
Study Period | 2019 - 2030 |
Base Year For Estimation | 2024 |
Forecast Data Period | 2025 - 2030 |
Market Size (2025) | USD 526.85 Million |
Market Size (2030) | USD 711.06 Million |
CAGR (2025 - 2030) | 6.18 % |
Market Concentration | Low |
Major Players![]() *Disclaimer: Major Players sorted in no particular order |
South Africa Hair Care Market Analysis
The South Africa Hair Care Market size is estimated at USD 526.85 million in 2025, and is expected to reach USD 711.06 million by 2030, at a CAGR of 6.18% during the forecast period (2025-2030).
The South African hair care industry is experiencing a significant digital transformation, driven by evolving consumer behaviors and technological advancements. With over 38.25 million active internet users and 26.02 million active social media users in the region, brands are increasingly leveraging digital platforms for product launches and marketing initiatives. The shift towards online retail has been particularly notable, with health and beauty accounting for 21% of e-commerce sales in the country. This digital evolution has prompted major retailers and brands to enhance their online presence and develop omnichannel strategies to meet consumer demands.
The market is witnessing a notable shift towards natural and organic products, reflecting growing consumer awareness about ingredient safety and sustainability. Manufacturers are responding to this trend by developing products with nature-inspired ingredients, such as plant-based and premium botanical components. This transformation is evident in recent product launches, such as the Body Shop South Africa's introduction of its most sustainable hair care line in 2023, featuring bottles and tubs made from 100% recyclable and recycled plastic. The focus on natural formulations has become a key differentiator in the market, with brands emphasizing ingredients like shea butter, coconut oil, castor oil, avocado oil, and marula oil.
Celebrity partnerships and influencer collaborations have emerged as powerful drivers of market growth and brand awareness. A notable example is the July 2022 launch of the "Be You" hair care brand by South African television celebrity Boity Thulo in collaboration with Front Row Hair. Social media platforms have become crucial marketing channels, with brands leveraging these platforms to showcase products and generate consumer engagement. This trend has particularly benefited smaller and emerging brands, which can effectively reach their target audience through strategic social media marketing and influencer partnerships.
The distribution landscape continues to evolve, with retailers adopting innovative approaches to meet changing consumer preferences. Supermarkets and hypermarkets remain dominant channels, but there is an increasing focus on specialty stores and online retail platforms. Major retailers are investing in their digital infrastructure while also enhancing their physical store experiences. The market has seen the emergence of specialized beauty retailers offering expert advice and product demonstrations, catering to consumers seeking personalized hair care solutions. This multi-channel approach has created new opportunities for brands to showcase their products and connect with consumers through various touchpoints.
South Africa Hair Care Market Trends
Natural/Organic Products Gaining Prominence
The South African haircare market has witnessed a significant shift toward natural hair products South Africa, driven by increasing consumer awareness about the harmful effects of certain compounds like parabens and aluminum present in conventional hair products. Consumers are increasingly basing their purchasing decisions on product efficacy, duration of protection, and clinical properties, with a strong preference for natural formulations. This trend has prompted manufacturers to develop trending hair care products incorporating nature-inspired ingredients, such as plant-based and premium botanical components, coupled with multifunctional properties. For instance, in April 2023, Moroccanoil launched its Professional Haircolor Collection in South Africa, featuring proprietary ProArginine + ArganID System technology that delivers protection throughout the color process.
The natural ingredients commonly used in hair products include shea butter, coconut oil, castor oil, avocado oil, and marula oil, which provide essential nutrients for healthier and stronger hair growth. Companies are actively developing products like hair masks, haircare sprays, and hair dyes that exclude artificial bactericides to capture the growing demand for natural and organic products. The natural hair movement in South Africa has created significant awareness among female consumers and has supported the sales of herbal hair care products, particularly shampoos and conditioners. According to UN Comtrade data, South African shampoo imports from the United States reached USD 345.128 million, while imports from the United Kingdom totaled USD 177.317 million in 2021, indicating the strong demand for quality hair care products, including natural and organic variants.
Growing Influence of Social Media and Digital Technology
The evolution of digital technologies, including smartphones, personal computers, e-commerce platforms, and social media, has fundamentally transformed communication strategies and marketing campaigns in the South African haircare market. Social media has become an increasingly vital platform for brands to showcase their products, with posts reaching a wide range of potential customers globally. As of January 2021, South Africa recorded 38.25 million active internet users, 37.15 million active mobile internet users, and 26.02 million active social media users, demonstrating the significant digital penetration in the country.
