Why prestige hair brands are winning shoppers from drugstores

Premium or “prestige” haircare brands are outpacing their mass-market counterparts in growth, and retailers are taking notice. Recent industry reporting highlights a clear shift: shoppers who once defaulted to drugstore shampoos and conditioners are increasingly open to trading up. For brands, retailers and salons, the question is no longer whether the prestige segment can grow, but how to convince routine-focused consumers to pay more for perceived value.

What’s driving the shift?

Several intersecting trends explain why prestige haircare is attracting shoppers away from traditional drugstore favourites. First, consumer priorities have broadened beyond basic cleansing: people now look for targeted solutions such as scalp health, strengthening actives, colour protection and gentler formulas for sensitive scalps. That creates room for brands that can articulate specific benefits and back them up with visible results.

Second, discovery channels have multiplied. Social media, video tutorials and influencer recommendations have accelerated trial. When a stylist, creator or trusted peer demonstrates a clearly visible improvement — shinier or less frizzy hair, for example — consumers are more likely to justify a higher spend to replicate the outcome.

Finally, packaging, sampling and in-store presentation matter. Prestige brands often invest in premium design, educational signage and smaller trial sizes that reduce the perceived risk of switching. That combination of science-led storytelling and attractive presentation helps reframe a product from a routine purchase to an occasional, value-led treat.

How prestige brands are persuading shoppers

Winning shoppers away from the drugstore requires more than a higher price tag. Brands that convert successfully tend to combine clear messaging with tactical retail and digital moves. Key approaches include:

• Solution-led positioning: Emphasising targeted benefits (e.g. bond repair, scalp exfoliation) rather than generic claims.
• Transparent formulation cues: Highlighting active ingredients and their purpose without resorting to jargon.
• Accessible trial sizes: Offering travel or trial formats to lower the cost of first purchase and build confidence.
• Salon and stylist partnerships: Leveraging professional endorsement and in-salon demonstrations to educate shoppers.
• Sampling and refill options: Encouraging repeat purchase with sustainable formats or refill packs that improve perceived value.

What this means for retailers and salons

Retailers face a strategic choice: preserve shelf space for volume-driven mass brands or reallocate to higher-margin prestige lines that attract new shoppers and increase basket value. Many are opting for a hybrid approach, segmenting displays to make discovery easier — for example, curating a dedicated prestige hair section with clear education on benefits and price rationale.

For salons, the opportunity is to act as authentic educators. When stylists recommend a product and demonstrate its effect in the chair, it shortens the trust gap between mass familiarity and premium trial. Salons that stock travel sizes or offer a post-appointment sample can convert that one-off recommendation into a repeat purchase.

There are risks, too. If premium brands overextend with too many SKUs or overly complex claims, they can confuse shoppers used to simple, trusted drugstore choices. Conversely, if mass-market brands respond with shallow copycat products, they may dilute their own value proposition without meeting the efficacy expectations of discerning consumers.

Takeaway

The prestige haircare growth story is less about a single trend and more about a shifting purchase calculus. Consumers now evaluate hair products for performance, ingredient transparency, sustainability and presentation. Brands that communicate clear benefits, reduce buying risk and partner credibly with salons and influencers will be best placed to capitalise on shoppers’ willingness to trade up.