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E-commerce penetration in the hair category, though well behind other beauty categories, is growing at a promising clip. In the professional space, foot traffic and in-store sales in salons continue to decline, forcing professional brands to offer products through online channels to reach both hair professionals and replenishment shoppers. In the consumer space — historically dominated by mass hair brands — a growing subset of prestige brands bring higher-priced, niche product lines to market, hoping to capture buyers looking for products to maintain hair health between salon visits.