The Most Searched Hair Brands Among American Women – WWD

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:

  1. Olaplex
  2. Aveda
  3. living proof
  4. Devacurl
  5. bumblebee and bumblebee

Top 5 overall:

  1. Dove
  2. Aussie
  3. L’Oreal
  4. Olaplex
  5. Tresemme


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