The professional hair care appliance market continues to grow steadily in the United States, at about 3%, driven by new innovations, players, and ways of thinking in all categories.
In 2016, Dyson, a manufacturer known for its vacuums, shocks the professional hair dryer market by launching a new hair dryer that borrowed technology from its vacuums to change the way stylists and consumers dry hair. The Supersonic dryer took six years to develop, is quieter than most hair dryers on the market, and is unique in the way the air comes out through an open-ended sphere rather than an elongated nozzle. Other companies continue to shake up the industry as well.
However, one of the most shocking developments in the industry in 2017 is that Helen of Troy’s Hot Tools, one of the market leaders in the category, not only launches its new ergonomically enhanced CurlBar, but also continues to innovate in the category by becoming the first hair appliance company to partner with a beauty app, Perfect365. This collaboration allows users to virtually try on six different Hot Tools-designed hairstyles. Every look on the app can be recreated at home with the company’s products.
The main players in the overall hair appliances market continue to innovate by partnering with new entrants to the market, such as Farouk Systems does with Kardashian Beauty in 2016 to launch new hair dryers, flat irons, and curling irons. In addition to collaboration with Kardashian Beauty, the manufacturer jumps into the hair appliance space with its well-known and respected hair brand Biosilk. L’Oréal’s Redken, which has historically had no presence in the hair appliance space, collaborates with T3 Micro on its new flat iron, HeatCure, bringing a freshness to the category in 2016.
In addition to new players in the straightening space, new types of products are launched in 2015 and subsequently 2016, bringing the category to life. In 2015, Dafni launched its Ceramic Hair-Straightening Brush in the retail hair appliances market. Other companies, such as Instyler, Conair, Amika, Aria Beauty, ISA Professional, and Thairapy 365, enter the hot tools category by launching similar straightening brushes in the retail and professional markets in 2016 and 2017. Ceramic hair straightening brushes are a quickly growing sub-segment of the flat irons category, allowing stylists and consumers to quickly brush their hair straight. In fact, this sub-segment has helped the straightening hair appliance category to grow the strongest from 2015-2016 at about 4%.
For more information on the fastest growing brands and segments, please refer to Professional Hair Tools and Appliances: Global Market Analysis and Opportunities. The Europe volume is now available, while the United States volume will be coming out soon!