Now more than ever—especially with the return of pandemic-time masks—hair care and hairstyles are having a moment in the beauty business. After all, when two-thirds of one’s face is covered, hair moves to the forefront of consumer’s beauty looks. And with a dazzling array of product innovations for 2022, the hairstyling market is ripe with opportunity as shoppers are more likely to be out and about than during the lockdowns of the past two years.

According to The NPD Group, from April to September 2021, when vaccinations were on the rise and warmer weather enabled more outdoor activities, sales of personal care products, like women’s hairstyling and men’s grooming products, increased by double-digits compared to the same period a year ago. Whether consumers wanted a curl in their hair or opted for a straight look, they bought styling products to get the job done.

“The reality is that during the height of the pandemic, our most pressing concern wasn’t how we looked,” said Joe Derochowski, home industry advisor, NPD. “Now we have reasons to look good, we’re out more and seeing people more, we’re motivated. This motivation is a golden opportunity for manufacturers of personal care products to capture the consumers’ renewed interest in how they look.”
There is room for growth in the category.

“Hair product consumers are engaged and diverse and, while nearly all women use hair products, there are white-space opportunities for brands and retailers to reach new consumers,” added Larissa Jensen, beauty industry advisor at NPD. “It is particularly interesting that hair spray ranks among the top-used products. But while a high percentage of women use this product, frequency of use is low. The opportunity lies in boosting these usage occasions.”

Hair styling gel/mousse sales jumped 3.9% to $1.05 billion while hair spray/spritz sales rose 4.5% to $576.6 million, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Nov. 28, 2021.

Styles for Miles
Right now, there is a hairstyle for every occasion, according to hair care expert Philip Pelusi.

“Hair takes the spotlight as the pursuit of individuality becomes the overarching trend for the year,” he said. “Style cannot be hidden behind a mask. We view 2022 as the year of the pursuit of individuality. And the stylist, the catalyst to make it all happen. We believe this lends importance to the salon visit to achieve the vast array of exciting hair trends for 2022. With the salon even possibly being viewed as a destination for a comforting environment, something customers long for today. We believe this will be even further propelled by the consumer’s desire for steadfast yet unique products that bring them happiness and reassurance with a focus on health and wellbeing.”

Pelusi added that for hairstyling, men’s and women’s haircut trends for 2022 are on opposite ends of the spectrum. This “yin and yang” relationship plays out in haircuts that vary in length, texture and styling spanning from blunt cuts for women to “The Bro Flow,” aka The Bradley Cooper, for guys.

Smooth & Shine
Hairdressers are indeed putting the cut before the color, according to Keratin Complex’s Director of Education Paul Dobbert, Boca Raton, FL. He noted stylists are reinterpreting statement-making looks of years past with “shaggy layers and blunt fringe to add the perfect modern twist on vintage bobs and bangs.”

Dobbert added that “the grown-out crop” is leading the way for styles, as side-swept bangs and flattering longer layers help transition from pixie to bob in a way that is “sexy and sophisticated.” Hair lays flat but with ample volume at the nape.

Keratin Perfect, part of the Keratin Complex brand, is amping up its styling offerings for 2022 with two new products—Keratin Perfect Frizz-free Blow-Dry Cream and Keratin Perfect Benefit Obsessed Multi-Purpose Treatment Spray. Both SKUs protect tresses from heat styling.

Dobbert claims they are “magic in a bottle.”

New Amyris-owned brand Jonathan Van Ness Hair is launching a hair product that will provide manes with a lustrous shine instantly, according to the company. Infused with hibiscus extract, meadowfoam oil, hemisqualane and squalene, Complete Nourishing Shine Drops enhance hair’s shine creating a prismatic effect and silky finish that refracts light and radiates without frizz or flyaways while deeply nourishing dry strands or leaving hair greasy. The weightless, silicone-free, pink-hued drops are filled with antioxidants and help protect from damage, color fading and humidity for lasting shine.

American hairdresser, podcast host, activist and television personality Van Ness—better known by his initials, JVN—rolled out the hair care line with Amyris in 2021. The range, which includes 10 products across four collections, recently expanded into Sephora.

Sustainability is at the core of the brand’s approach to clean ingredients, formulations and packaging; it also prioritizes recyclable materials like aluminum and glass and a commitment to become 100% plastic-free by 2025. Each JVN formula contains ingredients selected on the basis of their positive impact on hair and skin health, and low impact on the environment, specifically aquatic ecosystems, according to the company.

“Hair care is the fastest growing category in beauty, and Jonathan’s beauty and hair care expertise, combined with his passion for inclusivity and sustainability, makes him an ideal partner for a premier clean beauty brand like JVN,” noted John Melo, president and CEO of Amyris.

