What you need to know

With the majority of Americans under stay-at-home orders due to COVID-19, hair washing and styling frequency may decline short-term as consumers limit exposure to others and priorities shift. However, as restrictions lift consumers will fall back into their typical haircare routines. Looking ahead, haircare will continue to play a vital role in hygiene routines and in supporting self-esteem.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the shampoo, conditioner and hairstyling market

  • How the haircare market will fare the post-COVID-19 slowdown

  • Product usage trends among key consumer groups

  • Consumer interest in innovation and product claims

This Report was written March 20, 2020 and updated on April 27, 2020 with the COVID-19 implications.


For the purposes of this Report, Mintel has used the following definitions:

  • Shampoo, including anti-dandruff formulas and dry shampoo

  • Conditioner, including leave-in and rinse-out products

  • Hairstyling products, including hairspray/spritz, gel, mousse, cream, oil, putty and other texturizers

This Report does not include hair color or other chemical treatments such as perms, relaxers or keratin straighteners. In addition, this Report covers only the at-home haircare market and does not include salon services.

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