The new beauty obsession? Hair (and not just for women) How do we know? Thanks to the analysis of Idealo!

Once upon a time, shampoo and conditioner were enough. Today, haircare has become a true national obsession. Serums, masks, oils, and salon treatments fill online carts and wishlists, confirming what everyone already knows: haircare is at the center of Italians’ beauty routines. And the most interesting part? It’s not just women chasing perfect hair anymore: men too are now spending hours in front of the mirror (and filling their digital carts).

Hair routines have no gender

According to data from Idealo, an international price comparison platform, online searches related to haircare products have increased by over 200% in just one year. And no, it’s not just a female-driven boom. Men, especially when it comes to styling, are seeing their own surge, with growth rates exceeding +200%. Women remain the main players with a +149% increase, but the message is clear: beauty routines are no longer gendered. Strengthening shampoos, shine serums, leave-ins, and hydrating masks have become a form of self-care rather than a label. As Antonio Pilello, Head of Communications at Idealo Italy, explains: “Online beauty is no longer a niche phenomenon but a solid reality, capable of addressing very different needs, from the desire to try new products to the need to save without sacrificing quality. The growth in searches for haircare and men’s products shows how beauty has become increasingly inclusive and universal.”

The web is here to stay

Gone are the days of endless walks between shelves and (almost) always-available testers. Today, the real beauty hall is online: a place to compare prices, read reviews, and find the best deals. Among the most searched-for categories are perfumes, makeup, skincare, and gift sets. And it’s not just about convenience, according to Idealo, shopping online allows consumers to save an average of 16.5% on beauty products.