US Home Hair Color Market Report 2023
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“The COVID-19 pandemic was a turning point for the home hair color category, with lockdowns not only forcing many consumers to embrace DIY hair coloring solutions out of necessity but…

US Home Hair Color Market Report 2023

£ 3,695 (Excl.Tax)


Discover the latest US hair color market trends and how they are impacting the US hair color industry! Our US Home Hair Color Market Report 2023 is packed with valuable insights on consumer attitudes, hair color market size and forecast, hair color market share and segmentation, and hair color market revenue. With this report, you’ll have the knowledge to stay ahead of the competition and keep your business growing!

US Hair Color Market Overview

Mintel’s hair color market research shows that the pandemic had a positive impact on home hair color market growth. Reduced access to hair salons during lockdowns led to rising demand and renewed interest in home hair coloring. This was accompanied by a drive to educate consumers about product use, while stressing the convenience and efficacy of home hair color products, which all served to boost awareness and engagement, as well as home hair color market size.

With pandemic lockdowns now over, the hair color market saw good growth in 2022. With emphasis from a strong job market, a greater selection of easy-to-use products and interest in male and unisex options has driven US hair color market growth. Although 2023 holds economic challenges, things will improve by 2024. Product innovation momentum is likely to continue, fueling further interest in the home hair color industry.

Hair Color Market Trends: What Consumers Want and Why

Inflation and limited spending power are the main challenges consumers are facing right now, especially considering the growing expense of salon/professional hair coloring. As a result, consumers are more likely to explore less-expensive hair coloring options that can be carried out easily at home.

Furthermore, efficiency and convenience are among the biggest hair color market trends. Measures to make home hair color easier and more convenient to use are readily embraced by US adults. Products that can prolong time between salon visits or home hair color usage continue to be popular as well.

  • US Hair Color Market Revenue & Consumer Behavior: 43% of home hair color consumers say they are coloring their hair at home to save money.
  • Hair Color Market Trends: 66% of consumers who color their hair believe people should embrace natural grays, giving brands the opportunity to tap into that consumer interest.
  • US Hair Color Market Opportunities: 86% of consumers say they would like to add a step to their haircare routine to prolong the life of their hair color. Therefore, there is plenty of room for brands to extend their hair color market share by providing additional home hair color products to make hair colors last longer.

US Hair Color Market Opportunities

Key hair color market opportunities will continue to revolve around male- and unisex-dedicated products, while greater choice of color, convenience, and providing solutions to extend the life of both professional and home hair color will all be important to enhance consumer engagement.

Moreover, leaning into the need to be unique, by providing bold, vibrant and unusual shades, specifically for younger consumers, will help brands to stand out to US adults who want to show off who they are. Embracing the gray hair discussion by offering vibrant silver and gray shades, will help brands to give support to consumers.

To discover more the US Hair Color Industry, read our US Black Hair Care Market Report, or take a look at our extensive Haircare and Grooming Market Research.

Quickly Understand the US Hair Color Market

  • The pivotal changes created by the COVID-19 pandemic and how that has reshaped the US hair color industry.
  • How are hair color manufacturers USA responding to rising inflation and related concerns about pricing?
  • Consumers’ use of home hair color products.
  • Hair color market trends, consumers’ attitudes and behaviors toward hair color.

Covered in this Report

Products: Permanent hair color (long-lasting, all-over color), semi- or demi-permanent hair color, temporary hair color (sprays, foams, gels, powder, chalk), highlighting products (Ombre hair color kits), bleach (to remove color from hair) root touch-ups.

Brands: L’Oréal USA (Garnier), Kohlberg Kravis Roberts (Clairol), Combe Incorporated (Just For Men), Revlon Inc, Developlus Inc, Henkel Group (Schwarzkopf), Lime Crime, The Department of Brands Ltd (Brite), Tish & Snookys NYC (Manic Panic NYC), Kiss Prods Inc, American Intl Ind (Ardell), Sun Bum Llc, DyePosit, Hally, Madison Reed, and more.

Expert Insights into the US Home Hair Color Industry

This report, written by Simon Pitman, Senior Beauty & Personal Care Analyst, delivers in-depth commentary and analysis to highlight current hair color market trends, hair color market revenue, and adds expert context to the numbers.

The COVID-19 pandemic was a turning point for home hair color manufacturers USA, with lockdowns not only forcing many consumers to embrace DIY hair coloring solutions out of necessity but also prompting interest to explore more adventurous looks at home for fun. This has all served to amplify a number of underlying hair color market trends, including enhanced opportunities in the men’s segment, an emphasis on digital content for education and coaching, and the continued cultivation of bold and adventurous looks. Meanwhile, socioeconomic pressures, like inflation, are adding new meaning to the term ‘value’.

Simon Pitman, Senior Analyst
Simon Pitman
Senior Beauty & Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of home hair color, at current prices, 2017-27
      • Figure 2: Total US retail sales and forecast of home hair color, at current prices, 2017-27
      • Figure 3: Category outlook, 2022-27
    • Opportunities and challenges
    • Help consumers to maintain colored hair between treatments 
    • Answer demands for bold color with choice with different formats
    • Be aware of demand for both gray enhancing and gray prevention solutions
    • Target key areas of opportunity for expanded claims
    • Enhance engagement with ethical claims, particularly sustainability
    • Offer products that stress convenience and remove guess work
    • Explore enhanced value for mass market offerings
    • Think beyond scalp hair
    • Key consumer insights
    • Focus on growth opportunities for both male and unisex offerings
    • Cultivate more ways to educate and support consumers
    • Tap into tech to make the application process easier and more precise
    • Online DTC players set for continued growth
  3. Market Size and Forecast

