PiWheel on Category overview: Haircare

For a short while hair salons closed for safety precautions, meaning the public had to take matters into their own hands. During this time, online sales for haircare products increased by 13.5% (March 23- April 19 vs February 24 – March 22). All the top 10 brands within the haircare category increased market share, most notably Rausch which jumped from 10th most sold brand to 6th, and Kerastase who increased market share by 4.25% to take the top position. Despite Kerastase having the largest category market share, Olaplex has the bestselling single SKU, being ‘Hair Perfector’ treatment. We found six of the top 10 bestselling products are treatments, one being a supplement for men.

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