U.S. Hair Care Products Market Size | Industry Report, 2030 (2025)

U.S. Hair Care Products Market Trends

The U.S. hair care products market size was estimated at USD 20.84 billion in 2024 and is expected to grow at a CAGR of 6.4% from 2025 to 2030. Rising demand for vegan, natural, and organic hair care products is driving the U.S. hair care products industry growth. Organic hair care products are free from chemicals and are considered good for the health of hair and scalp. Organic professional hair care products are extensively gaining traction among salons and spa service providers in the region.

Other factors contributing to the industry’s growth in the region are social media and blogging, as well as the increasing use of online platforms to purchase hair care products.Online retail decision-making is highly influenced by endorsement and promotion through social media platforms. These platforms help online retailers connect and obtain feedback from customers and act as decisive tools for creating new products, tracking brand and product reviews, and launching marketing campaigns.

Moreover, consumers are now more engaged in social networking and blogs to learn about personal and beauty care products. For instance, Goldie Locks is an online blogging site that provides information on different types of hair care products available in the market.Thus, social media and blogging have increased hair care product visibility in the U.S. market, which is positively influencing sales volume and revenue.

Hair care product manufacturers are focusing on developing and launching new and innovative products to cater to consumers' increasing demands. In the present scenario, consumers are constantly looking for more efficient and novel products that suit their requirements and lifestyles. Hair care marketers are launching technologically advanced products to fulfill the untapped needs of consumers, and these products are priced higher than normal hair care products. These technologically advanced products can offer benefits such as UV ray protection, scalp care, and moisturizing benefits. The focus on product premiumization andproduct line extension is increasing owing to the willingness of consumers to pay more for innovative products.

For example, in February 2023, Pantene, a hair care brand of Procter Gamble, launched the New Lengths Collection, a new hair care regimen created by scientists to help retain length for longer and stronger hair. Increased product offerings in segments such as dry shampoo allow customers to purchase products for different applications and hair types. For instance, under the brand Dove, Unilever Group offers Dove Volume and Fullness Dry Shampoo in the U.S. Such innovative offerings are driving product premiumization. New products are being launched as luxury hair care products or premium hair care products in the U.S. hair care products market.

Eco-friendly initiatives are very common in the business world. Being more sustainable helps acquire more customers and boosts loyalty. Multiple studies have shown that consumers increasingly factor in sustainability before choosing a brand and purchasing its products. A survey conducted by CGS of 1,000 US consumers illustrated that almost 70% of respondents considered sustainability as somewhat important, and almost half (47%) said they would consider paying 25% more for sustainable products. Therefore, vendors in the market are engaging in sustainable practices to improve brand image and attract customers.

In 2024, Henkel's organic beauty brand, Naturale Antica Erboristeria (N.A.E.), led in sustainability with its plastic-free product packaging, which reduced packaging material usage and simplified supply chain processes. Similarly, L'Oréal's Garnier brand remained committed to sustainability by using 100% post-consumer recycled plastic for the packaging of its Sleek and Shine hair care line. These efforts reflect the ongoing industry trend towards eco-friendly and sustainable packaging solutions. Such factors are expected to drive market growth during the forecast period.

President Trump's recent escalation of tariffs has significantly impacted the U.S. hair care products industry, leading to increased costs, supply chain disruptions, and strategic shifts among both manufacturers and retailers.The imposition of tariffs—ranging from 54% on Chinese imports to 20% on goods from the European Union—has led to notable price increases in the beauty sector. Hair care products, many of which rely on imported ingredients and packaging, are experiencing price hikes of approximately 20%. For instance, E.l.f. Beauty, which sources about 80% of its products from China, has had to raise prices by roughly $1 per item to offset these costs.

Consumer Surveys & Insights

Thenatural hair care product market is growing because more people are having hair problems. Factors like pollution, climate, diet, and temperature extremes cause these problems. Hair damage, frizz and lack of smoothness, hair thinning and loss, scalp health issues, dryness and lack of moisture, volume, and flatness, split ends and breakage, greasy or oily hair, and curl definition are some of the concerns among women. For Black women, dryness is the biggest hair issue, and 60% say leave-in conditioner is their go-to solution.Black (46%) and Latina (47%) women are adding hair loss to their list of hair care concerns. Shampoo and conditioner sales are increasing as Black women learn to care for and style their natural hair at home, opting for hair care products over salon services. Moving forward, businesses may add functionality to current product lines to create multipurpose goods that will enhance usage and allow consumers to tailor their haircare regimens.

