2020 was the first year that haircare grew and skin and makeup care declined, according to research by Kline Group.
One of the key contributors behind the success was a 20 percent growth in newer indie brands.
Naturally, at-home haircolor was on the rise, as clients were unable to visit the salon for a stretch of time, as were hair clippers, as men were giving themselves haircuts at home. Wahl, in particular, was the biggest winner in this market.
Multicultural hair products recorded nearly five-times the growth of previous years, as retailers like Target and Ulta increased the number of offerings in the category.
A focus on self-care accelerated the demand for masks, treatments and scrubs, with brands like Pacifica, R+Co and Sexy Hair benefitting.
In-salon thinning hair treatments were up 119 percent in 2020, and revenue came in at plus-146 percent compared with the previous year.
So what's ahead? Kline predicts a focus on clean and sustainable, plant-derived, vegan and waterless products; multicultural category to continue growing, and haircolor to stabilize, with a resurgence in styling; and for mass and professional markets to stabilize, all by 2025.
Check out the full report here.