As hair care routines become increasingly sophisticated, category sales have exploded in the prestige market.
According to a study by the NPD Group, sales of hair products are is expected to grow by an average of 14% in the United States over the next year, with the global haircare category expected to double in size by 2024.
In a March earnings report, bond-making hair brand Olaplex forecast between $796 million and $826 million in net sales in 2022, compared to $598 million in 2021. Similarly, L’Oréal’s Professional Products Division achieved sales of $1.04 billion in the first quarter, an increase of 17.7% compared to the same period last year, the United States , with Germany, India and mainland China being the main sales drivers.
Aside from shampoo and conditioner, the top hair products used regularly by Gen Z consumers in the United States are hair spray, leave-in treatments, and hair oils and serums. With Gen Z’s spending power steadily increasing, brands that cater to their needs are poised to do better, according to NPD.
Nearly a third of Gen Z consumers regularly use hair masks, compared to 18% of all hair product users. Additionally, half of Gen Zers have purchased a hair treatment in the past six months and 54% plan to purchase one in the next six months.
Here, the top hair brands that Gen Z consumers in the United States want to buy, per NPD.
Top 5 prestige:
- living proof
- bumblebee and bumblebee
Top 5 overall:
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