Hair care rose rapidly in both volume and current value terms in Brazil’s beauty and personal care industry in 2024, trailing only fragrances in current value growth. Styling agents was a standout: Brazil ranked among the three fastest-growing countries worldwide for the segment, behind only Argentina and Turkey, where results are heavily influenced by inflation and exchange-rate swings. The driver is the widening acceptance of natural and diverse hair textures a long-running cultural shift that

Sales of hair care saw high single-digit growth in current value terms in India in 2024, driven by expanding product usage across both urban and rural areas. The category is undergoing a clear shift from basic hygiene to more advanced routines. In urban centres, particularly Tier 1 cities, consumers are building multi-step hair care regimens in response to concerns like hair fall, frizz, and damage from heat styling or colouring. This behavioural change is reflected in rising demand for conditio

In 2024, Kenya’s hair care market continued to grow in current value terms, driven by rapid urbanisation and shifting consumer priorities. As city lifestyles became busier, there was increased demand for convenient, modern beauty solutions. At the same time, a growing middle class with higher disposable incomes fuelled interest in premium and specialised hair care products.

In recent years, hair care in South Africa has evolved significantly, with a noticeable increase in products specifically formulated for textured hair. Recognising the diverse hair types of local consumers, ranging from tightly coiled to loosely curled, brands have expanded their offerings to include products that address key concerns such as dryness, breakage, shrinkage, and scalp sensitivity. This shift has not only been driven by consumer demand but also by a broader movement towards embracin

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Hair care continued to experience modest volume growth in Algeria in 2024. Affordable, standard shampoos remained the largest product area, appealing to a broad consumer base. The country’s harsh climate - characterised by hot, dry summers - supports ongoing demand, as consumers seek offerings that help protect their hair from weather-related damage. However, price remains a key factor influencing purchasing decisions, as economic challenges persist in the aftermath of the COVID-19 pandemic. Gro

Hair care saw sluggish growth in New Zealand in 2024, reflecting both an ongoing baseline demand and also. somewhat restricted spending in the category. With hair care being a personal care-focussed category, most consumers use products on a regular basis, seeking a variety of different product types which serve different purposes. However, with consumer spending being limited by the high costs of living, consumers are more cautious about purchasing additional products and are making some cutbac

Value sales of hair care increased in Germany in 2024. Amid ongoing economic uncertainty, German consumers looked to save money where possible. Standard shampoos emerged as the category offering the most widely accepted value for money. As a result, the category remained the largest segment within hair care and continued to record growth. Specialised shampoos targeting specific hair needs are typically more expensive. While demand for these products continues to rise, a growing trend is emerging

Retail value sales of hair care increased in 2024, supported by robust performance across most categories. While 2-in-1 products and perms and relaxants saw limited demand, the remainder of the category recorded healthy growth, aided by strategic innovation and marketing. As the market reaches maturity, manufacturers shifted their focus toward conditioners and treatments, particularly hair masques and serums formulated to address specific hair concerns. Products targeting dryness, frizz, and dam

Hair care achieved small positive value sales in Cameroon in 2024, with volume in a marginal slump, which is still an improvement on the previous year. Hair care faces both opportunities and challenges in Cameroon, due to the rise of wig culture and associated hair care needs. For example, styling agents is the best performing category, with shampoos also seeing healthy growth, while conditioners and relaxants are faring less well. The wig culture has revolutionised the Cameroonian hair care mar

Hair care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Hair care is a significant product in Tunisia and there is a constant flow of product launches to keep consumers engaged. Standard shampoo accounted for most value sales and is widely available across all retailers. However, conditioners and treatments registered the highest value growth. There is an increasing range of mass o

Hair care saw strong growth in current value terms in Nigeria in 2024, but this was driven by a sharp rise in the average unit price of more than 60%. Depreciation of the local currency led to a strong rise in the cost of ingredients and in the import of finished products, pushing prices up strongly. An inflationary economic environment led to diminished consumer spending power, leading to volume decline. While many categories of hair care are considered essential, consumers reduced consumption.

Hair care in Austria continued to register strong demand in 2024, as consumers maintained their focus on scalp health, hair repair, and holistic self-care. Value growth was driven by both a modest increase in demand and rising average unit prices, with categories such as styling products, conditioners and treatments, hair loss treatments, and standard shampoos all contributing positively to overall performance. Amid a growing desire for efficacy, convenience, and naturalness, brands responded wi

Hair care posted mid-single digit growth in 2024 in current value terms, maintaining the solid performance seen from the category over the review period. Hair care products are an essential feature of many Australians’ personal care routines, with a combination of shampoos and conditioners used to keep hair feeling and smelling clean while also taking care of the scalp. The skinification trend is also important for the category, as consumers want products that not only make them look and feel go

Hair care in Sweden continued to show solid growth in current value terms and steady growth in retail volume terms in 2024, with value sales boosted by premiumisation. While commodification remains a challenge—especially in the grocery retailers channel—the post-pandemic shift towards home treatments has fuelled stronger interest in high-performance and ingredient-led hair care solutions. Am increasing number of consumers are treating hair care more like skin care, adopting multi-step routines a

Hair care registered current value growth in the UK in 2024, albeit at a marginally slower rate than in 2023, as unit price rises softened. Value growth in the category was predominantly driven by mass brands responding to consumer demand for more premium offerings and features at a more affordable price point than salon professional hair care alternatives.

Hair care registered current value growth in the United Arab Emirates in 2024. The category’s growth was partly driven by the rise of higher-priced, salon professional hair care products. The increasing number of shopping centres - and the salons opening within them - has made these products more accessible to a wider range of consumers. As distribution channels expand and premium options become more visible, consumers are increasingly willing to invest in professional-grade hair care for use at

In 2024, the hair care in Portugal experienced a slight uplift in retail value growth, driven by strong consumer engagement and product innovation. For example, Laboratoire Nuxe launched the Hair Prodigieux range, a four-step routine designed to repair and enhance hair shine. The range features a key innovation, fermented pink camellia oil, developed through a patented process that boosts nourishment and improves texture. All products in the range are vegan, silicone-free, and made with high per

Hair care in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. Consumers remained committed to basics such as shampoo and conditioner, but also showed more interest in scalp health, frizz control and moisture-boosting treatments. Promotional activity remained strong across grocery, pharmacy and online helping to support regular replenishment and encourage trials of new variants or formats.

Hair care in Estonia witnessed flat volume sales over 2024, although there were some value gains as consumers made subtle switches and traded up. Core hair care routines remained intact, as most consumers continued purchasing basic shampoo and conditioner, but showed a growing openness to added-value products like anti-frizz treatments, scalp-soothing formulas, and colour-protective care. Brands such as L’Oréal Elvital and Pantene Pro-V responded with more targeted SKUs, often supported by in-st

Hair care saw improved performance in 2024, underpinned by greater consumer interest in ingredients, professional results, and wellness-driven routines. While the category has historically lagged behind skin care and colour cosmetics in terms of premiumisation, this gap is narrowing. Routines established during the pandemic such as at-home treatments and increased time spent on self-care have persisted. Norwegian consumers are now more likely to seek out hair care with added functionality, mirro