Haircare sales rise 4.1% as premium home treatments reshape beauty portfolios

Haircare outpaces the broader beauty market

Haircare consumption increased 4.1% in 2025 from the previous year, reaching more than €2.95 billion, according to calculations by the Cosmetica Italia research center reported by Corriere della Sera. The result exceeded the beauty sector’s average growth rate of 3.2%, while hair-styling products ranked among its three best-performing categories with an annual sales increase of 8.3%.

The figures describe the Italian market rather than worldwide consumption, but the forces behind the increase have implications for global manufacturers and investors. International beauty groups are positioning haircare alongside skincare as a category where consumers accept more elaborate routines, specialized products and premium prices. This broadens the opportunity beyond shampoo and basic conditioning products.

Home routines create new product occasions

Corriere della Sera reports that consumers increasingly regard home hair treatments as an affordable daily luxury. The emerging routine generally has three stages: washing, sometimes preceded by a scalp scrub; applying conditioner or a mask; and using a heat protectant to limit damage associated with regular use of hair dryers, straighteners and similar appliances.

Each additional step creates a separate sales occasion. The market now spans cleansing, treatment, styling and coloring products, with offers ranging from entry-price supermarket brands to premium lines sold through perfumeries. Hair styling’s 8.3% growth indicates that spending is moving into products used after washing, giving manufacturers more room to increase the value of each routine without relying solely on higher shampoo volumes.

Beauty groups cover multiple price tiers

Large companies are responding with portfolios designed to reach consumers at different price points. L’Oréal’s range extends from Garnier to Aesop and includes Redken and Vichy. The Estée Lauder Companies owns Aveda, Bumble and bumble and The Ordinary. Henkel, whose mass-market portfolio includes Schwarzkopf, recently acquired premium haircare company Olaplex for $1.4 billion, according to Corriere della Sera.

The category also reaches consumers across age groups. Gen Z customers tend to experiment and follow trends, while Gen X consumers in their fifties are generally more loyal but remain prepared to pay for targeted products. Women are the core customer base, yet men represent a relevant segment, particularly for treatments intended to slow or prevent thinning and hair loss.

For producers and retailers, the central commercial question is how to serve this wide audience without weakening brand positioning. Mass-market labels provide scale, while premium brands capture consumers treating haircare as a discretionary luxury. The expansion of scalp care, masks, heat protection and styling also increases competition for shelf space and marketing investment. Companies able to connect specific needs with clear price tiers can participate in growth across several stages of the routine, while portfolios dependent on basic cleansing face a narrower opportunity.