Market Overview
Thailand’s hair care market is set to deliver solid value growth through 2031, with industry sales projected to rise from USD 1.4 billion in 2026 to USD 1.9 billion, implying a CAGR of 5.43%. Expansion is increasingly underpinned by structural shifts in consumer behaviour rather than pure volume gains, as demand tilts toward higher-quality and more specialised products. This supports a steady premiumisation trend that is lifting average unit values across the category.
The continued expansion of the urban middle class is a central driver of this trajectory. Consumers with rising disposable incomes are showing a greater willingness to invest in at-home hair care solutions that promise salon-like results, natural or advanced formulations, and a more sophisticated usage experience. At the same time, urbanisation and environmental pressures—including pollution, heat and ultraviolet exposure—are contributing to a wider incidence of hair and scalp concerns. These factors are reinforcing demand for targeted, restorative and protective products, particularly in scalp care, damage repair and hair loss prevention.
Digital engagement is reshaping how brands compete and communicate. Social media platforms such as Instagram, Facebook and TikTok, amplified by beauty influencers and live-streaming commerce, have become critical channels for product launches, trend formation and consumer education. This has accelerated the visibility of salon-derived professional lines and emerging niche brands, lowering barriers to entry while intensifying competition. However, the proliferation of similar claims around herbal ingredients, “clean” formulations and scalp-focused benefits is raising the risk of innovation fatigue, increasing the importance of credible differentiation through proprietary ingredients or technology.
Despite the premium shift, price sensitivity has not disappeared. Economic uncertainty continues to prompt some consumers to alternate between mass and premium offerings, a behaviour reflected in the popularity of small-pack formats in convenience channels and aggressive promotions on e-commerce platforms. As a result, the market’s growth outlook remains favourable but finely balanced, with brands required to manage affordability, innovation and brand equity in an increasingly crowded landscape.
Delivering a data-driven perspective on the Thailand hair care products market, the report details historical performance over the past six years and projects future trends through 2031. It delves into market segmentation, analyzing developments across product type, price range, consumer group, packaging type and distribution channel.
What’s Inside the Report
This report presents a comprehensive dataset detailing the Thailand hair care products market size from 2021 to 2031, with metrics reported in (Units/THB/USD). It includes historical data and forward-looking projections through 2031, with CAGR analysis provided for both timeframes. The market is segmented by product type, price range, consumer group, packaging type and distribution channel, enabling granular assessment of growth performance. The comparative view of historical versus forecasted growth supports identification of high-potential submarkets and informs evidence-based strategic planning.
Beyond quantitative indicators, the report provides qualitative insights into emerging market dynamics. Drawing on expert interviews and macroeconomic context, it analyzes the underlying causes of market expansion and contraction. Evolving consumer preferences, and environmental regulations are examined as structural forces shaping the competitive landscape. The report also highlights fast-growing sub-segments and untapped innovation-driven opportunities across the value chain.
Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2021 onward. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.
Market Segmentation
The Thailand hair care products market is categorized into the following segments:
Product type – e.g., conditioners, hair colorants, hair loss treatments, perms and relaxants, salon hair care, shampoos, styling agents
Price range – e.g., mass hair care products, premium hair care products
Consumer group – e.g., adult, children and babies
Packaging type – e.g., flexible packaging, metal cans and bottles, paper containers, rigid plastic
Distribution channel – e.g., beauty stores, convenience stores, department stores, direct selling, e-commerce, forecourts, hair salons, hypermarkets, personal care stores, pharmacies, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
The study outlines the distribution of market share among key players in the hair care products industry in Thailand, offering visibility into brand dominance and market leadership. Major participants include: Amway Corporation, Beauty Community Public Company Limited, FineToday Holdings Co., Ltd., Henkel AG & Co. KGaA, Hoyu Co., Ltd., JMT Laboratories, John Paul Mitchell Systems, Inc., Kao Corporation, Karmarts Public Company Limited, Lion Corporation, L’Oreal S.A., Mandom Corporation, Mass Marketing, Modern Cass International Cosmetics Co., Ltd. ( MCIC Group ), Neo Corporate Co., Ltd., Rohto Pharmaceutical Co., Ltd., Rojukiss International PCL, S.C Artistry Company Limited, SSUP GROUP, The Procter & Gamble Company (P&G), Unilever PLC, Wella AG, Yves Rocher sa, etc.
