Keratin Hair Care Products Market Size, Share & Trends Analysis Report By Product (Shampoo, Conditioner, Hair Mask, Serum & Oil, Treatments), By End-use (Individuals, Professionals), By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2030

Keratin Hair Care Products Market Trends

The global keratin hair care products market size was estimated at USD 4,953.7 million in 2023 and is projected to grow at a CAGR of 7.4% from 2024 to 2030. This growth is driven by increasing consumer demand for hair strengthening and smoothing solutions, rising awareness of hair damage from environmental factors, and the popularity of keratin treatments for improving hair texture and shine. In addition, innovations in keratin product formulations and expanding distribution channels are contributing to market growth.

One major growth driver of the market is the increasing consumer awareness and demand for hair damage repair solutions. As environmental factors like pollution, UV radiation, and harsh water quality continue to affect hair health, consumers are increasingly seeking products that can restore and protect their hair. Keratin-based products are particularly popular because they offer benefits such as strengthening the hair shaft, reducing frizz, and enhancing shine. This growing demand for effective, salon-quality treatments that can be used at home is driving innovation and expansion in the market, as brands develop new formulations and products to meet consumer needs.

In the rapidly expanding keratin hair care market, leading brands continue to innovate and capture consumer attention with award-winning products. For instance, Henkel's hair brands Schwarzkopf Keratin Color and göt2b received multiple prestigious beauty awards in 2023, including from Glamour, Cosmopolitan, Ebony, and Shop TODAY. These recognitions highlight their innovative products, such as göt2b glued Bonding Glue and Schwarzkopf Keratin Color Permanent Hair Color Cream, which are celebrated for their quality and effectiveness. The success and recognition of such products contribute to the market growth by driving consumer demand for high-quality, reliable hair care solutions that offer benefits like strong hold, gray coverage, and reduced breakage.

Protein-based shampoos are witnessing increased demand due to their ability to strengthen and repair damaged hair by replenishing essential proteins like keratin and collagen. These proteins help rebuild the hair's structure, improve elasticity, and reduce breakage, making them particularly appealing to consumers with dry, damaged, or chemically treated hair. For example, Keratin Complex’s Keratin Care Smoothing Shampoo and Conditioner are designed to restore moisture, control frizz, and enhance shine, while providing the deep conditioning benefits of keratin. Similarly, the Schwarzkopf Bond Enforcing System within their Keratin Blonde range helps fortify hair while delivering vibrant color results, showcasing the growing trend towards protein-rich hair care solutions.

Product Insights

The shampoo segment led the market with the largest revenue share of 38.04% in 2023, driven by the widespread consumer preference for products that offer enhanced hair strength and smoothness. Innovations such as sulfate-free formulations and advanced keratin infusion technologies have contributed to this growth.

The treatments segment is expected to grow at the fastest CAGR of 9.2% from 2024 to 2030. This is attributed to ongoing advancements like customizable keratin treatments and products with added conditioning agents. These innovations cater to diverse hair types and needs, further driving the market's growth.

The growing consumer demand for efficient salon solutions has led to advancements in product and service options offered by professionals and salons. In July 2023, Keratin Complex launched KCEXPRESS at The Salon at ULTA Beauty, offering a quick, affordable keratin smoothing treatment that enhances hair color, shine, and manageability. Available nationwide, KCEXPRESS costs $50 and takes only 15 minutes when added to a color service or one hour as a standalone treatment. This innovation is set to drive growth in the keratin hair care market by providing a fast, cost-effective solution for clients, thus increasing the accessibility and appeal of professional keratin treatments.

End-use Insights

Based on end use, the individuals segment led the market with the largest revenue share of 70.19% in 2023. Thisis primarily due to the effectiveness of keratin-based hair care in addressing common hair concerns such as damage, frizz, and breakage. Consumers increasingly seek products that offer long-lasting solutions for hair strengthening and smoothness, driven by the rising awareness of environmental damage and the desire for salon-quality results at home. Innovations in keratin formulations, such as advanced delivery systems and added nourishing ingredients, have further boosted their popularity.

The professionals segment is expected to grow at the fastest CAGR of 7.9% from 2024 to 2030, driven by their increasing use in salons for high-performance hair treatments. Professionals are seeking advanced products that offer superior results in terms of strength, shine, and frizz control, leading to a preference for keratin-based solutions. Innovations such as customizable treatments and formulations tailored to different hair types enhance the appeal of these products. In addition, the growing trend of clients requesting keratin treatments for their long-lasting benefits contributes to this upward demand among professionals.

