Small brands are taking advantage of the lull in the market and strategically conquering the world of American hair care. With unique value propositions that target specific niches and consumer needs, as well as expanding distribution, brands such as Goldie Locks, IGK and shibui are now reporting significant growth.

IGK - the brand of celebrity hairdressers

Once founded by four well-known hairdressers, the IGK brand aims above all to revolutionise good styling. IGK’s own salons – located in Miami, New York City and Las Vegas – have gained significant popularity through TikTok and Instagram. In the first quarter of 2024, styling products accounted for 72 per cent of IGK sales. The ‘Brand of the Year in Haircare’ award at the Ulta Field Leadership Conference 2024 underlines IGK’s success.

Shibui does it naturally

Shibui focuses on clean colour care and sustainability and was able to achieve growing sales of shampoos, conditioners and styling products. The emphasis on sustainable and high-quality products has been well received by consumers, fuelling overall growth.

Goldie Locks goes gold

Goldie Locks focuses on intensive moisturising care for natural hair and hair extensions. The brand also offers hair care products for hair growth. Between 2022 and 2023, sales in premium salons increased sevenfold. The number of salons stocking the brand has almost quadrupled since the second quarter of 2022.

Source: KLINE