The US market for professional salon hair care products has shown a moderate yet notable performance in 2024, slightly better than the previous year, according to Kline. Market growth has accelerated from 3.7% in 2023 to 4.1% in 2024. Styling products and treatments remained robust drivers of sales in the US, each experiencing growth rates exceeding 6% in 2024. However, hair coloring was the only category that witnessed a flat year, due to economic challenges and a decreasing frequency of salon visits.

Several factors influenced the overall US market development last year:

• Inventory Rebuilding: Some important brands were replenishing stock after previous shortages, boosting sell-in performance.
  
• Brand Restages: Product updates, such as new packaging and formulations, were another growth driver. These changes often require fresh inventory builds due to new product codes. For example, Nioxin underwent a complete restaging, and John Paul Mitchell Systems did a comprehensive repackaging overhaul for their Tea Tree line.
  
• Brand Recovery: Brands like Olaplex, which previously experienced significant decline, were stabilizing and contributing to growth through expanded distribution in mass retail channels, positively impacting overall market performance.

Key Market Players

L’Oréal and Henkel, the top two US market players representing more than one-third of US market sales, were growing significantly above the market average, highly supporting the overall market growth. Amika, showing super high growth in the last several years, made it among the top five companies on the US market, still growing robustly over 20% in 2024. Strong sales from top brands are lifting the overall market. Without these high performers, the market would appear largely stagnant. Unilever, thanks to the acquisition of the K18 brand in 2024, became another top performer of 2024.

For more, check out the infographic below or visit https://klinegroup.com/reports/salon-hair-care/.