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

The South Africa Hair Care Market is segmented by Product Type (Shampoo, Conditioner, Hair Colorant, Hair Styling Products, and Other Product Types) and Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels).

Market Snapshot

Study Period: 2016 - 2026
Base Year: 2021
CAGR: 5.7 %

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Market Overview

The South African hair care market is projected to register a CAGR of 5.7% during the forecast period (2021-2026).

The beauty industry (comprising skincare, color cosmetics, haircare, fragrances, and personal care) has been affected by the COVID-19 crisis, as there have been widespread retail and salon store closures leading to the weakening sales of various beauty and personal care products in South Africa. ​The hair care market in South Africa registered a modest current value increase in 2020, as the growth was driven by the DIY trend.

In South Africa, with around 55 million population and a shifting demographic profile, the hair care market is positively correlated with a rise in disposable income, presenting a vast potential for the consumer market.

Women in the country prefer more variety in their hair care products, going from braids to weaves, to chemical treatments, to other drastic style changes. Dry shampoos are expected to revolutionize the hair care industry in South Africa. Key players like Batiste offer users with perfect blends of combinations in the country.

Scope of the Report

Haircare is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp. The South African haircare market is segmented by product type and distribution channel. Based on product type, the market is segmented into shampoos, conditioners, hair colorants, hair styling products, and other hair care products. Based on the distribution channel, the market is segmented into supermarket/hypermarket, specialty stores, convenience 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).

By Product Type
Hair Colorant
Hair Styling Products
Other Product Types
By Distribution Channel
Convenience Stores
Specialty Store
Online Retail Stores
Other Distribution Channels

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Key Market Trends

Increasing Preference for Ethnic Hair Care Products

There is a strong demand for products that address curl control (a predominant concern for the ethnic consumer), prevent hair breakage, and control frizz in South Africa. As a result, key players invest in product development in growing application areas, such as innovative hair styling and intensive conditioner products, to meet ethnic (black) consumer’s hair care requirements.

Some popular product concepts in ethnic hair care products include sulfate-free shampoos; co-wash products, also known as cleansing conditioners; replenishing masks, oils, and creams; scalp care balms; sprays for curl definition and shine; moisturizing gels; hair polish and freeze control serums; heat protectants; and curl friendly foams.

In recent years, the ethnic hair care products market has transformed in South Africa due to several acquisitions and mergers, proving the growing importance of the ethnic consumer. Large multinationals, such as Revlon, L’Oréal, and Alberto-Culver, are increasing their stakes in this market by acquiring companies that cater to the unique hair care needs of African consumers.

SA Hair Care Market1

Growing Preference for Organic Shampoos

There is increased awareness among consumers of the damage caused by harsh chemicals such as sulphates and parabens, which can often be used in hair care products. As a result, an increasing number of consumers are now looking for clean brands which use natural and organic ingredients. Moreover, shampoos that claim functional benefits, such as anti-pollution, hair growth, dandruff-free, and organically certified, are gaining popularity in the market, occupying the majority of shelf space in retail stores.

Also, it has been observed that many consumers are becoming aware of the harmful effects of chemical ingredients present in various shampoos. This change in the consumer’s preference is likely to lead to high demand for shampoos that are organic in nature. Recently, the Natural hair movement in South Africa has also created awareness among female consumers and has supported the sales of herbal hair care products, especially shampoos and conditioners, in the country.


Competitive Landscape

The South African hair care market is highly competitive, with the presence of numerous global as well as local players. The key players in the market are trying to gain a competitive advantage over other players with high product innovation. Also, the increasing investment in R&D activities by the local players for customized products enabled them to gain traction in the market. A few of those prominent players include L’Oreal SA, Unilever, and Procter & Gamble.

Recent Developments

In 2020, The Boity launched a haircare range on the Halo Heritage website. The products are all paraben, sulfate, and cruelty-free.

In 2019, Procter & Gamble launched waterless hair care products, including dry shampoo, which has been launched in Cape Town. This new development will not only help them reduce their impact on the environment but change the way the Africans look at hair maintenance.

In 2019, OWay launched organic hair products in South Africa. Its hair care products are 100% green, 100% sustainable, and 100% PETA approved. The brand offers not only organic hair products but also follows sustainable packaging in the product offered.

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 Product Type

      1. 5.1.1 Shampoo

      2. 5.1.2 Conditioner

      3. 5.1.3 Hair Colorant

      4. 5.1.4 Hair Styling Products

      5. 5.1.5 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Store

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels


    1. 6.1 Most Active Companies

    2. 6.2 Key Strategies Adopted

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Unilever

      2. 6.4.2 Procter & Gamble

      3. 6.4.3 L'oreal

      4. 6.4.4 Amka Products (Pty) Ltd

      5. 6.4.5 The Estée Lauder Companies

      6. 6.4.6 Avon

      7. 6.4.7 Moroccanoil

      8. 6.4.8 Johnson & Johnson (Pty) Ltd

      9. 6.4.9 Coty Inc.

      10. 6.4.10 Panzeri Diffusion SRL (Milk_Shake)

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The South Africa Hair Care Market market is studied from 2016 - 2026.

The South Africa Hair Care Market is growing at a CAGR of 5.7% over the next 5 years.

Procter & Gamble, Amka Products (Pty) Ltd, Unilever , L'Oreal SA, The Estée Lauder Companies are the major companies operating in South Africa Hair Care Market.

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