Beachy waves and healthy scalps have been trending across the global shopping and payments service, Klarna, with haircare being a category 25MM+ US members are very interested in. With purchases of hair supplements seeing an increase of 993% from February-May 2022, here’s what else the study found:

Fun in the sun

• Purchases of surf spray increased 286% from April to May 2022
• Purchases of wave spray increased 115% from May 1 to May 15 2022
• Purchases of sea salt spray increased 90% from May 2021 to May 2022
• Purchases of dry texture spray increased 71% from May 2021 to May 2022

Reset and rejuvenate

• Compared to January-April 2020, purchases of detox shampoos have increased by 107% from January-April 2022.
• From the beginning of 2019 to April 2022, purchases of scalp oil increased 3,246% and scalp treatments increased 2,831%. 
• Compared to the beginning of 2021, as of April 2022 purchases of scalp treatments have increased by 482%.
• Purchases of castor oil increased 108% from April to May 2022
• Purchases of hair supplements increased 1,247% from April to May 2022

Protect and prepare

• Purchases of heat protectant spray increased 140% from May 1 to May 15 2022
• Purchases of leave-in hair masks increased 1,367% from May 2021 to May 2022

Megan Gokey, Head of US Marketing at Klarna, told BeautyMatter, “Klarna’s US users are increasingly thinking not just about hair styling products but also hair care and strengthening, especially leading up to the summer months,” She continues, “Brands should note that products great for hair and scalp health are seeing traction, indicating that shoppers are keeping this side of beauty in mind, on top of their usual summer styling products.”

Overall, it is becoming increasingly clear that customers want to pay more attention to the condition and general health of their hair, while also maintaining a natural just-off-the-beach look. As summer days continue, it will be interesting to keep track of the areas beauty consumers value most.