The 40th edition of MCB by Beauté Sélection—an annual, prestigious event—once again took center stage in Paris, the heart of the beauty universe. This rendezvous for beauty professionals encompassed all facets of the industry, from hairdressing to aesthetics, makeup, and nails. It featured international competitions, hair shows, masterclasses, and innovation awards, providing a platform for industry leaders to demonstrate their expertise.
“MCB by Beauté Sélection did not only showcased the latest trends and innovations but also served as a reflection of the ever-changing beauty industry,” noted Soufiane Abeddaa, Project Lead in our Beauty and Wellbeing sector, who attended the event. Here’s what caught our attention at the event:
Industry Giants: Leading players such as L’Oréal, Wella Company, and Schwarzkopf showcased their latest offerings and initiatives to elevate existing product ranges, reaffirming their dominance in the France market. They all had large booths displaying their key lines and promoting their relaunches.
Wella Professionals using Kline’s data to claim its leadership position in the global professional hair color market.
Notable Absences: Key players such as Moroccanoil, Eugène Perma, and Generik, as well as distributors such as Bleue Libellule or Gouiran Beauté, were not present this year. Conversely, Olaplex, no longer distributed by Bleue Libellule, made its presence clear by displaying itself alongside the La Boutique du Coiffeur booth, highlighting its exciting new partnership with the store.
Olaplex
Emerging Brands: Truss and Morfose, known for their strong presence in key markets such as Brazil and Turkey, offered a glimpse into their diverse portfolios encompassing color, care, and styling products, hinting at their potential to captivate the France market. According to our Salon Hair Care Global Series, Morfose is the leading brand in Turkey, holding a share of nearly 16% of the professional hair care market with sustained growth. Meanwhile, Truss ranks among the top five brands in the Brazil market, showcasing robust growth throughout 2022. Notably, Truss has also expanded its reach to Portugal and Spain. Adding to its significance, the brand has recently been acquired by Grupo Boticário, further cementing its promising future.
Brazilian Presence: Brazilian brands sought to establish new distributor and salon partnerships, with names such as Nuance Pro, Felps Professional, and Royal Gold 24K. Findings from our research show that Brazilian brands are dominating the straightening segment in France, often bringing a low price point that appeals to salons. However, they are also grappling with the perception of being potentially harmful and less transparent in disclosing their product formulations, which is a key aspect these brands have been strongly emphasizing in their stands.
Sustainability Spotlight: Several brands continued to emphasize their natural formulations, eco-friendly packaging, and refill bars, further affirming the trends that we identified in our Salon Hair Care Global Series. Companies also offered sustainability-related services, such as hair recycling, aligning their initiatives with a broader global commitment to providing environmentally responsible beauty solutions. Some brands such as Kydra transitioned to “Kydra Le Salon” and embraced a completely green approach in terms of product formulation, packaging, and more. Wella also revamped its Koleston line to be vegan, while L’Oréal Professionnel introduced added pouches to its line Série Expert.
Novelties in Scalp: Demand for scalp care products has been consistently on the rise, with the category registering more than 10% growth in the France market in 2022, finds our Professional Scalp Care Products: Global Market Snapshot report. In line with this growing trend, Kérastase introduced an innovative scalp analysis tool called K-scan. This AI-powered hair and scalp smart camera aims to deliver even more precise care solutions for consumers.
Kérastase
Curly Hair Trend: The BFC (bouclé, frisée, curly) trend continued to garner attention. Over the last few years, curly care has accelerated in the France market, driven by a substantial curly-haired population. Les Secrets de Loly has been the reference in this segment, gradually attracting many other brands such as Beauté Insolante and Jia Paris spotted at the event.
To better seize opportunities in the global professional hair care market, please refer to our Salon Hair Care Global Series report focusing on market size and growth, key challenges, and business opportunities in 30 key markets. This 25th edition also covers channel sales at the brand level, as well as an update on important segments of products with natural positioning and scalp care. Additionally, our new interactive dashboard makes it easier to compare performance data.
