Europe Hair Care Products and Styling Tools Market Size, Share & COVID-19 Impact Analysis, By Product (Hair Care Products [Shampoos, Colorants, Hair Treatment Products, Hair Growth Products, and Others] and Hair Styling Tools [Hair Dryers, Hair Irons/Hair Stylers, Hair Clippers/Trimmers, Hair Shavers, and Others]), By End User (Men and Women), and Country Forecast, 2023-2030

The Europe hair care products and styling tools market size was valued at USD 2.45 billion in 2022 and is projected to grow from USD 2.55 billion in 2023 to USD 3.40 billion by 2030, exhibiting a CAGR of 4.17% during the forecast period.

Hairdressers/hair salons play a key role in selling a wide range of hair care products & styling tools to a brand’s customers. This product distribution platform also helps brands learn about consumer behavioral patterns and other factors that influence their buying decisions. Hair salons employ experts to help clients/users choose the right type of product based on their color preferences, hair type, and hair-related issues. As the average European consumer is willing to pay a premium on products, he/she values brands as they partner with reputed hairdressers/salons in the forthcoming years to stay competitive. In this respect, celebrity-approved salons are likely to emerge as a prominent distribution/sales channel for hair care products and styling tools brands.

COVID-19 IMPACT

Severe Disruptions in Supply Chain Management during Pandemic Slowed Down Market Growth

With the hair salon profession demanding nearness to clients, most of the hair salons across European countries were temporarily closed as a result of the impact of COVID-19 on the industry, most notably throughout 2020. The home seclusion trend across resulted in a sizable number of Europeans attempting to color and condition their hair from the comfort of their homes, most notably throughout 2020. Reliable content paired and easily accessible information online paired with various social isolation measures encouraged consumers to find new ways to experiment with their hair, which would traditionally involve professional help. Such trends or changes in consumer behavior continue to negatively impact product sales through hairdressers or hair salons across Europe.

At a macro level, consumer behavioral changes triggered by the COVID-19 crisis negatively impacted product distribution through hairdressers’/hair salons in Europe. A sizable number of consumers took lockdown as an opportunity to experiment with personal grooming and built new at-home personal care/beauty routines. Furthermore, the temporary and permanent closures of hair salons across European countries made it challenging for brands to get to the market faster through these distribution channels, thereby transforming the competitive landscape in the hair care and styling tools space. To stay competitive, numerous industry participants attracted consumers by strengthening their online presence throughout Europe.

LATEST TRENDS

Increasing Demand for Natural/Organic Ingredients in Hair Care Products to Trigger Product Demand

The Europe Hair Care Products and Styling Tools Market growth is driven by the increasing demand for product innovations, most notably in terms of ingredients used. The trend across international markets is that hair care products in European countries are increasingly manufactured using natural/organic ingredients. In this respect, recent years have witnessed an increasing trend in the employment of coconut oil, shea butter, and tea tree oils in hair care products across European markets. From a material science standpoint, the majority of hair care products sold across Europe principally modify the hair’s outer surface properties. Modifying the sub-structural components of the hair is likely to emerge as the next trend within the hair care space. In this respect, novel techniques such as sol-gel technology will gain widespread adoption in Europe in the near future.   

DRIVING FACTORS

Rising Popularity of Food-based Ingredients in Hair Care Products to Accelerate Market Growth

The hair care category has witnessed significant growth in ethical, free from, and environmental claims, highlighting the increasing demand for hair care products & styling tools that are more sustainable/organic than conventional products. In this respect, brands are likely to focus on extending their sustainable claims to include packaging materials in the near term. Recent years have witnessed a significant demand for shea butter across European countries. Shea butter finds application in hair treatment products and has unique properties to treat dry and damaged hair. The rising demand for natural cosmetics drives the widening use of shea butter in Europe. According to the Centre for the Promotion of Imports from developing countries (CBI), Europe is the most prominent export market for shea products worldwide and estimates that the region imports approximately 250,000 tons of shea products annually.

Increasing Number of Hairdressers and Beauty Salons across Europe to Promote Market Growth

According to the report published by the National Hair & Beauty Federation (NHBF), a U.K.-based trade association for barbering, hairdressing, barbering, and beauty salon owners, more than 1,000 new hair & beauty businesses were established in the U.K. in 2020. While hairdressers and hair salons have been steadily increasing across European countries, it is more notable in the U.K. The snowballing growth of beauty businesses in the U.K. is attributable to various factors such as scientific advancements in hair care technology, consumer perception toward luxury & product quality, and increasing popularity of domestic hair care and styling tools brands.

RESTRAINING FACTORS

Dominance of Mass-market and Online Retailers to Hamper Product Distribution through Hairdressers/Hair Salons

While the majority of hair products are distributed through mass-market and online retailers in Europe, major hair care and styling tools companies also focus more on developing consumer products (mass market) than on professional products. Though, product distribution through hairdressers/hair salons is gaining momentum across Europe, the dominance of large retail companies in Europe, such as Schwarz Group, Aldi Einkauf GmbH & Co., Tesco PLC, Ahold Delhaize, Auchan Holding SA, Edeka Group, REWE Group, Casino Group, and J Sainsbury PLC, discourages hair care products & styling tools brands from opting for hairdressers/hair salons channel. At a macro level, the rapidly maturing Europe market will likely hamper the Europe Hair Care Products and Styling Tools Market share in the coming years.

