Last year, hair serums in the treatment category increased in revenue by almost 23% compared to the revenue of styling aid serums, which was up about 13%, according to Kline PRO USA data. This trend continued in 2022 as consumers keep expanding their hair care routine with products inspired by skin care.
Just like their skin care counterparts, hair serums provide concentrated benefits that are not found in a basic hair care routine. They are widely recommended by stylists to achieve the salon-like glossy, sleek finish at home. They are also considered a must-have in the beauty arsenal for those who reach for hot tools on a regular basis. Moreover, the benefits of hair serums extend beyond just frizz control and heat protection. Depending on the formulation, they target a wide array of issues and pave the way to healthier scalp and hair. Several new entries to the professional salon market, per our recently released data from Kline PRO USA, caught our attention, among which:
1. Products that provide repair/condition benefits hold the largest share of treatment serums and saw 52% growth in the first quarter of this year. Contributing to the growth is Aveda’s recent launch of Botanical Repair Strengthening Overnight Serum. Unlike other serums, this leave-in works overnight to deeply repair the cortex and strengthen hair from the inside out.
Botanical Repair Strengthening Overnight Serum by Aveda
2. Products for color care waned slightly during the height of the pandemic but are starting to reclaim the lost share. Serum Chroma Thermique from Kérastase’s color protection range of Chroma Absolu is a new serum for sensitized and damaged color-treated hair. It helps preserve color by protecting against external aggressors.
Serum Chroma Thermique by Kérastase
3. Solutions that combat hair thinning are also increasingly gaining consumer interest. Serums for thinning hair witnessed an increase of 39% in Q1 2022 versus year ago. Hair fallout is a major concern and can happen for a myriad of reasons. New to the market for this segment is Colorproof’s Biorepair Thicken Scalp Serum. Designed exclusively for thinning hair, it restores scalp health and creates an ideal environment for hair growth.
Biorepair Thicken Scalp Serum by Colorproof
Kline PRO: Salon Retail Products and Database helps you keep up with the latest salon trends. 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. In addition, our newest digital tool, Salon Distribution Benchmarking, zeroes in on salons that stock your brand and provides performance data compared to brands with which you compete head-to-head. It analyzes distribution and the quality of distribution using numeric, service dollar-weighted, and product dollar-weighted measures available from the company level all the way down to the SKU level. Q2 2022 findings for both the U.S. and Canada will be published at the end of this month.
Written by Paula Gottdiner, Project Manager, Consumer Products, and Likitha Kaki, Researcher.