairstyles, like voluminous blowouts and ‘old school’ hair.”
Hamilton added that while styles are dynamic and mid-length, they remain classic and elegant.
Texturizing Powders and Styling Creams Lead Product Growth
Data from Spate’s popularity index reveals that the fastest-growing hair styling products currently are texturizing powders and styling creams.
Texturizing powders have surged by 424.3% year-over-year across platforms, with TikTok driving the trend. TikTok accounts for 72% of the trend’s share and saw an 897.1% increase in popularity, averaging 11 million views weekly.
These powders add volume, texture, hold, and a matte finish to hair. While established brands like Redken, Davines, and Hairitage rank high in searches, many unbranded products also attract attention, indicating room for new entrants. Notably, brands like Base Body Works and Slick Gorilla, which target male consumers, have gained popularity.
Interest in styling creams has also jumped 409.6% across platforms. TikTok leads with an 86.4% share, showing a 704.6% increase in interest and averaging 1.2 million views per week.
Consumers frequently search for specific products such as Moroccanoil Hydrating Styling Cream, Colorproof Hydrating Styling Cream, Oribe Styling Cream, Paul Mitchell Styling Cream, and Bumble and Bumble Styling Cream.
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