The highest growth rate is 58%! American hair products are entering a period of growth

NPD's ongoing home industry research shows that from April to September this year , sales of personal care products such as hair and trimming products in the United States increased by double digits year-on-year.

NPD said that whether consumers want to curl their hair or choose to straighten their hair, they will buy styling products to complete the task. Compared with the same period last year, sales of various hair care products have seen an increase from April to September this year , with an increase of 13% to 58% . Among them, professional styling tools such as wave styling tools have increased sales revenue by 58% compared with the same period last year. In addition, sales of curling tools have also increased by 43%, sales of styling tools have increased by 35%, and sales revenue of straighteners has increased by 25%.

In addition to hairdressing, consumers also perform local trimming on themselves, such as hair removal and trimming of excess hair. Sales of such products from April to September increased by 43% year-on-year. Specifically, sales of nose or ear trimmers increased by 26%, while sales of pole trimmers increased by 13%.

In fact, in addition to personal care products, people's requirements for beauty and clothing have also become diverse.

NPD 's previous survey showed that sales of beauty products in the United States in the second quarter were close to US$4.9 billion, an increase of 66% compared with the same period in 2020 and 6% compared with 2019.

Cosmetics sales accounted for the highest proportion, at $1.7 billion, up 71% from the same period last year. This was mainly due to the growth of foundation and concealer, with the strongest growth coming from tinted moisturizers. At the same time, benefiting from the relaxation of mask requirements in various places, lip products (such as lipsticks and lip balms) grew by nearly 100% year-on-year in many regions.

In addition, NPD 's survey of women's bags shows that from March to August this year, cosmetic bags and shoulder bags, which are closely related to going out and other social activities, performed well. Among them, cosmetic bags had the largest sales growth, increasing by 48%, followed by shoulder bags, messenger bags, and clutch bags, with growth rates of 14%, 7%, and 2%, respectively.

Joe Derochowski, a home industry consultant at NPD , said that at the height of the pandemic, consumers were most concerned about health and hygiene rather than appearance. Now that consumers are going out more and more, they are paying more attention to their appearance.

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