Hair Masks Market Analysis North America, Europe, APAC, South America, Middle East and Africa - US, China, Germany, France, UK - Size and Forecast 2024-2028

Hair Masks Market Size 2024-2028

The hair masks market size is estimated to increase by USD 86.9 million and grow at a CAGR of 3.2% between 2023 and 2028. The hair care market is being driven by the trend of premiumization, which highlights the demand for superior-quality products. This trend is further fueled by the rising influence of social media and blogging, which play a pivotal role in shaping consumer preferences and driving sales. Moreover, the increasing demand for scalp care products among men is also contributing significantly to market growth. However, the industry faces several challenges, including the widespread presence of counterfeit brands, concerns regarding the use of chemical ingredients in scalp care products, and the availability of alternative options. Overcoming these challenges will be crucial for sustaining growth and meeting consumer expectations in the competitive hair care market. Our report examines historic data from 2018 - 2022, besides analyzing the current market scenario.

Overview of the  Market

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Market Dynamics

The market is experiencing significant growth driven by the increasing demand for deep conditioning treatments that nourish and strengthen hair while reducing hair fall. Consumers are increasingly seeking products that promote a healthy scalp and result in shinier, softer, and more manageable hair. These masks are becoming popular for their ability to protect heat-damaged and chemically colored hair, as well as curly and aging hair, providing a comprehensive solution for various needs. With ingredients like bananas, eggs, avocado oil, honey, coconut oil, olive oil, and aloe vera, masks offer diverse options, including cream-based and clay-based formulas, to address specific concerns such as dryness, damage, frizziness, and dandruff.

A prominent trend in the market is the rise of natural and organic ingredients, catering to consumers' preferences for clean and sustainable beauty products. Additionally, the market is witnessing a surge in demand for products designed for specific hair types and concerns, such as long hair or rapid urbanization-induced damage. Furthermore, the growing popularity of styling tools like hair straighteners, curlers, and blow dryers is driving the need for scalp masks that provide protection against heat damage while delivering nourishment and hydration. As consumers become more conscious and seek effective solutions for various problems, the Market is poised for continued expansion and innovation. The growing demand for hair care products by men is notably driving the market growth, although factors such as the availability of counterfeit brands may impede the market growth. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

The market is primarily driven by the trend towards premiumization, characterized by the proliferation of superior-quality mask products. Across the global landscape, consumers exhibit a preference for masks that uphold high standards of quality. These products are sought after for their non-toxic nature, compatibility with all types, and efficacy in delivering desired results without causing adverse effects on scalp health.

Moreover, esteemed industry players such as Estee Lauder Companies, Henkel, Procter and Gamble, and LOreal SA have established themselves as leaders in the market, leveraging their strong brand presence to command premium prices for their masks. Brand reputation and positioning are pivotal factors influencing consumer perceptions of product quality, with premium-priced options appealing particularly to individuals with ample disposable income. Hence, such factors are driving the market during the forecast period.

Significant Market Trends

The growing adoption of products with organic compounds is an emerging trend in the market. There has been a shift in consumer purchasing behavior over the past five years. Due to the harmful effects of the long-term use of inorganic and synthetic products, consumers are turning to organic products as a suitable solution for their daily recurring needs.

Although inorganic and artificial products provide quick results and are available at relatively cheaper prices, consumers often face adverse effects with long-term use. Many doctors and beauticians around the world promote organic products for proven results. Most of these masks contain organic ingredients like olive oil, egg, avocado, coconut oil, aloe vera, banana, and more for lasting results. These ingredients are very useful in soothing and restoring damaged hair. Considering all these advantages, the global market will grow exponentially during the forecast period.

Major Market Challenge

The availability of counterfeit brands is a major challenge impeding the market growth. In the global market, many fake masks are hindering the growth of the market. As sales of these counterfeit products increase, customers may not be able to distinguish them from genuine products. Counterfeit markets drive the flow of fake products, especially through the internet. The availability of counterfeit products is adversely affecting the sales of key products, including masks, in the global market.

In addition, it weakens the image and reputation of the original manufacturers. To gain a competitive advantage in the market, duplicate brands price their products cheaper, but their products lack quality and durability. Low production costs encourage the production of fake products. To curb such activities, many well-known sellers have launched campaigns aimed at encouraging consumers to buy genuine products, which costs them a lot of money. This reduces their profit margin.  Thus, these factors may hinder the market growth during the forecast period.

Market Segmentation

The market is segmented by distribution channels, such as offline and online segments. The application channel segment such as professionals and individuals. The primary distribution channel for these masks is the offline channel, which encompasses various retail formats such as specialty stores, hypermarkets, supermarkets, convenience stores, and warehouse clubs, as well as other channels, including drugstores, salons and spas, and department stores. 

By Application

Hair mask segments based upon application such as professional and individual. Organic professional segment are extensively gaining traction among salons and spa service providers in the region. Professional products are priced higher than regular products for individuals. Professional segments witness an increasing preference for personal well-being and beauty care among people. Increasing exposure to social media, the influence of celebrities, and professional or office environments are contributing to the growing importance of physical appearance and personal hygiene. The number of consumers visiting spas and therapy centers to enhance their looks is significantly increasing.