In 2022, consumers can raise a glass to shiny, smooth and healthy hair with Drybar’s Liquid Glass Lineup. The premium hair care brand is adding two smoothing products to its best-selling Liquid Glass collection: Liquid Glass Instant Glossing Rinse and Liquid Glass Moisture-Rich Miracle Smoothing Sealant. The instant glossing rinse uses reverse micellar technology to give hair a silky, soft finish. Just apply a generous amount on wet hair after shampooing and rinse after 10 seconds.

For coarse hair in need of an extra dose of hydration, the Liquid Glass Moisture-Rich Miracle Smoothing Sealant is a premium oil blend that is said to wrap an invisible shield around each and every strand to result in glossy, hydrated hair. Users apply it in sections to clean, towel-dried, detangled hair and spray generously from roots to ends and comb through to evenly distribute. To activate and seal in the formula, they should blow-dry thoroughly and finish with a hot tool, according to the brand, which is owned by Helen of Troy.

Making Moves in Mass
In the mass market, P&G Beauty launched Hair Food’s smoothing hair oil. Infused with moisturizing avocado and smoothing argan oil, this sulfate-free recipe works to soften and smooth thirsty locks, according to the company.

L’Oréal’s Garnier and big box retailer Walmart teamed up to introduce an exclusive hair care line focused on the scalp. According to the company, the Garnier Fructis Pure Clean Hair Reset collection provides a solution for everything residue related—from pollution and dirt to oil and styling product buildup. The line includes styling products spanning from serums to gels.

The Garnier Fructis Pure Clean Hair Reset collection is formulated with eco-designed natural ingredients including aloe vera, charcoal and peppermint as well as citric acid, micro-exfoliants, micellar agents and cooling scalp technology to provide users with a new level of scalp and hair cleanliness. The collection also includes products that are free of silicone, petrolatum, mineral oil, paraben or dye. There are six products spanning from in-shower hair care to a leave-in conditioner. Garnier developed a complete regimen for different hair and scalp types with four steps, said the company.

“We are seeing skin care influence the hair care category now more than ever. Our consumers are interested in hair care products inspired by their everyday skin care because they know those ingredients deliver on clean. The new Pure Clean Hair Reset collection includes products that contain popular skin care cleansing ingredients like charcoal and micellar agents to address everyday buildup from styling products, gels and dry shampoo. We are delighted to collaborate with Walmart to bring this unique offering to life,” said Alanna McDonald, president, Garnier/Maybelline, New York.

Also new at Garnier is Garnier Fructis Sleek & Shine Glass Hair Water, an in-shower lamellar technology treatment that works in 10 seconds to deliver smooth, frizz-free hair.

Unilever’s leading hair care brand, Suave, rolled out a styling collection for 2022. With easy-to-understand directions and quick-drying formulas, the lightweight styling products lock in moisture to make restyling a breeze and promote a healthy look and feel, according to the company. Products span from a thickening cream to a flexible definition wave mousse.

Colomer’s American Crew, the grooming brand that caters to guys, has added a styler. Whip is an airy, weightless styling formulation that provides subtle texture and flexible control for a natural, effortless look. Whip’s weightless whipped formula distributes easily to create a light, non-sticky, pliable hold and natural shine for healthy-looking hair, said the company. With a subtle, fresh mint fragrance, it readily absorbs to provide definition and separation.

For fine-to-coarse hair of medium-to-longer lengths, Whip’s hybrid formula is ideal to create a fashion-forward natural look, according to American Crew Founder David Raccuglia. “What I love about this product is the airiness of the texture and the control it provides while not taking over your hair. Whip keeps hair light,” he said.

Is Bigger Better?
On average, there are 50.2K searches every month in the US for “fluffy hair,” according to Spate—which is high volume relative to other hairstyle searches. It has grown 177.9% in searches since last year with no competition, market leaders or brand searches, said the market research firm. According to a recent report from Spate, “fluffy hair is having its moment and making a sensational debut on TikTok. Consumers are searching for 90s and 80s versions of fluffy hair, indicating an interest in a retro look.”

The top hairstyles searched alongside this trend are: short hair, curly, natural hair and straight, showing this trend’s diverse applications. Notably, male is the top demographic in terms of volume and search increases, which may indicate an increasing interest in male beauty and style, added Spate.

As this trend is projected to rise, marketers should consider opportunities for styling tutorials highlighting products, noted Spate. Styling products such as volumizing mousses, shine sprays and texturizers can be featured.

At L’Oréal’s Redken, the iconic bouncy ’90s blowout is trending with its hairstyle experts.

“Clients always ask me to show them each step to getting a voluminous blow out so they can recreate the look at home. Now, Redken’s new Big Blowout Heat Protecting Jelly is my secret one-step weapon to show them how to get that cushiony blowout from the get-go,” said Redken Brand Ambassador Rodney Cutler, New York. “It’s so easy to use on all hair types and textures, and really helps deliver that professional result at home. Plus, I love the added heat protection.”

