Market Trends of Perms and Relaxants Industry
This section covers the major market trends shaping the Perms & Relaxants Market according to our research experts:
Increasing Expenditure on Haircare and Hair Styling Products
Consumers' growing affinity toward personal wellness and appearance has led to an increased demand for personal grooming. Additionally, women are interested in grooming, specifically in hair grooming, adding efforts to enhance their hair or curls. The growing westernization and increased spending capacity have escalated the demand for hair grooming products. According to a study conducted by the National Center for Biotechnology Information (NCBI), more than two-thirds of women in Africa are using relaxants to straighten their hair. This surging demand has led to new product innovations by companies to escalate the demand for perms and relaxers. For instance, in 2021, Avlon Industries, under its brand Affirm, launched a hair conditioning relaxer system in South Africa designed for sensitive scalp. The product contains Guanidine Hydroxide, which provides extra moisture to the hair. This relaxer also retains 79% of original fiber elasticity, giving extra volume, shine, and silky feeling to the natural hair.
Middle-East & Africa Dominates the Global Market
Middle-East & Africa occupies a large portion of the perms and relaxers market. The relaxants dominate the market due to the increasing preference among women for styling their hair naturally. The women in the region prefer a variety of hairstyling and hair care products, from weaves to beads and various hairstyles. The perming products also witness significant demand from women who want to add volume, texture, and bounce to their natural hair. These products help enhance the curls for those who prefer their hair in a particular way. Saudi Arabia is experiencing a steady growth in the demand for relaxants and perms due to the increasing influence of social media and celebrity endorsements. To attract a large segment of consumers, companies are innovating new hair styling products while providing a salon-like experience at home. For instance, in 2020, Mega Growth Nigeria added a new product to its hair relaxer range. The company launched a Sensitive Care No-Lye relaxer for women with medium to fine hair texture.
