Boots haircare sales are up 350%: here’s what’s flying off the shelves

We may now have a tentative date for when we can expect hairdressers to reopen in England (no earlier than 12 April, if anyone’s counting), but that doesn’t help the fact our hair is in dire need of some professional TLC right now – and has done for some time.

Each lockdown has served a severe blow to the hairdressing and salon industry, not to mention the effect it’s having on our tresses (hello split ends!). As such, customers have naturally been looking for ways to maintain hair health at home, which has resulted in Boots reporting a 350 per cent increase in haircare sale compared to this time last year.

Professional hairdressers and stylists whose salons are shut have been only too happy to bridge the gap, tripping over themselves to bring out their own ranges of salon-quality hair products and at-home treatments. As such, sales of professional haircare products alone have increased by nearly 300 per cent at Boots. George Northwood’s just-launched Undone range went down a treat with beauty insiders everywhere (including YOU’s beauty director Edwina Ings-Chambers), and The Hair Lab by Mark Hill has been receiving equally rave reviews online.

Undone by George Northwood shampoo

Undone by George Northwood Undamaged Shampoo, £12, Boots

The Hair Lab by Mark Hill blow Dre cream

The Hair Lab by Mark Hill Blow Dry Cream, £9.99, Boots

Also doing well is the new ‘miracle-working’ product, L’Oréal Elvive Wonder Water. Promising softer, shinier hair in just 8 seconds, it’s Boots’ best-selling new hair product, with one selling every two minutes so far in February.

L'Oreal Elvive wonder water

Wonder Water by L’Oreal Elvive Dream Lengths 8 Second Hair Treatment, £9.99, Boots

With many of us using lockdown to spend more time on our hair care routines, established skincare brands are bringing their expertise into the haircare category. The Inkey List brings its powerhouse skincare ingredients like Salicylic Acid and Vitamin C into their new range of affordable hair care products, while Vichy is applying their skincare expertise into new formulas for a results-driven haircare routine.

The Inkey List curl defining treatment

The Inkey List Chia Seed Curl Defining Hair Treatment, £7.99, Boots

Vichy Dercos hair mask

Vichy Dercos Kera Solutions Restoring 2 Minute Conditioning Mask, £14, Boots

For some people, lockdown has been a chance to embrace their natural hair, hence a boom in texture-enhancing products. Boots now has 155 products specifically for curls and waves, including newcomer Rhyme & Reason’s Curl and Quench range.

Rhyme & Reason conditioner

Rhyme & Reason Curl & Quench Conditioner+, £8.99, Boots

Tom Parker, senior haircare buyer at Boots UK says: ‘Now more than ever, customers are dedicating extra time to taking care of their hair at home. As we look to recreate that shiny, salon-perfect look, everyday routines have been elevated beyond the traditional shampoo and conditioner.’