“Canadians are relying on at-home BPC options as a convenient way to save money on more expensive spa/salon visits. This driver is expected to be particularly important as consumers adjust to higher costs of living. Consumers gained a lot of experience with at-home BPC treatments as a result of COVID-19 lockdown measures. As such, they have grown more comfortable with performing some of these treatments at home, though they continue to admit that at-home results do not always stand up compared to professional outcomes. Having said this, there continues to be a gap in proficiency that consumers are eager to fill, with many interested in improving their skillset.”
– Meghan Ross, Senior Home & Beauty Analyst

Key issues covered in this Report

  • Market factors influencing at-home beauty practices.
  • At-home beauty and personal care treatment participation.
  • At-home BPC treatment frequency changes over time.
  • Motivators for at-home BPC treatments.
  • Motivators for seeking professional BPC services.
  • Attitudes about at-home BPC treatments.
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  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market context

        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook: at-home beauty and personal care, 2023-28
                • Opportunities and challenges
                  • Inflation presents an opportunity and a challenge
                    • Use education as a way to build relationships
                      • Social experiences can make at-home BPC activities less solitary
                        • Self-care positioning can elevate at-home beauty
                          • Diversity-minded innovations can help grow the market

                          • Market Factors

                            • Budget constraints will have consumers opting for more DIY treatments
                              • Figure 2: 12-month change in the Consumer Price Index, December 2019-December 2022
                            • Impact of COVID-19 on at-home beauty and personal care
                              • Figure 3: How to do an at home haircut by a hairdresser during Covid 19 lockdown., April 2020
                              • Figure 4: Those who perform certain beauty and personal care treatments at home because of concerns about COVID-19 at the salon/spa, by level of concern about COVID-19, 2022
                            • Canada’s immigration policy will support BPC category growth
                              • Figure 5: Distribution of foreign-born population by region of birth, 1996-2036*

                          • Competitive Strategies and Market Opportunities

                            • At-home beauty brands will need to push perceptions of overall value
                              • Figure 6: Mintel Trend Driver: Value
                              • Figure 7: EZ Nails Store Instagram post, 2022
                              • Figure 8: Dyson Hair Instagram post, January 2023
                              • Figure 9: NailStash.ca Instagram post, 2023
                            • Bridging the knowledge gap to achieve better results
                              • Figure 10: Olive And June Instagram post, 2022
                              • Figure 11: Babyliss Instagram post, 2022
                              • Figure 12: L’Oréal USA Instagram post, 2022
                              • Figure 13: L’Oréal USA Instagram post, 2023
                              • Figure 14: Olive and June Instagram post, 2023
                              • Figure 15: Crest Instagram post, 2022
                              • Figure 16: Dr Dennis Gross Instagram post, 2023
                              • Figure 17: Current Body Instagram post, 2022
                            • At-home treatments can be social
                              • Figure 18: Social at-home BPC treatment interest (% agree), by age, 2022
                              • Figure 19: Clairol Color Instagram post, 2023
                              • Figure 20: Xtines Travelling Footcare Instagram post, 2022
                              • Figure 21: Social at-home BPC treatment interest (% agree), by parental status, 2022
                              • Figure 22: Ella+Mila Instagram post, 2023
                            • Recognize at-home BPC steps as an important part of self-care
                              • Figure 23: Glam Squad Instagram post, 2022
                              • Figure 24: Veet Canada Instagram post, 2022
                              • Figure 25: Those who perform certain beauty and personal care treatments because it’s relaxing, at-home treatments vs professional treatments, 2022
                              • Figure 26: Braun Global Instagram post, 2023

                          • At-Home Beauty and Personal Care: Fast Facts

                            • At-Home Beauty and Personal Care Treatments

                              • Three quarters of Canadians perform at-home BPC treatments
                                • Figure 27: Beauty and personal care treatments done in the past 12 months, at-home vs out-of-home, 2022
                                • Figure 28: Beauty and personal care treatments done in the past 12 months (NETs), men vs women, 2022
                                • Figure 29: Beauty and personal care treatments done in the past 12 months (NETs), 18-44s vs over-45s, 2022
                                • Figure 30: Beauty and personal care treatments done in the past 12 months (NETs), by age and gender, 2022
                                • Figure 31: Beauty and personal care treatments done in the past 12 months (NETs), by household income, 2022
                                • Figure 32: Artemis LED Mask, January 2022
                              • Racialized Canadians have varying beauty habits
                                • Figure 33: Beauty and personal care treatments done in the past 12 months (NETs), by race, 2022
                                • Figure 34: Nails on 7th Instagram post, 2023

