Haircare, Redefined: Why Functionality Is the New Premium

The definition of “premium” in beauty is changing.

For years, premium haircare was synonymous with salon-exclusive labels, elaborate claims, and high price points. But consumers today are looking for something more grounded—products that perform, feel elevated, and fit seamlessly into real routines.

At GIVET, we’re proud to introduce ICONIQUE Professional, our new premium haircare brand designed for the next generation of beauty users. Thoughtfully developed, precisely formulated, and rooted in function, ICONIQUE Professional respects time, clarity, and the individuality of every hair type and every women.

Why the Premium Haircare Market Is Evolving

Consumers are more educated than ever. According to Euromonitor, 66% of beauty buyers in Europe now research ingredients before purchasing, and 58% prefer fewer, better products over large, generalized routines (Euromonitor, 2024).

Haircare is no longer just about instant results or a salon-style finish—it’s about consistency, health, and confidence. And just as skincare shifted toward transparency, so is haircare following suit.

ICONIQUE Professional: New Premium Haircare Brand developed By Professionals

ICONIQUE Professional was created for people who want haircare that feels intentional and elevated, but never excessive. Its portfolio is organized around specific hair concerns—each with a dedicated, complete line:

CARING Like You – Deep hydration for dry or dull hair.

DREAMING Big Like You – Volume and thickness for fine hair.

STRONG Like You, CONFIDENT Like You, HOT Like You—each addressing specific needs like repair, anti-hair loss, or heat protection.

There are no "multi-solves-everything" promises. Instead, each collection delivers targeted, science-backed care, with sophisticated textures and minimalist, color-coded design. Every detail—formulation, fragrance, packaging—has been crafted to offer both performance and pleasure.

What Premium Means Today

  • Performance with Purpose
    • ICONIQUE Professional uses advanced active ingredients like panthenol, proteins, and botanical esters—chosen for their proven ability to hydrate, thicken, or strengthen. But more importantly, they’re used in functional concentrations, and always for a clear reason.
  • Elevated Simplicity
    • From its refined packaging to its intuitive product structure, ICONIQUE Professional embodies understated luxury. It doesn’t overwhelm with choice—it helps you build a regimen that fits.
  • A More Accessible Price Point
    • Positioned between L’Oréal Professionnel and Kérastase, ICONIQUE Professional offers premium quality without exclusivity. It makes high-performing care available to more people, without compromising on formulation or experience.
  • Emotional Relevance
    • Premium is also about how something makes you feel. ICONIQUE’s “Be Your Own Icon” ethos speaks to confidence, individuality, and self-trust. It’s not just haircare—it’s part of how people express themselves.

Why This Matters for Retailers

According to Allied Market Research, the premium haircare category is projected to reach $30.8 billion globally by 2030, with functional products leading the way in revenue share (Allied Market Research, 2024).

Meanwhile, consumers seeking premium products now expect:

Ingredient clarity

Purpose-built routines

Elevated branding

Justifiable pricing

Retailers that curate offerings around these principles are seeing stronger repeat purchase rates, especially among Gen Z and Millennial shoppers.

ICONIQUE Professional: A Premium Brand That Reflects Real Beauty Today

ICONIQUE Professional isn’t just another haircare launch. It’s a response to what modern consumers are asking for: products that respect their time, their knowledge, and their desire for quality over noise.

  • It doesn’t overpromise.
  • It doesn’t imitate salon clichés.
  • It doesn’t require translation.

It’s a premium brand built with purpose, design, and care—and it’s ready for the shelves that want to offer something different.

At GIVET, we believe premium doesn’t have to be complicated. With ICONIQUE Professional, we’re proud to offer a brand that feels as good as it performs.

Because today, that’s what premium really means.

Sources

  • Euromonitor International (2024). Consumer Beauty Trends Report
  • Allied Market Research (2024). Premium and Functional Haircare Market Outlook
  • Mintel (2024). European Beauty & Grooming Consumer Report