Never mind premium skincare. From Olaplex to Oribe, luxury haircare brands are now enjoying exceptional sales growth — a trend likely to outlast Covid-19 lockdowns.

When London hair salon owner Kamila Pruszek welcomed her clients back after the UK’s first and second lockdowns, she was surprised by the condition of some of their hair.

“While some came back with hair completely bleached from home dyes, others came back with beautiful, shiny and healthy hair,” says Pruszek, who owns Blue Tit, a portfolio of 10 premium salons at locations across London. Over lockdown, many of her clients had invested in hair masks, oils and high-grade shampoos and conditioners to hone their haircare routines.

Global haircare sales showed resilience throughout 2020. Alongside toiletries (including plenty of hand sanitiser and soap), haircare was one of two beauty categories to show growth. Haircare sales were up 3 per cent, while skincare stagnated and colour cosmetics and fragrance declined, according to consultancy Kline.

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Published by Vogue Magazine on April 14, 2021