                            • Beauty and Personal Care Treatment Routine Changes

                              • At-home beauty participation is becoming more frequent
                                • Figure 35: Changes in at-home beauty and personal care routine frequency, 2022
                                • Figure 36: Changes in at-home beauty and personal care routine frequency, by age, 2022
                                • Figure 37: Changes in at-home beauty and personal care routine frequency compared to a year ago, by parental status, 2022

                            • At-Home Beauty and Personal Care Motivations

                              • Cost and convenience drive at-home beauty
                                • Figure 38: At-home beauty and personal care treatment motivations, 2022
                                • Figure 39: At-home beauty and personal care treatment motivations, men vs women, 2022
                                • Figure 40: Barber Pro Warming Eye Mask (Norway), 2022
                                • Figure 41: SilknSolution Instagram post, 2022
                                • Figure 42: At-home beauty and personal care treatment motivations, 18-44s vs over-45s, 2022
                                • Figure 43: Cirque Colors Instagram post, 2022
                                • Figure 44: Those who perform at-home beauty and personal care treatments to save money, by household income, 2022
                                • Figure 45: Those who perform certain beauty and personal care treatments at home because they do not have time to go to the salon, by parental status, 2022
                                • Figure 46: Garnier Fructis Smoothing + Avocado Hair Treat 3-in-1 Hair Mask (Canada), January 2022
                                • Figure 47: Health concerns motivating at-home BPC treatments, by ethnicity, 2022
                                • Figure 48: The Ten Spot Instagram post, January 2023

                            • Motivations for Professional Beauty and Personal Care Treatments

                              • Professionals bring skill and deliver results
                                • Figure 49: Professional beauty and personal care treatment motivations, 2022
                                • Figure 50: The Bomb Bar Canada Instagram post, January 2023
                                • Figure 51: Professional beauty and personal care treatment motivations, men vs women, 2022
                                • Figure 52: Lashify Instagram post, January 2023
                                • Figure 53: Professional beauty and personal care treatment motivations, 18-44s vs over-45s, 2022
                                • Figure 54: Professional beauty and personal care treatment motivations, by ethnicity, 2022

                            • At-Home Beauty and Personal Care Attitudes

                              • Knowledge and skills attitudes
                                • Figure 55: At-home beauty and personal care skills and knowledge attitudes (% agree), 2022
                                • Figure 56: ESalon Instagram post, September 2022
                                • Figure 57: Veet Canada Instagram post, December 2022
                                • Figure 58: At-home beauty and personal care skills and knowledge attitudes (% agree), by age, 2022
                                • Figure 59: Revlon Hair Tools Instagram post, January 2023
                                • Figure 60: At-home beauty and personal care skills and knowledge attitudes (% agree), Black/African and Asian consumers vs overall, 2022
                                • Figure 61: iiroshnii Instagram post, May 2022
                                • Figure 62: iiroshnii Instagram post, December 2022
                                • Figure 63: CurlFactor Instagram post, December 2022
                              • Value and pricing attitudes
                                • Figure 64: At-home beauty and personal care value and pricing attitudes (% agree), 2022
                                • Figure 65: Revlon Hair Tools Instagram post, January 2023
                                • Figure 66: At-home beauty and personal care value and pricing attitudes (% agree), men vs women, 2022
                                • Figure 67: At-home beauty and personal care value and pricing attitudes, 18-44S vs over-45s, 2022
                                • Figure 68: ‘I would visit salons/spas for treatments more frequently if they were less expensive’ (% agree), by parental status, 2022

                            • Appendix – Data Sources and Abbreviations

                              • Data sources
                                • Consumer survey data
                                  • Consumer qualitative research
                                    • Mintel Trend Drivers
                                      • Abbreviations

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