Sales of prestige hair products increased 67% from January to the end of September 2022, compared to the same period in 2019. Resulting in an 18% increase in the market’s value, proving the sector’s resilience

Market research and data company The NDP Group has released new data presenting positive growth across all haircare categories. This shift is most notably down to changing consumer behaviours due to Covid-19 lockdowns and an increasing number of e-commerce opportunities due to loyalty.

Emma Fishwick, Account Manager, NPD UK Beauty explains: ‘Many people are loyal to the products within their hair routine and the online channel lends itself to replenishment purchasing. Online also allows the consumer to be savvier when searching for products to see where they are most competitively priced.’

Hairstyling products have come out on top year-on-year, with double digit growth. This is most probably down to increased socialising and commuting which is subsequently calling for more tailored styling.

Interestingly, the data also shows a sustained growth in the ‘skinification’ of hair trend. WGSN reports this trend is defined by ‘a greater focus on hair and scalp care’ which has seen the transversing of skincare ingredients such as hyaluronic acid making its mark in shampoos and cleansing products.

This trend also lends itself to increased ‘layering’ of products which target particular issues and deficiencies. As a result sales of hair oil increased 34% and hair serum increased 33% in nine months during 2022 compared to last year.

‘Consumers are upgrading their hair care routines with everyday use prestige products such as daily rinse shampoo and conditioner that by their very nature address specific concerns from dry and damaged hair, to split ends and fizziness,’ continues Fishwick, saying: ‘This is a major shift, and we believe that the ‘skinification’ of haircare is here to stay.’

This data shows clear resilience within haircare despite current economic pressures which have caused for the current UK market for prestige make-up products to be been valued at £334M, a decline of 25% in comparison with the same period in 2019.