In the wake of the pandemic, the beauty industry has experienced ups and downs, but one segment that continues to thrive is hair care. According to Larissa Jensen, Circana’s senior vice president and beauty industry advisor, hair care is expected to witness impressive growth, especially in the prestige market, which saw an encouraging 9 percent increase in 2024. Mass hair care products are also holding their ground with a 3 percent rise. This momentum appears to be fueled by consumer interest in specific categories like scalp care and styling, which are set for further expansion. With this backdrop, several noteworthy hair care products have launched this spring, each with the potential to become a favorite among beauty enthusiasts.
One standout launch is the Pattern Beauty Revitalizing Scalp Scrub, priced at $29. Spearheaded by actress and entrepreneur Tracee Ellis Ross, this scrub is a fresh addition to the brand’s scalp-care lineup. Crafted with ingredients such as pink Himalayan sea salt, cucumber, ginger root, and fenugreek, this scrub aims to exfoliate the scalp, alleviating issues like itchiness and product buildup. While specific sales forecasts weren’t disclosed, industry experts estimate that the product could earn between $2 million and $5 million in its first year. The scrub’s dual function—cleansing and soothing—addresses the growing consumer demand for targeted scalp care.
Another launch generating buzz is the Color Wow Texas Hold ‘Em Big Hold Hairspray, retailing for $30. Known for their popular Dream Coat treatment spray, Color Wow is looking to replicate that success with this new product. Designed to withstand high humidity, the hairspray claims to lock in styles with 82 percent retention after eight hours while containing 50 percent less alcohol than traditional formulae. Promising “less wetter — holds better,” the brand aims to cater to consumers seeking reliable styling solutions without compromising on health factors.
In a bid to provide accessible luxury, Tresemmé introduced its A-list collection, offering a selection of eight styling products priced at $11.99 each. Featuring items such as smoothing creams, styling sprays, and even a hair fragrance infused with vanilla and sandalwood, the collection emphasizes affordable indulgence. Each product is designed to elevate the hair care experience, complete with a sleek packaging redesign that displays a new “T” monogram. This approach aligns with a growing consumer desire for quality hair care products that do not break the bank.
Curlsmith is making waves with its innovative Defrizzion Curl Reviving Wand, priced at $189. This product is tailored for those with natural curls, featuring four interchangeable attachments to customize styling for varying hair types from loose waves to tight coils. Equipped with 13 temperature settings, this wand is perfect for refreshing curls on days two and three after washing. Industry insiders believe Curlsmith may be on track for around $50 million in annual sales, underscoring the brand’s potential in the competitive hair care market.
Additionally, The Doux is launching the Bonita Bubble Balm Foaming Pomade, available for $17.99. This cream-to-mousse format is designed to provide lightweight, medium hold—ideal for braiding or enhancing loose curls. The Doux is already a recognized name in textured hair care, and the introduction of this innovative product reflects the brand’s commitment to versatility in styling. With a remarkable 72 percent year-on-year growth, The Doux continues to resonate with consumers seeking effective and user-friendly styling solutions.
Lastly, Wella Professionals is rolling out its Ultimate Smooth Collection, priced between $25 and $35. This four-step regimen is designed to tame frizz and promote smoothness for up to three days. The collection includes a shampoo, conditioner, hair mask, and a Miracle Oil Serum that aims to nourish and protect hair from environmental stressors. With its scientifically-backed formulation featuring squalane and omega-9, Wella is catering to consumers who prioritize effective, long-lasting hair care solutions that can withstand the demands of everyday life.
In essence, the hair care segment of the beauty industry is proving to be resilient and innovative in the post-pandemic landscape. With a variety of new launches catering to different consumer needs—from scalp health to styling ease—the space is ripe for growth. As brands continue to respond to consumer desires and interests, it will be exciting to see how these products perform in the marketplace, with potential cult favorites emerging among the offerings. This season’s releases not only highlight the industry’s adaptability but also celebrate the ongoing importance of hair care in the beauty community.