    • Focus on convenience and functionality for growth opportunities
      • Figure 4: Total US retail sales and forecast of home hair color, at current prices, 2017-27
      • Figure 5: Total US retail sales and forecast of home hair color, at current prices, 2017-27
      • Figure 6: Total US retail sales and forecast of women’s home hair color, at current prices, 2017-27
  4. Segment Performance

    • Women’s hair color continues with highest sales, but all show growth
      • Figure 7: Total US retail sales and forecast of home hair color, by segment, at current prices, 2017-27
      • Figure 8: Total US retail sales of home hair color, by segment, at current prices, 2020 and 2022
    • Supermarkets continue to be the dominant retail channel
      • Figure 9: Total US retail sales of home hair color, by channel, 2017-22
  5. Market Factors

    • The dawn of the “recession brunette”
      • Figure 10: TikTok featuring “recession brunette”
    • Convince consumers that home hair color can match professional results
      • Figure 11: TikTok featuring “recession brunette”
    • Social media remains key to engagement but increasingly requires a cautious approach
  6. Market Share/Key Players

    • Sales of home hair color by company
      • Figure 12: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2021 and 2022
    • Company/brand sales by segment
      • Figure 13: Multi-outlet sales of women’s hair coloring products, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 14: Multi-outlet sales of men’s hair coloring products, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 15: Multi-outlet sales of unisex hair coloring products, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Answer consumer demands for something truly new
      • Figure 16: Good Dye Young Dyeposit semi-transparent color
    • Hally
      • Figure 17: Hally Gamer Girl hair color
    • Leverage tech to make the hair coloring process easier
      • Figure 18: L’Oréal Colorsonic technology
      • Figure 19: Just For Men Perfect X Combe, powered by AI technology
    • Expand the choice for quick and easy solutions
      • Figure 20: Madison Reed Root Protection Kit
      • Figure 21: Hally Shade Stix
    • Help budget conscious consumers extend the life of hair color treatments
      • Figure 22: Splat Pastel Toners
    • Tap into haircare “skinification” with scalp claims
      • Figure 23: L’Oréal’s Men Expert One Twist Permanent Hair Color
      • Figure 24: Phytocolor Hair Dye range
  8. The Home Hair Color Consumer – Fast Facts

    • Ease, convenience and efficacy remain key
    • Innovations to make color last and stretch budgets
    • Using technology to improve coloring outcomes
    • Men are getting more adventurous but want convenience
    • Keep an eye on the DTC channel for inspiration
    • Social media engagement remains crucial but needs to be strategic
    • Ethical concerns are back on the radar
  9. Use of Home Hair Color

    • Over half of US adults color their hair; majority are women
      • Figure 25: Use of home hair color products, by gender and age, 2023
    • Gen Z, older Millennials most likely to color hair at home
      • Figure 26: Use of home hair color products, by generation, 2023
  10. Reasons to Color Hair at Home

    • Consumers are happy with their at-home results, trying to save money
      • Figure 27: Reasons to color hair at home, 2023
    • Younger Millennials less concerned with saving money
      • Figure 28: Saving money by coloring hair at home, by generation, 2023
    • Convenience is a top reason for older consumers
      • Figure 29: Convenience of coloring hair at home, by age and gender, 2023
  11. Reasons to Avoid Home Hair Color

    • Consumers are concerned about skill, results
      • Figure 30: Reasons to avoid coloring hair at home, 2023
    • Position lower stakes products as introduction to at-home hair color
      • Figure 31: Instagram post from Kristin Ess, January 2021
  12. Home Hair Color Product Use

    • Permanent, semi-permanent hair dyes are most popular
      • Figure 32: Home hair color product use, 2023
  13. Attitudes toward Home Hair Color

    • Consumers want to prolong their results
      • Figure 33: Prolonging hair color results, 2023
    • Lean into consumer desire to be unique
      • Figure 34: Hair color as self-expression, 2023
    • There is still an even divide over covering grays
      • Figure 35: Opinions on gray hair, 2023
    • Consumers coloring more often, but over half intend to stop
      • Figure 36: Frequency of hair coloring, 2023
    • At-home color brands need to educate consumers on potential hair/scalp damage
      • Figure 37: Concerns about damage/irritation, 2023
  14. Purchasing Home Hair Color Products

    • Most purchase the same product over and over
      • Figure 38: Purchasing home hair color, 2023
    • Gen X know what they want while Gen Z are looking for variety
      • Figure 39: Purchasing home hair color, by generation, 2023
  15. Retailers Shopped

    • Mass merchandisers, drugstores are most shopped
      • Figure 40: Retailers shopped, 2023
    • 25-34s and younger still interested in online dye purchasing
      • Figure 41: Retailers shopped, by age, 2023
    • Higher income households show interest in “natural” at-home color
      • Figure 42: Retailers shopped, by household income, 2023
  16. Interest in Home Hair Color Innovation

    • DIYers are interested in custom, salon-like treatments
      • Figure 43: Usage of and interest in hair color services and tools, 2023
    • Younger consumers interested in adding products to their current routine
      • Figure 44: Usage of and interest in hair color drops, by age, 2023
    • The ‘skinification’ of beauty products continues into hair color
      • Figure 45: Usage of and interest in specific hair color products, 2023
    • Interest in covering and/or enhancing gray hair
      • Figure 46: Usage of and interest in products for coloring or enhancing gray hair, 2023
    • Younger consumers are looking for vegan and eco-friendly products
      • Figure 47: Usage of and interest in eco-friendly products, by generation, 2023
      • Figure 48: Usage of and interest in products for vegan color products, by generation, 2023
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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