Productos de belleza

Where are the priorities of consumers of hair beauty products heading?

As a key factor in the Hair Care sector retailers and distributors should stay up-to-date with the latest market research and their customer’s needs. Among the key points that they should not lose sight of are the consumer preferences of the products they work with. Thus, we bring the most current and relevant trends nowadays.

Hair care is one of the main concerns for many people, who look for products that suit their needs, tastes, and lifestyles.

However, consumer habits change rapidly, and trends in the hair beauty market reflect these changes. ¿What do consumers look for when it comes to hair beauty products? What factors influence their decision-making process? What brands and products stand out in this sector?

Finding answers is a priority for retailers and distributors in order to be able to spot the key factors that will make their businesses grow by taking advantage of these trends. Let’s have a look at them here.


Sustainability and respect for the environment

More consumers every day are concerned about the environmental impact of the products they use and are looking for alternatives that are eco-friendly, biodegradable, recyclable, or that are manufactured with natural and organic ingredients.

According to Klarna research, of all the responsibility practices that beauty brands implement, transparency is the most important, since 80% of female consumers state brands need to be more transparent about the sustainability of their products.

That’s one of the reasons why labels are so important: 2 out of 3 consumers (64%) read beauty product packaging very carefully when they go shopping.

Klarna research also indicates that healthy and eco-friendly are a growing trend: 64% of female consumers use natural and organic products.

Diversity and body-positive

Consumers of hair beauty products also look to feel good about themselves, and that is why they reject the stereotypes and beauty canons imposed by society.

Consumers want products that respect and empower their identity, diversity, and personality, and that help them express themselves and feel comfortable with the way they look.

The same Klarna study reveals that the main reason for purchasing cosmetic products today is related to the need to feel good and treat yourself.

Another research, conducted by McKinsey in collaboration with The Business of Fashion, looks at the beauty market in 2023 and highlights the role of younger generations, who use beauty products and services to feel good and express their true identity rather than adhere to fixed cultural ideals.

Challenging norms not only around the definition of physical beauty but also gender and product categories, these represent an opportunity for brands that know how to connect with their values and expectations.


Back to simplicity and cutting-edge products

Consumers of hair beauty products are also looking to simplify their hair care routines, and therefore opt for products that are versatile, easy-to-apply, and effective.

McKinsey report mentioned earlier shows that consumers look for products that save them time and money and provide them with many benefits in fewer steps.  According to the study, 46% of respondents say they prefer to buy products that have multifunction, and 44% say they like to buy products that are easy to use.

On the other hand, 41% of respondents state that they rather buy beauty products multifunction.


Do-it-yourself products with professional results

There is a growing trend to use DIY beauty products at home, rather than in the salon, due to several factors, such as saving, comfort, and personalisation.

This is the case of Kativa Brazilian Straightening, which can be done at home easily thanks to the product kit that contains all the needed products and thorough instructions for its correct use.

With this product, consumers achieve salon-quality results, the effect of which lasts up to 12 weeks if proper hair care is carried out afterward. All of it from the comfort of their home.

These are some of the trends that set the priorities of today’s hair beauty product consumers. A market that adapts to the new demands and expectations of customers and offers a wide variety of options to care for and beautify hair.

As a retailer and distributor of Hair Care, we hope that this information will be useful to you in establishing your business strategies. From Starbrands, we want to help you achieve your business goals and we can do that by offering you our partner programme. so you can enjoy exclusive advantages. Would you like to know more?


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