European Hair Care Market Size & Share Analysis - Growth Trends And Forecast (2025 - 2030)

European Hair Care Market Trends and Insights

Growing preference for organic and herbal shampoos

Driven by a heightened focus on ingredient purity, ethical sourcing, and overall wellness, European consumers are increasingly gravitating towards organic and herbal shampoos. A March 2025 study by NSF, a global public health and safety organization, found that 74% of consumers prioritize organic ingredients in personal care products ^{[1]Source: NSF International, “Global Consumer Insights on Organic Personal Care,” nsf.org}. This trend is especially pronounced in Europe, where sustainability is woven into the fabric of consumer culture and regulatory policies. In late 2024, The Powder Shampoo made waves in the UK with its ECO Escapade Sets. These vegan, cruelty-free, plant-based powder-to-foam formulations come in plastic-free packaging, showcasing the innovative formats that eco-conscious shoppers are now embracing. Brands like Ethique and Plaine Products are tapping into the zero-waste movement, rolling out solid bars and refillable aluminum bottles in European outlets. Meanwhile, in Italy, heritage brands such as Davines and L’Erbolario are winning over consumers by blending tradition with eco-responsibility, using locally sourced botanicals like olive oil and rosemary. Supermarkets and pharmacies in France and Germany are increasingly dedicating shelf space to organic formulations, underscoring the rising demand for natural and chemical-free products. This momentum is not just a trend; it's propelling market expansion. As European consumers opt for premium organic choices, both established and emerging brands are responding by reformulating, innovating, and expanding their clean beauty lines.

Influence of social media and digital marketing

European hair-care brands are harnessing the power of social media and digital marketing to reshape how consumers discover, trust, and purchase their products. A 2024 survey from the University of Portsmouth revealed that about 60% of consumers place their trust in influencer recommendations, with nearly half of all purchasing decisions being influenced by these endorsements ^{[2]Source: University of Portsmouth, “Influencer Impact on Consumer Skincare Choices,” port.ac.uk}. This underscores the significant sway of genuine digital voices. For example, Hailey Bieber’s Rhode brand in Europe: its strategy, heavily reliant on social media and bolstered by influencer content, has not only led to its expansion into Sephora outlets across the UK but also solidified its presence in the wider European market, moving beyond just direct-to-consumer sales. Similarly, Davines experienced a surge in demand for its OI styling mist, owing to a viral Instagram Reels campaign that showcased its effortless, plant-based shine, demonstrating the power of visual storytelling in driving product trials. In both Spain and Italy, influencers promoting Briogeo's scalp-care routines have shifted consumer focus towards more wellness-centric hair rituals. On another front, Henkel’s Syoss launched a TikTok challenge—#SyossSalonAtHome—inviting users to showcase their color transformations, which not only heightened engagement but also led to a spike in e-commerce sales. These instances highlight the pivotal role of digital content and influencer credibility in seamlessly bridging the gap between inspiration and purchase, driving the expansion of the hair-care market across Europe.

Increasing demand for men's hair care segment

As men in Europe increasingly prioritize personal grooming, the hair care sector is witnessing notable expansion. Concerns over hair health and hair loss are emerging as primary demand drivers. In the UK, approximately 7.5 million men grapple with male pattern baldness, and nearly 40% observe visible hair loss by the age of 35 ^{[3]Harley Street Hair Transplant Clinics, “Hair Loss Statistics and Facts UK: the Complete Rundown,” harleystreethairtransplant.co.uk}. This underscores the profound influence of hair loss on consumer behavior. Responding to this trend, brands are stepping up their game. L’Oréal Men Expert has rolled out a hybrid shampoo that tackles both dandruff and hair thinning, blending cosmetic and functional care. In 2024, Bulldog unveiled a straightforward shampoo line, catering to men who prefer uncomplicated yet effective solutions. Meanwhile, subscription services like Harry’s grooming kits emphasize the convenience of regular hair and scalp care. Social media plays a pivotal role, with male influencers in Spain and Italy championing textured styling and scalp care, boosting the popularity of products from brands like Uppercut Deluxe and Jack Black. These trends underscore the growing male focus on grooming and the widespread concern over hair loss, positioning the men’s hair care segment as a burgeoning powerhouse in the European market.

Sustainability and eco-friendly packaging

In Europe’s hair-care sector, brands are increasingly aligning their offerings with the continent's evolving eco-conscious values. Davines is at the forefront, championing an eco-refill system that lets customers refill bottles from larger containers, significantly curbing plastic waste and bolstering its green image. In mid-2025, L’Oréal rolled out its #JoinTheRefillMovement campaign, introducing refill pouches for popular lines like Elvive and Garnier Ultra Doux, simplifying sustainable choices for shoppers. P&G debuted a system of refillable aluminum bottles and recyclable pouches for its European brands, including Head & Shoulders and Pantene, merging practicality with eco-responsibility. UK’s REHAB clinched Marie Claire’s 2025 award for “Best Environmentally-Friendly Packaging” with its travel-friendly, plastic-free vegan shampoo sheets, showcasing a blend of eco-credentials and user experience. L’Occitane, not to be outdone, set up in-store refill stations with reusable aluminum bottles in select outlets, catering to the growing consumer demand for convenience and impactful packaging. These instances underscore that sustainable packaging transcends mere trendiness; it's a potent behavioral catalyst, enhancing brand trust and loyalty among Europe’s eco-conscious beauty aficionados.

