CEW Report: Hair Care Trends
Product Return Analysis
Discover why consumers are returning products and address issues quickly
Competitive Intelligence
See what competitors launch, how they’re rated, and where you stand.
Product Innovation
Use trending topics and insights to guide enhancements that align with market needs.
Product Health Score
Measure a product’s performance within its category by analyzing sentiment, strengths & weaknesses
Product Launch Tracker
Monitor product launch performance, identify challenges & take action
Purchase Motivators
Identify what drives customers to choose your product over competitors
Trending Hashtags
Topics audiences are actively engaging with.
Category Launches
See new competitor launches entering the conversation.
Crisis Management
Early indicators of potential crises or reputation risk.
Video Analysis at Scale
See exactly how you stack up, and where you can outperform
Organic vs. Incentived
Evaluate organic vs. incentivized feedback. Distinguish between signals & noise.
Campaign Monitoring
Analyze your own social content.
SWOT Analysis
Identify product strengths, weaknesses, opportunities and threats using VoC.
360° of VOC
Leverage insights from multiple sources to get a full, unbiased perspective
Market Trend Analysis
Benchmark shift in consumer behavior using 24 months category-level data
Star rating drivers
Understand what influences customer ratings and take steps to improve them.
AI-powered surveys
Generate online surveys based on category benchmark data and distribute to millions of potential buyers
Unmet Needs
Identify consumer pain points and areas where demand is not being met.
PDP Enrichment
Enhance PDPs with embedded, AI-powered review summaries to improve customer trust and drive sales
Shopper Experience
Gain a 360° view of the online shopping journey to deliver a seamless experience
Price Tier Analysis
Benchmark product pricing across sales channels to identify correct price point
Competitive Intelligence
See what competitors launch, how they’re rated, and where you stand.
Trend Detection & Forecasting
See what’s coming before it’s everywhere
Influencer Discovery & Vetting
Work with creators who align with your brand
Visual Mention Tracking
Know where and how your brand appears, even when untagged
CX Pain Point Discovery via UGC
Fix what’s broken straight from the customer’s point of view
Crisis Detection & Virality Monitoring
Catch backlash before it explodes or amplify a breakout hit
UX, R&D & Innovation
Innovation Testing, Concept validation, product defect and returns analysis
Creative, CRM, Marketing
Campaign planning, messaging, rebranding, packaging, claims testing
Foundational & Behavioral
Consumer Profiling, Trend Identification, Market Segmentation, Path to Purchase
Competitive & Shopper Tracking
NPS, production launch tracking, market performance, shopper behavior
Automated Onboarding
Speed up the onboarding process, improving the entire customer experience across channels.
Centralize Engagement Data
From conversations to insights to revenue across all channels
Convert Visitors into Buyers
Interactive chatbots engage visitors and drive sales
Full Attention to Every Customer
Automatically route all customer conversations to one unified inbox
Product sales & revenue data
Track performance across 100M+ products, by engagement, revenue, units sold, MoM growth, and more.
Top trending categories
Size opportunities by capturing rising categories as they emerge to align product assortments with demand.
Shop & competitor insights
Unlock new products in your category and learn sales data across the entire competitive landscape.
Video analysis at scale
Analyze at scale to see which formats, messages, and creators directly spark sales.
Instantly access actionable VoC insights based on buyers’ post-purchase feedback
The Hair Care market in the U.S is evolving rapidly, driven by dynamic consumer preferences and evolving trends. This report analyzes over 1.2 million post-purchase consumer feedback from major retailers like Amazon, Walmart, Sephora, Target, and Ulta to uncover key insights from verified consumers.
By examining trends, top-performing brands and products, and the factors influencing purchasing decisions, this report provides an insightful look at the competitive hair landscape. It also evaluates brand strengths and weaknesses across key topics such as packaging, smoothness, scent, hydration, and the demand for natural and organic ingredients, offering a detailed view of what matters most to consumers.
This study examines post-purchase consumer feedback in the Hair Care category in the United States, revealing key insights and trending products and consumer interests. The analysis is based on a dataset of 1,221,352 reviews published across a variety of sources such as Amazon, Walmart, Sephora, Target, Ulta, etc. between January-December 2024.
Key Objectives:
Across the shampoo and conditioner, styling, care, and color categories. The most discussed topics included: Smell, Soft & Smooth, and Hydration (35%, 19%, 12% discussion share respectively), while Packaging, Natural & Organic, and Hair Loss showed the highest year-over-year growth (+47%, +35% and +17% respectively).

Smell is the main purchase driver in hair care and has an 82% positive sentiment. Consumers are drawn to luxurious, long-lasting scents that channel high-end perfumes or hair salons, with Moroccanoil, Kenra, and OUAI driving satisfaction for this benefit.
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.

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.
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%.

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.
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.
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.

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.
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.



