More consumers are ditching hassle salon visits to do home-friendly hair care strategies. This is according to PowerYourCurls’ analysis, as Google searches on the home hair care market saw a surge.
At PowerYourCurls, we’ve closely monitored this trend, analyzing the keywords and search patterns that have emerged over the past four years.
Specifically, consumers in the UAE were highly interested in hair mask treatments, with an average search of 91,800. This was followed by home hair care routines with 87,750 searches, at-home treatments with 81,450 searches, hair loss with 73,100 searches, and natural remedies with 71,500 searches. Next are hair oils (19,750 searches) and DIY culture (12,550 searches).
Based on these searches, PowerYourCurls dermatologist Dr. Hamdan Abdullah Hamed said more consumers want self-care solutions due to convenience, cost-effectiveness, and cultural preferences.
“They want to purchase products and treatments that can address their specific hair concerns and offer a personalized experience at home. More consumers are discovering that hair care solutions are more accessible at home without any hassle trips to the salon,” said Dr. Hamed.
Deep love for hair masks
Hair masks dominate Google searches because it has become a go-to solution for UAE residents to nourish and maintain their tresses, PowerYourCurls hairstylist Gwenda Harmon said.
“They offer an intense and targeted approach to hair care that can be conveniently incorporated into one’s routine,” said Harmon.
In the UAE, Harmon said the curly-haired population in the UAE are in dire need of hair products that will provide extra care to their locks. A study involving Arabs with a population size of 120 showed that of the 120 individuals, 63.4% had textured hair, either wavy hair or curly hair.
“Compared to straight hair, the unique texture and structure of curly hair make it prone to dryness, breakage, and that dreaded halo of frizz. And hair masks can help add moisture to delicate curls,” said Harmon.
Natural ingredients for masks include avocado, coconut milk, honey, banana, and egg protein treatment.
For store-bought hair masks, Harmon advised using Curly Ellie Intensive Treatment Hair Mask, Argan Oil Hair Mask, or Cucumber Hair Mask. Other hair products in top Google searches are hair oil, conditioner, hair color, and hair cream.
The Rise of Ingredient-Focused Searches
Ingredient-focused searches are also common in the hair care market. Dr. Hammadi explained that the most sought-after ingredients are egg-based products, keratin treatments, and coconut oil-infused formulas, which proves that the consumer base is well-informed and discerning.
“Consumers are active researchers and seek products that contain specific ingredients tailored to their hair needs. They look for specific ingredients that can address their specific hair concerns,” said Dr. Hammadi.
For hair oils, consumers in the Middle East and South Asia are more inclined to coconut oil as a trusted and traditional ingredient.
Despite the preference for natural and botanical ingredients, consumers are also searching for chemically-assisted treatments or salon-grade ingredients that aid their top hair needs.
“For example, consumers look for keratin because it helps with hair fall and thinning. Products that contain keratin are also accessible as they are sold in pharmacies, lifestyle stores, and beauty retailers,” said Dr. Hammadi.
Unfortunately, there are low searches for biotin, collagen, and caffeine as UAE residents are less inclined to “functional-label” products.
Addressing Common Hair Concerns
The shift to the home hair care landscape was also attributed to its residents’ unique hair care issues. PowerYourCurls’ data reveals that natural hair (96,800 searches), hair fall and thinning (73,600 searches), and wavy and curly hair (41,800 searches) are among the top hair problems that led consumers to use home care hair solutions.
Frizz and dandruff are next in line in top hair care searches. PowerYourCurls trichologist Faisal Ahmed Hammadi said the data shows how more consumers are dealing with natural hair care problems and finally embracing their natural hair structure.
“Women are embracing their natural curls and don’t go to salons to get them rebonded. The priority is to look for unique and natural ways to address hair needs,” said Hammadi.
Interestingly, the search data also indicates a strong interest in natural remedies, with over 16% of the overall volume dedicated to this category.
“Consumers are increasingly gravitating towards organic and chemical-free alternatives, reflecting a growing awareness of the importance of hair health,” says Dr. Hamdan Abdullah Hamed, a dermatologist at PYC.
The Untapped Potential of the Male Market
An overwhelming dominance of female-oriented and gender-neutral searches in the UAE’s home hair care space, based on the PowerYourCurls analytics.
However, male-specific searches were at 1.32%, indicating an opportunity for hair care brands to provide products and hair care services that cater to the underserved male market.
The products can help address specific hair concerns like hair loss or scalp care, Dr. Hammadi said.
“From hair loss solutions to scalp care, this untapped segment presents a promising avenue for businesses to explore and expand their reach,” Dr. Hammadi said.
“This very small niche of male-focused hair care shows a potential gap in the market, “ said Dr. Hammadi.
Empowering Beauty and Self-Care
The rise of home hair care in the UAE is not just a shifting trend but shows customers are taking control of their hair care routines.
By choosing natural ingredients, DIY solutions, and personalized treatments over salon treatments, UAE residents are redefining the way they approach their hair health and beauty.
“These are changing times. People are more expressive and diverse with their hair care choices. AI and internet searches help people improve their hair care routines and have their DIY hair care routine,” said Dr. Hamed.
Dr. Hamed also said the evolving hair care space shows customers’ growing interest in ingredient-based and problem-focused hair care solutions.
“Customers’ searches for brand names are decreasing because customers prefer products that cater to their specific hair care solutions,” said Dr. Hamed.
“The UAE home hair care audience is less influenced by global brand narratives and more guided by visible results and natural solutions,” he added.
Based on PowerYourCurls data, Cantu, Olaplex, Shea Moisture, Vedix, Not Your Mother’s, and other big brands have 100 searches each from UAE customers.
