Have you forgotten to book your salon appointment? Impromptu meetings keeping you from looking your best? Worry not—the solution now comes in a pint-sized sachet. What started as a beauty trend in Asia evolving from K-Beauty’s facial sheet mask phenomenon has now become a global sensation extended to the hair care industry.
Hair sheets are like towelettes enriched with oils and formulations that fight frizz, static, and flyaways from root to tip. Purse-portable and easy to use for quick fixes, they make a great alternative to bottles of creams and sprays. Kline PRO U.S. data indicates that treatment products designed for frizz control gained share in 2018 versus the previous year. Innovations such as these sheets have contributed to the growth.
Carré Lissant by Kérastase and Frizz Dismiss Fly-Away Fix Finishing Sheets by Redken are some of the first hair sheet products to be introduced in the western market. The popularity of Korean sheet masks is a key factor that prompted brands to adopt this technology.
Following suit, Ouai launched hair sheets made with organic hemp paper coated with the goodness of coconut oil and shea butter for frizz- and static-prone hair. Swipe the sheet from root to tip, and you are good to go. The package comes with 15 individually wrapped sheets.
IGK introduced Swipe Up portable blotting tissues in two versions that come in handy to remove excess oil and calm static frizz. A single wipe instantly tames frizz and refreshes hair, making the product ideal for on-the-go styling with mess-free application.
Hair sheets are also available in the form of shower cap masks that conveniently deliver salon-quality results at home. According to the recently published Kline PRO: United States Annual Summary Report, Redken leads the treatment category with just over 6% of dollar sales in 2018. The Redken All Soft line, including the Mega Recovery Tissue Mask Cap, significantly contributed to the top ranking. Designed like a shower cap, the tissue mask draws its inspiration from the Korean facial sheet mask and provides an intense at-home moisture treatment for dry, damaged hair. After shampooing, twist the hair into the cap and gently massage; it leaves hair moisturized and manageable.
Briogeo Don’t Despair, Repair! Deep Conditioning Hair Cap System aids dry, damaged hair to repair and restore moisture. Expert German hair care brand IKOO also added treatment wraps to its product portfolio.
To learn about the latest product novelties offered by professional hair care marketers as well as the hottest trends that are hitting the market, please refer to Kline PRO. Based on actual salon transactions, this online interactive database yields category, brand, and product-level sales and service data on a quarterly basis for the U.S. and U.K. markets.
Kline PRO offers deep product and category segmentation classified by form, function, and special topics such as men’s products and nature-inspired. The service will help you quickly react and adapt to market changes as well as keep you up-to-date on market movers, fastest-growing services, new items, and more.