Hair care brands are becoming “everything” brands.

Hair care brands are becoming “everything” brands. YPulse’s beauty research found that young consumers have been embracing personal care as self-care, and now beauty brands—particularly hair care—are leaning into new categories to show consumers how their brand can fit into their whole lifestyle (not just their bathing routine). After several years in the business, Verb recently launched its “first-ever-body-care” line including a body wash and lotion (and has also been known for offering apparel merch); Ouai is launching candles featuring fragrances already in its hair and body products (the brand has also experimented with dog shampoo); and Moroccanoil and Oribe have created perfumes in an effort to position themselves as lifestyle brands. The move comes as more skincare brands like The Inkey List, First Aid Beauty, and Harry’s continue entering the hair space. As consumers become more ingredient-conscious, hair care brands are also “skinifying” their products to include common ingredients used in skincare (like AHAs), and Ouai’s VP of Brand Marketing Hannah Beals notes, “the root of a brand’s ability to expand into lifestyle positioning is strong brand loyalty and a customer base that is interested in the brand and what it has to say.” (Glossy)