Hair care trends to lookout for in 2025
Mass market retailers want to extend their dominance of what is on track to be a $13.75 billion hair care industry in 2025, based on Statista data. The mass market commands 66% of sales, according to Circana.
Drug and discount stores need to contend with specialty and department stores encroaching on their turf to maintain that dominance and tease out more dollars. Prestige hair care sales increased of 9% bested the 2% gains in mass, per Circana. Both Sephora and Ulta Beauty have upped their commitment to hair brands.
To counter those moves, mass merchants are banking on several trends to keep hair care sales healthy. In addition to introducing new merchandising strategies—such as CVS repositioning on-trend brands at the end of aisles and Walmart grouping all brands together in unified displays—retailers are also closely monitoring these emerging trends.
Famed Names
Linking with a famous name is a traffic draw and has been a boost for brands, especially when the star is active in its marketing.
[Related: Beauty’s glow-up goals for 2025]
Emboldened by Being Frenshe’s skin and body collection’s success, founder Ashley Tisdale, in collaboration with Maesa, expanded into hair care. Beyond her recognizable name, Tisdale had a backstory to entering what she calls “hair wellness” since she suffers from alopecia areata. Her range (exclusively at Target) zeroes in on scalp health and hair hydration.
Target identified the debut of Blake Lively’s Blake Brown hair care range as the largest hair care launch in its history. All eyes will be on the rate of return purchase for the fledgling brand.
Courtney Adeleye, former founder of The Mane Choice, is now back with Watch & Sea Beauty, a full skin, body care and hair care company. Watch & Sea Beauty's latest launch is The Flourishing Collection, which is the first haircare line added to the brands portfolio.
The Roots to Success: Ingredient Stories
The skinification of hair shows no signs of slowing. Many emerging formulas harness the benefits of skin care ingredients, such as collagen and hyaluronic acid.
That’s one reason skin care brand CeraVe is entering the hair category. The launches include the Anti-Dandruff Shampoo and Conditioner, formulated to help eliminate visible flakes without disrupting the scalp barrier. “As we looked ahead to the future of CeraVe, we felt that hair and scalp care were a natural progression for the brand,” said senior vice president and global head of professional sales and marketing for CeraVe, Tom Allison.
Rosemary is a buzzy ingredient that isn’t slowing down. “Rosemary hair care is super trendy right now because many people are looking for natural ways to make their hair healthier and stronger,” said Juan Morillo, marketing director for Okay Pure Naturals. “Rosemary is a powerful ingredient used for centuries to help hair grow and keep the scalp healthy.”
Ben Huang, president of Luseta Beauty, sees a continued rise in products infused with natural powerhouse ingredients like biotin, collagen and hyaluronic acid. His brand is launching several new collections early this year, including a Nourishing Manuka Honey line.
[Related: New Launches in the Hair Care Aisle]
“Shoppers are approaching hair care much like skin care, focusing on creating a healthy foundation for beautiful hair,” Huang said. “Strengthening treatments, damage-repair solutions, and products offering heat protection are seeing significant demand.” Shoppers also desire muti-multi-functional options.
There have been purple shampoos to keep blonde hair from fading and now Skin Centrick has a Black Hair shampoo that does double duty by providing hair with a deep, rich black color while also cleansing and conditioning. The formula enhances overall hair health, added Chithra Kannan, founder and CEO of the brands.
Reducing Packaging Waste
Solid hair products that eliminate the need for water and excess boxing are expected to achieve critical mass in 2025. Ulta Beauty is getting behind bar products by including Ethique in its mix. Several other mass contenders in the bar category include Kitsch, HiBAR and Love Beauty and Planet.
EVA NYC recently updated its packaging to 25% recycled aluminum and a minimum of 50% post-consumer recycled plastic, reducing total greenhouse gas emissions and making it recyclable.
Boosting Profits with Accessories
An assortment of hair care grooming needs is one competitive edge mass marketers possess versus the competition. Firstline is launching a range of products that are strategically aligned with emerging trends.
Firstline’s commitment to sustainability is also evident in the CBFF Eco-Friendly Vented Detangler, designed with environmentally conscious materials to deliver tangle-free hair care while minimizing environmental impact.
Firstline addresses men, too, with the expansion of its WavEnforcer line of caps, which offer overnight protection for braids, waves, twists, locs and other textured styles.
“As multi-purpose hair tools and men’s grooming continue to gain momentum, Firstline Brands is at the forefront, offering solutions that blend style, innovation and value,” said Firstline CEO Joni Odum. “With these launches, Firstline is poised to remain the go-to brand for consumers and retailers alike.”
