At the same time, salon professionals are becoming increasingly influential as trusted experts.
Despite consumers having access to endless beauty content online, professional guidance remains highly valued, particularly when it comes to more technical concerns such as colour correction, damage repair and scalp health.
According to Mintel data highlighted by Andrew McDougall, Director of Beauty and Personal Care at Mintel, 78% of UK professional treatment users remain loyal to the same professional.
"This reflects a broader shift towards valuing expert human judgement, particularly in increasingly technical areas such as colour correction, hair repair and scalp health where consumers may feel overwhelmed by conflicting online information," says McDougall.
This growing trust creates significant opportunities for brands to strengthen education, loyalty and retail sales through closer collaboration with hairdressers, colourists and salon networks.
Professional expertise is becoming a differentiator in its own right, helping consumers navigate increasingly sophisticated treatment options while reinforcing confidence in recommended products and maintenance routines.
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