CEW Report: Hair Care Trends

#2 Topic: Soft & Smooth

Share of Discussion + Sentiment

Softness & Smoothness is the second most discussed purchase driver in hair care and has a 96% positive sentiment. Consumers seek products which promote manageability, frizz control and shine without weighing the hair down, with brands like Kerastase, Ogx and Love Beauty And Planet leading the front with anti-frizz serums, hydrating conditioners and hair masks.

 

#3 Topic: Hydration

Share of Discussion + Sentiment

Hydration is the 3rd most discussed purchase driver in Hair Care and has an 84% positive sentiment. Consumers seek deeply hydrating hair products that transform dry, frizzy hair into soft, healthy, and manageable strands, with brands like CeraVe, Verb and Moroccanoil offering conditioners, oils and repair treatments that cater to this need.

 

 

Trending Hierarchies in Review Volume

Hair Care reviews saw a 4% year-over-year increase in 2024, with all segments contributing to the growth – particularly hair treatments which saw review volume surges of 9%.

Topics Trends

Topic Review Volume Growth

#1 Topic: Packaging

Reviews with ‘Packaging’ References

Consumers increasingly discussed packaging with easy grip (cylindrical shapes), controlled dispensing (pump, squeeze, pipette) and secure closures; 47% YoY growth for the topic was largely driven by new packages introduced by Kristin Ess, Dove and Shea Moisture.

#2 Topic: Natural & Organic

Reviews with ‘Natural & Organic’ References

Consumers are showing increasing interest towards natural, scalp-friendly hair care products filled with natural ingredients like Shea Butter, Argan Oil, Jojoba Oil, Apple Cider Vinegar, Jujube seeds, Peppermint, Lavender and free from parabens and sulfates. Driving the 35% YoY growth for the topic are brands like Shea Moisture, Love Beauty and Planet and Brickell.

#3 Topic: Hair Loss

Reviews with Hair Loss References

Rising concerns about hair thinning and shedding are driving more discussions on hair loss solutions. Consumers are turning to natural and specialized treatments, offered by brands like Act+Acre, Svvimer and kitch.

 

Key Takeaways

Packaging Innovation

Drives Engagement Consumers prefer packaging that ensures easy dispensing, secure closures, and minimizes waste, contributing to a 47% YoY increase in discussions. Brands that prioritize functional and aesthetic packaging can boost engagement and consumer satisfaction.

Hair Loss Solutions Are Gaining Momentum

Concerns about thinning hair and shedding are driving demand for specialized treatments, including biotin-infused pills, botanical shampoos, and rice water-based solid bars. The 17% YoY growth in reviews indicates strong interest in effective, natural hair loss solutions.

Hydration and Smoothness Are Essential Benefits

Consumers seek deeply hydrating and smoothing products that transform dry, frizzy hair into soft, manageable strands. Brands that balance moisture, frizz control, and lightweight formulas stand out in a competitive market.

Demand for Natural & Organic Formulas Continues to Rise

Consumers are increasingly choosing hair care products free from artificial chemicals, with 35% YoY growth in discussions. Brands promoting natural, scalp-friendly ingredients like aloe, jojoba, and peppermint resonate strongly with both men and women.Consumers are increasingly choosing hair care products free from artificial chemicals, with 35% YoY growth in discussions. Brands promoting natural, scalp-friendly ingredients like aloe, jojoba, and peppermint resonate strongly with both men and women.

Scent and Sensory Appeal Matter More Than Ever

Smell remains the top driver of consumer satisfaction in hair care, with consumers favoring luxurious, long-lasting fragrances that elevate their experience. Brands leveraging premium scents see increased positive sentiment and loyalty.

About Revuze

Revuze empowers brands with next-step actions, from the category down to the SKU level, to streamline research across all products, drive product innovation, enhance marketing effectiveness, and optimize eCommerce performance.

Leveraging advanced AI and machine learning, we transform e-comm, social and survey data into a unified Voice of Customer (VoC), with the highest level of accuracy and integrity, resulting in products that consumers love and appreciate.