While men's grooming demands differ from women's, this behavior reflects a larger trend of men seeking places, goods, and services that support their rising interest in self-care. Men spend about 37 minutes a day on their hair, while women spend about 52 minutes. In the U.S., male-pattern baldness is the most common type of hair loss.By the age of thirty-five, two-thirds of American men will experience some degree of noticeable hair loss, and by the age of fifty, approximately 85% of men will have significantly thinning hair. Around 25% of men with male pattern baldness begin losing hair before the age of twenty-one.

Men are increasingly seeking solutions for thinning hair and receding hairlines earlier in life, often prompted by social media influencers, online ads, or telehealth platforms. Additionally, a shift toward preventative care has led younger men in their 20s and 30s to proactively invest in hair care products designed to support scalp health and reduce shedding before significant hair loss occurs. This trend reflects a broader cultural shift where grooming and self-care are now embraced as important aspects of men’s wellness.

Product Insights

Shampoo accounted for a revenue share of 43.07% of the overall U.S. hair care products industry in 2024. Shampoos are designed to replace soap for cleaning the scalp and hair, removing unwanted oil, dandruff, environmental dust, and residues from hair care products, and they also assist in protecting hair color. For instance, St. Botanica introduced GO Colored Purple shampoo, which helps maintain colored hair in the long term. Shampoos aid in rejuvenating hair by counteracting damage caused by pollution, ultraviolet (UV) rays, and harmful chemicals.

The popularity ofnatural shampoos is rising, with key players launching products that focus on the needs and preferences. The market is growing due to the launch of innovative products catering to specific customer requirements. Vendors promote and market these products through media platforms, expanding their consumer base. Additionally, the presence of vendors on e-commerce platforms like Amazon.com Inc. (Amazon) is expected to increase shampoo purchases in the region.

The demand for hair care serum is expected to grow at a CAGR of 7.5% from 2025 to 2030.The segment isdriven by increased consumer awareness of targeted skincare and hair care solutions.The busy lifestyles of consumers have led to a preference for products that enhance natural texture and style, such as hair serums.Serums, known for their high concentration of active ingredients, have become a staple in personal care routines, especially among millennials and Gen Z.This growth is reflected in product expansions from major brands; for instance, L’Oréal’s launch of the CeraVe Scalp Relief Serum and Vichy’s Salicylic Acid Anti-Dandruff Serum in 2024 mark a shift toward addressing specific concerns like scalp health.

Gender Insights

Women led the market in 2024 and accounted for a share of 68.41%. A heightened focus on personalized and premium solutions drives this growth. Brands are innovating to meet diverse hair needs, with products tailored for specific concerns like scalp health and hair texture. For instance, Dove's Scalp + Hair Therapy collection, developed with dermatologists, addresses scalp health as a foundation for strong hair. Similarly, Beyoncé's launch of Cécred in 2024 introduced a line designed for all hair types, incorporating bioactive keratin ferment technology to repair and strengthen hair. These developments reflect a broader trend of women seeking high-quality, targeted hair care products that cater to their individual needs.

Hair care products for men are expected to grow at the highest CAGR of 7.2% from 2025 to 2030.This growth is mainly driven by evolving grooming habits and increased awareness of hair health among male consumers. This expansion is fueled by factors such as the rising popularity of diverse hairstyles, the influence of social media, and a growing demand for products addressing specific concerns like hair loss and scalp health. Brands are responding with tailored solutions, offering a range of products from shampoos and conditioners to styling gels and serums. For instance, Dyson's launch of the Chitosan hair styling line in 2024, featuring Pre-Style Cream and Post-Style Serum, exemplifies the industry's move toward innovative, high-performance products that cater to men's unique hair care needs.

Distribution Channel Insights

Hypermarkets & Supermarkets accounted for a revenue share of 33.74% of the overall U.S. hair care products industry in 2024. Factors such as business expansion and an increase in the number of hypermarkets and supermarkets of major retailers add to the sales growth of these retail formats and significantly contribute to the U.S. hair care products industry. The wide popularity of such retail stores helps beauty and personal care product manufacturers expand their consumer base. U.S. retailers operating through these retail formats continue to benefit from geographically dispersed and large store networks. Consumers prefer such retail stores as they offer attractive discounts and schemes.Some key retailers that operate hypermarkets and supermarkets across the U.S. include Walmart Stores, Target Corp., Sam's Club, and Costco.

