Hair: The Search for Beauty
Hair Consumer Search Insights
Hair searches, unlocked
76% of beauty consumers buy hair products after searching online. Unlike passive scrollers, searchers are already in discovery mode—and they’re not just on Google. From TikTok and Instagram to YouTube and AI, search is happening everywhere.
We surveyed 1,300 UK beauty consumers to decode evolving haircare search habits. This report reveals where and how shoppers aged 18 to 55+ are looking for hair-related content—and what it means for brands.
What’s inside?
The rise and fall of different search platforms
Insights on generational search behaviour
Meet our four hair consumer personas – and find out what they’re searching for
Behind the report
Nishita has worked in the beauty industry for nearly decade, contributing to publications including Vogue, ELLE, and Grazia India.
- Hannah Kettle, Beauty Art Director
- Lauren Rock-Perring, SEO Manager
- Michelle Brownlee Smith, Content Lead
- Emanuela Seminara, Strategist
- Alicia Van Coillie, Social Media Director
- Michelle Randall, Digital Content Director
- Jane Fulcher, Head of Content EMEA & US
- Lauren Flynn-Khutsoane, Head of Marketing EMEA & US
Talk to us
We are all about creating needs-led content for omnichannel search and social – the sure way to futureproof your brand’s digital performance.