GULF SHORES, Ala. — As the textured haircare market evolves, Beauty Intelligence delivers the insights that matter most to brands, retailers, and founders. In its latest category breakdown, the beauty-focused data and strategy firm highlights four high-impact trends using data from Circana, Nielsen, and exclusive Beauty Supply POS insights.
With a focus on performance data and consumer behavior, Beauty Intelligence emphasizes one clear takeaway: today’s textured hair shopper is regimen-minded, ingredient-aware, and expects more from every product they purchase.
From beauty supply stores to mass retail, shoppers seek full regimen support beyond curl creams. Multi-step routines—including cleansers, scalp treatments, stylers, and refreshers—are now core to the consumer journey. For brands and retailers, every step of the regimen must deliver and align with the consumer’s overall hair goals.
Key Trends from Beauty Intelligence’s Report:
1. Protective Style Support is Leading Sales
What’s Happening:
Across beauty supply and MULO, there’s been a significant lift in products supporting braids, locs, wigs, and weaves—including braid sprays, scalp oils, mousse, edge gels, and install-friendly treatments.
Why It Matters:
Protective styling isn’t a trend—it’s a lifestyle. These consumers aren’t just styling; they’re preserving, and they’re shopping regularly to maintain it.
2. Scalp Care Is Becoming Its Own Category
What’s Happening:
Scalp-focused products like detox scrubs, pre-shampoo oils, specialized leave-ins, masks, and serums are outperforming expectations. Beauty supply sales show double-digit growth in this subcategory.
Why It Matters:
This reflects the “skinification” of hair, where consumers treat their scalp like their face, looking for exfoliation, hydration, and pH balance.
3. Curl Definition Still Reigns, But With a Shift
What’s Happening:
Styling aids still dominate dollar share (42% of the category), but consumers are moving away from heavy, crunch-inducing formulas toward flexible, nourishing stylers that allow for re-styling and layering.
Why It Matters:
Consumers want styling that works with their lifestyle, not against it. Texture is becoming more fluid and versatile, with a focus on refreshing routines and flexibility.
4. Oils + Hair Dress Are a Quiet Powerhouse
What’s Happening:
Driven by key ingredient stories and multi-use benefits for scalp and strand, this segment has held steady in beauty supply and is gaining traction in mass retail, especially among Gen Z (ages 13-28) and multicultural shoppers.
Why It Matters:
Consumers are doubling down on moisture retention and scalp-soothing benefits, particularly with protective styles, winter routines, and hair growth regimens.
What This Means for the Industry:
For brands and retailers in the textured haircare space, Beauty Intelligence is providing more than just data—it’s delivering a roadmap. With insight into regimen-based behavior, subcategory momentum, and cross-channel dynamics, companies now have the tools to identify white space, build loyal followings, and stay ahead of evolving consumer demands.