The impact of social media marketing is particularly evident in consumer behavior patterns, with research showing that 47% of consumers discover new brands through ads on social media, followed by 43.8% through retail websites, and 43.4% through word-of-mouth recommendations. Search engines remain the primary research channel, with 70% of consumers using them to research brands, followed by social networks at 60% and consumer reviews at 46.5%. Brands are experimenting with creative narratives across platforms and consumer touchpoints throughout the purchase journey, from inspirational social campaigns to content designed to save consumers' time while searching for specific hair products. This digital transformation has enabled smaller or start-up brands with limited marketing budgets to gain visibility and connect with their target audience through social media platforms, influencer partnerships, and direct-to-consumer marketing strategies.
Segment Analysis: By Product Type
Conditioner Segment in South Africa Hair Care Market
The conditioner segment has established itself as the dominant force in South Africa's hair care market, commanding approximately 29% market share in 2024. This leadership position can be attributed to the increasing consumer awareness about hair maintenance and the growing demand for specialized conditioning products. The segment's growth is driven by innovations in product formulations, particularly those addressing specific hair concerns like damage repair, color protection, and frizz control. Hair products manufacturers are focusing on natural and organic ingredients, responding to the rising consumer preference for chemical-free products. The segment has also benefited from the increasing adoption of multi-step hair care routines among South African consumers, who are increasingly viewing conditioners as an essential rather than optional hair care product.

Hair Colorant Segment in South Africa Hair Care Market
The hair colorant segment is emerging as the most dynamic category in the South African hair care market, projected to grow at approximately 7% during 2024-2029. This robust growth is being driven by increasing fashion consciousness among young consumers and growing demand for personalized hair color solutions. Hair products manufacturers in South Africa are introducing innovative products with natural ingredients and focusing on developing solutions specifically for African hair types. The segment is witnessing a surge in demand for ammonia-free and organic hair colors, reflecting the broader trend toward safer and more natural beauty products. Social media influence and celebrity endorsements are playing a crucial role in driving the adoption of hair coloring products, particularly among younger consumers who are more experimental with their hair color choices.
Remaining Segments in South Africa Hair Care Market
The other segments in the South African hair care market, including shampoo, hair styling products, and other product types, continue to play vital roles in shaping the overall market landscape. The shampoo segment maintains its position as a fundamental hair care product, with hair product manufacturing focusing on specialized formulations for different hair types and concerns. Hair styling products cater to the growing demand for products that help achieve various hairstyles while maintaining hair health. The other product types category, which includes hair oils, serums, and masks, addresses specific hair care needs and treatments, contributing to the market's diversity and depth. These segments are characterized by continuous innovation in formulations and increasing incorporation of natural and organic ingredients to meet evolving consumer preferences.
Segment Analysis: By Distribution Channel
Supermarkets/Hypermarkets Segment in South Africa Hair Care Market
The supermarkets/hypermarkets segment dominates the South African hair care market, commanding approximately 44% market share in 2024. This channel's prominence can be attributed to its extensive retail space and ability to cater to diverse consumer preferences across hair care products, including shampoos, conditioners, hair oils, and hair colorants. The segment's success is driven by consumers' preference for bulk purchasing to maximize value and reduce shopping frequency. Major retailers like Walmart, SPAR, Pick n Pay, Clicks Group Ltd, and Woolworths have strengthened their position by offering comprehensive product assortments, competitive pricing, and convenient shopping experiences. These outlets provide dedicated shelf space for various product categories, from anti-dandruff shampoos to hair smoothening conditioners and ammonia-free hair colors, making them a one-stop destination for hair care needs.
Specialty Stores Segment in South Africa Hair Care Market
The specialty stores segment demonstrates robust growth potential in the South African hair care market, driven by its focus on premium products and personalized customer service. These stores offer enhanced brand visibility and a comprehensive range of hair care products, including specialized sections for hair fall treatment, anti-dandruff, scalp care, and herbal products. The segment's growth is supported by tailor-made approaches and customized product offerings that cater to specific consumer needs. Leading brands like Estee Lauder, L'Oreal SA, and Procter & Gamble prefer these channels for their ability to provide in-store assistance and product demonstrations. The segment's expansion is further bolstered by the increasing consumer concerns surrounding various hair problems and the growing demand for premium hair care solutions.
