Righting the range trend: Vita Coco drinks launches haircare range

Date : 12 May 2021

Sabira Habib

Retail Analyst

Coconut water brand, Vita Coco has launched its first ever haircare products. The range includes shampoos, conditioners, and treatments.

Offering relevant ranges

In our recent report looking at the future of drugstore, health & beauty we highlighted five areas of change expected as we transition into a post-COVID environment. One of the trends identified was righting the range, which involves health & beauty suppliers and retailers re-examining their ranges to make sure they are offering relevant products, at the right price and in as efficient a way as possible.

A key part of the trend is making sure ranges are responding to emerging trends. The pandemic has changed the way people view and shop for beauty and personal care products. Boots UK’s beauty trends report highlighted how working from home and having more time to invest in self-care rituals has led to the rise in people feeling more confident in their natural look. As a result, skincare and haircare categories have performed well as shoppers embrace their natural skin and hair texture and look for products that are organic, natural, vegan, or environmentally friendly.

Opportunities to extend category portfolio to meet emerging trends

Vita Coco has expanded into haircare by launching three lines targeting dry, damaged, and flaky hair, using its star ingredient: coconut. The range is made up of 95% natural and vegan ingredients and packaged in bottles made from 75% post-consumer recycled materials. According to Cosmetic Design, Vita Coco has short term plans to extend its reach into other personal care categories, such as cleansing and nail care.

Vita Coco’s category expansion is a great example of how brands are diversifying their portfolio to respond to emerging trends. The brand’s key ingredient, coconut, is well known in the world of beauty and personal care, and that gives Vita Coco an edge as it launches into the haircare category.

Source: Vita Coco

Tim Rees, Managing Director of Vita Coco EMEA, commented

“Seeing the continuing growth in consumer need for natural across the personal care spectrum, Vita Coco Haircare helps fulfil that need state offering reassurance with its sustainability and natural credentials from the brand that is built upon “all things coconut”, and we will excite with our usual disruptive marketing approach to drive awareness of the launch and the natural, premium category for our retailers.”

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