Hair Styling Tools Market Size, Share & COVID-19 Impact Analysis, By Product Type (Manual and Electric (Dryer, Straightener, Curler, and Others)), Application (Household and Commercial), Distribution Channel, and Regional Forecast, 2020-2032

The global hair styling tools market size was USD 30.09 billion in 2019 and is projected to reach USD 51.44 billion by 2032, exhibiting a CAGR of 4.36% during the forecast period. Europe dominated the hair styling tools market with a market share of 40.88% in 2019.

The burgeoning demand for hair care appliances recently can be attributed to adverse effects shown by the chemical-based hair styling process. Besides, compact, portable, and travel size designs of hair styling tools are gaining momentum as they are convenient to carry along and eliminate the need to visit a salon. For instance, in January 2020, the AER brand launched a cordless smart hair dryer, making it an easily portable appliance. Additionally, it can be connected to the smartphone to provide personalized solutions. Therefore, the introduction of novel features, including 24K-Gold based tools, as well as supersonic technology-based models, is likely to accelerate market expansion further.

Closures of Hair Salons Negatively Impacted Product Demand amid COVID-19

Hair salons and spas are not considered under essential entities and have been ordered to close down by the government during the pandemic period. The lockdown has severely impacted the styling product orders from commercial end-users. For instance, Philips experienced a double-digit decline in sales of personal care appliances in Q1 and Q2 of 2020.

However, shelter-in-place rules resulted in a slight surge in demand for grooming products from households owing to the closure of salons. For instance, Spectrum Brands witnessed a slight increase of about USD 0.4 million in North America owing to the growing demand through an online distribution channel for grooming as well as hair care products from April to June 2020.

On the other hand, job-loss and overall lowering of economic conditions negatively affected the buying power of the population, which in turn has reflected in lower preferences in purchasing non-essential goods. As the virus spread is being contained across several countries, beauty parlors are permitted to start their operations considering all precautionary measures. Therefore, lifting of lockdown and re-opening of salons (professional salon services) and barbershops are likely to gradually increase demand for hair styling tools.

LATEST TRENDS

Rising Adoption of Energy Efficient Electric Hair Styling Tools to Gain Traction

Dryers or straighteners that consume less energy are getting popular owing to the increasing awareness regarding the responsible use of available energy resources. For instance, Philips’s DryCare Essential 1600W hair dryer is manufactured with a unique fan feature that can save up to 23% of energy compared to the 2100W Philips dryer. Additionally, governmental initiatives such as the EU’s Ecodesign Directive, where the use of high energy consuming appliances has been banned, will further fuel the development of eco-friendly product designs. Therefore, manufacturers are taking efforts to develop energy-efficient hair styling tools to attract consumers.

DRIVING FACTORS

Increasing Awareness of Adverse Chemical Treatment Reactions to Boost Demand for Hair Appliances

The growing grooming need among the global population is one of the key driving factors for hair styling tools market growth. However, chemical treatments intended towards permanent/ temporary hair straightening or relaxing can lead to adverse health effects. The chemical formulations used in such processes consist of several active ingredients such as formaldehyde that are carcinogens and, therefore, lead to severe cancer conditions.

For instance, in December 2019, the International Journal of Cancer published a research article, hair dye and chemical straightener use and breast cancer risk in a large U.S. population of black and white women, which stated that the women undergoing chemical hair straightening at least every 5 to 8 weeks were about 30% more likely to develop breast cancer.

Therefore, rising awareness regarding the negative health effects of chemicals is expected to propel consumption of hair styling tools that do not need chemicals for styling needs.

Increasing Adoption of Smart Styling Tools to Augment Market Growth

From noisy and bulky hair dryers, hair care appliances are becoming modern and user friendly as per the changing consumer preferences. For instance, in 2019, Philips released its Smart Five-minute Hair Straightening Brush that only takes 50 seconds to heat while saving the user’s time during styling. The company is further focusing on developing a smart hairbrush prototype that will effectively measure several hair properties such as shine, elasticity, resilience, hydration, and damage and evaluate a personalized health score in the Philips hair app.

Manufacturers are making efforts to introduce high-technology features such as LED light indicators, smartphone connectivity, and slim designs to attract consumers. For instance, in July 2020, Tineco launched a brand new MODA ONE hair dryer designed with smart sensor technology and can be operated in various modes such as kids, pets, or eco mode. Its multiple built-in sensors control the dryer heat automatically and efficiently track hair moisture levels in real-time.

Therefore, advent in technology is anticipated to increase the adoption of hair styling tools.

RESTRAINING FACTORS

Higher Product Prices to Limit Market Expansion

The high prices of electric appliances are likely to limit the penetration of straighteners and curler products in low-income countries. Besides, the emergence of low-cost counterfeit products has posed a challenge to branded tools. Moreover, an increasing number of accidents due to electric shock are further expected to hamper market size.

SEGMENTATION

By Product Type Analysis

Electric Segment to Grow Faster Due to Shift in Hair Styling Preferences

Based on product type, the market is segmented as manual and electric.

Manual tools such as brushes combs, rollers, and hair brushes are available at an affordable cost for the population. However, these products pose certain limitations on styling when compared to electric stylers that can easily cater to varied consumer demands of different hair textures such as curling, crimping or wavy hairs, etc. Therefore, the electric segment is expected to grow at a rapid rate.

Within the electric segment, the hairdryer is expected to dominate owing to the greater applicability and affordability. For instance, as per the consumer survey published in the report Beauty in a World of Flux, in 2019, by Philips, about 76% of surveyed women used a hairdryer, 41% used straighteners, and about 30% used curlers.

