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Market Overview

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The global hair serum market had a value of USD 1.34 billion in 2022 and is projected to reach USD 2.20 billion by 2028, growing at a CAGR of 8.62%. Hair serum is a liquid solution typically formulated with silicones that provide a protective layer to the hair, resulting in smooth, shiny, and healthy-looking hair. It is an effective way to address split ends and damaged hair. In recent years, the hair serum market has witnessed several trends. During the COVID-19 pandemic, there was a significant shift in focus from skincare to hair care. Increased awareness of the importance of hair health has led to a surge in demand for hair serum solutions worldwide.

The introduction of new hair serum products has opened up growth opportunities in the market. Various types of hair serum products, both organic and conventional, have been launched with advancements in hair treatment and aesthetics. Some herbal products have also been developed, offering safer alternatives with reduced risk of side effects and improved hair growth outcomes.

The global population is experiencing widespread hair loss issues, leading to increased usage of chemical-based hair oils, shampoos, supplements, and serums. Hair serum products work on the surface to enhance shine, control tangles, smoothen, and strengthen all hair types. With growing awareness of lifestyle diseases and concerns related to chemical-based hair care products, there is a rising preference for natural, green, and herbal haircare solutions. This preference for herbal hair care products creates growth opportunities for market players specializing in natural ingredient-based hair serums.

The popularity of social media platforms has attracted more young adults towards the use of hair serum. Industry players promote their hair serum solutions through various online platforms, which accelerates the sale of these products. The increased use of social media platforms has had a positive impact on both consumers and sellers, fostering stronger connections and attraction through internet applications. The beauty and cosmetic industry was an early adopter of social media for marketing purposes, including the use of social influencers. Beauty brands have recognized the power of social media and made it a central part of their marketing strategies.

E-commerce has significantly increased the availability of hair serum products. Following the COVID-19 pandemic, a large proportion of the population shifted towards online shopping, making it a prominent platform for purchasing products. Hair serum development companies also sell their products through e-commerce giants, expanding their market reach. Leading brands like L’Oréal prioritize e-commerce channels for their haircare product categories.

Hair serum products offer not only beauty and styling benefits but also various clinical advantages that drive their use in hair care treatments. The growing population dealing with issues such as baldness/hair loss, dry hair, and damaged scalp fuels the demand for hair serum products. Current hair serum products claim to provide benefits such as hair regrowth, reduced hair fall, and scalp care, contributing to their significant sales worldwide.

The rise in disposable income across different economic classes worldwide, particularly in personal and haircare spending, drives the demand for hair serum products. Millions of individuals are concerned about their hair care, leading to increased product demand in the hair serum market. Women tend to spend more on haircare solutions due to their strong emphasis on hair appearance. Additionally, the male population has shown progressive growth in recent years, with increased expenditure on personal grooming.

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Market Segmentation

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The market is segmented based on various factors, including ingredients, gender, application, distribution channels, and geography.

Segmentation by Ingredients
Conventional
Organic

Segmentation by Gender
Women
Men

Segmentation by Application
Treatment
Aesthetic

Segmentation by Distribution Channels
Offline
Online

Segmentation by Geography
North America – US, Canada
Europe – Germany, France, UK, Italy, Spain
Asia-Pacific – China, Japan, India, South Korea, Australia
Latin America – Brazil, Mexico, Argentina
Middle East & Africa – South Africa, Saudi Arabia, Turkey

The global hair serum market is divided into two segments based on ingredients: conventional and organic. In 2022, the conventional ingredients segment had the largest market share. Chemical ingredients are commonly used in hair serum development to enhance effectiveness and results. These chemicals have been scientifically proven to improve and care for hair. Silicone, in particular, is a widely used and highly preferred conventional ingredient as it forms a protective layer on the hair, shielding it from external damage.

Although the conventional segment currently holds the highest market share, the organic segment is projected to grow at a faster rate of over 9% during the forecast period. In recent years, there has been a significant shift towards green products in haircare, creating lucrative opportunities for organic ingredient-based hair serums. The increasing awareness and demand for organic haircare solutions across all demographics globally are driving the growth of organic ingredient-based hair serums.

During the forecast period, the women’s segment is expected to dominate the global hair serum market, accounting for the majority of the market share compared to the men’s segment. Women tend to spend more on haircare due to their deep concern for appearance and ongoing hair fashion trends. Factors such as pollution, daily activities, stress, and hair-related activities like coloring have led to damaged and dry hair among women. Thus, maintaining healthy hair drives the high demand for hair serums. Additionally, in recent years, men have also shown an increased interest in personal grooming and have started spending more on haircare, which is expected to drive the demand for hair serum solutions.

