The US market for professional salon haircare products posted moderate yet notable gains in 2024, slightly better than the previous year. According to Jiri Michal, senior project manager, beauty and wellbeing at Kline, market growth accelerated from 3.7% in 2023 to 4.1% in 2024. 

“Styling products and treatments remained robust drivers of US sales, each experiencing growth rates exceeding 6% in 2024,” Michal told Happi. “However, hair coloring was the only category that witnessed a flat year, due to economic challenges and a decreasing frequency of salon visits.”

Overall, in 2024, the US professional salon haircare market demonstrated resilience and adaptability, added Michal.

Mass haircare consumers and salon patrons are ready for more this summer. More value for their dollar, more ingredient innovation, more panache in their look. They are even up for more styling to achieve it too, according to industry expert Philip Pelusi.

“Today’s savvy consumer looks for high quality, transformative ingredients and products. Even if they prefer to streamline their purchasing, they are not swayed by price [if] they get an incredible product with great results. But products and services must deliver, period,” he explained. “We are also feeling that ‘back to business’ attitude when it comes to our guests’ attitude toward recreated current trends for their own look. Despite the last several years where style took a backseat, today’s guests are getting their style on—craving customized blonde hued precision bobs with all the face framing bling they can get.”

Temur Hamilton, hair colorist, stylist and owner of Temur in NYC, told Happi that bobs are trending right now, especially for spring and summer. 

“This is a recurring trend—people tend to lighten up both their hairstyles and their hair color when the weather starts to get warm again. Short, chic cuts like the French Bob are everywhere right now,” said Hamilton. “I’m also noticing a revival of ’90s hair: big, ‘old money’ hair and bouncy, high-volume blowouts are back. People are returning to hairstyles with lots of movement and height, but still keeping them classic and elegant.”

According to Spate’s Popularity Index, the fastest-growing hair styling products right now are texturizing powder and styling cream.

Texturizing powder is having a moment, with interest up 424.3% compared to last year across platforms. TikTok owns this trend, holding a 72% popularity share. On TikTok alone, the trend has grown by 897.1% YoY, racking up an average of 11 million weekly views. 

As the name suggests, texturizing powder adds texture, grip, volume and a matte finish to the hair. While professional marketers like Redken, Davines and Hairitage appear in top search queries, many are unbranded. That means there’s still plenty of room for new or emerging brands to enter the space and stand out, according to Spate. Interestingly, some of the most searched brands in this space, like Base Body Works and Slick Gorilla, target male consumers. 

According to Spate data, interest in styling cream grew 409.6% across platforms. TikTok owns this trend with an 86.4% popularity share, and on the platform, interest surged 704.6%, an average of 1.2 million weekly views. 

Most searches are product-specific, with consumers looking for cult favorites like Moroccanoil Hydrating Styling Cream, Colorproof Moisture Styling Creme, Oribe Crème for Style, Paul Mitchell The Cream and Bumble and Bumble Styling Creme. 

Product Placement

Shoppers want to know what’s new, what works and what’s better than what they already use. 

“Consumers seek maximum value from their hair color investment…infused with skincare-inspired ingredients that nourish and protect hair, Pravana Care provides the freedom to transform your hair while embarking on a journey to lasting health,” said J-Travis Walters, Pravana corporate education manager.

Pravana Care is a “clean,” salon-quality collection of 12 shampoos, conditioners and treatments designed to nourish, strengthen and extend the vibrancy of color-treated hair. At the heart of the line is Pravana’s new Chromasilk Color Shine Complex, which adjusts pH to seal the cuticle.

Biolage, a salon haircare leader for over 30 years, recently debuted Biolage Professional Hair Spa. The restorative haircare is infused with high-potency actives – micro-filtered, fermented and distilled for maximum hair and scalp efficacy, according to the company.

“Since our founding, Biolage has been a pioneer within the professional haircare space. Formulas crafted with natural botanicals and powered by scientific expertise is how generations of hairdressers and consumers have fallen in love with Biolage,” said Michael Sanchez, VP-global brand lead. “The Biolage Professional Hair Spa builds upon this legacy and allows us to create a new space within haircare, where professional hair transformations combine with sensorial and relaxing experiences to let consumers recharge their full selves.” 

Redken recently launched its latest innovation, the Naked Gloss Lightweight Shine Oil. This multi-benefit oil delivers shine and heat protection for colored and non-colored hair without the greasy residue left behind by traditional oils, said the company. Infused with apricot oil, omega-9 and triglycerides, it nourishes the hair’s cuticle while enhancing smoothness, moisture and shine.  

IGK’s Good Behavior Flexible Anti-Frizz Hairspray is a new addition to its Good Behavior Collection. Providing four-day frizz control and 450°F heat protection, this dual-function hairspray can be used while heat styling or as a finishing spray for touchable, brushable hair.

The salon-born formula with Shine Seal Technology shields against humidity for longer-lasting style. Perfect for all hair types, this medium-hold hairspray nourishes, strengthens and tames frizz for a sleek, smooth finish with no crunch, said the company. Avocado oil moisturizes, tames frizz and smooths hair, while spirulina protein supports healthy-looking hair.

Marc Anthony True Professional—renowned for salon-quality, affordable haircare—recently added Grow Long Anti-Frizz Shield Ultimate Blowout Spray. 

It is said to offer 72 hours of frizz resistance and protection against heat up to 450°F. It is made from a blend of caffeine, biotin and ginseng.

Kérastase’s latest innovation is the Gloss Absolu Collection—a four-step system designed for frizz-prone hair that delivers instant, mirror-like shine and long-lasting hydration.  