Distribution Channel Insights

Based on distribution channel, the hypermarkets and supermarkets segment led the market with the largest revenue share of 34.10% in 2023, reflecting the widespread consumer preference for these retail channels. Hypermarkets and supermarkets offer convenient access to a wide range of keratin products, making it easier for consumers to purchase their preferred brands at one stop. The availability of promotions, bulk purchasing options, and the ability to compare products on-site contribute to their popularity. In addition, the presence of well-established hair care brands in these retail environments enhances consumer trust and drives sales growth.

The online segment is projected to grow at the fastest CAGR of 8.4% from 2024 to 2030, driven by the increasing shift towards e-commerce and digital shopping. Consumers are attracted to the convenience of online shopping, access to a wider range of products, and the ability to easily compare prices and read reviews. The rise of direct-to-consumer brands and personalized online marketing also enhances visibility and consumer engagement.

Regional Insights

North America dominated the keratin hair care products market with the revenue share of 26.10% in 2023, driven by a high demand for premium and innovative keratin hair treatments in the U.S. and Canada. The region’s strong emphasis on salon services and the prevalence of professional-grade hair care products contribute significantly to this share.

U.S. Keratin Hair Care Products Market Trends

The keratin hair care products market in the U.S. is expected to grow at the fastest CAGR of 7.0% from 2024 to 2030. The market is witnessing growth owing to the demand for advanced, effective at-home keratin hair care solutions. Schwarzkopf Keratin Blonde has been awarded the 2024 Product of the Year USA for Most Innovative Hair Treatment, reflecting its impact in the U.S. market.

Europe Keratin Hair Care Products Market Trends

The keratin hair care products market in Europe accounted for a revenue share of over 21% in 2023, driven by high consumer demand for premium hair care solutions and a strong inclination towards salon-quality treatments. The region’s well-established beauty industry, coupled with a growing trend of personalized and professional hair care products, further supports this significant market share. In addition, Europe’s emphasis on sustainability and eco-friendly formulations has boosted the appeal of innovative keratin products that align with these values.

Asia Pacific Keratin Hair Care Products Market Trends

The keratin hair care products market in Asia Pacific is expected to grow at the fastest CAGR of 8.2% from 2024 to 2030, driven by rising disposable incomes and increasing urbanization in countries like China and India. The growing influence of beauty trends and the expanding middle class in these nations are fueling demand for premium hair care solutions. In addition, the region's increasing adoption of salon treatments and innovative hair care products, combined with a heightened focus on personal grooming, further supports the market growth in Asia Pacific.

Key Keratin Hair Care Products Company Insights

Key companies in the global market includes industry leaders such as L'Oréal, Henkel, and Keratin Complex. These companies hold substantial market shares due to their extensive product portfolios and strong brand presence. Brands such as Schwarzkopf and Keratin Complex are prominent examples, offering advanced keratin treatments that cater to diverse consumer needs. The competitive landscape is marked by continuous innovation, with these key players investing in research and development to introduce new formulations and maintain their market positions.

Recent Developments

• In July 2024, Keratin Complex launched jumbo sizes of their popular Keratin Care Smoothing Shampoo and Conditioner, along with a new Keratin Care Hand & Body Wash. The hand and body wash hydrates and softens skin with a blend of Signature Keratin, aloe vera, shea butter, and argan oil. The shampoo and conditioner, known for frizz control and suitable for all hair types, are now available in gallon sizes for salon professionals and clients.

• In February 2024, Kérastase launched new Premiere Collection that includes six at-home products and one in-salon treatment. These products feature a citric acid and glycine complex that removes calcium buildup, restores hair strength, and reconnects keratin chains. The collection offers solutions for repairing hair from the inside out, reducing breakage, enhancing shine, and smoothing hair, thus supporting overall keratin health and reinforcing weak hair bonds.

Keratin Hair Care Products Market Report Scope

Global Keratin Hair Care Products Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global keratin hair care products market report based on product, end use, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Shampoo

  • Conditioner

  • Hair Mask

  • Serum & Oil

  • Treatments

  • Others

• End Use Outlook (Revenue, USD Million, 2018 - 2030)

  • Individuals

  • Professionals

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Supermarkets & Hypermarkets

  • Specialty Beauty Stores

  • Pharmacies & Drugstores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

    • Italy

  • Asia Pacific

    • China

    • Japan

    • India

    • South Korea

    • Australia

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa

    • UAE