Online Hair and Beauty Sales Skyrocket, Research Finds

Throughout the pandemic, Australia has undergone massive transformations. From an increase in Click and Collect to an overwhelming lift in online sales, it seems that retail will never look the same again. In a new report from Oz Hair and Beauty, personal care categories are also seeing a lift in sales online.

“As bricks-and-mortar retailers and salons around the country shut down or followed tight restrictions from late March, consumers turned to online purchases for convenience, to keep them safe from the virus, and to access products they could no longer get in person,” said Anthony Nappa, the Founder and Managing Director of Oz Hair & Beauty. “We saw a surge in sales across hair colour products and male hair clippers.”

The closure of hair salons across the country contributed to a 248 percent increase in hair colour sales, with men’s hair clippers increasing in popularity by 273 percent.

While Victorian hairdressers stayed shut until recently, many other hairdressers also kept their doors closed for safety reasons. As a result, online transactions for hair appliances increased by 217 percent, with Victorians making more purchases than other states (a 248 percent increase).

Unsurprisingly, Australian-brand transactions grew nearly 200 percent, with Oz Hair and Beauty seeing a 198 percent increase in purchases for Aussie brands.

“We also saw a significant increase in face masks, candles and skincare as Aussies stayed in. In fact, bath and body products were our biggest selling category. I think consumers regard these kinds of self-care purchases – and self-care rituals – as a way to look after their mental health, not only their bodies,” Nappa explained.

Oz Hair and Beauty experienced a 179 percent increase in new customer purchases. As a result, the retailer had to increase the size of its warehouse and doubled its customer service team to accommodate the demand. Oz Hair and Beauty now average 533,000 unique visitors a month.

“We have generally seen growth across all categories, but it’s notable that demand for a few categories skyrocketed. We believe the growth will continue this year, although a little less strongly, if community transmission becomes negligible and people have more confidence to step into salons,” Nappa said.

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