Quarantine and lockdowns amid the Coronavirus Pandemic have given rise to a number of fluctuations in Amazon ($AMZN) Sales Catagories. Vacuum food preservation has seen sales inflated. Seat cushions are quite popular as people settle into working from home. And comfort/impulse food purchases are skyrocketing. 

The results from changing trends aren't always so pretty, however. Enter: home hair cutting and hair coloring.

People are cutting their own hair for a number of reasons. One, hairstylists and salons are not deemed as essential businesses, so in most areas they are closed to consumers. Time and biology being what it is, hair continues to grow despite how inconvenient that may be. Two, as people face limited control over their lives sheltering-in-home, many have expressed a desire to exert some influence elsewhere and decide to pick up the sheers.

Conair Simple Cut 12-piece haircut kit ($PRIVATE:CONAIR) has seen a massive jump in sales, reaching the top-100 for the first time. Meanwhile trimmers of all sorts are showing up in Amazon's top-100 in its Beauty & Personal Care category more than ever.

Top Trimmers


Category Rank (Average)

Days ranked in past month

Ear and Nose Hair Trimmer Clipper - 2019 Professional Painless Eyebrow and Facial Hair Trimmer for Men and Women, Battery-Operated, IPX7 Waterproof Dual Edge Blades for Easy Cleansing(Black)

Beauty & Personal Care



Braun MGK3060 8-in-1 All-in-One Beard Trimmer for Men, Cordless Hair Clipper, Black/Grey, with 6 Attachments and Gillette ProGlide Razor

Beauty & Personal Care



xtava Pro Cordless Hair Clippers and Beard Trimmer - 4.5 Hour Long Life Battery, LCD Display, Titanium and Ceramic Blades - Includes Length Guide Combs, Storage Bag, and Charging Adapter

Beauty & Personal Care



Philips Norelco  NT3000/49, Nose Hair Trimmer 3000, Precision Groomer with 6 pieces for Nose, Ears and Eyebrows

Beauty & Personal Care



Remington Hc6550 Cordless Vacuum Haircut Kit, Vacuum Beard Trimmer, Hair Clippers for Men, 18Piece

Beauty & Personal Care



Remington HC5855 Virtually Indestructible Haircut Kit & Beard Trimmer, Hair Clippers for Men (15 pieces)

Beauty & Personal Care



Wahl T-Styler Pro Bump Free Corded Beard Trimmer, Hair Clipper, Haircut Clipper & Grooming Detailer Kit for Men – For Edging Beards, Mustaches, Hair, Stubble, Ear, Nose & Body – Model 9686-300

Beauty & Personal Care



Braun MGK3040 7-in-1 All-in-One Beard Trimmer for Men, Cordless Hair Clipper, Black/Blue, with 5 Attachments and Gillette Body Razor

Beauty & Personal Care



Wahl Color Pro Cordless Rechargeable Hair Clipper & Trimmer – Easy Color-Coded Guide Combs - For Men, Women & Children – Model 9649

Beauty & Personal Care



Remington HC4250 Shortcut Pro Self-Haircut Kit, Beard Trimmer, Hair Clippers for Men (13 pieces)

Beauty & Personal Care



The Remington HC6550 Cordless Vacuum Haircut Kit is on back-order due to high demand, and typically sits at a 81 Rank but now finds itself at the top of its Category.

Hair color and dye is similarly finding an increase in popularity in the Beauty & Personal Care Catagories, particularly root touch up kits such as Clairol Root Touch-Up Permanent Hair Color Creme and L'Oreal Paris Magic Root Rescue 10 Minute Root Hair Coloring Kit. This data is congruent with consumers at home attempting to maintain the status quo of their hair and appearance, rather than reflective of those seeking an overall or systemic change.

While beauty may be in the eye of the beholder, we at Thinknum Data will be watching what develops in this trend with curiosity.

About the Data:

Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales and app ratings - and creates data sets that measure factors like hiring, revenue and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales.

Further reading:

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