With the new ‘de-influencing’ trend here to destroy the reputation of anything and everything that isn’t deemed worthy by consumers on social media, it’s more important now than ever to make sure you’re watching out for what your consumers REALLY want.

What they want to see from your brand is:
🌱 Clean and natural ingredients: Consumers are increasingly interested in haircare products made with natural and eco-friendly ingredients. This trend is driven by concerns about the potential negative effects of synthetic chemicals on hair health and the environment.

💆‍♀️ Scalp care: More and more people are focusing on scalp health as a crucial element of overall hair health. Haircare brands are responding to this trend by launching products specifically targeted at improving scalp health, such as scalp scrubs, toners, and serums.

👩🏿‍🦱 Inclusive product lines: Haircare companies are recognizing the importance of offering products that cater to a wide range of hair types and textures. This includes products designed for curly, coily, and kinky hair, as well as products that cater to different ethnicities and cultural hair traditions.

🪡 Customized haircare: Personalization is becoming increasingly important in the haircare industry, with brands offering customized products based on individual hair types, concerns, and style preferences. This allows consumers to tailor their haircare routine to their specific needs and achieve better results.

📱 Influencer reviews: Social media platforms like Instagram and TikTok are playing an increasingly important role in the haircare industry. Brands are using influencers and user-generated content (UGC for short) to promote their products and engage with consumers in new and creative ways.