Polarisation, premiumisation and platforms

Category performance clearly reflects this bifurcation. Core grooming segments continue to scale, with hair stylers (+10%), shavers (+9%), and hair dryers (+5%) driving overall category growth. In contrast, discretionary wellness segments—particularly electrical cosmetics and muscle stimulation—are declining, with drop of up to -4% for electrical cosmetics, driven by saturation and increasing regulatory complexity.

Growth is increasingly value-led rather than volume-driven. Even as unit sales stabilize at nearly the same levels as the previous year (-0.5% decline), total category value continues to rise, underpinned by premiumisation. Consumers are purchasing fewer devices but opting for higher-spec, multi-functional products that combine performance, attachments, and design—reshaping price ladders and margin pools.

Importantly, demand is being reshaped by younger consumers. Gen Z and Millennials account for ~57% of hair styling and dryer purchases, reflecting a generational shift toward style, self-expression, and performance-led products. In parallel, NIQ’s Consumer Life 2026 reveals that 41% of global consumers now view “looking good” as a core life value, an increase of +5pp over the past 2 years, underscoring a deeper cultural shift that directly fuels category demand.

The most profound transformation, however, is in channel dynamics. The purchase journey is now highly fragmented and digitally led: ~60% of discovery and sales occur online, while 53% of consumers have purchased beauty products through social platforms at least once. Social commerce—particularly TikTok—is collapsing the traditional funnel, with 68% of purchases driven by impulse and ~18% already transacting via TikTok Shop.

For retailers, this marks a fundamental shift. Competitive advantage is no longer defined by physical shelf space, but by algorithmic visibility and social validation. The rise of Key Opinion Consumers (KOCs), alongside AI-driven recommendation engines already influencing purchase decisions, means that discovery, influence, and transaction are now inseparable.

For manufacturers and retailers alike, the implications are clear: build dual portfolios, accelerate innovation cycles, and operate natively within digital and social ecosystems. In a fragmented market, winning will depend on precision execution—across consumers, categories, and platforms.