In terms of applications, treatment holds the largest market share, accounting for over 68% in 2022. The popularity of new hairstyles and hair coloring has resulted in damaged and dry hair, affecting millions of younger and adult populations globally. These conditions can usually be managed through daily hair routines without clinical treatment, leading to increased use of hair serums. Additionally, the growing trend of hair styling worldwide has increased the demand for hair serums for aesthetic purposes, further driving market growth.

The distribution channels for the global hair serum market are divided into offline and online sales channels. In 2022, the offline distribution segment dominated the market share. Supermarkets, hypermarkets, pharmacies, wellness stores, and other retail outlets have a strong presence in both developed and developing markets, making them significant sources of sales for hair serums. These channels have wide distribution networks and are preferred by manufacturing companies. On the other hand, online sales channels such as e-commerce platforms and e-pharmacies have gained popularity in recent years and are expected to contribute to market growth during the forecast period.

The Asia-Pacific (APAC) region accounted for the largest market share in 2022. The region has a substantial population that is aware of haircare and fashion trends, as well as a significant population facing hair issues such as hair loss, damage, and scalp problems. This population contributes to the higher sales of hair serums. Moreover, vendors target the APAC region due to the growing disposable income, increasing penetration of e-commerce channels, and constantly changing fashion trends. The APAC hair serum market was valued at over USD 600 million in 2022 and is projected to experience significant growth during the forecast period.

After APAC, Europe presents lucrative growth opportunities for the hair serum market and is expected to remain stable throughout the forecast period. Europe has a high prevalence of hair baldness, which significantly increases the concern for hair care and drives industry growth. In North America, the market concentration for hair serums is higher in the US compared to Canada. The US market benefits from high expenditure on hair serums and easy access to solutions, fueling market growth. In Canada, the demand for hair serum solutions is driven by a potential population.

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Competitive Landscape

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The global hair serum market exhibits a significantly high level of competitive rivalry, influenced by various demographic, geographic, and economic factors. This competition varies among industry players, both locally and internationally. The growth of the market is impacted by a range of external and internal factors at macro and micro levels. Key players in the global hair serum market include Henkel AG & Co. KGaA, Kao Corporation, L’Oréal Group, and Unilever. For instance, Henkel AG & Co. KGaA operates in the professional hair business and possesses Schwarzkopf Professional, a leading provider of hair care solutions.

In regions like Europe, there is a significant presence of potential consumers, coupled with increased spending capacity, creating ample opportunities for market penetration by industry players. Consequently, competition among global market players tends to be higher in these regions compared to local and national market players. Additionally, vendors often prioritize the Asia-Pacific (APAC) region due to its large consumer base. Global players in the hair serum market strive to offer their products at affordable prices to drive sales. APAC is a rapidly growing region with a concentration of local, national, and global market players. Companies such as L’Oréal, Henkel, Kao Corporation, and Unilever specifically focus on establishing a strong presence in the APAC region.

Key companies profiled in this report include Henkel AG & Co. KGaA, Kao Corporation, L’oréal Group, Unilever, Amka Products, Avon, Anveya, Bajaj Consumer Care, Dabur, DIVI OFFICIALS, GIOVANNI COSMETICS, Honasa Consumer, HERSTYLER, Hims & Hers Health, Inc., John Paul Mitchell System, Jstor House of Cosmetics, Kaya, Lass Naturals, Marico, Olaplex, Pink Root, PURA D’OR, Revlon, Redken, Wella Company.

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Key Questions Answered

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What is the size of the global hair serum market?

The global hair serum market was valued at USD 1.34 billion in 2022 and is projected to reach USD 2.20 billion by 2028.

What is the growth rate of the hair serum market?

The hair serum market is growing at a compound annual growth rate (CAGR) of 8.62% from 2022 to 2028.

What are the emerging trends in the hair serum industry?

The hair serum industry is witnessing several emerging trends, including the introduction of new products, a growing preference for herbal hair serums, and the increasing influence of social media on hair serum sales.

Which region has the largest share of the global hair serum market?

The Asia-Pacific (APAC) region dominates the global hair serum market, with a value of over USD 600 million in 2022.

Who are the major players in the global hair serum market?

The key players in the global hair serum market include Henkel AG & Co. KGaA, Kao Corporation, L’oréal Group, and Unilever.