The global haircare market grew by 3.3% in 2009, according to Euromonitor. Haircare was one of the worst affected by the economic downturn and manufacturers have been reluctant to innovate.
Skincare technology is spilling over into haircare with the development of anti-ageing haircare formulations. L’Oreal has borrowed skincare technology for Kérastase Age Preimium which contains ceramide, vitamin F and hyaluronic acid. Natural brand Liz Earle has also extended skincare expertise into haircare with a shampoo and conditioner range dubbed "Cleanse & Polish for the hair", based on the brand’s successful Hot Cloth Cleanser.
Natural beauty brand Aveda has expanded its haircare portfolio with two innovative products: Aveda Control Force™, a plant-derived hairspray, and Pure Abundance Hair Potion, an innovative powder-to-lotion formulations based on acacia gum and kaolin clay. Alberto Culver Tresemmé is one of the first major mass brands to launch a natural range of shampoos and conditioners.