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

Hair Styling Products Market is Segmented by Product Type (Hair Gel, Hair Mousse, Hairspray, Styling Creams and Waxes, and Other Styling Products), Distribution Channel (Convenience Stores, Supermarkets/Hypermarkets, Specialist Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and forecasts in value (USD billion) for all the above segments.

Market Snapshot

hair styling products market
Study Period: 2016-2027
Base Year: 2021
Fastest Growing Market: Asia-Pacific
Largest Market: North America
CAGR: 3.9 %
 hair style market

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Market Overview

The global hair styling products market is projected to record a CAGR of 3.9% during the forecast period 2022-2027.

The COVID-19 pandemic impacted the hair styling products market negatively. Due to stringent government restrictions and shutdowns, beauty salons and parlors were shut for an extended period of time. This led to a decline in sales of hair styling products. Moreover, people were stuck at home, and there weren't many social events, which further led to the demand decreasing for these products. On the other hand, during the second phase of the pandemic in 2020, the customers began personal grooming at home, which increased the demand for hair styling products that could be used at home conveniently.

Changing lifestyle and rising disposable income of the population in developed and developing countries is driving the market demand. Further, people's growing consciousness about their outer personality and growing affinity toward grooming themselves have led to an increase in the demand for hair styling products further. Moreover, product innovation and marketing activities by major players in the market are some of the factors propelling the market growth.

Furthermore, the rapid adoption of various hair styling products, such as hair mousse, gels, and others, across the globe is anticipated to boost demand for hair styling products over the forecast period. The need for organic ingredients in hair styling products to reduce heating and other styling damages has enhanced the scope of the product in the market. As a result, many companies are developing products in line with changing demands of customers to suit the changing trends of the market around the globe.

Scope of the Report

Hair styling products refer to the different products that are used for creating different hairstyles on natural hair. These products can be used individually and also with hair styling tools.

The global hair styling products market is segmented on the basis of product type, distribution channel, and geography. Based on the product type, the market is segmented into hair gel, hair mousse, hairspray, styling creams and waxes, and other styling products. On the basis of distribution channels, the market is segmented into convenience stores, supermarkets/hypermarkets, specialist stores, online retail stores, and other distribution channels. Further, based on geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD billion).

By Product Type
Hair Gel
Hair Mousse
Styling Creams and Waxes
Other Styling Products
By Distribution Channel
Convenience Stores
Specialist 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
United Arab Emirates
Rest of Middle-East and Africa

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Key Market Trends

Innovation and Social Media Triggering Market Growth

The increasing demand for hair styling products and the need to experiment with different styles of natural hair without causing damage to the hair is gaining traction in the market. The major reason for the growth in demand for hair styling products is the adoption of different Western hairstyles, along with making the hair straight, curly, and wavy, among other styles. The innovation by different companies in the creation of new hair styling products is further adding to market demand. For instance, in 2022, the Complex Culture brand launched a new hair mist, namely, Heat Cheat, which can be applied on damp hair before blow-drying, or on dry hair before using styling tools. This heat protectant mist helps in protecting hair from heat styling damages. Moreover, several millennials and Gen Z are attracted to various hairstyles in line with trends on social media platforms, like Tik Tok and others. The population is interested in trying different hairstyles by observing celebrities and influencers on social media platforms. This growing use of social media and adaptation of social media trends is driving the market growth.

 hair spray market

Asia-Pacific Emerging as the Fastest-growing Market

Asia-Pacific is the fastest-growing region for the hair styling products market. The market has a high growth rate, and China caters to a large portion of the market demand. The key players in the market focus on understanding the demand from customers in the urban and youth populations, along with their willingness to spend on the premium products offered in the market. Products designed for focused hair types are gaining popularity among users, with companies now focusing on products rich in active ingredients. Across all products, price segments, and sectors, there is an increase in demand for products with natural ingredients that prominently feature essential oils, organic, and biodynamic ingredients. Moreover, companies are engaging in research and development to understand the needs of the region, according to which they formulate different products. Most of the Asia-Pacific region is humid, which leads to different product requirements by individuals. For instance, in 2020, LOreal Paris launched its Elnett Satin Hairspray in India. This hairspray is available globally, claims to offer 24-hour hold, and is also humidity-resistant, catering to the geographic demand of the region.

hair styling industry

Competitive Landscape

The global hair styling products market is highly competitive with many global players. The market is consolidated with global companies like Henkel AG & Co. KGaA, Procter & Gamble, L’Oréal SA, and Unilever PLC, which are leading the market. The key players are focusing on technology to offer products made from organic and natural ingredients, catering to the growing customer demand. Locally made brands have also been contributing to the growth of hair styling products because of the diverse needs of different sets of customers in different regions. The companies are focusing on adapting to specialty stores’ business models, which help offer a mixed approach toward brands, categories, and products. Meanwhile, the companies are also focused on expanding their products geographically to cater to larger markets regionally.

Major Players

  1. Henkel AG & Co. KGaA

  2. Procter & Gamble

  3. L’Oréal S.A.

  4. Unilever PLC

  5. Mandom Corporation

Henkel AG & Co. KGaA, Procter & Gamble, LOreal SA, Unilever PLC, Mandom Corporation, Amorepacific, Shiseido Company Ltd,  Flora & Curl

Recent Developments

In 2022, Arata, a brand under Slick Organics Private Limited, launched its Advanced Curl Care range, which consists of hair styling products like gels and creams.

In 2021, BBlunt launched two new hairsprays, namely, Hot Shot Hold spray and Hot Shot Finish spray. This was to provide customers with a salon finish look and help them elaborate their hair styles.

In 2021, Ashland launched a new nature-derived hair styling polymer, namely, Styleze CSP. This hair styling polymer is prepared from cassia seed and helps in maintaining strong hold and humidity resistance.

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 By Product Type

      1. 5.1.1 Hair Gel

      2. 5.1.2 Hair Mousse

      3. 5.1.3 Hairspray

      4. 5.1.4 Styling Creams and Waxes

      5. 5.1.5 Other Styling Products

    2. 5.2 By Distribution Channel

      1. 5.2.1 Convenience Stores

      2. 5.2.2 Supermarkets/Hypermarkets

      3. 5.2.3 Specialist Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. Italy

        4. Spain

        5. France

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. United Arab Emirates

        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 Henkel AG & Co. KGaA

      2. 6.4.2 Procter & Gamble

      3. 6.4.3 LOreal SA

      4. 6.4.4 Unilever PLC

      5. 6.4.5 Mandom Corporation

      6. 6.4.6 Amorepacific

      7. 6.4.7 Shiseido Company Ltd

      8. 6.4.8 Flora & Curl

      9. 6.4.9 Godrej Group

      10. 6.4.10 Coty Inc.

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Hair Styling Products Market market is studied from 2016 - 2027.

The Hair Styling Products Market is growing at a CAGR of 3.9% over the next 5 years.

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

North America holds highest share in 2021.

Henkel AG & Co. KGaA, Procter & Gamble, L’Oréal S.A., Unilever PLC, Mandom Corporation are the major companies operating in Hair Styling Products Market.

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