The professional beauty industry is recovering and moving to digital

According to a recent report from Kline Group, 2020 marked the most audacious move towards digitizing the professional beauty industry.

Professional skincare was the only segment that increased its share, while professional hair and nail care declined sharply.

“Consumers preferred self-care and wellness-oriented products,” says Klein. “This was especially seen in the rise of soothing products designed to repair damaged or irritated skin and make a clean beauty statement.”

professional hair care

Due to changes in consumer and stylist behavior during the pandemic, several new trends have entered the salon hair care market, including:

Brands with an existing digital presence have adopted affiliate programs to help their stylists.

A self-care product that focuses on healing and maintaining trendy hair.

Consumers turned to do-it-yourself (DIY) beauty techniques such as boxed coloring and at-home haircuts.

Hair care benefited from several market-defining trends in 2020, such as the use of masks for self-care and maintenance of hair color while salons are closed.

Shampoos and conditioners remained the leading and best performing product category.

professional skin care

The professional skin care market has proven to be resilient and dynamic despite the difficult years. According to Kline, the market will grow by 0.7% in 2020.

Marketers and experts have provided new avenues for consumers to top up with specialty skin care products such as:

 

• At-home treatments and spa kits have increased, especially during quarantine.
• Virtual consultations were provided by doctors and estheticians as well as marketers.
• Marketers have introduced doorship programs to support sales through professional doors.

professional nail care

The coronavirus lockdown has caused sales in the professional nail care industry to plummet, forcing marketers to rethink their strategies. It capitalized on the growing DIY trend by offering kits to make your own.

Gels have become the dominant category in the market due to a moderate decline in sales. Traditional nail polish has been a bright spot as consumers have opted for high-quality products that are easy to use and remove at home, and regular manicure and pedicure services that save time in the salon.

Market forecast

Klein expects the professional beauty market to recover at a CAGR of +6% by 2025.

Additionally, Klein predicts that “clean beauty” claims will continue to trend as consumers seek beauty products that are safe and effective. Digital initiatives will continue to be a driving force as many consumers adapt to new buying patterns. And marketers will increase their presence at trending brick-and-mortar retailers.

Salons and clinics are expected to return to normal activity levels once restrictions begin to ease.