By Application Analysis

Higher Product Adoption to Lead to Dominance of Commercial Application Segment

Based on the application, the hair styling tools market is segmented as household and commercial.  

Improvements in personal-use products such as multiple benefits offered by a single product, as well as energy-conserving devices, are likely to show a positive impact on the household segment. For instance, in 2019, Dyson launched Airwrap Styler in the Indian market that offers multiple benefits to the user such as curling, waving, smoothing, and drying hair without applying extreme heat. The product is developed to offer a salon-style effect at home.

The commercial segment includes salons, spas, and beauty institutes and academies, where professional appliances having high-end features are commonly used for offering styling services. This has resulted in higher consumption from the commercial end-user segment owing to the greater adoption of hair styling products as compared to low-volume household usage.

By Distribution Channel Analysis

Hypermarkets/Supermarkets to Lead the Market Owing to Wide Range of Product Availability

Based on the distribution channel, the market is segmented as hypermarkets/supermarkets, specialty stores, online channels, and others.

In the view of COVID-19, e-commerce sites are attaining popularity as purchasing through an online channel is becoming more convenient for consumers. Therefore, the online channel segment is expected to experience significant growth in the near future.

Branded tools are being explored at specialty stores and salons by high-income groups to purchase professional and premium quality products.

The availability of a wide range of products as well as discounts and various offers given by big stores such as WalMart makes hypermarket/supermarket a leading segment, which is expected to maintain its dominance during the forecast period.

REGIONAL INSIGHTS

Rising Personal Grooming Trend in Asia Pacific makes it a Fastest Growing Region

The market in Asia Pacific is expected to be the fastest-growing region in the forthcoming years. The increasing spending on personal grooming in South Asian nations, as well as in Japan and Australia, significantly contributes towards the growth in the global market. For instance, as per the report, Demystifying the future of Beauty and Personal Care, published in June 2017 by the Indian Beauty and Hygiene Association, about 30% of women use beauty devices at home in the world, wherein the highest penetration rate is observed in Asia. Moreover, the growing young population, along with the increasing number of working women, and improved overall standard of living is likely to result in the stronger market growth in the region.

The market in Europe held a dominant share and stood at USD 12.03 billion in 2019. The region is likely to hold a significant hair styling tools market share due to the large and mature haircare market in western European countries. For instance, as per the Cosmetic, Toiletry, and Perfumery Association, hair care products share in the overall cosmetics market increased from 17.9% in 2018 to 18.4% in 2019 in the UK. Besides, the presence of the millennial population, along with greater spending on personal grooming in this key region, is driving product demand.

The market in North America is expected to showcase a significant share owing to greater inclination towards hairstyling in the U.S. and Canada, coupled with the higher disposable income of the population. The growing number of hair salons, personal care services, and spa facilities in this region has further resulted in a greater product consumption rate. For instance, about 31,667 businesses offering haircare and aesthetic services were present in Canada as of 2018 that was reported by the Innovation, Science, and Economic Development Canada (ISED).

Global players are focusing on expanding their presence and explore new markets to grow their share in terms of revenue. For instance, Dyson launched its supersonic hair dryer in South Africa in 2017. Therefore, rapid growth in urban areas, as well as increasing efforts by manufacturers to expand geographic presence in untapped markets, is anticipated to favor product consumption in the Middle East and Africa.

South America offers ample growth opportunities to the global players as the market in countries such as Brazil and Argentina is expected to grow rapidly. The growing awareness regarding beauty and personal care products, along with increasing access to consumer goods through improved facilities of distribution channels, is likely to fuel market growth in the region.

KEY INDUSTRY PLAYERS

Providing Customized Solutions to Offer Growth Opportunities to Players

The market is characterized by several small as well as well-established players including Philips, Coty, Conair Corp, etc. Major players are adopting various strategies such as acquisitions and product launches to consolidate the market share. Manufacturers are keenly focusing on fulfilling the customized requirements of the user owing to the growing personalized products trend.

For instance, in July 2020, Dyson launched a Demo Store located at Piazza Gae Aulenti. The clients can visit the store to get a consultation from a Dyson appointed stylist, who guides the client upon hair properties and maintenance requirements. The stylist further provides a customized styling service by applying Dyson Personal Care technology.

The development of personalized products is projected to offer growth opportunities to the players operating in the market. At the same time, competition from new players is pushing the companies to launch customized solutions to keep customer loyalty.

LIST OF KEY COMPANIES PROFILED:

• Koninklijke Philips N.V., (Amsterdam, Netherlands)


• Spectrum Brands, Inc. (Middleton, United States)


• Dyson Ltd. (Malmesbury, U.K.)


• Conair Corporation (Stamford, U.S.)


• Panasonic Corp. (Osaka, Japan)


• Coty Inc. (New York, U.S.)


• Procter & Gamble Co. (Ohio, U.S.)


• Helen of Troy Ltd. (Bermuda, U.K.)


• WAHL Clipper corp. (Illinois, U.S.)


• Hamilton Beach Brands (Virginia, U.S.)

KEY INDUSTRY DEVELOPMENTS:

• March 2020 – Dyson released its new Dyson Corrale hair straightener that has flexing plate technology.


• August 2020 – A hair care products brand, Coty Inc., introduced its new ghd rise – a volumizing hot brush that is intended to increase the hair volume by 2 times with the use of the ultra-zone SMART technology.

REPORT COVERAGE

The hair styling tools market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, distribution channels, and leading product types & application areas. Besides this, the report offers insights into the various market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several other factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation