Hair care is undergoing premiumisation, led by premium brands and supported by mass players advancing efficacy and ingredient-led innovation. This report outlines three key directions: skinification, segmentation, and clinical and science-driven positioning. These pathways offer growth opportunities for diverse industry players responding to elevated consumer expectations.
Delivery
This report comes in PPT.
Key findings
Hair care is undergoing premiumisation
Premium hair care is the primary growth engine for the global category, with premium brands leading while mass players accelerate premiumisation through efficacy and ingredient-led innovation. M&A towards premium hair care brands by beauty giants underscores the strategic value of premium hair care.
Skinification trends elevate hair and scalp care
Hair care is increasingly adopting skin care principles, driving innovation in scalp-focused formats and active ingredient-led formulations. Functional claims are elevating hair care’s role in overall wellness, positioning the category as part of a holistic beauty and health routine.
Segmentation fuels premiumisation
Premium hair care is shifting from generic solutions to highly targeted offerings tailored to age, hair texture, styling habits, and environmental factors. Segmentation by age, gender, and ethnicity will be critical to capturing diverse consumer needs and driving growth.
Clinical and tech-driven hair care accelerates
Dermo hair care remains in a niche but is accelerating as scalp care awareness grows. Meanwhile, hair care devices like hair dryers with infrared light or LED devices are reshaping consumer expectations, making clinical validation and technology integration key drivers of premium hair care.
For brands: act fast, and prepare for future stabilisation
In the near term, the market will see more initiatives from different players reacting to hair care premiumisation. While these moves will drive growth, brands should also anticipate a trajectory similar to skin care’s: initial premiumisation followed by rationalisation in the long term.
Why read this report?
Key findings
Hair care is premiumising, driven by a focus on scalp health and science-led positioning
Three directions of hair care premiumisation
Premium hair care drives global hair care growth
Premium brands lead market growth, while mass brands pursue premiumisation
Dove introduces skin care-inspired ranges to meet rising consumer expectations
Beauty giants are actively consolidating premium hair care to strengthen portfolio
Hair products are evolving to mirror skin care, fuelling growth in scalp-focused formats
Olaplex launches scalp longevity treatment to strengthen its market position
Ingredients from skin care are accelerating hair care product innovation
L’Oréal Paris refreshes Plump Airy Shampoo in China by adding salicylic acid
Functional claims are elevating the role of hair care in wellness
South Korean indie brand Nesh targets female hair loss with scalp wellness concept
Haircare skinification: Why and how?
Age- and gender-specific needs inform segmented hair care product design
Better Not Younger targets female hairline density with innovative patches product
Living proof launches products targeting consumers in hard water environment
Addressing ethnic hair needs of afro-textured hair is critical for segmentation
African brands go beyond conventional ingredients to highlight Africa’s biodiversity
Diverse hair concerns of consumers by race and ethnicity
Hair care hyper-segmentation: Why and how?
Dermo hair care remains in a niche, but growth is accelerating as scalp care gains traction
CeraVe enters hair care with dermatologist-developed formulas as key selling point
Nioxin’s dermatologist collaboration to enhance hair loss claim
Beauty tech from appliances and aesthetic medicine redefines consumer expectations
Science-driven hair care: Why and how?
Growth opportunities by player type
Evolution of hair care premiumisation
Questions we are asking
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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