Remaining Segments in Distribution Channel
The other distribution segments in the South African hair care market include convenience stores, online retail stores, and other retail channels such as pharmacies, drug stores, and direct selling. Convenience stores serve as crucial touchpoints in numerous locations, offering competitive prices and good service quality. The online retail channel, though currently small, is rapidly evolving with the increasing adoption of e-commerce platforms and digital payment solutions. Pharmacies and drug stores play a vital role in areas where standalone brand retail stores are limited, leveraging their trusted status and the expertise of in-store personnel. Direct selling companies are also making significant inroads by recruiting independent contractors and offering personalized service experiences.
South Africa Hair Care Industry Overview
Top Companies in South Africa Hair Care Market
The hair industry in South Africa is dominated by major multinational corporations, including Procter & Gamble, L'Oréal, Unilever, and Amka Products, alongside regional player Tiger Consumer Brands. These companies are heavily investing in research and development to introduce innovative products that cater to specific consumer needs, particularly in the ethnic hair care segment. Product innovation remains the most adopted strategy, with companies focusing on natural ingredients, sustainable packaging, and specialized formulations. Operational agility is demonstrated through rapid adaptation to changing consumer preferences and market dynamics, especially in response to the growing demand for natural and organic products. Strategic partnerships with retailers, distributors, and digital platforms have become crucial for market penetration and brand visibility. Companies are expanding their presence through omnichannel distribution strategies, including e-commerce platforms and specialized retail outlets, while also investing in local manufacturing capabilities to better serve the South African hair business.
Concentrated Market with Strong Local Presence
The South African hair care market exhibits a highly concentrated structure, with the top five players commanding a significant market share. Global conglomerates leverage their extensive research capabilities, established brand portfolios, and international expertise to maintain their market positions, while local players like Amka Products and Tiger Consumer Brands capitalize on their deep understanding of regional consumer preferences and established distribution networks. The market demonstrates a mix of multinational corporations and domestic companies, creating a competitive environment that drives innovation and product development. These companies compete through brand differentiation, pricing strategies, and targeted marketing campaigns to capture various consumer segments.
The market shows limited merger and acquisition activity, with companies focusing more on organic growth and strategic partnerships rather than consolidation. International players are strengthening their presence by establishing local manufacturing facilities and forming partnerships with regional distributors to enhance their market reach. The competitive landscape is characterized by significant barriers to entry, including high capital requirements for manufacturing facilities, established brand loyalty, and the need for extensive distribution networks. Companies are increasingly investing in digital transformation and e-commerce capabilities to remain competitive and meet evolving consumer shopping preferences.
Innovation and Consumer Focus Drive Success
For incumbent companies to maintain and increase their market share, a multi-faceted approach focusing on product innovation, sustainability, and digital transformation is essential. Companies must invest in research and development to create products that address specific hair care needs, particularly for the ethnic hair care segment, which represents a significant market opportunity. Building strong relationships with retailers and distributors, while simultaneously developing direct-to-consumer channels, helps maintain market presence and control over brand positioning. Sustainability initiatives, including eco-friendly packaging and natural ingredients, are becoming increasingly important for maintaining consumer trust and market leadership.
New entrants and challenger brands can gain ground by focusing on niche segments and leveraging digital platforms for market entry. Understanding and catering to specific consumer needs, particularly in underserved segments, provides opportunities for market penetration. The risk of substitution remains relatively low due to the essential nature of hair care products, but companies must continue to innovate to maintain consumer interest. Regulatory requirements, particularly regarding ingredient safety and environmental impact, influence product development and marketing strategies. Success in this market requires a balanced approach between innovation, operational efficiency, and consumer engagement, while maintaining compliance with evolving regulations and sustainability requirements. The South African hair and beauty industry is poised for growth, driven by these strategic initiatives.
South Africa Hair Care Market Leaders
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The Estée Lauder Companies
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Unilever Plc
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Procter & Gamble Company
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Canviiy LLC
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L'Oréal S.A.
- *Disclaimer: Major Players sorted in no particular order

South Africa Hair Care Market News
- May 2022: Nubian Crown Hair Studio partnered with L'Oréal Professionals to launch DIA Light and DIA Richesse safe colors for type 3 and 4 ethnic hair at their salon in Hyde Park, Johannesburg.
