United States Hair Care Market Size

Report on Industry Size & Market Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report offers United States Hair Care Market Growth Analysis. The market is Segmented by Product Type (Shampoo, Conditioner, Hair Styling Agent, Hair Colorant, Hair Oil, and Other Product Type) and Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Online Retail Stores, and Other Distribution Channels). The report offers market size and values in (USD million) for the above segments.

US Hair Care Market Size

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United States Hair Care Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Market Size (2024) USD 16.73 Billion
Market Size (2029) USD 19.87 Billion
CAGR (2024 - 2029) 3.49 %
Market Concentration High

Major Players

United States Hair Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


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US Hair Care Market Analysis

The United States Hair Care Market size is estimated at USD 16.73 billion in 2024, and is expected to reach USD 19.87 billion by 2029, growing at a CAGR of 3.49% during the forecast period (2024-2029).

According to the 2021 data from the International Journal of Dermatology and the United States National Library of Medicine, 33% of COVID-19 survivors in the United States experienced Telogen effluvium hair loss. A COVID-19 survivor experiences this type of acute hair loss due to the body's weakness from the illness. Also, the pandemic gave rise to stress-induced hair loss due to the uncertainty of the situation. This factor could pave the way for anti-hair loss or hair-thickening products during the forecast period. Post-COVID, work stress, frequent change in hair styling, and excessive use of chemicals on hair are also causing hair damage. Thus, in 2021, virtue Labs launched Flourish female-focused hair loss lines.

The US haircare market witnessed several changes in the past decade, with the emergence of various hairstyling, hair regrowth, and hair colorant products. The shampoo segment is expected to maintain its dominance in the market, while the hair colorant and conditioner segments may witness rapid adoption rates over the forecast period. The demand for hair care products across the region is primarily boosted by the increased consumer demand for sustainable, chemical-free, and eco-friendly products, along with a surge in product developments based on contemporary market potentials. The fashion-conscious youth is constantly aware of various hair care offerings, such as hair styling and colorant products, to express their individuality. Thus, such consumer habits are driving the market.

US Hair Care Market Trends

This section covers the major market trends shaping the US Hair Care Market according to our research experts:

Escalating Expenditure on Hair Care Products

The market is experiencing growth due to the availability and affordability of hair care products, such as shampoo, conditioner, oil, and hair spray, leading to enhanced spending patterns in the hair care market. An increasing number of millennials are experiencing hair problems like hair fall and dandruff due to changing lifestyle patterns, along with an increase in stress levels, especially among the working-class women population, which may boost the demand for hair care products during the forecast period. A further shift in consumer preferences and discretionary spending on hair care products encourages manufacturers to bring product innovations in terms of packaging to boost the market demand.

Products such as treatment oils for hair loss protection, imparting shine, and decreasing frizz are available in dropper packaging for proper dosing and precise application. Companies have also started offering travel-size packaging, such as sachets, deluxe samples, and mini bottles, for convenience and portability, which are acting as driving factors for the market studied. In response to the rising expenditure on hair care products, the players operating in the market are implementing various strategies, like product innovations, expansions, and promotional investments, to gain market share. For instance, in September 2022, Epres launched a new product, Olaplex, for bond repair for heat-damaged hair.

Hair Care Market: Average Annual Expenditure on Hair Care Products per Consumer Unit, in USD, United States, 2018 -2021

Shampoo Holds the Largest Share

There is a growing demand for shampoos due to the rising prevalence of hair problems, such as dandruff, hair fall, oily hair, and itchiness, which may boost shampoo sales during the forecast period. Dry shampoo has gained prominence in the United States over the last five years. The benefit of daily shampooing is questioned as many argue that frequent washing can strip the hair from its natural oils, creating an opportunity for dry shampoos. Further, convenience is a compelling attribute for consumers, as it plays a definite part in purchases. Companies started incorporating convenient attributes to their dry shampoo products, keeping in line with consumer preferences.

The demand for herbal shampoos is growing at a more excellent pace than cosmetic shampoos, dry shampoos, and anti-dandruff shampoos. Natural ingredients and botanicals for hair care products are performing well in the United States, thus boosting the herbal shampoo market. Product innovations, the emerging men's grooming sector, and increasing demand for organic shampoos are likely to drive the shampoo market during the forecast period. For instance, in August 2022, Hankel collaborated with THE UNSEEN to produce natural hair color, i.e., Color Alchemy, the world's first prismatic holographic hair color reactive to temperature.

