What you need to know
The home hair color market continues to struggle. Preferences for natural looks, concerns about damage, and complicated hair color trends―which are typically left to professionals―have placed downward pressure on the market. However, interest among both young and Black consumers is still strong, making them key markets for home hair color. The category will recover if brands listen to the demands of their target markets and promote products accordingly.
Definition
For the purposes of this Report, Mintel has used the following definitions for home hair color:
Permanent hair color—provides long-lasting, all-over color that typically lasts up to eight weeks
Semi- or demi-permanent hair color—lasts between six and 24 washes
Temporary hair color—available in a wide range of forms including sprays, foams, gels, powder, and chalk; can be washed out in one or two shampoos
Highlighting products—for treating specific sections of the hair to create lighter or darker sections; includes “ombre” hair color kits that produce graduated color that gets lighter toward the ends
Bleach—for removing the color from hair; used to create blonde and platinum colors
Root touch-ups—hair color that blends in root regrowth or covers grays between all-over coloring
Excluded from the market size, segment performance, and brand sections of this Report are:
Home perm products
Home straightening kits
