Hair is an individual thing and is a huge part of identity; there is no one hair product that works for all hair types. But the COVID-19 crisis shifted the focus on care over appearance as consumers reevaluated their hair needs, and they now look into the skinification (i.e., scalp care and health) of the hair care offer. It is important to keep in mind that the hair care market is a resilient market – 12% of global BPC launches were hair products in 2020, the same as in 2019!
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