Redken’s Big Blowout Heat Protecting Jelly is versatile enough to give a flexible boost to all hair types and textures. It offers instant volume and natural bounce while keeping hair health intact by protecting strands from heat up to 450°F. The formula has anti-frizz and anti-humidity benefits to help blowouts last even longer—even in the summer heat. The fragrance has notes of rhubarb, orange flower and cedarwood.

Also new from Redken is the sister product, Redken Quick Blowout Accelerated Blow-Dry Heat Protection Spray. It was developed with a unique bi-phase formula that incorporates benefits from an oil and an aqueous phase. Combined, the formulation works to quickly dry, while providing conditioning and heat protection without weighing hair down, said Cutler.

Twist & Shout
For Winter 2022, short hair is coming in hot—even for textured tresses, insisted Greg Gilmore, a Matrix brand ambassador.

“We’ll probably see some unique pixie shapes and pixies on curly hair this winter,” he said.

Gilmore recommends Matrix’s latest launch, Total Results A Curl Can Dream Collection, for natural curls. This new line of stylers preserves the natural curl pattern with six moisturizing and shaping products. The formula was tested on more than 300 women and evaluated via the brand’s Hair Diversity Matrix, ensuring compatibility with all types of curls and coils. Enriched with nourishing manuka honey extract and ceramides, the formulas offer the ideal calibration between moisture and definition to preserve and enhance every pattern. The line was developed over three years with pattern experts including Matrix Artistic Director and Brand Ambassador Michelle O’Connor.

Bumble and bumble is expanding its textured hair styling offerings with new Bb.Curl Light Defining Cream and Bb.Curl Gel Pomade. Both deliver a blend of jojoba oil, avocado oil, coconut oil, cocoa butter and shea butter. The bouncy, versatile, silicone-free pomade shapes and styles curls while providing hold, shine and definition. It works on damp or dry hair to smooth, separate and reduce frizz—all without a flaky finish, according to the company. Formulated with UV filters to help shield hair from the drying effects of the sun, the pomade is also suitable for chemically-treated hair. Meanwhile, the Bb.Curl Light Defining Cream is a lightweight version of the brand’s fan-favorite Curl Defining Cream specially formulated for fine to medium hair.

Herbal Essences’ Mango & Aloe Oil Sulfate Free Curl Refresh Mist spray helps fight frizz and smooth to define curls and make them more manageable. Infused with botanicals including mango and aloe, this hair mist is certified by the Royal Botanic Gardens, Kew.

Next Up for 2022
So, what’s on deck for hairstyles for the rest of the year? According to Pinterest, hair care formulators and marketers can expect fewer soft layers and simple trims. Further, Pinterest’s prognosticators say consumers with afro-textured hair will experiment more with their natural tresses. Image saves for high puff hairstyles (165%), space buns (100%), two puffs (65%), short natural styles (185% and natural hair buns (160%) are expected to head off the screen and onto the high street, predicts Pinterest.

Yelp’s trend forecast predicts a “retro hair revival.” According to the internet resource, it’s not just workplaces that are opting for a hybrid model—the infamous ’70s mullet is making a comeback. Lil Nas X and Florence Pugh are just two of the many stars reviving the “business in the front, party in the back” style. Yelp searches for “mullet” are up 73%—a trend Yelp expects to continue in 2022.

Curtain bangs, another disco-era favorite, are exploding in popularity with an increase of 828% in searches on Yelp.

As we look ahead to Spring and Summer 2022, hairstyles are coming to the forefront. According to Pelusi, everything about hair is “next level” for the warmer weather, both in styling and organic ingredient technology.

“For later in the year, consumers are not only interested in showstopping styles but also tech-smart ingredients while not abandoning their desire for organic and green-oriented products,” he told Happi. 

Hairstyling Ingredient List for 2022

This listing of ingredients for hairstyling products offers a starting place for new product development. Contact the suppliers directly to learn more.
 
Evonik Corporation
Richmond, VA 
Website:  evonik.com/personalcare
Email: [email protected]
Tel: 804-586-1703

TEGO White 50 MB
INCI: Glycol Distearate; Disodium Lauryl Sulfosuccinate; Glyceryl Laurate
Applications: Opacifier suitable for hair gels & mousses, as well as other hair cleansing products
Suggested Use Levels: 1% – 4%
Comments: TEGO White 50 MB is a readily biodegradable alternative to polymeric opacifiers, providing refatting and viscosity benefits in addition to its opacifying function. It can be an effective agent in various hair products, including gels, mouses, and wash-off products.
 
