Hair Now Fastest-Growing Category in Prestige Beauty

It’s prestige hair’s time to shine. Prestige hair’s expansion is outpacing that of makeup and skin care in the U.S., according to data from The NPD Group. The hair category’s growth is bolstered by broad-spread retail adoption of higher-end hair products, when before, most pricy hair brands were committed to the salon channel. Sales are also being pushed upward by the wellness movement — consumers are looking to take better care of their hair as part of their overall regimens. “It’s a different story from last year, when hair was only growing about 5 percent,” said Larissa Jensen, beauty industry analyst at NPD. “The retailers are getting buzzworthy brands into stores, and the brands are getting the exposure they may not have had to a consumer…that may not know about them,” Jensen said. “It’s a win-win.” At Sephora, hair is the fastest-growing category, according to Calvin McDonald, Sephora Americas president and chief executive officer. Prestige hair is also the fastest-growing subcategory in hair at Ulta Beauty, according to senior vice president of merchandising, Monica Arnaudo. Specialty retailers aren’t the only ones betting on the space — department stores are also upping hair offerings, with Nordstrom stocking brands like Ouai and Drybar, and Neiman

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