This article was originally published in Cosmetic Business Hair Care Trend Report. Pick up your copy here.
With a plant-based, clinically proven formula, sensory experience, and aesthetically pleasing packaging, the new entrant into the hair growth space is a departure from the pharmaceutical-style treatments that have traditionally dominated the field. I’m drawing the line.
There has been a steady influx of leading hair care companies into the sector in recent years, with brands such as Augustinus Bader and The Nue Co focusing on hair growth as the basis of their latest developments.
However, in 2024, more prestige brands are rethinking the category to meet consumer needs around hair thinning and hair loss in new ways.
“We’ve seen a huge shift in this space from drugstore to luxury brands,” says David, SVP of Global Marketing at Aveda, which first entered the space in 2012 and launched new plant-based hair loss solutions this year.・Mr. Hutchinson says. Hair called Invati Ultra Advanced.
“As more popular brands enter this space, consumers are realizing that there is a real need for these products, a desire to address current hair loss concerns or prevent future hair loss. It makes us feel like we’re not the only ones.”
And their efforts are paying off.
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