This report provides market share data for leading players in the overall hair care products market, as well as in key segments including hair care products, mass hair care products, premium hair care products, conditioners, hair colorants, hair loss treatments, perms and relaxants, salon hair care, shampoos and styling products.
Market share analysis covered in the report:
Thailand hair care products market share
Thailand mass hair care products market share
Thailand premium hair care products market share
Thailand conditioners market share
Thailand hair colorants market share
Thailand hair loss treatments market share
Thailand perms and relaxants market share
Thailand salon hair care market share
Thailand shampoos market share
Thailand styling products market share
Why Choose This Report?
Designed as a data-rich strategic snapshot, the report delivers timely and reliable intelligence to support decisions across market entry, investment evaluation, supply chain planning, and competitive benchmarking. Whether you’re an investor, manufacturer, distributor, or consultant, this report delivers actionable value.
Request a redacted sample to preview the data structure and presentation quality before purchase.
Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2021 to 2031
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Thailand Hair Care Products Market – Product Type Analysis
Thailand Hair Care Products Market – Price Range Analysis
Thailand Hair Care Products Market – Consumer Group Analysis
Thailand Hair Care Products Market – Packaging Type Analysis
Thailand Hair Care Products Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Amway Corporation
Beauty Community Public Company Limited
FineToday Holdings Co., Ltd.
Henkel AG & Co. KGaA
Hoyu Co., Ltd.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Thailand Hair Care Products Market 2021-2031
Chart Thailand Hair Care Products Market, Net Growth, 2021-2031
Chart Thailand Hair Care Products Market, Growth Rates, 2021-2031
Table Thailand Hair Care Products Market by Product Type, 2021-2031
Chart Thailand Hair Care Products Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart Thailand Hair Care Products Market by Product Type, 2021-2031
Table Thailand Hair Care Products Market by Price Range, 2021-2031
Chart Thailand Hair Care Products Market by Price Range, CAGR Historic and Forecast, 2021-2031
Chart Thailand Hair Care Products Market by Price Range, 2021-2031
Table Thailand Hair Care Products Market by Consumer Group, 2021-2031
Chart Thailand Hair Care Products Market by Consumer Group, CAGR Historic and Forecast, 2021-2031
Chart Thailand Hair Care Products Market by Consumer Group, 2021-2031
Table Thailand Hair Care Products Market by Packaging Type, 2021-2031
Chart Thailand Hair Care Products Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart Thailand Hair Care Products Market by Packaging Type, 2021-2031
Table Thailand Hair Care Products Market by Distribution Channel, 2021-2031
Chart Thailand Hair Care Products Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart Thailand Hair Care Products Market by Distribution Channel, 2021-2031
Table Thailand Hair Care Products Market Share (%), by Companies, 2021-2025
Chart Thailand Hair Care Products Market, by Companies, 2025
Table Thailand Hair Care Products Market Share (%), by Brands, 2021-2025
Chart Thailand Hair Care Products Market, by Brands, 2025
Table Thailand – Population (Millions) and Forecast
Table Thailand – Consumer Price Index (CPI) and Forecast
Table Thailand – Gross Domestic Product and Forecast
Table Thailand Hair Care Products Market: Spend as a Proportion of GDP (%)
Table Thailand Hair Care Products Market: Consumption per Capita (Population)
Companies Mentioned
Key industry players examined in this Thailand Hair Care Products market analysis comprise:
Amway Corporation
Beauty Community Public Company Limited
FineToday Holdings Co., Ltd.
Henkel AG & Co. KGaA
Hoyu Co., Ltd.
JMT Laboratories
John Paul Mitchell Systems, Inc.
Kao Corporation
Karmarts Public Company Limited
Lion Corporation
L’Oreal S.A.
Mandom Corporation
Mass Marketing
Modern Cass International Cosmetics Co., Ltd. ( MCIC Group )
Neo Corporate Co., Ltd.
Rohto Pharmaceutical Co., Ltd.
Rojukiss International PCL
S.C Artistry Company Limited
SSUP GROUP
The Procter & Gamble Company (P&G)
Unilever PLC
Wella AG
Yves Rocher sa
