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Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 17.31 Billion |
Market Size (2030) | USD 20.55 Billion |
CAGR (2025 - 2030) | 3.49 % |
Market Concentration | High |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
US Hair Care Market Analysis
The United States Hair Care Market size is estimated at USD 17.31 billion in 2025, and is expected to reach USD 20.55 billion by 2030, at a CAGR of 3.49% during the forecast period (2025-2030).
The United States hair care market is experiencing a significant transformation driven by changing consumer preferences and an increasing focus on sustainable and clean beauty products. Companies are introducing premium hair care products to the market by personalizing offerings to meet specific consumer needs and emphasizing superior quality and exclusivity. This shift is particularly evident in the rising demand for sustainable, chemical-free, and eco-friendly products, with manufacturers increasingly incorporating natural hair care ingredients and plant-based formulations in their product development strategies. The industry has witnessed a surge in product innovations focused on addressing specific hair concerns while maintaining environmental consciousness.
Digital transformation has revolutionized the hair care retail landscape, with e-commerce emerging as a crucial distribution channel. The market has seen a notable shift in consumer purchasing behavior, with U.S. e-commerce sales recording a 6.8% increase in Q3 2021. This digital evolution has prompted brands to enhance their online presence and develop innovative digital solutions for product discovery and personalization. Companies are leveraging advanced technologies to offer virtual consultations, personalized product recommendations, and seamless online shopping experiences, catering to the growing demand for convenience and customization in hair care purchases.
The industry is witnessing a strong trend toward product premiumization and personalization, with consumers increasingly seeking tailored solutions for their specific hair types and concerns. Manufacturers are responding by developing sophisticated formulations that combine advanced technology with natural hair care ingredients. The market has seen an influx of premium products targeting specific hair concerns, from damage repair to color protection, with brands focusing on creating unique value propositions through innovative ingredients and delivery systems. This trend is particularly evident in the rise of customized hair treatment solutions and professional hair care products for home use.
Environmental consciousness and sustainability have become central themes in product development and packaging strategies. Consumer demand for zero-waste or recyclable products has prompted manufacturers to innovate in sustainable packaging solutions and eco-friendly formulations. For instance, in January 2021, Miami-based hair care brand R+Co launched BLEU, making extensive use of post-consumer resources such as discarded plastics and bio-resin sugarcane plastic for packaging. This shift towards sustainability extends beyond packaging to include ingredient sourcing, manufacturing processes, and supply chain management, reflecting a broader industry commitment to environmental responsibility and ethical business practices.
US Hair Care Market Trends
Escalating Expenditure on Hair Care Products
The hair care market is experiencing significant growth driven by increased consumer spending and changing lifestyle patterns. The availability and affordability of various hair care products, including shampoos, conditioners, hair oil, and sprays, have led to enhanced spending patterns across different consumer segments. This trend is particularly evident among millennials who are increasingly experiencing hair-related issues such as hair fall and dandruff due to changing lifestyle patterns and elevated stress levels, especially among working women. Social media platforms have become instrumental in influencing purchasing decisions, with studies indicating that 32% of internet users' online shopping behavior is influenced by reading reviews, comments, and feedback on social media platforms.
The shift in consumer preferences and discretionary spending on hair care products has encouraged manufacturers to innovate in terms of product packaging and formulation. Companies are now offering treatment oils for hair loss protection, shine enhancement, and frizz reduction in dropper packaging for precise application and dosing. Additionally, the industry has witnessed a growing demand for travel-sized packaging options, including sachets, deluxe samples, and mini bottles, catering to consumers' need for convenience and portability. These packaging innovations, combined with the increasing focus on product effectiveness and user experience, continue to drive market growth and consumer engagement.
Growing Appeal for Organic, Natural, and Clean-Labeled Products
The United States hair care market is witnessing a substantial shift towards natural hair care and organic hair care products, driven by increasing consumer awareness about the potential harmful effects of certain chemical compounds like parabens and aluminum compounds. Consumer research indicates that approximately 40% of consumers are spending more than USD 26 per month on natural hair care products, while 30% are investing in organic hair care products. This trend is particularly strong across different generational groups, with Gen Z, Millennials, and Gen X showing similar preferences for natural and organic hair care solutions.
