The Latest in D2C Haircare: Product Launches, Market Moves & Industry Trends (Jan 27 – Feb 5, 2025)

Author

Frost Li
February 12, 2025

The past week has been packed with exciting developments in the D2C haircare industry, from major brand collaborations to innovative product launches. Research powered by Loup Marketing - request a personalized sample report for your brand.

1. The Shift to Aerosol-Free Dry Shampoos

Multiple brands leaned into the growing consumer demand for non-aerosol dry shampoos, responding to environmental concerns and health-conscious preferences.

  • Kitsch launched its Pump-Powder Dry Shampoo on Jan 30, a similar talc-free, on-the-go alternative.

  • Ceremonia released its Dry Shampoo con Arrowroot in early January 2025. This product features oil-absorbing arrowroot and frizz-reducing aloe vera, catering to those seeking a natural alternative.

  • Not to forget Briogeo introduced its Style + Treat Dry Shampoo Puff on December 18, 2024. This non-aerosol, talc-free product offers a mess-free application and is available in two shades: Clear and Tinted for dark hair.

💡 Why It Matters:

  • Consumers are moving away from traditional aerosol sprays due to concerns over environmental impact and potential health risks (e.g., benzene contamination in dry shampoos).

  • Brands are innovating in delivery methods, favoring puff powders and pumps that give precise application and scalp benefits.]

2. Retail Expansion & Clean Haircare in Mass Markets

  • Ethique launched in Ulta Beauty (Jan 12), bringing sustainable, solid shampoo bars into a mainstream U.S. retailer.

  • Ceremonia’s Sephora "Next Big Thing" spotlight in January helped propel clean, Latinx-founded haircare to mass visibility.

💡 Why It Matters:

  • Eco-friendly, plastic-free packaging and clean formulas are gaining more traction in mass retail.

  • Ethical and representation-driven brands are being prioritized by major retailers.

🔻 Olaplex Continues to Struggle

📅 Reported: February 4, 2025

  • Olaplex's stock dropped to $1.52, marking a continued decline from its once high-flying IPO days in 2021.

  • Analysts reported a 9% year-over-year revenue decline, citing slower consumer demand and increased competition from newer, science-backed bond-building brands.

  • The company promised a new strategic roadmap, expected to be unveiled in Q1 2025, to reinvigorate growth and regain consumer trust.

📅 Reported: January 30, 2025

  • Amika announced January Digital as its new Media Agency of Record, aiming for “breakthrough growth” across DTC, retail, and Amazon channels.

  • This move aligns with private equity backing, as Amika continues to scale its reach and build brand equity.

🔹 Major Spikes in Advertising Activity

Several brands significantly increased ad volume in late January, signaling:

1️⃣ Product launches (Gisou, Ceremonia, IGK Hair).

2️⃣ Retail expansion efforts (Ceremonia in Sephora).

3️⃣ Seasonal sales events (Kitsch, Olaplex).

  • Gisou ramped up its ads by +20 new ads the week of Jan 27 (correlating with the Honey Gloss Mask launch).

  • Kitsch surged in ad volume (~30% more ads) during the same period, likely tied to New Year promotions.

  • IGK Hair’s push for “Best Interest” Repair Styler saw 15+ new ads in the same window.

📌 Key Takeaway:

  • Brands tend to burst their ads around launches or shopping events, then return to sustained ad levels afterward.

🔹 Advertising Strategies by Brand

1️⃣ Discount & Promotion-Heavy Strategies

  • Kitsch, Olaplex, and Prose ran the most discount-based ads.

    • Olaplex also relied on discounts, signaling a sales-driven strategy amid declining brand performance.

    • Prose ran “New Customer 50% Off” campaigns to drive first-time buyers.

Kitsch's “20% Off Sitewide – Limited Time” ads repeatedly pushed promotions.

2️⃣ Influencer & UGC (User-Generated Content)

  • Gisou, Function of Beauty, and IGK Hair focused on influencer-driven ads.

    • Gisou’s campaign focused on “influencer morning routines”, making the product feel essential in daily haircare.

Function of Beauty featured real customers’ reviews and testimonial-style videos showing hair transformations.

3️⃣ Storytelling & Brand Identity Ads

  • Ceremonia and Crown Affair leaned into mission-driven storytelling.

    • Ceremonia ads highlighted its Latinx roots and founder Babba Rivera’s vision for clean, inclusive haircare.

Crown Affair focused on “slow beauty” messaging, positioning itself as a ritual-based self-care brand.

📌 Key Takeaway:

  • Kitsch and Olaplex relied on aggressive discounts to drive conversions.

  • Gisou and IGK Hair leveraged influencers to showcase results.

  • Ceremonia and Crown Affair focused on storytelling and brand loyalty.

  • Brands heavily prioritize video ads, followed by static images and carousel ads.

  • Video-focused brands:

    • IGK Hair, Prose, and Kitsch lean towards video-heavy campaigns featuring tutorials and influencer content.

IGK Hair’s “Best Interest” Repair Styler ad (video format) shows a before-and-after transformation demonstrating product benefits.

  • Static Image Ads for Simplicity:

    • Virtue Labs and Ceremonia frequently used static image ads to showcase hero products with clear CTA messaging.

Virtue Labs’ Flourish Thickening Treatment ad: "Get thicker, fuller hair in just weeks!"

  • Carousel Ads for Multi-Step Routines:

    • Prose and Crown Affair use carousel ads to guide users through personalized haircare journeys, showing multiple product steps.

Prose’s "Your custom routine, built for you." ad uses a swipeable carousel to showcase different formulations.

📌 Key Takeaway:

Video dominates, but image and carousel ads still play a role in product education and routine-building.

💯 Top-Performing Organic Posts

Analyzing engagement rates, virality and user sentiment, we’ve picked a few best-performing organic posts examples:

1️⃣ Function of Beauty – Custom Hair Routine Post

  • Engagement: 5,112 likes, 174 comments

  • Strategy: Playful, relatable content with a focus on customization.

Post: "Curls so on point, you’ll do a double take! 💫"

2️⃣ Moroccanoil – Winter Skincare & Haircare Post

  • Engagement: 4,370 likes, 98 comments

  • Strategy: Seasonal relevance, helpful product tips drive shares & saves.

Post: "To maintain soft skin all winter, try these add-ons to your routine!"

3️⃣ Kitsch – Influencer-Driven Giveaway Post

  • Engagement: 6,540 likes, 642 comments

  • Strategy: Uses virality tactics (tag-to-win contests) to maximize engagement.

Post: "Giveaway alert! Get a full set of our newest styling tools – just tag 3 friends to enter!"

Common Themes:

✔ Influencer collaborations, helpful tips, and giveaways generate the highest engagement on organic posts.

✔ Engagement-focused content (e.g., community-driven challenges, “tag-a-friend” posts) naturally outperforms sales-driven content.

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