The hairstyling sector is bigger and better for 2024. Could it be the novel ingredients smoothing or sculpting the latest styles? Or the marketing campaigns on that leading TikTok influencer’s page? Or is it a combination of both? Per industry insiders, consumer needs for styling products is evidenced by their openness to splurge on them—and marketers are reaching out to fill the demand by way of product promotion.

Circana’s recent omnibus study found that just over half of women in the US style their hair every time they wash it. Natallia Bambiza, director and beauty category analyst for Circana, noted that like makeup, styling is tied to social occasions, and with more of these events taking place, the hairstyling segment is outperforming the overall hair care market.

“Consumers may be turning to makeup and hairstyling to create a certain look, but their product choices are driven by more than just immediate results. And herein lies another similarity between makeup and hairstyling,” Bambiza said. “The ‘skinification’ of makeup, which has been trending for the past few years, shows that consumers seek makeup products that also provide skin care benefits. Lately, this trend toward hybrid or multi-benefit products is also happening in hair.

“Consumers are also increasingly relying on styling products that provide multiple benefits in one, perhaps to streamline their beauty routines,” added Bambiza.

Styling gels and detangling sprays are essential products on the beauty enthusiast’s bathroom countertop. Just as clean hair is a priority, preservation is key to hair health, and consumers are turning to bond repair treatments and prewashes to protect from over-stripping, according to the analysts at New York City-based beauty trend tracker Spate. 

Bond repair is a highly competitive trend with several market leaders. The top volume benefits being searched for alongside bond repair are “anti-aging,” “protection,” “overnight” and “broken hair,” which showcase what consumers are ultimately looking for in their bond repair products. According to Spate, the first step for marketers is to identify a customer’s pain points: aging and damaged hair. From there, it’s the brand’s duty to create strong formulations and refining product messaging and content to position products as supportive of these top volume concerns.

Styles In Style

According to industry expert and leading Happi contributor Philip Pelusi, with twisted or knotted updos, looped or woven braids coupled with ribbons or other hair bling, “fairy tale” hair is trending. 

“These ballet-inspired ethereal looks have an element of fantasy where creativity has no bounds; the sky is the limit,” said Pelusi. “Our Tela Modern Hair Wear Collection provides a modern feel and approach to styling and wearing hair, almost creating a new textile—or as we call it, ‘hair fabric.’” 

Shorter haircuts will continue to rise in popularity, including short layered, versatile cuts.

“The looks range from pixies to short versions of the bob haircut. But all have similar characteristics in that they have layered dimension and texture. They are also extremely versatile appearing either masculine or feminine depending on how they are styled,” said Pelusi.

To style these short layered cuts, Pelusi recommends his Tela Cashmere Hair Souffle. This lightweight, serum-like formula creates silky blowouts and smoothed sealed ends.

“Tela Cashmere is mostly used on wet hair and blown dry smooth but it can also be applied to hair worn curly or wavy for airdrying,” he added.

New Launches in Hairstylers

From fashionistas to famous faces, everyone wants a slice of the burgeoning hairstyling marketplace.

Influencer Lauren Perez Waltzer recently entered the haircare category with Anablue. The range includes pre-wash hair oil, hair serum and scalp cleanser. Perez Waltzer started her career in fashion, where she spent a decade consulting for brands like Alo and Good American. But she insists her true passion has always been in hair.

“Through Anablue, I’m channeling my unique perspective and natural ingredient know-how into the hair care realm,” she said. “Growing up in a Moroccan family, I’ve been immersed in the vibrant traditions of my heritage. Regular shipments of amazing oils, like argan and prickly pear seed oil from Morocco arrived at our doorstep, sparking years of experimentation.”

As one might suspect, Anablue’s hero ingredient is Moroccan argan oil. Distribution is limited to its website, but Perez Waltzer envisions distribution in spas and brick-and-mortar outlets, as well as in Europe and, of course, Morocco.

Zara is also elongating its beauty lineup and calling on the expertise of hairstylist Guido Palau for Zara Hair. The line debuted with a boxed set including a gold gel, glitter spray, bobby pin and comb–all at the creative hand of Palau. More products are in the pipeline, too.

The new hair products, Palau said, are designed for ease of use and to create an edgier look with a bobby pin, or a glamorous look with the spritz of the glitter spray. He also said the versatility of the products reflects the state of the beauty industry. 

“It’s a crazy time in beauty—there’s no rules when you go on social media,” he said. “You have everything represented from extreme beauty and hair ideas to simple and natural ideas. I’ve been in this industry for a long time, and this is the most democratic, which is fantastic.”

The beauty of curls is celebrating and appreciating textured hair when it comes to styling products, according to Ecru New York. Recent launches from the brand targeting textured hair include an air-dry foam and rejuvenating moisture mist.

“Curly hair is just another fabric. It shouldn’t be scary. I approach all hair the same when it comes to cutting. Create the shape with a strong foundation. Clients should have the option to wear their hair straight or curly, and it is up to us to show them how to dry their curls for the style we create. Never let them leave wet,” said Amanda Jenkins, global director of Education Ecru New York Academy.