Hair Care Market: Market Share (%), By Product Type, United States, 2021

US Hair Care Industry Overview

The US hair care market is highly competitive. The most active companies in the market are Procter & Gamble Co., Unilever PLC, Garnier, L'Oréal SA, and Henkel AG & Co. KgaA. They consider mergers and acquisitions as their key strategies to consolidate and optimize their offerings. These players merge with local players to gain dominance in the local markets. Procter & Gamble is one of the most active companies in the market, with numerous brands offering a broad range of hair care products. The company has spent considerably on improving the quality of products and product innovation in terms of functionality, ingredients, size, and packaging. For instance, in November 2021, Procter & Gamble partnered with materials specialist Eastman to use Eastman Renew molecular-recycled plastic in packaging for its Herbal Essences brand.

US Hair Care Market Leaders

  1. L'Oreal SA

  2. The Estée Lauder Companies Inc.

  3. Procter & Gamble Co.

  4. Unilever PLC

  5. Henkel AG & Co. KGaA

*Disclaimer: Major Players sorted in no particular order

United States Hair Care Market Concentration
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US Hair Care Market News

  • In August 2022: Proctor & Gamble's brand, Head & Shoulders, launched a new shampoo range for dry scalp care. The company launched a few more hair care shampoos with different properties like smooth, silky, and anti-hair fall shampoos.
  • In September 2021: L'Oréal filed a patent on its natural sugar-based curly hair styling formula. An international beauty major, the company developed a hair styling formulation for curly hair from a blend of sugar compounds and plant fiber, offering a natural and lightweight alternative to film-forming polymer and silicone products.
  • In August 2021: Procter & Gamble formally launched its newest hair care brand, Nou. It is sold through Walmart and expanded to other stores in the United States.

US Hair Care Market Report - 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 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitutes

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Shampoo

      2. 5.1.2 Conditioner

      3. 5.1.3 Hair Styling Agent

      4. 5.1.4 Hair Colorant

      5. 5.1.5 Hair Oil

      6. 5.1.6 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialty Stores

      4. 5.2.4 Online Retail Stores

      5. 5.2.5 Other Distribution Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Co.

      2. 6.3.2 Unilever PLC

      3. 6.3.3 L'Oreal SA

      4. 6.3.4 Shiseido Company Limited

      5. 6.3.5 The Estee Lauder Companies Inc.

      6. 6.3.6 Kao Corporation

      7. 6.3.7 Henkel AG & Co. KGaA

      8. 6.3.8 Amway Corporation

      9. 6.3.9 Natura & Co.

      10. 6.3.10 Moroccanoil

      11. 6.3.11 Garnier

    4. *List Not Exhaustive

**Subject to Availability
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US Hair Care Industry Segmentation

Hair care is an overall term for hygiene and cosmetology involving hair. Hair care routines differ according to an individual's culture and the physical characteristics of one's hair. The US hair care market is segmented by product type into shampoo, conditioner, hair styling agent, hair colorant, hair oil, and other product types. By distribution channel, the market is segmented into supermarkets/hypermarkets, convenience stores, specialty 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).

Product Type
Hair Styling Agent
Hair Colorant
Hair Oil
Other Product Types
Distribution Channel
Convenience Stores
Specialty Stores
Online Retail Stores
Other Distribution Channels
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US Hair Care Market Research FAQs

The United States Hair Care Market size is expected to reach USD 16.73 billion in 2024 and grow at a CAGR of 3.49% to reach USD 19.87 billion by 2029.

In 2024, the United States Hair Care Market size is expected to reach USD 16.73 billion.

L'Oreal SA, The Estée Lauder Companies Inc., Procter & Gamble Co., Unilever PLC and Henkel AG & Co. KGaA are the major companies operating in the United States Hair Care Market.

In 2023, the United States Hair Care Market size was estimated at USD 16.17 billion. The report covers the United States Hair Care Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the United States Hair Care Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The sustainability challenges and opportunities in the US Hair Care Industry are a) Eco-friendly packaging b) Ethical sourcing c) Consumer demand for sustainable products

United States Hair Care Industry Report

The US hair care market is poised for significant growth, largely driven by offline channels such as salons, specialty stores, and drugstores. The industry, known for its vibrant nature, is seeing a surge in consumer demand for premium brands, emphasizing the importance of self-grooming and health-conscious decisions. With an expanding range of color shades and innovative products designed to meet specific needs, major players are strategically enhancing their presence. This sector's dynamics are reflected in the shampoo market share and broader hair care market trends, highlighting a robust market structure that caters to diverse consumer demographics. For detailed hair industry worth projections and hair care industry statistics, inclusive of market trends and forecasts, accessing comprehensive industry reports can provide strategic insights and competitive analysis. Get a sample of this industry analysis as a free report PDF download.

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United States Hair Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)