The demand for vegan hair care products is stronger than ever, due primarily to an increase in awareness and consciousness about the ill-effects of animal derivatives like keratin, collagen, and glycerin, which are present in many hair care brands. Vegan products are comprised of natural ingredients, making them less harsh. In addition, they are cruelty-free, in eliminating testing on animals.
Veganism has moved beyond being just a trend; it has become a popular lifestyle, driven by health, ethical, and environmental concerns. Catering to this growing demand, many companies have launched new plant-based products in 2020.
In the first quarter of this year, Aveda introduced its botanical repair collection—a plant-powered, bond-building-based system. In the same quarter, data from Kline PRO revealed that items from another Aveda vegan line—Nutriplenish—ranked high within their respective categories. Nutriplenish Shampoo Light Moisture was the fifth best-selling shampoo, with a revenue share of 1.4%. Nutriplenish Conditioner Light Moisture, which accounted for a revenue share of 2.1%, ranked third.
Alterna’s new My Hair. My Canvas. collection reinforces the company’s commitment to clean beauty. “From new, 100% vegan formulas, to innovative packaging with 50% post-consumer recycled plastics, My Hair. My Canvas. embodies our passion for continuing to explore new avenues that take our clean beauty philosophy to a new and even more meaningful level,” states the company on its website. The My Hair. My Canvas. City Slay Shielding Hairspray debuted in the sixth-leading position among the top-10 new best-selling hairstyling products in Q2 2020, according to Kline PRO.
R+Co’s Super Garden was another notable vegan launch. Both the shampoo and conditioner were among the new best-selling top-10 products within their respective categories in Q2, according to Kline PRO. In addition to gently cleansing and nourishing the scalp without any harmful ingredients, they are infused with hemp-derived CBD, which contains regenerative benefits for hair and scalp.
The strong trend of consumers seeking out vegan products, which started several years ago, is expected to continue to grow. This feature, combined with the clean movement, will help companies become more ethical and environmentally friendly, thus making the world a safer and healthier place in which to live.
Kline PRO is a comprehensive interactive database that enables users to access the latest performance data on the professional hair care industry. Based on actual salon transactions from a panel of thousands of salons, it yields category, brand, and product-level sales and service data on a quarterly basis.