Lubrizol
Cleveland, OH
Website: www.lubrizol.com/beauty
Tel:  1-800-379-5389

AlgaPūr High Stability High Oleic (HSHO) algae oil
INCI: Triolein
Applications: Hair care – Styling, Leave-on Treatments, Colorations, Shampoo and Conditioner Rinse-off.
Suggested Use Levels: Water-based systems: 0.5-10 wt%, Anhydrous systems: 5-40 wt%
Comments: Highly stable bio-based oil containing over 90% of beneficial Omega-9 (in the form of triglycerides) that helps protect and strengthen the fiber, provides shine to the hair while hydrating and keeping the scalp young for holistic care.
 
Sabinsa
East Windsor, NJ
Website:  www.sabinsacosmetics.com
Email:  [email protected]
Tel: 732-777-1111
 
ProScalpin
INCI: Cocos Nucifera(Coconut) Liquid Ensosperm, Emblica Officinalis fruit extract, Methyl Seleno Carboxypropylglutamine (Cococin, Saberry, PeptiSelect).
Applications: Hair care
Suggested Use Levels: It is a serum. Recommendation is to apply few ml of the Anti-Hair Fall serum with comb applicator. Massage into scalp and leave overnight. Wash off in the morning. Use regularly every day for 4 weeks to see visible results
 
Comments: Synergistic selenopeptide formulations for the protection of dermal papilla
cells. Patented in the US and 10 other regions.
 
LactoSporin
INCI: Bacillus Ferment Filtrate
Applications: Hair care
Suggested Use Levels: 0.5% w/w
Comments:  A cosmeceutical postbiotic obtained from Bacillus coagulans MTCC 5856, LactoSporin has application for hair care, UV protection, anti-aging, anti-microbial and anti-glycation.
 
Shin-Etsu Silicones of America 
Akron, OH 
Website: www.Shinetsusilicones.com , www.silicones.jp 
Email: first initial last [email protected]  (e.g. [email protected]
Tel: 1-330-630-9860, 1-800-544-1745 
 
X-22-6695B
INCI name: Jojoba Oil (and) Lauryl Dimethicone/Polyglycerin-3 Crosspolymer
Suggested Use Levels:  1-25% 
Applications: Lotions and creams:  1.5-10%, Hair balm/Leave-in Conditioner:  1-5%,
Frizz control product:  1-3%, Hair Gels:  1-5%
Comments: X-22-6695B is a PEG-free, high shine, organic compatible, self-emulsifying elastomer gel swollen in jojoba oil.  The product is derived from natural ingredients.  It can be used alone as a sensory enhancer, a thickening agent for oils and emulsions, or as an emulsifier.  The active elastomer gel has an innovative 3-dimethional structure that the silicone polymer network is crosslinked with non-PEG, polyglycrin groups and additionally with grafted alkyl (C12) groups.  The grafted alkyl groups allow the polymer swell in organic carriers and esters. Jojoba oil carrier further expands the compatibility to include more polar oils. X-22-6695B stabilizes high internal phase emulsions with large droplet size, forming quick-water-breaking emulsions to deliver the cream-to-water transforming textures. The high shine nature of X-22-6695B makes it uniquely suitable for high shine products both in an anhydrous and an emulsion format. Ambient process is the possible when ingredients do not require heat.  Low energy process is preferred provided there is good mixing; low energy homogenization is acceptable but not necessary.
 
X-22-8365
INCI name:  Undecane (&) Tridecane (&) Acrylates/Dimethicone Copolymer
Suggested Use Levels: Lotions and Creams:  1-10%, Sprays:  1-10%
Applications: Lotions and creams:  1.5-10%, Hair balm/Leave-in Conditioner:  1-5%, Frizz control product:  1-3%,  Hair Gels:  1-5%
Comments: X-22-8365 is a 40% actives, silicone grafted silicone-acrylate film former in a carrier derived from bio-based alkanes.  It is designed to be a durable, smooth, and pliable film for hair styling products that requires good manageability, natural hold, and silky smooth feel.  The product is silicone and organic compatible. 
 
USG-1011
INCI name:  Undecane (&) Tridecane and Dimethicone/Vinyl Dimethicone Crosspolymer
Suggested use levels: Emulsions:  5-25%,  Anhydrous:  5-10%
Applications: Lotions and creams:  1.5-10%, Hair balm/Leave-in Conditioner:  1-5%, Frizz control product:  1-3%,  Hair Gels:  1-5%
Comments: USG-1011 is a silicone elastomer gel swollen in a volatile carrier derived from renewable sources.  The elastomer gel offers an exceptional silky, soft and smooth feel during application and dries down to a silky, smooth after feel.  It’s an effective sensory modifier for all hair styling formats.  The product is silicone and organic compatible.