The hair care market is currently undergoing a real revolution as consumers continue clamouring for customised products that fit their own unique needs.
Whether searching for solutions in onthe-go or long-hair care, or to the challenges posed by today’s limited access to salons driven by the coronavirus pandemic lock-down, consumers want answers to their long-term health and beauty needs.
Products that simply wash or condition are no longer enough for consumers, demonstrating a need for upgraded care and personalised hair care routines similar to custom skin care regimens. In response to this growing demand, formulators now make legitimate claims around nourishment, moisturisation or anti-pollution, just like those found in products on the skin care market. Consumers have become aware they can find a personalised routine for achieving wellgroomed, shiny hair and, ultimately, more perfect hair days. This trend is giving rise to a multitude of new products, routines and usage occasions that correlate to their specific hair care needs.
Beyond this push toward more personalised beauty routines, other trends in personal care are emerging from the current Clean Beauty wave. More than a trend, it is a movement in which wellbeing, healthfulness, sensorial experience and sustainability can drive decisions around purchasing personal care products. The trend is so multifaceted, in fact, that it poses a greater challenge than merely offering a selection of products that contain fewer chemical ingredients. Products perceived as clean beauty are typically formulated with ingredients that are sustainably and ethically sourced and produced with personal and environmental health in mind. Consumers want products that leave them with clean hair and a clean conscience. It also comes with a battle cry for the development of highly effective, certified and naturally-derived personal care ingredients that meet complex formulator requirements.
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