Cosmetify's 2021 Haircare Report reveals the biggest brands right now, the hottest hairstyle trends across the world, and the most popular hairfluencers on social media.
The Hottest Haircare Brands in 2021: The haircare market is poised to grow by $4.93 billion during 2020-2024, increasing at a CAGR of over 1% during 2020-2024, with 41% of growth predicted to come from APAC.
Top Haircare Brands: Cosmetify uncovered the hottest haircare brands taking five factors into consideration to reveal the top 100 list. These factors are the number of overall brand searches according to Google search data, as well as the increase in searches, the number of Instagram followers and hashtag mentions, and the brand's social media engagement rate.
- Sugar Bear Hair 2,917,706 followers
- Revlon 2,739,499 followers
- Olaplex 2,013,483 followers
- Vichy 1,533,050 followers
- Kerastase 1,489,021 followers
- Ouai 1,292,707 followers
- Wella 1,201,709 followers
- Wahl 1,179,268 followers
- Redken 1,152,305 followers
- Dyson Hair 1,113,213 followers
The Rising Stars of Haircare According to Google Searches
- Curlsmith 298% search increase
- Bleach London 154% search increase
- Bondi Boost 153% search increase
Biggest Social Followings on Instagram: Social media is increasingly essential for the haircare industry as brands leverage social media to engage with their customers and fans through tutorials and collaborations with influencers. Below are the most followed brands, most tagged brands, and the brands with the best engagement on Instagram.
- Sugar Bear 2.92 million
- Revlon 2.74 million
- Olaplex 2.01 million
- Olaplex 11.3 million hashtags
- Wahl 6.4 million hashtags
- Redken 6 million hashtags
Best Engagement Rate
- As I Am 3%
- Lee Stafford 1.97%
- Dapper Dan 1.78%
The Most Powerful Hairfluencers: There are instances where the faces behind the haircare brands are as big as the brands themselves, and others have built powerful platforms to promote products for brands. Cosmetify used Instagram and YouTube data to calculate ranking and determine the biggest influencers.
- Negin Mirsalehi (@negin_mirsalehi) is based in Amsterdam, has 6.3 million followers on Instagram, and takes in a combined $20,714 per post, which is almost 50% more than her nearest competitor.
- Brad Mondo (@bradmondonyc), the New York-based hairstylist, has 4 million fewer Instagram followers than Negin but leads the rankings in terms of YouTube subscribers at 6.83 million, making him the highest-ranked hairfluencer for the number of followers, and he earns $6,698 per post.
- Sarah Anguis (@sarahangius), a Dutch-based hairfluencer, has estimated income per post of $12,523, which narrowly keeps her from claiming second place overall; the majority of her earnings come from Instagram.
Insight According to Google Search: Last year was a strange one for the haircare category. The shutdown caused by the pandemic gave rise to DIY hair out of necessity, but trends still emerged. Here are the most searched hairstyles over the past 12 months, as well as the styles that saw the biggest increase in popularity.
- Mullet 15,583,000 searches 142.12%
- Waves 14,920,000 searches 16.51%
- Wings 13,100,000 searches 17.57%
- Curtains 12,923,000 searches 15.09%
- Extensions 12,880,000 searches 32.43%
Biggest Search Increase
- Curtain Bangs increase 1,016%
- The New Pixie increase 508%
- Layered Locks increase 207%
- Modern Mullet increase 242%
- Middle Parting increase 187%
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