In 2025, hair care in Turkey experienced substantial retail value growth, reaching sales of TRY29,959 million, reflecting a 41% increase in current terms compared to 2024. This growth was markedly higher than typical regional trends in Western Europe, indicating a dynamic market environment influenced by consumer shifts and economic factors. Despite inflation remaining high at 35% in 2025, which drove up prices, economic recovery, with real GDP growth of 3%, supported a rising median disposable

In 2025, hair care in Ukraine exhibited strong double-digit value growth of 15% to reaching UAH15.3 billion, reflecting a robust recovery and expansion after the volatility of recent years. This growth was supported by significant inflationary pressures, with inflation rising to 12% in 2025, which contributed to price adjustments across the category. Despite economic challenges, consumer spending remained resilient, showing a steady upward trajectory over recent years.

In 2025, hair care in Uzbekistan demonstratedwrong tense. You must use past when referring to an even in the past and year in the past. robust growth, reaching a retail value of UZS2,753 billion, reflecting a 25% increase on the previous year. This growth was supported by economic stability, with controlled real GDP growth and inflation, maintaining consumer purchasing power amidst cautious spending. Uzbekistan’s population grew in 2025, expanding the consumer base and supporting demand for pers

Hair care in Poland demonstrated strong value growth in 2025, with retail sales reaching PLN5,660 million, representing an 8% increase from the previous year in current value terms. This growth outpaced the overall beauty industry and is underpinned by premiumisation trends, where consumers increasingly shift from basic mass-market shampoos and conditioners to more specialised, salon-recommended products. For instance, premium brands like Kérastase recorded nearly 15% growth in 2025, reflecting

In 2025, the hair care category in Portugal maintains a positive growth trajectory, with retail sales value reaching EUR299 million, representing 4% increase on the previous year. This growth reflects an ongoing consumer shift from basic cleansing towards sophisticated, treatment-focused routines. Consumers are increasingly incorporating specialised products such as serums, scalp treatments, and intensive masks into their hair care regimen, indicating heightened awareness of hair health and a pr

In 2025, hair care in Australia reached a retail sales value of AUD1,904 million, reflecting a growth of 4% over the previous year. This positive performance aligns with a steady expansion in consumer expenditure, which reached AUD1,479,269 million in 2025, supported by a population size of approximately 28 million. Economic factors such as moderate real GDP growth and inflation at 3% underpin consumer spending behaviours, while cost-of-living pressures encourage value-conscious purchasing patte

Brazil’s hair care market recorded current value growth of 9%? to reach BRL35.3 billion in 2025, indicating strong consumer demand despite a moderate economic growth outlook with real GDP growth of 2% and inflation at around 5%. This growth outpaced typical economic expansion, signalling hair care’s resilience and consumer prioritisation. The total population of Brazil in 2025 was estimated at 212 million, representing a large consumer base with diverse hair care needs.

Hair care in Kenya demonstrated steady growth in 2025, with retail sales reaching KES24.8 billion, reflecting an 8% increase from 2024 in current terms. This growth was notable given the broader economic context, where Kenya’s real GDP growth was 5% for 2025, and inflation moderated to 4%. The country’s total population rose to 57.5 million, with consumer expenditure rising robustly due to the rising median disposable income per household, indicating a strengthening consumer base and rising purc

In 2025, hair care in South Korea showed steady growth with retail value reaching KRW1,745 billion, reflecting a 4% increase from the previous year. This expansion occurs in the context of a stable total population of 51.7 million and a consumer expenditure of KRW1.2 trillion, indicating that rising spending power and demand for premium and functional products are key drivers. Real GDP stood at 1% in 2025, while inflation remained low at 2%, creating a favourable economic environment for consume

In 2025, hair care retail value sales in Germany grew by 4% to reach EUR4.1 billion, reflecting continued growth despite ongoing economic uncertainty. The median disposable income per household in Germany increased from EUR55,447 in 2024 to EUR57,611 in 2025, suggesting an increase in consumer spending power. Consumers are demonstrating a shift toward targeted and strategic purchases rather than pure cost-saving, with particular focus on hair loss treatments, which is the fastest-growing categor

Hair care in the UK achieved another year of strong value growth in 2025, up 6%?to reach GBP2.4 billion, although growth moderated compared to 2024 as price increases softened. The growth in 2025 was underpinned by rising willingness among consumers to invest in both premium and masstige products. Salon professional hair care was among the more dynamic categories, with brands such as Kérastase benefiting from a shift in consumer priorities towards quality, long-term hair and scalp wellness, and

In 2025, hair care in India demonstrated robust 9% current value growth to reach sales of INR399.7 billion. This performance was driven by urbanisation, rising disposable incomes and a growing national population that reached 1.46 billion. A key factor in this expansion is the shift towards holistic wellness, with consumers increasingly adopting advanced, multi-step regimens similar to skin care routines. Salon professional hair care experienced particularly dynamic growth, rising by 10% to reac

Hair care in the Philippines demonstrated solid growth in 2025, with retail value sales reaching PHP62,545 million, reflecting a 7% increase on the previous year. This growth occurs in the context of a steadily expanding population and alongside rising consumer expenditure. These factors collectively support hair care’s sustained demand. Consumers are seeking products that are tailored to their specific hair needs and advance beyond basic cleansing to offer solutions addressing hydration, mild c

In 2025, hair care in Mexico maintained current value growth, although at a slower pace than in 2024, as economic uncertainty early in the year led to more cautious and intentional spending from consumers. Despite this, current value sales of hair care products increased to MXN56,290 million, representing a 6% rise over 2024. This performance was notable against a backdrop of slowing overall economic activity, with inflation at 4% and real GDP growth at less than 1%, prompting shoppers to priori

Hair care in Thailand delivered strong value-led growth in 2025, with retail sales rising to THB47.3 million, up 6% in current value terms from the previous year. This performance stands out in the Asia Pacific context, where premiumisation and functional innovation have become central to growth. While volume expansion is subdued due to Thailand’s declining population, value growth is being driven by consumers shifting towards science-backed efficacy, preventative health and ritualisation of hai

After three years of decline, in 2025, hair care in China registered a rebound to modest retail current value growth, growing by 1% to CNY63,089 million. This performance, while not as robust as the double-digit increases seen in the early review period, in 2020 and 2021, was underpinned by a series of localised shifts in consumer behaviour and channel dynamics. The overall landscape was further shaped by the interplay between demographic realities and digital adoption. With China’s population a

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

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