By Distribution Channel

The market is witnessing a surge in demand driven by various factors affecting hair health and appearance. Pollution levels, harsh shampoos, chemical treatments, and frequent use of heating tools like hair straighteners have led to concerns about hair growth, texture, and density. Hair masks have emerged as a popular solution offering restorative, moisturizing, and hydrating benefits for dry, damaged, and frizzy hair. Consumers, both men and women, are increasingly turning to hair masks as part of their hair care routine due to their effectiveness in addressing hair concerns. Ingredients used in hair masks play a crucial role, with a focus on natural and nourishing components to combat scalp irritation, allergic reactions, and the harmful effects of ingredients like parabens, synthetic colors, phthalates, and sodium lauryl sulfate.

The market share growth by the offline segment will be significant during the forecast period. These retail formats contribute significantly to the revenue generated in the global market. In 2020, the offline distribution channel represented 81.70% of the total market, with substantial contributions from specialty stores, hypermarkets, supermarkets, convenience stores, and warehouse clubs.

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The offline segment was valued at USD 390.1 million in 2018. Hypermarkets, supermarkets, convenience stores, and warehouse clubs are sub-segments within the offline distribution channel. The growth of these retail formats is driven by factors such as business expansion and the rise in the number of hypermarkets, supermarkets, convenience stores, and warehouse clubs operated by major retailers. These retail formats significantly contribute to the growth of the global market. The widespread popularity of these retail stores provides beauty and personal care product manufacturers with the opportunity to expand their consumer base. Global retailers that operate through these retail formats benefit from their large and geographically dispersed store networks. Consumers also prefer shopping at these stores, as they offer attractive discounts and promotions. Salons and spas are also promoting the sales of premium productsthat meet specific product specifications. In addition, salons and spas are becoming key marketing locations for new products launched in the market, contributing to the expected growth of the segment during the forecast period.

Regional Analysis

North America is estimated to contribute 46% to the growth of the global market during the forecast duration.

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The market in North America is expected to grow at a considerable growth momentum during the forecast period. The organized retail sector has helped the market to grow at a considerable pace. The major markets in this region are the US, Canada, and Mexico in North America. High international brand penetration, high urbanization rate, a significant increase in the usage of grooming instruments by both males and females (which damage or ruin the moisture in hair), and excessive consumption of junk and processed food are the factors that are driving the market in the region. New campaigns launched by companies in the region will also propel the demand for products, including masks, among different consumer groups. Hence, these factors will drive value sales in the market in North America during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecasting period.

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

• Kao Corp:- The key offerings of the company include hair masks. 

The  Market  growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 10 market companies, including:

Amway Corp., Avon Products, Chatters GP Inc., Colgate Palmolive Co., Coty Inc., Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, John Paul Mitchell Systems, Johnson and Johnson Services Inc., Kao Corp., LOreal SA, NATULIQUE Ltd., Natura International Inc., Revlon Inc., Shiseido Co. Ltd., ST. TROPICA Inc., The Estee Lauder Companies Inc., OUAI Hair Care, The Procter and Gamble Co., and Unilever PLC

Market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

You may also be interested in:

• Hair Products Market - Hair Products Market Analysis Europe, APAC, North America, South America, Middle East and Africa - US, Canada,China, Germany, UK - Size and Forecast 2023-2027
• Body Masks Market - Body Masks Market by Type, Distribution Channel, and Geography - Forecast and Analysis 2023-2027
• Hair Care Market in Brazil - Hair Care Market in Brazil by Product and Distribution Channel - Forecast and Analysis 2022-2026

Segment Overview

The market research report provides comprehensive data (region wise segment analysis), with forecasts and estimates in "USD Million" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

• Distribution Channel Outlook
  • Offline
  • Online
• Application Outlook
  • Professional
  • Individual
• Region Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • The U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa
  • South America
    • Chile
    • Brazil
    • Argentina

Market Analyst Overview

The market is witnessing significant growth due to various factors influencing hair health and aesthetics. Pollution levels, harsh shampoos, chemical treatments, and frequent use of heating tools have led to concerns regarding hair growth, texture, and density. Consumers are turning to hair masks as part of their hair treatment routine to combat issues like hair loss, dryness, frizziness, and scalp inflammation.

Moreover, in response to these concerns, beauty tutorials and home remedies using natural ingredients like banana, coffee seeds, and henna packs have gained popularity. Hair masks offer restorative, moisturizing, and hydrating benefits, catering to diverse hair types ranging from very long to thin hair. With a focus on scalp health and allergic reactions caused by certain ingredients like parabens, synthetic colors, and sulfates, hair care brands are innovating with cleaner formulations. Product approvals, technological advancements, and celebrity endorsements are further boosting the Market. Additionally, franchisee stores and online platforms are expanding the market reach, appealing to millennials and haircare professionals alike, thus emphasizing application niches and product dominance in the cosmetic industry.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the growth of the market  between 2024 and 2028
• Precise estimation of the size of the market size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming trends and changes in consumer behavior
• Market growth analysis across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough market research and growth analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive market growth and forecasting analysis of factors that will challenge the growth of market companies

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