- November 2021: Zero-waste personal care brand Bhuman launched a new water-activated powdered unisex hair wash, aiming to make a significant environmental impact due to the high penetration of shampoo. The product is now available in Malaysia, Hong Kong, and South Africa.
- October 2021: South African natural hair care brand 'Curls in Bloom' debuted a new range of hair care products, including shampoos, conditioners, hair masks, oils, curl-activating creams, and 11 other products.
South Africa Hair Care Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
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4.1 Market Drivers
- 4.1.1 Innovative Launches
- 4.1.2 Hair Concerns Among Consumers
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4.2 Market Restraints
- 4.2.1 Availability of Counterfeit Products
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4.3 Porter's Five Forces Analysis
- 4.3.1 Threat of New Entrants
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Bargaining Power of Suppliers
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
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5.1 Product Type
- 5.1.1 Shampoo
- 5.1.2 Conditioner
- 5.1.3 Hair Colorant
- 5.1.4 Hair Styling Products
- 5.1.5 Other Product Types
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5.2 Distribution Channel
- 5.2.1 Supermarkets/Hypermarkets
- 5.2.2 Convenience Stores
- 5.2.3 Specialty Stores
- 5.2.4 Online Retail Stores
- 5.2.5 Other Distribution Channels
6. COMPETITIVE LANDSCAPE
- 6.1 Key Strategies Adopted
- 6.2 Market Share Analysis
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6.3 Company Profiles
- 6.3.1 Unilever Plc
- 6.3.2 Procter & Gamble Company
- 6.3.3 L'Oreal S.A.
- 6.3.4 Canviiy LLC
- 6.3.5 The Este Lauder Companies
- 6.3.6 Moroccan Oil Israel Ltd
- 6.3.7 Johnson & Johnson (Pty) Ltd
- 6.3.8 Coty Inc.
- 6.3.9 Panzeri Diffusion Srl
- 6.3.10 Amka products Pty Ltd.
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
South Africa Hair Care Industry Segmentation
Hair care products help maintain hair in a controlled and desirable manner.
The South African hair care 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 supermarkets/hypermarkets, specialty stores, convenience stores, online retail stores, and other distribution channels.
For each segment, the market sizing and forecasts have been done based on value (in USD).
Product Type | Shampoo |
Conditioner | |
Hair Colorant | |
Hair Styling Products | |
Other Product Types | |
Distribution Channel | Supermarkets/Hypermarkets |
Convenience Stores | |
Specialty Stores | |
Online Retail Stores | |
Other Distribution Channels |
South Africa Hair Care Market Research Faqs
How big is the South Africa Hair Care Market?
The South Africa Hair Care Market size is expected to reach USD 526.85 million in 2025 and grow at a CAGR of 6.18% to reach USD 711.06 million by 2030.
What is the current South Africa Hair Care Market size?
In 2025, the South Africa Hair Care Market size is expected to reach USD 526.85 million.
Who are the key players in South Africa Hair Care Market?
The Estée Lauder Companies, Unilever Plc, Procter & Gamble Company, Canviiy LLC and L'Oréal S.A. are the major companies operating in the South Africa Hair Care Market.
What years does this South Africa Hair Care Market cover, and what was the market size in 2024?
In 2024, the South Africa Hair Care Market size was estimated at USD 494.29 million. The report covers the South Africa Hair Care Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the South Africa Hair Care Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Our Best Selling Reports
South Africa Hair Care Market Research
Mordor Intelligence provides a comprehensive analysis of the South Africa hair care market. We leverage extensive expertise in hair industry research and consulting. Our detailed report examines the dynamic hair care industry landscape. It includes trends in hair product manufacturing, activities of hair manufacturers in South Africa, and emerging opportunities in the beauty industry in South Africa. The analysis also covers hair products manufacturers, hair brands in South Africa, and crucial hair care industry statistics. This information is available in an easy-to-read report PDF format for download.
The report offers stakeholders valuable insights into salon industry statistics, hair salon industry dynamics, and hair growth products trends in South Africa. Our analysis benefits manufacturers, retailers, and investors by examining hair business opportunities, trending hair care products, and the demand for natural hair products. The research includes hair industry worth assessments, salon retail sales statistics, and a detailed analysis of South African hair care brands. This enables informed decision-making for business growth and market expansion strategies.