Electric hair styling tools are in high demand due to a male and female population that is inclining towards quick and easy hairdos. The use of gels and other chemicals affects the hair’s growth and results in hair fall as well. For that reason, people have started using electric hair styling tools instead of gels and other similar products. These products come in handy not only at functions and parties but in daily hair styling as well. In addition, these are good for all hair types, whether thick or thin, and market players are launching innovative designs and ideas to support the market’s growth further. For instance, in June 2022, Dyson launched the upgraded version of the Dyson Airwrap called the Dyson Airwrap Complete, which comes in three different versions for long, short, and curly or coily hair. The Dyson Airwrap uses the Coanda effect to help users style their hair without using too much heat. The Coanda effect is the tendency of a fluid jet (air or liquid) to remain attached to a convex surface. The Airwrap attracts and changes the shape of hair by creating a cylindrical flow of warm air around the device. This eliminates the need to apply heat directly to the hair, lowering the risk of heat damage. Moreover, the device was also launched in the Indian market in August 2022.
Segments of the Market
The global market for electric hair styling tools is divided on the basis of product type and distribution. Based on product type, the market is subdivided into hair dryers, hair straighteners, hair curlers and rollers, and hair styling brushes. Based on distribution, the market is subdivided into online and offline.
Recent Developments
The key market players, such as Alan Truman, Dyson Ltd., Panasonic, Ikonic World, Koninklijke Philips N.V., Conair Corporation, VEGA, Hamilton Beach, Coty Inc., and others, are contributing to the market’s growth with various investments, acquisitions, and new product launch activities. Some of the recent developments in the market include:
• In March 2022, Syska Personal Care launched the Syska 5-in-1 Multi Styling Kit (HS5000K) with a straightener, crimper, brush comb, curler, and conical curler. The tool has ceramic-coated plates, a voltage capacity of 100–240 V, an LED indicator, a PTC heater, overheating protection, a 360-degree swivel power cord, and a hanging loop.
• In July 2022, Philips, a technology company serving various markets, launched new female hair grooming and styling products in India. This new lineup includes the Philips 5000 Series Heated Straightening Brush (BHH885/10), the Philips UV Protect Hair Dryer (BHD399/00), and the Philips UV Protect Hair Straightener 7000 Series (BHS732/10).
• In August 2022, Shark Beauty, a part of JS Global Lifestyle Company Ltd., announced the launch of a new hair styling and drying system called the Shark FlexStyleT Air Styling & Drying System. According to the company, this tool is designed for all hair types, including coily, curly, and wavy. Users can dry wet hair while also curling, volumizing, or smoothing it for a faster daily routine with no heat damage. The company marketed the product through influencers and celebrities.
• In September 2022, Dyson Ltd., a personal care and grooming products brand, launched the Vince Blue & Rosé collection, which includes the Dyson Supersonic hair dryer, Corrale straightener, and Airwrap Multi Styler. All of these tools have a porcelain-like texture and finish and heat damage prevention technology.
• In November 2022, Dyson opened five pop-up stores in the Kingdom of Saudi Arabia across Riyadh and Jeddah, presenting the first physical store in the country. With this, Dyson is set to expand its presence in untouched markets, opening up new opportunities for the company.
Conclusion
The trend toward straight and perfect hair for every occasion and daily life, as well as the growing work culture, have resulted in a high market demand for electric hair styling tools. Moreover, market players are introducing new products in the market with a variety of technologies, such as a two-in-one dryer and straightener, multi-purpose hair styling tools, and a brush with a straightener. These tools are travel-friendly, portable, light-weight, and offer multiple features. Besides, the market’s growth is also attributed to the growing young population, an increased focus on grooming and styling products, an increase in salons and parlors, growing social media influencers that use these products and prompt their followers to purchase them, and others.
Partnerships between market players and e-commerce platforms are another strong factor that facilitates the buying and selling of these products, resulting in the market's rapid growth. For instance, in September 2022, GIMME Beauty, the innovative hair solutions company, announced that its Freedom line of hot styling tools is now available at Ulta Beauty, the largest beauty retailer in the United States. Due to such factors, according to OMR Research, the market is expected to grow at a CAGR of 5.8% during the forecast period (2023–2029).