Garnier’s new Whole Blends Hair Honey Jelly is designed to elevate the curly hair game, providing up to 100 hours of curl definition and hydration, according to the L’Oréal-owned company. What sets it apart? It’s a non-flaking, pillow-proof formula without the undesirable crunch, stickiness or heaviness often associated with styling products, according to Garnier.

The Whole Blends Honey line is expanding with products crafted with sustainably-sourced acacia honey. Also, new for 2024 from Garnier is Whole Blends Hair Honey Milk, which delivers heat protection while reinforcing hair strength. The 450°F heat shield styler also offers 100 hours of anti-frizz protection, according to the company.

The Garnier Fructis line is also growing with the new Garnier Fructis Sleek & Shine Frizz Tamer Slicking Serum Wand for Frizzy Hair and Flyaways. This transparent finishing serum is infused with a concentrated blend of smoothing and shine-boosting agents such as plant keratin and argan oil. The product is also portable with an on-the-go frizz taming wand.

For the sustainable consumer, all Garnier products are approved by Cruelty Free International under the Leaping Bunny Program. 

The latest creation at professional hair care brand Joico is KBond20, a “super-charged masque” in the Defy Damage collection. With its golden jubilee in view in 2025, Joico is looking to tap into the popular bond-building market with its new product.

Melisa Gill, Joico general manager, recalled the company’s long history of hair care innovations.

“We were the first to use human hair keratin protein to repair damaged hair, from the inside out. We were trailblazers when we introduced bio-mimetic technology into all our shampoos and conditioners in 2013, with our Bio-Advanced Peptide Complex,” explained Gill. “We set a new bar with SmartRelease Technology, our liposome delivery system that provides a trifecta of continuously released healthy-hair ingredients—repairing, strengthening and protecting hair from the cumulative effects of daily styling. Now we have KBond20, our most powerful bond builder yet.”

The new KBond20 masque features Joico’s K-Pak keratin technology, essential amino acids like arginine, a protective lipid and moringa seed oil with antioxidants. The hairstyling benefits of these ingredients can be seen on this month’s cover models!

Aveda, too, offers a bond building treatment with Bond-Building Flash Treatment, the newest addition to its Botanical Repair collection. It is billed as a 10-second treatment incorporated into a shower routine by simply applying the treatment from mid-lengths to ends following the use of Botanical Repair shampoo and conditioner. The formula contains plant-powered ingredients such as a nourishing macro green blend, which consists of emollient-rich, certified organic sacha inchi, green tea seed and avocado oils to smooth and seal the cuticle without silicones. A protective Bio-Shield Complex consists of coconut and corn-derived ingredients which create a lightweight veil for radiant shine from root to tip. Lamellar liquid crystal technology features positively charged lamellar structures that attract negatively charged damaged hair strands, instantly forming a thin veil on hair for conditioning and shine where it’s needed most. Vegan lactic acid resurfaces the cuticle by smoothing damaged, frayed layers for a flawless finish. Finally, certified organic ylang-ylang, rose, marjoram and other pure flower and plant essences infuse hair with a fresh, light floral aroma.  

For smoothing strands, Moroccanoil offers Moroccanoil Frizz Shield Spray. According to the company, this weightless, heat-activated spray forms a shield to repel humidity and provide long-lasting protection against unwanted frizz, flyaways and static for all hair types.

Formulated with Moroccanoil’s “HydroResist” technology and naturally-derived ingredients, the spray is said to “outsmart” frizz before it even starts. Amaranth peptides, upcycled jackfruit extract and argan oil work together to protect against high (up to 90%) humidity, said the company.

“Moroccanoil was born out of a problem, yet inspired a global solution,” said Moroccanoil Co-Founder Carmen Tal. “We are committed to bring transformation to our customers through products that offer professional results and profound innovation. Our community shared with us their frizz challenges, and Frizz Shield Spray is the ultimate answer.”

As part of the brand’s ongoing commitment to reduce its impact on the environment, Moroccanoil Frizz Shield Spray is packaged in bottles made from 100% post-consumer recycled (PCR) plastic.

R+Co Collective Member Marwa Bashir recently shared her favorite festive hairstyle—sleek stands—along with R+Co Bleu products to achieve the look.

“Since I lean into more air dried looks, I would dress up my hair by doing a flat ironed, sleek look with lots of shine,” says Bashir. “Start with freshly washed hair. After towel drying hair, layer in styling products, starting with R+Co Bleu Essential Hair Tonic to create eye catching shine and light hold.”

Sister brand IGK has two new products for 2024. Hold Up Strong Finishing Hairspray is billed as a next generation, environmentally friendly, strong hold finishing hairspray developed in salons. Style-locking polymers provide 72 hours of hold while silicone-free, plant-based oils add a high-shine, humidity-proof finish, without flaking. Additionally, IGK’s new Please Hold Flexible Finishing Hairspray is an environmentally-friendly, flexible finishing hairspray developed in the salon. Flexible, high-gloss finisher imparts a weightless, touchable hold and provides 72 hours of frizz control without
flaking, said the company.

