Competitive Landscape
Leading Manufacturers Reinforce Leadership While Niche Brands Expand Presence
The hair care landscape in Australia exhibited a moderately concentrated landscape, with leading manufacturers holding substantial shares yet experiencing gradual share dilution from 2020 to 2025. L’Oréal Australia Pty Ltd maintains its commanding lead with a retail sales value share of 18% in 2025, up from 17% in 2020, reflecting its sustained focus on professional salon channels and education-driven initiatives such as the L’Oréal Business Forum 2025 and Pro.
Emerging Players People Haircare and Nak Hair Shift Market Dynamics
Emerging brands like People Haircare have rapidly gained market traction by offering salon-quality formulas at accessible price points exclusively through major supermarkets like Coles, with their all-in-one leave-in treatment becoming a cult favourite, reportedly selling one unit every minute across Australia. Similarly, Wuli Hair Care’s focus on vegan, plant-based solutions for textured and curly hair has expanded its retail presence into physical outlets including Priceline Pharmacy and Blooms the Chemist, catering to a niche consumer segment.
Strategic Buybacks and Innovation Fuel Growth and Differentiation among Players
In 2025, a key merger event reshaping distribution dynamics was the buyback of ry.com.
Notable Product Innovations Focus on Scalp Health, Multifunctionality and Skin-Focused Care
Notable product innovations launched in 2025 demonstrate a strong focus on multifunctionality, scalp health, and the skinification of hair care, underscoring evolving consumer preferences for performance-driven and holistic solutions. For instance, Bouf Flouf’s Factor Growth Tonic, launched in May 2025 at approximately AUD35, is marketed as a lightweight, scalp-focused tonic incorporating patented hair-cycle technology to strengthen strands and reduce shedding, targeting adults experiencing thinning hair.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Australia - Category analysis
Key Data Insights
Premium Products and Multifunctional Solutions Aided by the Clean Reimagined Trend
Premium Products and Multifunctional Solutions Aided by the Clean Reimagined Trend
Australian Hair Care Brands Grow with Eco-Friendly Innovation
Brands Embrace Digital Retail and Omnichannel Strategies to Boost Engagement
Consumers to Embrace Health and Sustainability to Fuel Growth
Brands to Leverage Digital Innovation to Enhance Engagement
Leading Manufacturers Reinforce Leadership While Niche Brands Expand Presence
Emerging Players People Haircare and Nak Hair Shift Market Dynamics
Strategic Buybacks and Innovation Fuel Growth and Differentiation among Players
Notable Product Innovations Focus on Scalp Health, Multifunctionality and Skin-Focused Care
Supermarkets Retain Lead While Offline Retail Faces Gradual Share Shifts
Retail E-Commerce Gains Momentum with Omnichannel Strategies and Niche Product Appeal
Adore Beauty, Oz Hair & Beauty and Mecca Expand Digital Presence to Enhance Consumer Engagement
Beauty and Personal Care in Australia - Industry Overview
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Key Data Insights
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Skin Care Leads Sales as Consumers Focus on Longevity and Skin Health
Omnichannel Strategies Power Retail Reinvention and Innovation
Consumers Embrace Science and Affordability to Drive Steady Growth
Skin Care and Fragrances to Lead Growth through Premium Multifunctional Formulations
Digital Engagement and Omnichannel Strategies to Reshape Retail Dynamics
L'oréal and Estée Lauder Retain Lead Amid Growing Fragmentation and Shifting Shares
Emerging Native Brands Show Strong Growth through Digital Engagement
Mcobeauty Acquisition Underscores Trend Responsiveness of Brands
Rhode's Launch Highlights Growth in Celebrity Brands
Health and Beauty Specialists Strengthen Dominance with Pharmacy and Specialty Retail Growth
Specialty Retailers and Omnichannel Strategies Reshape Consumer Engagement and Experience
Retail E-Commerce Gains Momentum with Social Media Influence and Product Accessibility
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Hair Care research and analysis database.
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