Competitive Landscape
Leading Manufacturers Consolidate Position Amid Shifting Market Shares
Hair care in Romania exhibited a highly concentrated landscape in 2025, dominated by a handful of large manufacturers. L’Oréal Romania SRL maintained its leading position with a market value share rising from 24% in 2020 to 27% in 2025, reflecting its strong brand presence and aggressive marketing strategies.
Retailer-Driven Innovation and Price Sensitivity Fuel Private Label Growth
Significant market developments in 2025 revolved around the increasing influence of private label products, driven by Romanian consumers’ high price sensitivity and the expansion of key retail chains such as DM and Lidl. The launch of DM’s Balea professional portfolio, including the Plex Care Shampoo with repairing effects based on a triple protein and amino-acid complex, exemplifies targeted innovation aimed at delivering affordable yet efficacious solutions.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Romania 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 Romania, 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 Romania 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 Romania?
- Which are the leading brands in Romania?
- How are products distributed in Romania?
- 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 Romania - Category analysis
Key Data Insights
Romanians Embrace Innovation and Value Amid Cautious Spending
Romanians Embrace Innovation and Value Amid Cautious Spending
Farmec and Ivatherm Lead Innovation with Tailored Hair Care
Henkel Capitalises on Multifunctionality to Strengthen Portfolio
Consumers Shift to Personalised and Efficient Routines with Diverse Needs
Salon Professional Hair Care to Lead Growth through Premiumisation and Innovation
Sustainability to Reshape Hair Care Landscape
Added Benefits Expected to Become More Prominent
Leading Manufacturers Consolidate Position Amid Shifting Market Shares
Retailer-Driven Innovation and Price Sensitivity Fuel Private Label Growth
Hypermarkets Lead with Convenience and Affordability for Consumers
Retail E-Commerce Expands Rapidly as Consumers Seek Variety
Beauty and Personal Care in Romania - Industry Overview
Price Sensitivity Shapes Consumer Spending Amid Economic Pressure
Key Data Insights
Price Sensitivity Shapes Consumer Spending Amid Economic Pressure
Skin Care Leads Value Sales with Multi-Benefits
Kaufland’S Recycling Campaign Boosts Sustainability
Consumers and Brands Embrace Multifunctional Innovation
Companies to Leverage Promotions and Marketing Amid Evolving Consumer Demands
Premium and Skin Care Dominate Value Growth as Consumers Seek Efficacy and Wellness
Regulations Set to Drive Mandatory Sustainable Changes in Romania
Digital Innovation to Reshape Product Development and Retail Dynamics
Leading Manufacturers Maintain Positions in Beauty and Personal Care
Other Players Heighten Competition with Innovation
Digital Engagement Drives Growth Opportunities for Brands
Kaufland and Auchan Lead Offline Sales with Easy Access
Retail E-Commerce Growth Accelerates as Emag.Ro and Omnichannel Players Expand Presence
Dm and Bipa’S Private Label Strategies Reshape Health and Beauty Retail Competition
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
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!