How to Answer the Hair Cycling Trend?

Having reached 508 billion euros by 2022 [1], the hair care market has been undergoing profound change in recent years. Inspired by solutions that have proved their worth in the skin care market(the “skinification” trend), it is becoming more specialized, offering consumers products that are more caring and more sophisticated. As a result, volume growth in conditioners and treatments has rised by 17.3% between 2017 and 2022, while growth in professional hair care products is set to increase by 22.5% [1]. Consumers are increasingly experts, and expect brands to follow market trends and deliver at home the same level of efficiency as in professional salons.