The demand for sustainable, chemical-free, and eco-friendly products has prompted manufacturers to develop innovative formulations using nature-inspired ingredients. Companies are increasingly incorporating plant-based and premium botanical ingredients in their products, responding to consumer preferences for clean-labeled items. For instance, Henkel's collaboration with THE UNSEEN in August 2022 to produce Color Alchemy, the world's first prismatic holographic hair color reactive to temperature, demonstrates the industry's commitment to combining natural ingredients with innovative technology. The growing consumer base that prioritizes raw-material composition and sustainability has led to the emergence of new storytelling brands emphasizing concepts like cruelty-free, vegan, sustainable, and natural formulations.
Product Innovation and Technological Advancements
Product innovation has become a crucial driver in the United States hair care market, with manufacturers continuously developing new formulations and solutions to address specific consumer needs. The industry has witnessed a significant shift towards specialized products, particularly in the dry shampoo category, which has gained prominence over the last five years. Companies are challenging traditional hair care concepts, such as daily shampooing, by introducing innovative alternatives that preserve natural hair oils while providing convenience to consumers. These innovations extend to various product categories, including treatment oils, masks, and styling products.
The market is also experiencing a surge in technological advancements, particularly in natural and organic product formulations. Companies are investing in research and development to create effective natural alternatives to traditional chemical-based products. For example, Epres's launch of Olaplex in September 2022 for heat-damaged hair demonstrates the industry's commitment to developing innovative solutions for specific hair care concerns. Additionally, manufacturers are incorporating smart packaging solutions and precise application methods, such as dropper packaging for treatment oils and innovative dispensing systems for various hair care products, enhancing the overall user experience and product effectiveness.
Segment Analysis: By Product Type
Shampoo Segment in US Hair Care Market
The hair shampoo segment dominates the United States hair care market, commanding approximately 27% market share in 2024. This significant market position is driven by increasing consumer awareness about hair hygiene and the growing demand for specialized hair shampoo products. The segment's strength is further reinforced by continuous product innovations, particularly in natural and organic formulations, with major players like P&G, Unilever, and L'Oréal introducing sulfate-free and paraben-free variants. The rise of premium and specialized shampoos targeting specific hair concerns such as dandruff, hair fall, and color protection has also contributed to the segment's dominance. Additionally, the increasing focus on sustainable packaging and eco-friendly formulations has helped maintain consumer interest in this segment.
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Hair Oil Segment in US Hair Care Market
The hair oil segment is emerging as the fastest-growing category in the United States hair care market, with a projected growth rate of approximately 4% during 2024-2029. This remarkable growth is primarily attributed to the increasing consumer awareness about the benefits of natural oils for hair treatment and care. The segment is witnessing significant innovation with the introduction of various specialized formulations combining traditional oils with modern ingredients. The rising popularity of hair oil treatments, influenced by global beauty trends and traditional hair care practices, has further accelerated segment growth. Manufacturers are increasingly focusing on developing lightweight, non-greasy formulations that cater to different hair types and concerns, while also incorporating organic and natural ingredients to meet the growing consumer demand for clean beauty products.
Remaining Segments in US Hair Care Market
The other significant segments in the United States hair care market include hair conditioner, hair styling product agents, hair coloring, and other product types. The hair conditioner segment maintains its strong position through innovations in leave-in treatments and deep conditioning products. Hair styling product agents continue to evolve with new formulations targeting specific styling needs and preferences, while hair coloring benefits from the growing trend of at-home hair coloring solutions. The remaining product types, including specialized treatments and scalp care products, contribute to market diversity by addressing specific hair care concerns and preferences. These segments collectively demonstrate the market's ability to cater to diverse consumer needs through specialized solutions and innovative formulations.
Segment Analysis: By Distribution Channel
Supermarkets/Hypermarkets Segment in US Hair Care Market
Supermarkets and hypermarkets continue to dominate the US hair care market distribution landscape, holding approximately 28% market share in 2024. These retail formats offer significant advantages including wide product variety, competitive pricing, and a convenient one-stop shopping experience for consumers. The large retail spaces enable manufacturers to display their diverse brand portfolios effectively, while also providing dedicated sections based on functionality, age, gender, and packaging formats. Major players like Walmart, Meijer, Aldi, H-E-B, and The Kroger Co. have strengthened their position in hair care product distribution through attractive discount offers and loyalty programs. The availability of multiple brands under one roof, combined with the ability to physically examine products before purchase, continues to drive consumer preference for this channel.
