The report analyzes big data sourced from Perfect Corp.’s YouCam suite of apps, which currently has over 1 billion downloads globally, and focuses on data sourced from nine key regions including the United States, the United Kingdom, France, Germany, Spain, Brazil, Mexico, Japan, and China.
A Shift to Natural Hair Color and Hair Health
During the pandemic, consumer hair routines evolved significantly. With lockdowns and social distancing measures in place, consumers stayed at home and embraced low-maintenance hair routines, opting to grow out their natural roots and nourish their hair with self-care regimens.
Consumers also turned to online channels and AR-powered virtual try-on tools for hair inspiration during the pandemic. Perfect Corp.’s newest Global Beauty Trend Report reveals that even as pandemic restrictions are eased, these hair trends have persisted.
The report highlights top consumer behaviors and hair color trends including:
- A surge in the popularity of natural hair colors, as rich brunette tones experience a significant increase in virtual try-ons globally
- An increase in silver hair color try-ons as consumers continue to embrace low-maintenance routines and celebrate their gray roots in trendy new ways
- The continued popularity of vivid tones, as consumers seek to experiment and play with hair color in fun ways
- A spike in virtual try-ons during the spring and fall months, as consumers seek out hair color inspiration ahead of the winter and summer seasons
- A new focus on hair health, as consumers embrace natural hair color shades and caring routines that will preserve the hair’s condition and minimize damage
- The need for AR-powered virtual hair color try-on tools, as consumers adopt digital-first mindsets and seek out virtual try-on tools as a way to feel confident about their next hair transformation
- The growing role AR technology is playing in driving sustainability in the hair color industry, as brands ditch hair bundle color swatches in favor of digital alternatives
Learn how Covid-19 altered our definition of wellness—and the skincare industry landscape.