These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Slip has leveraged its expertise in silk products to create scrunchies that are exceptionally gentle on the hair. Made from the same high-grade mulberry silk as their famous pillowcases, these skinny scrunchies glide over the hair without snagging or pulling, which significantly reduces breakage. The smooth texture of the silk helps to maintain the hair's moisture and natural oils, preventing the frizz and damage often associated with tighter, more abrasive hair ties. Their delicate hold also means they won't leave creases, making them perfect for preserving a hairstyle. These scrunchies have become a high-fashion statement, transforming a simple bun or ponytail into a chic look while being kind to the hair.
Key Product: Pure Silk Skinny Scrunchies
MARKET LEADER
Kitsch has revolutionized the gentle hold category with its iconic spiral hair ties. The unique telephone cord design provides a secure hold with reduced tension, which helps to prevent headaches and scalp discomfort. Made from smooth plastic, these coils are waterproof and do not absorb water, making them hygienic and perfect for swimming or workouts. Their key feature is the ability to hold hair firmly in place without leaving marks or creases, a common issue with traditional elastics. When the coil stretches out, it can be easily shrunk back to its original size with warm water, ensuring longevity. This innovative design has made them a go-to for consumers seeking a strong yet gentle grip.
Key Product: Spiral Hair Coils
MARKET LEADER
A long-standing leader in the hair accessory market, Goody's Ouchless line is a staple for gentle, everyday wear. The No-Metal Elastics are designed specifically to prevent snagging and pulling, as they lack the metal connector that often catches and breaks hair strands. These elastics offer a damage-free solution with a firm yet comfortable hold suitable for all hair types. While more traditional in appearance, their effectiveness and affordability have made them an iconic and trusted choice for consumers seeking a reliable, gentle hold without the premium price tag of silk or the unique shape of spiral ties. They are a practical and dependable option for securing hair without causing damage.
Key Product: Ouchless No-Metal Elastics
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
This trend shows strong sales volume in both value and premium segments, with significant growth over time. Combined with increasing search interest and cultural relevance, it indicates a robust and expanding market.
Search interest shows a recent uptick after a period of stability, indicating growing consumer curiosity. The trend is supported by a strong cultural narrative around hair health and wellness.
Google Trends (12 Months)
TikTok Posts
94 posts analyzed
Squigs
American singer-songwriter known for her indie-pop sound and influence on Gen Z. She was nominated for a Best New Artist Grammy and has been an opening act for Taylor Swift and Olivia Rodrigo. She is also a Chanel ambassador.
Emi Jay
A model, media personality, and entrepreneur in the US. She founded the skincare line Rhode and is a major influencer in fashion and beauty, known for her "clean girl aesthetic".
Good Squish
Swedish supermodel and fashion entrepreneur, formerly a Victoria's Secret Angel. She launched her own fashion label, Helsa, and is a prominent style icon.