More and more women are shunning the use of harsh chemicals and damaging hair treatments and proudly wearing their hair naturally. The end result has been the transformation of the haircare industry with significant growth in demand for specifically formulated, natural- based treatments.

Worldwide, haircare is now one of the fastest growing segments within the personal care category and CEO of Halo Heritage, Inge Peacock, believes that it is the perfect time for the local beauty company to launch its collection eight new products in selected Click stores throughout Southern Africa.

According to Vogue Business, women are now developing home based haircare regimes that are similar to entrenched skincare routines.

Fortune Business Insights indicated that the global haircare market was worth US$ 75.06 billion in 2020 while Euromonitor International values the South African haircare sector at USD 990 million (approximately R14 billion).

Peacock says that local retailers, like their global counterparts, are allocating more shelf space to natural haircare brands suited to black consumers with types three and four who, according to researchers such as Mordor Intelligence, spend up to six times more on haircare products than white customers. As a result, the black haircare market in South Africa is expected to grow at around 5,7 percent between 2020 and 2025.

The Boity Haircare Collection, which was developed and formulated in collaboration with actress, musician, entrepreneur and style icon, Boity Thulo, is well positioned to take full advantage of this.

Peacock said that the coronavirus lockdown, which had seen a drop off in sales at bricks and mortar stores, had given Halo Heritage sufficient time to not only establish the Boity and Halo Heritage brands and products but also to strategically identify the retail outlets where customers wished to buy these products.

As a result, the Boity Haircare Collection will launch in 110 Clicks stores nationally in the third week of July.

“We did extremely well during a particularly challenging time and the response has been very positive. Although the pandemic has seen many people embrace online shopping, we realised that, for a high end brand such as this, we also needed to have a bricks and mortar presence,” she explained.

This new Halo Heritage brand is also a perfect fit with a changed retail environment.

According to research by Euromonitor International, beauty players are facing a deeply transformed consumer and retail landscape.

“Beauty consumers 2021 onward are likely to prioritize efficacy, affordability, and multi-functionality and science-backed clinical positioning, while brands and retailers highlight hero products. Beauty brands that are purpose-driven, digitally-savvy, clinically-backed, price accessible and approachable are most likely to thrive post-COVID. Clean beauty will also become the new default in many markets, considering an overarching consumer shift towards safety and biocompatibility,” a Euromonitor research paper indicated. 

Boity Haircare Collection products are all paraben, sulphate and cruelty-free, vegan friendly and use packaging that is recyclable.

Peacock said that Halo Heritage’s products matched the new generation’s focus on both health and environmental issues.

“The natural haircare space in this country is growing exponentially. The young Black consumer does not want to use chemicals on their hair. They are searching for information as well as products that are going to be beneficial so that they can have wonderful, healthy, natural hair which is not straightened or chemically processed. Millennials are also far more informed as to what is going on in the environment and (know all about) chemicals that are harmful to your body or animals,” she noted. 

For more information, visit www.haloheritage.com