P&G’s dominance in the hair care market might have come to an end, at least for now. Published reports suggests that Unilever has taken the top position in the sector. This was confirmed by Unilever’s CEO Paul Polman, who said his company is now the leader in “daily hair care in the U.S.”

Data from Euromonitor indicates that consumers now opt for cheaper but effective brands as opposed to the more expensive options. P&G, which owns brands like Pantene and Herbal Essences has reduced some of its prices in an effort to strengthen its position. The company will release an earnings’ reports on August 3, reports claim.

Unilever is known for brands like VO5 and Suave. Its current success is partly attributed to its acquisition of Alberto-Culver.