Both IGK products use a propellant that has 99.99% lower Global Warming Potential compared to traditional aerosols, according to the brand.

A Look to the Future

Each year, Pinterest releases its “not-yet-trending” trend report ahead of the new year. With more than 480 million monthly active users, Pinterest remains a leader in trendsetting, covering a wide array of categories including fashion, lifestyle, finance, travel,  beauty and more, according to platform executives.

“Make It Big” is a leading hair trend for 2024, according to the social media platform. Beauty and baubles will get bigger, bolder and puffier in 2024. Millennials and Gen Z will opt for oversized opulence, shopping for styles that match their “fluffy hair” aesthetic.

After all, a woman’s hair is often her most treasured asset. Oils such as coconut and argan have long been stylists’ go-to to retain hair’s shine. But as the market gets more and more saturated with new ingredients, other contenders have emerged to quench thirsty locks.  

According to Spate, the top-growing hair care ingredients based on search are chebe and ayurvedic oils. Chebe oil is a type of natural hair oil made from chebe powder, a traditional African ingredient known for its hair moisturizing and strengthening properties. This oil has an average of 3.8K monthly searches, according to Spate, which says consumers are keyword-searching for chebe hair growth oil, chebe oil benefits, how to use chebe oil for hair growth and chebe oil reviews. 

Ayurvedic oil is an ancient ritual that’s been passed down for generations. While it may have once been reserved for the “IYKYK” crowd in the US, it has now caught on to the mainstream. The oil averages 8.2K monthly searches, according to Spate. Common keyword searches among consumers include ayurvedic oil for hair growth, ayurvedic oil for hair, ayurvedic hair growth oil and ayurvedic oils for hair. 

Drama at New York Fashion Week

Damatic hairstyles will dominate 2024, according to some industry observers.

For example, at New York Fashion Week, Altuzarra hosted a runway show for its Spring/Summer 2024 collection inspired by Roman Polanski’s film “Rosemary’s Baby.” The collection exuded a “haunting, enigmatic allure, while anchored in everyday style and pragmatism,” said the company. The hair looks were created by international hairstylist Jawara using Fekkai’s best-sellers and latest innovations, complementing Altuzarra’s vision of “modern femininity and undone elegance.” 

“With the hair look this season, we wanted to capture the undone attitude in the collection. Jawara imagined a low bun, effortlessly twisted as if in a hurry, as the main hair look, in stark contrast to the clothes’ clean, pure lines,” explained fashion designer Joseph Altuzarra.

The inspiration for these looks came from a model who inspired Altuzarra.

“He realized it was really effortless and she just basically put it back, but what he liked about it was that the center part gave it a structure and the looseness and messiness of the back gave it a certain chicness—but it also wasn’t necessarily ‘done,’” recalled Jawara. “I feel like because the clothes are so considered we want the hair to have a bit of ease.”

For the next year, effortless should be the goal for both creating and using hairstyling products.

“We’re embracing the textures of different hair types and mimicking what that ease is with braids and afros. We have a loose half knot situation which is kind of unfinished–we’re going to call it ‘unfinished business,’” said Jawara. “The unfinished loose knot makes your hair appeared pulled back but it’s actually not, so it’s kind of confusing, but it’s cool. Effortless, easy hair.” 

Balmain Hair Commemorates 50th Anniversary with Heritage Collection Of Hair Fragrances Balmain Hair celebrates its 50th anniversary this year. To mark this milestone, the prestige brand rolled out three hair fragrances, a growing niche, under the Heritage Collection. The collection includes: Ginger 1974 Hair Perfume: a mist with a blend of spicy ginger, fir balsam, rich gourmand notes, soft suede and clean white musk. This unique perfume will leave hair smelling warm, indulgent and irresistible.  Cardamom 1974 Hair Perfume: a blend of cardamom, lemon, vanilla and blackcurrant. This unique blend of ingredients creates a warm, sweet and uplifting perfume. Vetiver 1974 Hair Perfume: a blend of grapefruit, delicate florals, earthy vetiver, grounding cedarwood and nourishing balsams. This blend creates a bright, fresh and grounding scent. Crafted by Cécile Zarokian, each of these unisex scents is formulated with premium ingredients designed to elevate the hair’s natural allure while delivering a captivating, long-lasting aromatic experience, said the company.

New Ingredient Listing

Looking for a new ingredient? Try this supplier!

Syensqo 
Princeton, NJ, USA
https://www.syensqo.com/en/
[email protected]
(609) 860-4000

Polycare Frizz Therapy
INCI: Polymethacrylamido-propyltrimonium Chloride
APPLICATIONS: Styling, anti-frizz, curl definition, heat protection
SUGGESTED USE LEVEL: 0.7% to 1.0%
ATTRIBUTES:  Polycare Frizz Therapy is a low-viscosity cationic polymer, ideally suited for leave-on treatments and styling. It is supplied in a liquid concentrated form and delivers flexible hold properties without any negative, making it suitable for daily use.