Online Retail Channels Segment in US Hair Care Market
The online retail channel is experiencing remarkable growth in the US hair care market, projected to grow at approximately 4.4% during 2024-2029. This channel's expansion is driven by increasing consumer preference for convenient shopping experiences, 24/7 accessibility, and the ability to easily compare products and prices. E-commerce platforms like Amazon, Best Buy Co., Skin Store, Ulta Beauty, and Care To Beauty are enhancing their product portfolios and implementing consumer-friendly payment options to cater to diverse consumer needs. The digital transformation has led to improved purchase processes in terms of security and reliability, while vendors are adopting online retail strategies to reduce costs and increase their margins. The integration of advanced technologies, personalized shopping experiences, and efficient delivery systems continues to strengthen this distribution channel's position in the market.
Remaining Segments in Distribution Channel
The US hair care market is further served through specialty stores, convenience stores, and other distribution channels including drug stores, pharmacies, departmental stores, and direct selling. Specialty stores offer greater visibility and expert consultation services, making them particularly attractive for premium and professional hair care products. Convenience stores provide grab-and-go options and cater to immediate consumer needs, while maintaining extended operating hours. Other channels like pharmacies serve as crucial points of sale for medicated and specialized hair treatment products, while departmental stores maintain their appeal through premium product offerings and personalized customer service. Direct selling continues to evolve with digital integration, offering personalized product recommendations and door-to-door service options.
US Hair Care Industry Overview
Top Companies in United States Hair Care Market
The US hair care market is led by prominent players including L'Oréal SA, Unilever PLC, Procter & Gamble Co., and The Estée Lauder Companies, who maintain their competitive edge through continuous product innovation and robust distribution networks. Companies are increasingly focusing on developing sustainable and natural ingredient-based products while expanding their e-commerce presence and digital capabilities. Strategic partnerships with social media influencers and beauty professionals have become crucial for brand building and market penetration. The industry witnesses ongoing investment in research and development to create innovative formulations targeting specific consumer needs, while simultaneously expanding product portfolios through both organic growth and strategic acquisitions. Operational agility is demonstrated through rapid adaptation to changing consumer preferences, with companies launching specialized natural hair care product lines for different hair types and concerns, while also emphasizing eco-friendly packaging and sustainable manufacturing practices.
Dynamic Market with Strong Growth Potential
The US hair care market exhibits a moderately consolidated structure, dominated by multinational conglomerates with diverse brand portfolios and established distribution networks. These major players leverage their extensive research capabilities, manufacturing infrastructure, and marketing resources to maintain market leadership, while smaller specialized brands carve out niches through focused product offerings and innovative formulations. The market demonstrates a healthy mix of global corporations and emerging local players, with the latter gaining traction through targeted product development and strong regional distribution relationships.
Merger and acquisition activities remain robust as larger companies seek to expand their product portfolios and gain access to emerging market segments, particularly in the organic hair care and natural categories. Companies are increasingly acquiring innovative startups and direct-to-consumer brands to strengthen their market position and adapt to evolving consumer preferences. The competitive landscape is further shaped by strategic partnerships between manufacturers and retailers, as well as collaborations with technology providers to enhance digital capabilities and improve customer engagement across multiple channels.
Innovation and Sustainability Drive Future Success
Success in the US hair care market increasingly depends on companies' ability to align with key consumer trends while maintaining operational efficiency and sustainability commitments. Market leaders are investing in advanced formulation technologies and sustainable sourcing practices, while simultaneously expanding their digital capabilities to enhance direct-to-consumer relationships. Companies must balance premium positioning with value offerings, while also maintaining strong relationships with both traditional retail partners and emerging digital platforms to ensure comprehensive market coverage.
For new entrants and smaller players, success lies in identifying and capitalizing on underserved market segments while building strong brand identities based on transparency and authenticity. The increasing focus on natural ingredients and sustainable packaging presents opportunities for differentiation, though regulatory compliance and quality control remain critical considerations. Companies must also navigate the challenge of high customer acquisition costs in an increasingly digital marketplace, while maintaining sufficient scale to compete effectively with established players. The ability to rapidly adapt to changing consumer preferences while maintaining product quality and supply chain efficiency will remain crucial for long-term success in this dynamic market. The emergence of premium hair care and luxury hair care products highlights the growing consumer demand for high-quality, specialized solutions.
US Hair Care Market Leaders
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L'Oreal SA
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The Estée Lauder Companies Inc.
