“Rising Demand for Natural, Multifunctional, and Gender-Inclusive Products”
- A significant and accelerating trend in the global hair styling products market is the shift towards natural, clean-label, and multifunctional formulations that cater to a wide spectrum of consumer preferences, including those seeking sustainable, non-toxic, and gender-inclusive beauty solutions. This evolution is reshaping product innovation and marketing strategies across the industry
- For instance, in March 2024, Unilever’s brand SheaMoisture expanded its “Men of Color” product range with styling products made from natural ingredients such as coconut oil and shea butter, responding to increasing demand for culturally inclusive and nourishing haircare solutions. Similarly, L'Oréal Professionnel has launched products under its Source Essentielle line that are vegan, sulfate-free, and composed of up to 99% natural-origin ingredients
- Multifunctionality is becoming a key product driver, with consumers increasingly preferring styling products that offer benefits beyond hold and texture. For example, in July 2023, Redken launched its Quick Blowout Heat Protection Spray which offers both styling and heat protection while improving hair manageability and shine — appealing especially to consumers looking to simplify their beauty routines
- There is also a rising trend toward gender-neutral branding in styling products. In April 2024, Prose introduced a customizable hair styling range marketed as gender-inclusive, reflecting growing consumer awareness and expectations around identity representation and personalization in grooming
- With increasing environmental awareness, sustainable packaging and cruelty-free certifications are becoming central to product positioning. For instance, in May 2023, Aveda launched new eco-conscious styling products packaged in recyclable bottles made with post-consumer recycled materials, reinforcing its brand ethos around environmental responsibility
- This trend toward natural, personalized, and ethically-conscious hair styling products is expected to further intensify as Gen Z and millennial consumers continue to demand transparency, efficacy, and inclusive representation from beauty brands globally
