06 / Trends Report 2024 Peptide Power And it doesn’t stop there. Hair peptides are a catalyst for healing and hydrating stressed-out strands, as well as protecting against toxins. Nourishing ingredients adapted from the skincare formulas we know and love are set to drive innovation in the haircare realm this year - including hyaluronic acid, biotin, ceramides and niacinamide - while peptides are on the pedestal as the ones to watch. We’re all searching for fuller, healthier hair in 2024, with new and improved formulas that work to upgrade our routines and deliver the locks of dreams. Hair peptides are paving the way for happier hair as the ‘skinification’ of hair health continues to take influence from the skincare market. Known for improving scalp health and supporting hair growth, peptides encourage blood flow to the scalp, increasing the size of hair follicles and giving hair room to thicken. Haircare Make your mane your crowning glory with the strand-saving trends that are set to make the cut in 2024. Last year, we saw makeup lovers across the globe seeking glass-like complexions through the power of strobe creams and liquid highlighters. Now, the desire for mirror-like shine is transitioning into haircare, fueled by the ‘Bella Hadid red carpet effect’. The result? A glossy, ‘looks like glass’ mane. Hair oils, smoothing serums and spray formulations that create a high-shine finish are set to reign supreme. An iteration of the clean girl aesthetic, glass hair is deemed to be the low maintenance style that yields glamorous results. Ideal for mid to long-length hair, the glass look can be achieved by blow-drying locks from soaking wet and sealing poker straight using shine-enhancing products. Glass Hair We have some incredibly exciting haircare initiatives for 2024, including key focuses on driving product innovation and building brand awareness through best-in-class launches. Our ambition is also to be at the forefront of the biggest trends in haircare, whether that be product or ingredientled, as we acknowledge consumers are increasingly more interested in understanding what’s inside the products they’re using. Product trends to watch out for in 2024 will most definitely be Glossy Hair and Damage Repair. Through engaging content produced by our in-house beauty team, we’ll be educating consumers on how to build multi-step routines, whilst tapping into the trends to covet. Sandeep Mahil, Senior Haircare Buyer Says... Google searches for Hair Peptides +25% YoY. Stat 1b Google searches for Glossy Hair +32% YoY. Stat 1a EDITOR’S PICK: Moroccanoil Glimmer Shine Spray 100ml / £20.85 EDITOR’S PICK: The Ordinary Multi-Peptide Serum for Hair Density 60ml / £19.30 1a, 1b: Google search data: 2023 vs 2022
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