High competition and market saturation

In the fiercely competitive and saturated European hair-care market, brands grapple to distinguish themselves and cultivate enduring consumer loyalty. In 2024, the prestige segment witnessed swift brand shifts: Color Wow surged from obscurity to the forefront, while Kérastase reasserted its dominance, highlighting the volatile nature of brand power in such crowded arenas. Smaller players face challenges; despite offering premium products, niche brands often find themselves eclipsed on both retail and digital platforms. This overshadowing is largely due to industry giants like L’Oréal, Unilever, and P&G, who inundate the market with frequent launches and promotions. Such tactics exert price pressures and squeeze margins, particularly for brands lacking substantial financial backing. Even established chains, like Boots, have felt the pinch, expanding their offerings to include salon-professional lines such as Kérastase and Aveda, just to remain competitive. This move underscores the limited space for smaller innovators in the market. As brands increasingly channel resources into marketing and differentiation, rather than innovation, it becomes evident that the saturation isn't just background noise; it's a pronounced hindrance to the overall dynamism of the European hair-care category.

Availability of counterfeit hair care products

European online marketplaces are grappling with a surge of counterfeit shampoos, undermining consumer trust and stunting market growth. In 2025, over two-thirds of beauty products, many falsely branded as leading hair labels, were flagged as likely counterfeits on platforms such as Amazon, eBay, TikTok Shop, and Vinted. These counterfeit products often mirrored genuine packaging, with only minor scent or labeling discrepancies hinting at their inauthenticity, making consumers wary of online purchases. The proliferation of counterfeits not only impacts consumer confidence but also tarnishes the reputation of legitimate brands operating in the market. In light of this, prominent hair-care brands are investing in anti-counterfeit measures, such as QR codes and tamper-evident seals, and amplifying consumer education to bolster trust. As a result, many shoppers are gravitating towards in-store purchases or trusted retail sites. This shift curtails the potential growth of e-commerce and places added pressure on smaller brands that depend on digital sales. The industry now finds itself at a crossroads, balancing the need for innovation with the imperative of vigilance, as the battle against counterfeits diverts attention from growth initiatives, stalling momentum.

Segment Analysis

By Product Type: Shampoo Dominance Faces Styling Innovation

In Europe’s hair care market, shampoos dominate with a 38.74% share, underscoring their foundational role in consumer routines. Brands like L’Oréal Paris, Elvive, and Garnier Ultra Doux are leveraging premiumization, focusing on claims of repair, nourishment, and scalp care, which resonate with health-conscious consumers. As consumers prioritize trusted, performance-driven essentials, brands like Klorane are leading the charge with innovations like plant-based, sulfate-free shampoos, aligning with sustainability and wellness trends.

Hair styling products are witnessing the fastest growth, boasting a 3.32% CAGR, driven by social media influences and a surge in male grooming. There's a notable shift towards non-aerosol and multifunctional formats. For instance, Olaplex's Hair Perfector No. 3 mask offers deep repair, L’Oréal's Serioxyl targets thinning hair, and L’Oréal's Excellence Crème delivers professional-grade at-home coloring. Meanwhile, other segments like conditioners and hair colorants are enjoying steady growth, due to targeted claims and innovations, such as Davines’ botanical conditioners emphasizing repair and protection. These trends highlight a market increasingly leaning towards multifunctional, consumer-centric solutions, fueling growth in Europe’s hair care landscape.

Note: Segment shares of all individual segments available upon report purchase

By Category: Conventional Leadership Challenged by Organic Acceleration

In 2024, conventional hair care products command a dominant 73.48% market share in Europe, buoyed by established distribution channels and competitive pricing. Brands such as L’Oréal Elvive and Garnier Ultra Doux, while relying on their trusted formulations, are gradually rolling out cleaner, sulfate-free lines in response to heightened sustainability demands. Yet, even with their stronghold, these conventional products are under increasing pressure to reformulate with natural ingredients and switch to eco-friendly packaging, all in a bid to retain consumer loyalty and stay relevant in the market. A new trend is emerging: hybrid approaches that meld conventional efficacy with organic components, enabling mainstream brands to cater to consumers who prioritize performance without sidelining their natural preferences.