Online/E-commerce is expected to grow at the highest CAGR of 8.1% from 2025 to 2030.The online distribution channel is registering a higher growth rate than the offline distribution channel in the U.S. hair care products market.With the growing trend of online retailing, sales of personal care products, including haircare products, are expected to increase significantly through this channel during the forecast period. E-commerce platforms allow consumers to compare and collect information about haircare products, as well as enable them to provide valuable feedback on products through reviews and ratings. Hair care products are offered by pure-play e-retailers, such as Amazon, and echobay.com (eBay),as well as online platforms of various offline players, such as Walmart Inc. (Walmart) and Target Corporation (Target). For instance, The EstÃe Lauder Companies Inc. (EstÃe Lauder) sells Aveda Shampure Dry Shampoo through Amazon.

Key U.S. Hair Care Products Company Insights

The U.S. hair care products market is fragmented primarily due to the presence of several globally recognized players as well as regional players. Some prominent companies in this market areProcter & Gamble (P&G) Company, Unilever plc, L'Oréal USA, Inc., Johnson & Johnson Consumer Inc., Henkel Corporation, Revlon Consumer Products Corporation, and others.

• L’Oréal USA, Inc. is the American subsidiary of the global beauty giant L’Oréal Group and a key player in the U.S. haircare market.The company combines scientific innovation with dermatologist-backed formulas, especially in its growing dermocosmetic hair lines such as CeraVe and Vichy Dercos. L’Oréal USA has a strong presence across retail, salon, and e-commerce channels, with regional operations centered in New York and manufacturing facilities across the country.

• Procter & Gamble (P&G) is a major force in the U.S. haircare landscape, leveraging its strong consumer insights and household brands such as Pantene, Head & Shoulders, Herbal Essences, and Aussie.P&G’s hair care operations are driven by large-scale R&D capabilities based in Cincinnati, Ohio, and benefit from the company’s robust supply chain and omnichannel retail presence across North America.

• Unilever plc maintains a competitive role in the U.S. haircare sector with a mix of accessible and trend-forward brands including Dove, TRESemmé, Nexxus, and Suave.Unilever’s North American headquarters in New Jersey supports a diverse distribution network across both brick-and-mortar and digital platforms.

Recent Developments

• In April 2025, Paul Mitchell unveiled "Clear," a new hair care line tailored for individuals with sensitive scalps. This collection includes a shampoo, conditioner, smoothing serum, and styling glaze, each formulated with fewer than 10 essential ingredients.

• In April 2025, Paul Mitchell introduced the "Pro Partners Program," a new initiative aimed at strengthening collaborations with leading influencer stylists. This program is designed to enhance brand visibility through co-created content, elevate educational offerings, and showcase product innovations.

• In November 2024, L’Oréal expanded its dermatological beauty offerings in the U.S. by introducing two of its brands, CeraVe and Vichy Dercos, into the U.S. hair care market. Both CeraVe and Vichy Dercos products are available online, with CeraVe's line sold exclusively on Walmart.com and Vichy Dercos available through VichyUSA.com.

• In June 2024, The Estée Lauder Companies announced the launch of its haircare brand, Bumble and Bumble, on Amazon Premium Beauty in the United States. This move aims to enhance the brand's digital presence and make its salon-quality products more accessible to a broader consumer base.

U.S. Hair Care Products Market Report Scope

U.S. Hair Care Products Market Report Segmentation

This report forecasts revenue growth at the country level 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 U.S. hair care products market based on product, gender, and distribution channel:

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

  • Shampoo

  • Conditioner

  • Oils

  • Serums

  • Hair Masks

  • Others (Peels, Etc.)

    See Also

    Hair care | uucosmetics

• Gender Outlook(Revenue, USD Billion, 2018 - 2030)

  • Men

  • Women

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

  • Hypermarkets & Supermarkets

  • Specialty Beauty Stores

  • Pharmacies & Drugstores

  • Online/E-commerce

  • Others (Department Stores, etc.)