China Hair Care Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The China Hair Care Market is segmented by Type (Shampoo, Conditioner, Hair Spray, and Other); By Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Specialty Stores, and Other Distribution Channels). The report offers market size and forecasts in value (USD million) for the above-mentioned segments.

Market Snapshot

China Hair Care Market Summary
Study Period: 2016 -2027
Base Year: 2021
CAGR: 4.5 %

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Market Overview

The Chinese haircare market is projected to register a CAGR of 4.5% during the forecast period (2022 - 2027).

Even though the economic magnitude of the COVID-19 pandemic on brands and retailers will be far greater than any recession, there are signs that the hair care industry may once again prove relatively resilient. The industry's 2020 February sales in China fell by 80 percent compared with 2019. In March, the year-on-year decline was 20 percent which is a rapid rebound under the circumstances. In various markets, consumers report they intend to spend less on beauty products in the near term (largely driven by declines in spending on color cosmetics).

In the medium term, the market is expected to be majorly driven by the increased consumer concerns about scalp health, mainly problems related to hair thinning, hair loss, dandruff, and sensitive scalp. Additionally, the region's extreme climatic conditions are harsh on hair, boosting the market growth.

Furthermore, the introduction of new hair care products to target specific consumer groups (females suffering from hair loss problems), along with increasing per capita spending of the consumers in China on personal care products, is gaining popularity, eventually resulting in the growth of the market. Also, the growing demand for organic/natural products and customized products for personal grooming has become one of the primary concerns for individuals. Among the organic hair care products, owing to their wide usage, shampoo and conditioner held a majority share in the global organic haircare market in 2019. However, the rising awareness regarding the potential side effects of hair care products is restraining market growth.

Scope of the Report

Activities like washing, cutting, curling, arranging the hair, and treating it for betterment, including different hair care products, constitute the hair care market. The China haircare market is segmented by type into shampoo, conditioner, hair spray, and others. The market is also segmented by distribution channel, which includes supermarket/hypermarkets, specialty stores, convenience stores, and online retail stores. Other retail stores include drug stores, salons, etc. The report offers market size and forecasts in value (USD million) for the above segments.

By Type
Hair Spray
By Distribution Channel
Convenience Stores
Specialty Stores
Online Stores
Other Distribution Channels

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Key Market Trends

Increasing Expenditure on Advertisement and Promotional Activities

Haircare is gaining immense popularity among all consumer groups in the country. The primary reason for this popularity is directly related to the aggressive marketing campaigns mainly directed toward young consumers. Furthermore, advertisements promote that energy drinks ignite scalp health and enhance hair quality. For instance, as part of the promotional strategy, key players like Pantene, a P&G brand, partnered with Virgin V Festival North for campaignings, aimed to offer a VIP experience for key media and influencers to create a social media buzz for the Pantene brand. Also, Pantene partnered with one of the UK’s most popular festivals, which helped the brand to reach out to some of the UK’s most prestigious media outlets and social media influencers.

China Hair Care Market1

Growing Demand for Conditioners in China

The market for conditioners has witnessed significant growth in recent years owing to the availability of specialized products catering to the varied needs of the entire demographic. Also, the market is highly competitive, with vendors competing based on product differentiation, portfolio, and pricing. It is making the key players spend more on research and development to launch innovative products in the market that can meet the customer requirements. In 2017, Henkel Beauty Care launched Schwarzkopf Extra Care Sun Repair Spray Conditioner in China. It has a high-performing formula with Monoi- Flower Extract and UVA/UVB filters, which repairs the hair from damage caused by sun and saltwater, and protects it from drying out. Also, consumers in the country prefer vitamin-infused hair care products, especially hair conditioners. Therefore, key players such as Suave, a Unilever brand, offer vitamin-infused Revitalizing Conditioner that contains Vitamin E, C, and B5 to boost strength and vibrancy.

China Hair Care Market2

Competitive Landscape

The China haircare market is competitive and fragmented, owing to the presence of many regional and domestic players. Emphasis is given to mergers, expansions, acquisitions, partnerships, and new product developments as strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the market include L’Oréal, Procter & Gamble, Unilever, Beiersdorf AG, and Kao USA Inc. (Oribe Hair Care LLC).

Major Players

  1. L'Oreal

  2. Procter & Gamble

  3. Unilever

  4. Beiersdorf AG

  5. Kao USA Inc. (Oribe Hair Care, LLC)

China Hair Care Market- Market Concentration.png

Recent Developments

· In August 2021, Former P&G and L'Oreal planned to launch numerous new brands in China's beauty industry. These include hair care products, color cosmetics, and skincare brands. A growing number of these brands are headed by former members of major global cosmetics companies.

· In 2021, Beiersdorf's announced that it would expand the Beiersdorf's NX NIVEA Accelerator program to Shanghai, China, and has now selected the top 5 startups for the first batch. Beiersdorf has succeeded in South Korea by launching the same program in 2019 and achieved a leading market position there.

· In December 2021, US personal care giant Procter & Gamble (P&G) acquired Ouai, a haircare brand founded in 2016 by Jen Atkin, a hairdresser and the darling of many celebrities. This acquisition enables P&G to establish a foothold in the highly dynamic prestige haircare segment, driven by brands like Olaplex.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Shampoo

      2. 5.1.2 Conditioner

      3. 5.1.3 Hair Spray

      4. 5.1.4 Others

    2. 5.2 By Distribution Channel

      1. 5.2.1 Hypermarket/Supermarket

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Stores

      5. 5.2.5 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Position Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oreal Professionnel

      2. 6.3.2 Avon products

      3. 6.3.3 Avon products

      4. 6.3.4 Procter & Gamble

      5. 6.3.5 Unilever

      6. 6.3.6 Beiersdorf AG

      7. 6.3.7 Kao USA Inc. (Oribe Hair Care LLC)

      8. 6.3.8 Kaijoe Technology Co. Ltd

      9. 6.3.9 John Paul Mitchell Systems

      10. 6.3.10 Drybar LLC

    4. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The China Hair Care Market market is studied from 2016 - 2027.

The China Hair Care Market is growing at a CAGR of 4.5% over the next 5 years.

L'Oreal, Procter & Gamble, Unilever, Beiersdorf AG, Kao USA Inc. (Oribe Hair Care, LLC) are the major companies operating in China Hair Care Market .

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