Organic hair care is on the rise, boasting a 4.91% CAGR, fueled by a growing consumer appetite for natural and sustainable products. Brands like Klorane with its botanical shampoos, Davines with the OI Hair Mask, and L’Oréal's organic-inspired Serioxyl serums highlight the allure of ingredient transparency and premium positioning for eco-conscious consumers. Regulatory benchmarks such as COSMOS and NATRUE not only guide informed consumer choices but also present differentiation avenues for brands that prioritize compliance and maintain verified supply chains. This shift is notably driven by younger, sustainability-focused consumers, pushing traditional brands to weave organic elements into their offerings. As this landscape evolves, it blurs the lines between categories, heightens competition for premium natural ingredients, and signals a broader market pivot towards clean and eco-friendly hair care solutions in Europe.

By Price Range: Mass Market Stability Enables Luxury Growth

In 2024, mass-market hair care dominates Europe's landscape, commanding a 64.56% market share. Brands like Dove, L’Oréal Elvive, and Garnier Ultra Doux, with their accessible pricing and strong retail presence, have become household names. These brands are now rolling out “masstige” lines, blending affordable pricing with premium-inspired ingredients. This move targets consumers seeking a touch of luxury without the hefty price tag. Distribution is strategically centered on supermarkets, pharmacies, and e-commerce, ensuring convenience. These brands are also adapting to meet rising consumer demands for cleaner formulations and sustainability.

Luxury and premium hair care is on the rise, boasting a 4.98% CAGR. This growth is driven by consumers willing to invest in efficacy, innovative formulations, and sustainability. Esteemed European luxury brands like Kérastase, Davines, Oribe, and Leonor Greyl are championing ingredient-led solutions, backed by clinical validation and professional salon endorsements, to justify their premium pricing. By partnering with influencers and leveraging direct-to-consumer channels, these brands are not only educating discerning buyers but also bolstering trust. The segment's expansion mirrors a broader trend of premiumization, where consumers increasingly value performance, transparency, and sustainability. This shift presents avenues for brands to carve out high-end distinctions while also appealing to the mass market with their “masstige” offerings.

By Distribution Channel: Digital Transformation Accelerates Retail Evolution

In 2024, supermarkets and hypermarkets dominate Europe's distribution landscape, commanding a 35.86% market share, underscoring the continent's preference for convenience. Brands such as Dove, Garnier, and L’Oréal Elvive harness these channels, pushing mass-market essentials and value-centric products that thrive on impulse buys and local accessibility. Retailers are evolving, melding in-store displays with digital tools like QR codes for tutorials and loyalty programs, enriching the shopper's journey while ensuring consistent sales.

Online retail channels, witnessing a robust 5.34% CAGR, emerge as the fastest-growing segment, fueled by the rise of e-commerce, subscription models, and direct-to-consumer tactics. Independent and premium brands, like Hailey Bieber’s Rhode and Davines, adeptly utilize social media and influencer marketing, with Rhode making strides on European online platforms and Davines championing digital campaigns for their hair masks and serums. Meanwhile, health and wellness stores tap into the burgeoning demand for organic and therapeutic hair care. Digital-first strategies empower smaller brands to sidestep traditional retail hurdles. Collectively, these trends highlight a dynamic shift in Europe's hair care market, where convenience, experiential retail, and digital engagement redefine distribution strategies and spur growth.

Geography Analysis

In 2024, Germany commands a dominant 21.54% share of the European market, bolstered by its robust retail infrastructure and a discerning consumer base that values scientifically-backed formulations. The nation's commitment to regulatory compliance not only champions ingredient innovation but also underscores safety. German consumers, with their penchant for premium products and efficacy, have propelled brands like Schwarzkopf, Wella Professionals, and L’Oréal Professional to the forefront. This dynamic illustrates how a blend of strong infrastructure and informed consumer choices cements Germany's market leadership. The market's maturity also enables consistent innovation, ensuring sustained growth.

Spain is emerging as Europe's fastest-growing market, boasting a 5.60% CAGR projected through 2030. This surge is attributed to rising disposable incomes, urbanization, and a heightened beauty consciousness, especially among the youth who increasingly prioritize self-care. Brands like Davines, L’Oréal Elvive, and Klorane are riding this wave, skillfully leveraging lifestyle-centric positioning and the power of digital and social media to meet the demand for multifunctional, premium products. The country's focus on digital-first strategies has further accelerated market penetration.

Across Europe, diverse markets are charting their own growth trajectories. In the UK, brands such as Dove, TRESemmé, and Joico are adeptly navigating the post-Brexit landscape, contending with regulatory shifts and supply chain intricacies. Italy leans towards premium brands like Framesi and Alfaparf Milano, while France shows a strong preference for Kérastase and René Furterer. Meanwhile, countries like the Netherlands, Poland, Belgium, and Sweden are carving out niches, be it eco-conscious products or specialized scalp care, requiring tailored marketing strategies. These localized approaches, though catering to smaller market shares, are pivotal in driving sustained growth through specialized channels.