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Procter & Gamble Co.
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Unilever PLC
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Henkel AG & Co. KGaA
- *Disclaimer: Major Players sorted in no particular order
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US Hair Care Market News
- In August 2022: Proctor & Gamble's brand, Head & Shoulders, launched a new shampoo range for dry scalp care. The company launched a few more hair care shampoos with different properties like smooth, silky, and anti-hair fall shampoos.
- In September 2021: L'Oréal filed a patent on its natural sugar-based curly hair styling formula. An international beauty major, the company developed a hair styling formulation for curly hair from a blend of sugar compounds and plant fiber, offering a natural and lightweight alternative to film-forming polymer and silicone products.
- In August 2021: Procter & Gamble formally launched its newest hair care brand, Nou. It is sold through Walmart and expanded to other stores in the United States.
US Hair Care Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
- 4.1 Market Drivers
- 4.2 Market Restraints
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitutes
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Shampoo
- 5.1.2 Conditioner
- 5.1.3 Hair Styling Agent
- 5.1.4 Hair Colorant
- 5.1.5 Hair Oil
- 5.1.6 Other Product Types
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5.2 Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Convenience Stores
- 5.2.3 Specialty Stores
- 5.2.4 Online Retail Stores
- 5.2.5 Other Distribution Channels
6. COMPETITIVE LANDSCAPE
- 6.1 Most Adopted Strategies
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Procter & Gamble Co.
- 6.3.2 Unilever PLC
- 6.3.3 L'Oreal SA
- 6.3.4 Shiseido Company Limited
- 6.3.5 The Estee Lauder Companies Inc.
- 6.3.6 Kao Corporation
- 6.3.7 Henkel AG & Co. KGaA
- 6.3.8 Amway Corporation
- 6.3.9 Natura & Co.
- 6.3.10 Moroccanoil
- 6.3.11 Garnier
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
US Hair Care Industry Segmentation
Hair care is an overall term for hygiene and cosmetology involving hair. Hair care routines differ according to an individual's culture and the physical characteristics of one's hair. The US hair care market is segmented by product type into shampoo, conditioner, hair styling agent, hair colorant, hair oil, and other product types. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, specialty stores, online retail stores, and other distribution channels. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).
Product Type | Shampoo |
Conditioner | |
Hair Styling Agent | |
Hair Colorant | |
Hair Oil | |
Other Product Types | |
Distribution Channel | Supermarkets/Hypermarkets |
Convenience Stores | |
Specialty Stores | |
Online Retail Stores | |
Other Distribution Channels |
US Hair Care Market Research FAQs
How big is the United States Hair Care Market?
The United States Hair Care Market size is expected to reach USD 17.31 billion in 2025 and grow at a CAGR of 3.49% to reach USD 20.55 billion by 2030.
What is the current United States Hair Care Market size?
In 2025, the United States Hair Care Market size is expected to reach USD 17.31 billion.
Who are the key players in United States Hair Care Market?
L'Oreal SA, The Estée Lauder Companies Inc., Procter & Gamble Co., Unilever PLC and Henkel AG & Co. KGaA are the major companies operating in the United States Hair Care Market.
What years does this United States Hair Care Market cover, and what was the market size in 2024?
In 2024, the United States Hair Care Market size was estimated at USD 16.71 billion. The report covers the United States Hair Care Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the United States Hair Care Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Our Best Selling Reports
United States Hair Care Market Research
Mordor Intelligence delivers a comprehensive analysis of the hair care industry. This analysis covers everything from hair coloring and hair treatment solutions to emerging hair wellness trends. Our extensive research encompasses the complete spectrum of products. These include hair oil, hair mask, dry shampoo, and hair serum segments. Additionally, we cover hair accessories and hair styling tools. The report provides detailed insights into both professional hair care services and retail channels. It examines hair shampoo, hair conditioner, and specialized scalp care products. Our analysis is available as an easy-to-read report PDF for immediate download.
The report benefits stakeholders by providing a detailed analysis of various segments, from hair growth product innovations to developments in hair cosmetics. We examine the rising demand for natural hair care and organic hair care products, alongside traditional salon hair care services. The research covers premium hair care and luxury hair care segments, analyzing consumer preferences for hair styling product categories. Our comprehensive coverage of hair wellness trends and emerging technologies helps businesses understand evolving consumer preferences. Detailed sections on professional services and retail channels provide actionable insights for both manufacturers and service providers.