Personalized haircare is having a moment | Untangled Newsletter

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Editor’s Pick 🌟

📣 Shoptalk in Five Headlines

From marketplace breakthroughs to AI-driven growth, this year’s Shoptalk brought bold predictions and big product reveals. Here are five key headlines shaping the future of retail and eCommerce:

🧠 AI Moves From Buzzword to Bottom Line
Whether driving smarter search or streamlining supply chains, AI was everywhere—and brands are getting serious about turning innovation into efficiency.

📈 Fospha Launches Halo to Measure DTC’s Impact on Amazon
At Shoptalk, Fospha announced the release of its Halo measurement product, bridging the gap between DTC and marketplace attribution. For the first time, marketers can accurately measure the halo effect of their DTC ads on Amazon sales—unlocking new ways to optimize full-funnel performance.

🛍️ Ulta’s Digital Transformation Is Just Getting Started
Ulta Beauty revealed plans to launch a new marketplace and double down on personalization, backed by Adobe and powered by first-party data from its 44M+ loyalty members.

💎 Pandora Reinvents Modern Luxury
From lab-grown diamonds to in-store storytelling, Pandora is redefining what “premium” means—shifting focus from status to personal meaning.

🌐 Marketplace Momentum Is Rewriting the Growth Playbook
From Walmart to Wayfair to startups, everyone’s betting big on marketplaces to drive assortment expansion, experimentation, and new revenue streams.

Expert Insights 🧠

Thriving in Inflation: How Haircare Brands Are Redefining Premium

Inflation may be tightening wallets, but it hasn’t dampened the desire for quality—especially in haircare. Instead, it’s reshaping what “premium” means. For brands in this space, the challenge isn’t just pricing power—it’s storytelling power.

While 53% of U.S. adults have opted for cheaper haircare products in the past year (Mintel), premium is far from dead. Consumers aren’t abandoning quality; they’re redefining value. That’s why the premium haircare market is still projected to grow from $28.45B in 2024 to $45.49B by 2030. The winners will be brands that bridge aspiration and accessibility.

Take Suave’s relaunch. Once seen as a value-first brand, it’s now using digital platforms and influencer campaigns to reposition itself as smart-luxury: 34 new products, a focus on clinically backed results, and curated messaging around affordability with performance. It’s not pretending to be high-end—it’s making high-end benefits feel achievable.

This shift speaks to a broader playbook: premium isn’t just a price point, it’s a perception. Brands that succeed in this environment are using digital to do more than drive traffic—they’re crafting trust. Transparent ingredient stories, influencer-backed education, and platform-native content (especially on TikTok and Instagram) are helping brands reframe value in a language consumers believe.

Sector Spotlight 🎥

TARGETED HAIR SOLUTIONS

MyWay Hair DNA Offers Personalized Solutions for Unique Hair Needs

MyWay Hair DNA's targeted approach to hair care taps into consumer demand for personalized solutions, addressing issues like frizz and dryness with science-backed products. Their cruelty-free, chemical-free formulas combine biotechnology and natural ingredients, appealing to the 71% of consumers prioritizing ingredient transparency. MyWay Hair DNA exemplifies the shift toward performance-driven, personalized hair treatments, aligning with industry trends.

BEAUTY MARKET TRENDS

Babba Rivera Champions Latin Beauty Through Her Haircare Brand Ceremonia

Babba Rivera's launch of Ceremonia addresses the beauty industry's oversight of Latinx consumers by integrating heritage and wellness into haircare. With roots in Latin American traditions and a strategic focus on natural ingredients, Ceremonia creates a culturally resonant brand, targeting quality-conscious, diverse audiences. Such an approach both fills a market gap and amplifies minority representation in the beauty industry.

BUSINESS EXPANSION

Cloud Haircare Launches Nationwide in Walmart

Cloud Haircare's expansion into over 1,000 Walmart locations across the U.S. is crucial for marketing professionals to note, highlighting the increasing trend of affordable luxury in mass retail. The brand, known for its salon-quality products at competitive prices, capitalizes on Walmart’s wide reach, making high-end haircare more accessible. This move underscores the potential for beauty brands to thrive in mass-market environments, offering insights into consumer preferences for premium products at accessible prices.

STYLE TRENDS

Hailey Bieber Is All About the Oversized Headband Trend

Hailey Bieber has popularized the oversized headband trend, effectively setting a new style standard and influencing fashion-conscious consumers. Her approach coincides with the rise of chic, easy hairstyles, making it a relevant focus for marketers aiming at the fashion-forward audience attentive to seasonal trends. This direction offers insight for brands to leverage simple yet stylish accessories in their campaigns.

BEAUTY MARKET TRENDS

U.S. Hair Care Market to Hit $14.45 Billion by 2029, Led by Giants

The U.S. hair care market is projected to grow to $14.45 billion by 2029, with leading brands like L'Oréal, P&G, and Unilever shaping trends towards natural, cruelty-free products and premium quality. Increasing digital engagement and eCommerce are transforming buying behaviors, while traditional retail channels remain influential in offering hands-on experiences. Key strategic insights for marketers include the importance of specialized, ingredient-driven products and the growing demand for customizable solutions.

Influencer Corner 📢

Optimization Hub ⚙️

MARKETING STRATEGIES

Optimize April Marketing for Increased Conversions through Storytelling and Personalization

April marketing optimizes SMS and email strategies to enhance conversion rates with targeted campaigns around holidays like April Fools, Easter, and Earth Day. Personalized customer experiences and storytelling cultivate loyalty, as AI-driven insights suggest engagement opportunities. Marketers are urged to continuously test and refine messaging.

AI SHOPPING INNOVATIONS

Amazon Launches AI-Powered Interests for Enhanced Personalized Shopping Experience

Amazon's new AI-powered Interests feature allows select U.S. customers to receive personalized product updates tailored to their preferences, showcasing a shift towards proactive eCommerce interactions. Using large language models, it promises a more efficient shopping experience by continuously scanning for relevant products and deals. This initiative highlights an evolving landscape where AI tools streamline consumer engagement, offering marketers insights into enhancing customer personalization.

RETAIL MEDIA EXPANSION

Retail Media Networks Enhance Offerings to Capture Advertisers' Interests

Best Buy, Instacart, and DoorDash are enhancing their Retail Media Networks to attract advertisers seeking transparency and accountability. Best Buy utilizes first-party data for targeting on social platforms, Instacart offers in-store advertising through Caper Carts, and DoorDash introduces post-purchase ads and sponsored placements. These developments highlight the shifting priorities in retail media, emphasizing the growing importance of integrated advertising solutions across digital and physical channels for marketing professionals.

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