Competitive Landscape
Unilever, Procter & Gamble and L’Oréal Drive Brand-Led Innovation as Competition Intensifies
Unilever Thai Holdings led hair care with a 24% share in 2025, followed by Procter and Gamble Mfg Thailand with 13% and L’Oréal Thailand with 9%. Over the period from 2020 to 2025, concentration has decreased as Unilever’s share declined from 31% in 2020 to 24% in 2025 and Procter and Gamble’s share fell from 19% to 13%.
Emerging Brands Leverage Influencer Marketing and Hair Wellness Positioning
Several emerging companies have gained momentum by capitalising on niche positioning and digital-first marketing, reflecting a shift in consumer behaviour towards hair wellness and skin care-inspired scalp care. Lyo, for example, has achieved notable growth through a celebrity-led e-commerce strategy, using influencers and social media to popularise anti-hair loss products, including hair tonics, grey coverage shampoos and scalp treatments.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- 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 Thailand - Category analysis
Key Data Insights
Premiumisation and Functional Innovation Central to Hair Care Growth
Premiumisation and Functional Innovation Central to Hair Care Growth
Sunsilk, Lolane and Kérastase Expand Ritual-Based Usage and Value
Live Commerce and Tiktok Content Accelerate Growth in Scalp Care and Treatments
Performance-Led Routines and Fragrance Rituals to Expand Daily Use
Tiktok-Native Content and Time-Saving Formats to Drive Conversion
Unilever, Procter & Gamble and L’Oréal Drive Brand-Led Innovation as Competition Intensifies
Emerging Brands Leverage Influencer Marketing and Hair Wellness Positioning
Grocery Retailers Maintain Leadership as E-Commerce Outpaces All Rivals
Influencer-Led Shoppertainment and Wellness Retail Concepts Reshape the Landscape
Live-Selling and Social Commerce Fuel Digital Channel Momentum
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
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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