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

The Hair Relaxer Market is segmented by Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels) and Geography (North America, Europe, South America, Asia-Pacific, and Middle-East and Africa). The report offers the market size and forecasts in value (USD million) for all the above segments.

Market Snapshot

hair relaxer market
Study Period: 2016-2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: Middle East and Africa
CAGR: 4.27 %
rexlar industry

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Market Overview

The hair relaxer market is projected to register a CAGR of 4.27% during the forecast period (2022-2027).

Due to the COVID-19 pandemic, many parts of the world have observed stringent lockdowns due to which consumer spending and habits took a backseat. Due to restricted movement, salons remained closed for a long period, which impacted the demand for hair relaxers. Consumers focused on home grooming, which again induced the demand for relaxers through various online retail stores.

The market is primarily driven by the rising consumer demand for styling hair, from curling to straightening, much without the use of hair styling tools. Furthermore, frequent launches of advanced hair relaxer products from the key players are boosting the market growth globally. In addition, the rising spending power of people on styling products is further fueling the market growth.

The product innovation accelerated the demand for hair relaxers, and the rising popularity of social media influencers also added to the cause. Millennials are more attracted to unique hairstyles, catering to the growing trend of using haircare and styling products. However, factors such as demand for natural hair and awareness of the harmful effects of chemicals present in relaxers are restraining the hair relaxer market growth globally.

Scope of the Report

Hair relaxers are usually creams or lotions applied on hair that make it easier to straighten and manage. The hair relaxer market has been segmented by distribution channel into hypermarkets/supermarkets, convenience stores, online stores, and other distribution channels. Also, the study provides an analysis of the hair relaxer market in the emerging and established markets across the world, including North America, Europe, South America, Asia-Pacific, and Middle-East and Africa. The report offers the market size and forecasts in value terms in USD million for all the above segments.

Distribution Channel
Convenience Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

A Significant Rise in Haircare and Styling Products Expenditure

The growth of the market has been catalyzed by the increasing consciousness among individuals on personal wellness and appearance, along with increased spending on personal grooming. As per the study conducted by the National Center for Biotechnology Information (NCBI), relaxers are used by more than two-thirds of African females to straighten their hair for easy grooming and increasing the length of hair. Increasing westernization and a rise in the spending capacity have led to high demand for grooming products. The trend of flexing long hair, along with adopting unique hairstyles by women, is expected to boost the demand for hair care products, especially hair relaxers, globally. The demand faced a downfall during the COVID-19 pandemic, but the post-pandemic scenario saw the growth of the market, with companies indulging in new product developments. For instance, in 2021, Avlon launched its Affirm Conditioning Relaxer System with Guanidine Hydroxide. This relaxer conditioner provides extra moisture and retains 79% of the original hair elasticity, along with giving volume and shine to hair.

 relaxer hair growth

Middle-East and Africa Dominates the Global Market

Middle-East and Africa accounted for the largest share of the global market. The volume sale of hair relaxers in the region has been recorded to have a steady growth due to the rising demand for styling products, especially hair relaxers. Additionally, the increasing number of product recalls associated with hair styling tools, followed by heat damage concerns, have led the consumers toward hair relaxers, which led to a rise in demand in the market. The market is catalyzed by the strong demand for products that address curl control, a predominant concern of ethnic consumers, along with the prevention of hair breakage and frizz control, in Africa. With the growth of the market, companies are also innovating new products to suit the changing demands of consumers. For instance, in April 2019, Sofnfree, a leading hair care brand, launched the new Sofn'free Infusions Relaxer System in Botswana, southern Africa, that includes an innovative and custom-made relaxer system for the latest trending hairstyles.

relaxer for hair growth

Competitive Landscape

The hair relaxer market is consolidated in nature due to the presence of fewer regional and domestic players. Mergers, expansions, acquisitions, partnerships, and new product developments are the strategic approaches adopted by the leading companies to boost their brand presence among consumers. Key players dominating the market include L'Oreal SA, Laboratoire Native, Avlon Industries Inc., MacAndrews & Forbes, Unilever, and Jotoco Corp.

Major Players

  1. Jotoco Corp.

  2. L'Oreal SA

  3. Laboratoire Native

  4. Avlon Industries, Inc.

  5. MacAndrews & Forbes

Laboratoire Native,  Avlon Industries Inc., Henkel AG & Co. KGaA, Jotoco Corp., L'Oreal SA,  Godrej Group, George's Hair Fashions East, MacAndrews & Forbes

Recent Developments

In 2021, Design Essential collaborated with SalonCentric and StatelRDA, the subsidiaries of L'Oreal, to expand its hair care products. This partnership resulted in SalonCentric carrying the best-selling Classic Collection of Design Essential hair relaxers.

In 2021, Matrix launched ProSolutionist Backbar Heroes viz., InstaCure, Alt Action Clarifying Shampoo and No Stain as a solution for porosity issues. The Alt Action Clarifying Shampoo is formulated to prep the hair before applying relaxer and texturing products.

In 2020, Mega Growth Nigeria launched the Sensitive Care Relaxer for women with soft to medium hair textures.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    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 Distribution Channel

      1. 5.1.1 Supermarkets/Hypermarkets

      2. 5.1.2 Convenience Stores

      3. 5.1.3 Online Retail Stores

      4. 5.1.4 Other Distribution Channels

    2. 5.2 Geography

      1. 5.2.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.2.2 Europe

        1. Germany

        2. United Kingdom

        3. Russia

        4. France

        5. Spain

        6. Italy

        7. Rest of Europe

      3. 5.2.3 Asia-Pacific

        1. China

        2. Japan

        3. Australia

        4. India

        5. Rest of Asia-Pacific

      4. 5.2.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.2.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Laboratoire Native

      2. 6.4.2 Avlon Industries Inc.

      3. 6.4.3 Henkel AG & Co. KGaA

      4. 6.4.4 Jotoco Corp.

      5. 6.4.5 L'Oreal SA

      6. 6.4.6 Godrej Group

      7. 6.4.7 George's Hair Fashions East

      8. 6.4.8 MacAndrews & Forbes

      9. 6.4.9 Croda International PLC

      10. 6.4.10 Unilever PLC

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Hair Relaxer Market market is studied from 2016 - 2027.

The Hair Relaxer Market is growing at a CAGR of 4.27% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Middle East and Africa holds highest share in 2021.

Jotoco Corp., L'Oreal SA, Laboratoire Native, Avlon Industries, Inc., MacAndrews & Forbes are the major companies operating in Hair Relaxer Market.

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