The collection features Hydra-Glazing technology—powered by hyaluronic acid, glycolic acid and wild rose oil—to plump, tighten and glaze hair cuticles for a sleek, glass-like finish. The hero product of the entire collection is the Gloss Absolu Glaze Drops—a high-gloss, anti-frizz elixir that eliminates frizz for up to four days, said the company.

L’Oréal Professionnel recently rolled out Vitamino Color Spectrum. This innovative range is said to maintain day one color vibrancy for up to 100 days. Co-designed by global color professionals, the Vitamino Color Spectrum range is formulated with Ferulic Acid + Citric Acid 2.5% to effectively combat color fade over time while maximizing hair shine and strength, a key benefit that mitigates damage associated with frequent color treatment. 

Aveda’s latest launch is Botanical Repair Bond-Building Pre-Shampoo Treatment. This product is vegan, 97% naturally derived and provides intensive repairing power, building new bonds within the hair cortex for restorative strengthening, said Aveda.

“We expose our hair to damage-causing culprits daily—from hair color, heat styling, brushing or even the weather we encounter outside,” Ian Michael Black, Aveda’s global artistic director of hair color, told Happi. “I often get asked how to determine whether hair is damaged. Some key signs are if your hair looks dull or feels rough, has split ends, or ends that look more broken or thinner than the rest of your hair. With its repair and protection benefits, the Botanical Repair Bond-Building Pre-Shampoo Treatment is a star product to join the Botanical Repair line.”

Actress Hailee Steinfeld is taking her hair to new heights with the debut of her boldest partnership yet for Nexxus, called “Get Hy with Nexxus.” The campaign centers around the brand’s new Hy-Volume Collection designed to deliver irresistible bounce and “va-va-voom” volume to hair that lasts. 

This campaign marks the brand’s foray into the volumizing haircare space with its new Hy-Volume collection. The campaign is a completely new tone from the brand designed to reach new audiences. 

The Nexxus Hy-Volume Collection includes a three-step system, scientifically formulated to deliver up to two inches of root lift and three-times more weightless volume, compared to untreated hair. The range includes a shampoo, conditioner and foam styler. 

Paul Mitchell recently added Paul Mitchell Clear, a dermatologist-tested line of haircare essentials made specifically for sensitive scalps. The line is touted as professional-grade haircare products with fewer than 10 ingredients.

Clear includes shampoo, conditioner, smoothing serum and styling glaze — all dye-free, fragrance-free, vegan, cruelty-free and color-safe with fewer than 10 ingredients per product. Created in response to growing demand for minimalist formulas, Paul Mitchell Clear is the first prestige, professional collection of its kind with a clear mission: gentle, effective care with ingredient transparency, said the company. The products also feature 50% PCR packaging.

There will be additional innovations coming to round out the regimen, including a unique conditioning hair mask.

Nasrat Hamid, senior chemist and the lead of new product development at John Paul Mitchell Systems (JPMS), told Happi: “As the boundaries between science, beauty and wellness blend, trends in professional haircare are redefined by innovation rooted in biology and sustainability. Big focuses have been sensitivity-friendly formulations, scalp health, biotech and bond-building technology, innovation in the textured hair space and more sustainable and refillable packaging. We have seen a major shift toward treating the scalp, with microbiome-balancing products, serums and exfoliants. 

“Biotechnology and biomimetics have also been utilized in professional haircare with advancements in ingredients that mimic certain parts of our hair structure, like those that assist with bond formation. The salon industry has also been making efforts to reduce waste and carbon footprints, so we are also seeing more eco-conscious packaging and ethical ingredient sourcing,” he added.

Future Forward

“Looking ahead to 2026, I anticipate marine biotechnology to be integrated into haircare more than ever. Advancements in marine fermentation, bio extraction, lab engineering and cultivation unlock potent compounds from algae, seaweed and marine microorganisms. Marine biotechnology will likely drive innovations in conditioning agents, scalp treatments and damage repair systems,” said Hamid of JPMS. “We are slowly starting to see the use of marine polysaccharides and bioactive peptides. The industry is shifting toward not only visible results, but also environmental accountability. The brands that successfully marry science, efficacy and green chemistry will lead the next wave.” 

In the past two years, Beijing-based ByteDance has been leading the charge in growing the global social media commerce market that is fueling salon trends.

User-generated content and influencer marketing on social media platforms have heightened consumer awareness of haircare and elevated the industry’s importance, according to Euromonitor International’s Passport: Digital Shopper 2025 research.

Bob Hoyler, global insights manager for retail, at Euromonitor International, said: “With content creation at our societal forefront, businesses and marketers leverage these platforms for branding, advertising and consumer engagement to reach their target audiences, drive conversion and enable product discovery.” 

With 58% of Gen Z shoppers making skincare purchases based on social platforms like TikTok and Instagram, and selfie-driven digital experiences, this generation is redefining the beauty landscape by prioritizing hyper-personalization, clean beauty and immersive AI experiences.

As shopping habits and trends rapidly evolve, brands and retailers must stay ahead to connect with this digital-first generation. According to the latest report from beauty tech platform Revieve, Gen Z is a driving force behind the beauty market overall growth and innovation, pushing brands and retailers to adapt to their unique preferences and forge lasting customer connections both in the salon and at professional haircare retailers. 

Kline data shows that sales through brick-and-mortar stores increased more than 6%, and e-commerce sales surged more than 14% in 2024. Professional retail outside salons performed exceptionally well, with e-commerce platforms like Amazon and Sephora.com driving the market. Brick-and-mortar stores also had a strong year, as more brands adopted an omnichannel approach.