SEGMENTATION

By Product Analysis

Hair Care Products to Hold Major Share Backed by Increasing Product Launches in Europe

The market is segmented into hair care products (shampoos, colorants, hair treatment products, hair growth products, and others) and hair styling tools (hair dryers, hair irons/hair stylers (including hair curlers), hair clippers/ trimmers, hair shavers, and others). The hair care products segment held a dominant share of the market in 2022. According to subject-matter experts, hair straightening, perming, and coloring are popular among millennials in Europe while hair styling treatments and coloring are preferred by the older/retired population. At a macro level, the rising consumer concerns centered around dry hair is augmenting the demand for shampoos and other hair care products.

The hair styling tools segment mirrors the key trends in the overall cosmetics sector. In this respect, established & prospective hair care products and styling tools brands need to focus on developing natural products/formulations. According to various valid sources, in the U.K. alone, there are more than 15,000 natural beauty products and more than 14,000 ingredients are certified organic. All hair care & styling tools/products distributed through various channels, including hairdressers and hair salons must be safe and are governed by various bodies such as the EU Cosmetic Regulation.  

By End User Analysis

Women Segment to Account for the Major Market Share Throughout the Forecast Timeframe

Based on end user, the market is categorized into men and women. Principally, majority of hair care brands have traditionally marketed their products to female consumers. Though, majority of individuals who experience hair loss issues are men, professional hair care products are yet to witness widespread adoption among men in Europe. The multi-billion-dollar British film and television industry offers lucrative opportunities for the hair care and styling tools/products industry to exploit the male category in the coming years. The growing obsession with youthful appearance among men and women alike will encourage hair care products and hair styling tools manufacturers to develop specific products for these consumer groups in the coming years.

COUNTRY INSIGHTS

By country, this market report is segmented into the U.K., Germany, France, Italy, and the Rest of Europe.

The market size in Germany stood at USD 444.69 million in 2022. Germany is a prominent importer of raw materials for cosmetics, including hair care products. According to industry experts, ingredients such as essential oils, botanical extracts, and vegetable oils are gaining popularity in the hair care space in Germany.

Given the increasing demand for luxury hair care products, Italy is likely to emerge as a prospective country for exporters of raw materials (ingredients) and hair care products & styling tools in the coming years. The Italy market is characterized by a sizable number of domestic brands, the majority of which are small companies that cater to the local market.

The U.K. is one of the key markets in Western Europe and is growing at a CAGR of 4.83% (2023-2030). The strong growth of the U.K. hair care products and styling tools market is attributable to the rising consumer demand for organic beauty products. According to SWITZERLAND GLOBAL ENTERPRISE, a Switzerland-based official organization for export and investment promotion, Italy has a highly developed third-party cosmetic manufacturing sector, which was estimated at USD 3.6 billion in 2019.

France will likely witness significant growth in the near term. The ‘Made in France’ label in hair care products & styling tools remains a sign of premium quality across European countries. France is also a major exporter of hair care products & styling tools in the world.

The rising popularity of environment-friendly products will likely encourage new players’ entry into the rest of Europe.

KEY INDUSTRY PLAYERS

Prominent Market Players to Focus on Sustainable and Eco-friendly Products

New brands are likely to distribute their products through sustainable/eco-friendly hair salons in Europe. An expanding population of environmentally conscious consumers makes eco-friendly hair salons popular across European countries. Some of the popular green salons in Europe, but not limited to, are Blue Tit (England), Christophe-Nicolas Biot (France), Green & Co (England), Alchemy Salon (Scotland), Grönn (England), Marie Therese (Denmark), and Tarik.D Hairdressing (Germany).

Prominent industry participants typically offer a wide variety of hair dryers, hairbrushes, hair colorants, hair straighteners, and other hair styling products/accessories to professional hairdressers, through professional distribution channels across Europe. In addition to intensifying competitive rivalry, the high cost of raw materials and Research & Development (R&D) investments will likely discourage new players’ entry into the Europe market in the forthcoming years.

List of Key Companies Profiled:

• Procter & Gamble (U.S.)


• L’Oréal S.A (France)


• Wahl Clipper Corporation (U.S.)


• Henkel AG & Co. KGaA (Germany)


• Jemella Ltd (U.K.)


• Codibel n.v/s.a (Belgium)


• Davines S.p.A. (Italy)


• Revlon Inc. (U.S.)


• KIEPE s.r.l (Italy)

KEY INDUSTRY DEVELOPMENTS:

• April 2023: Dreame Technology, a Chinese consumer products company, introduced Hair Glory, a hair dryer featuring negative ion tech, powerful airflow, temperature control, and compact build. The product was launched in Southwest Europe, including Italy, Germany, France, and Spain.


• October 2021: Henkel AG, a German chemical and consumer goods company, opened its first store for the Schwarzkopf brand at Rosenthaler Staße in Berlin. The store will sell the brand’s professional product range, seasonal limited editions.


• July 2021: L’Oréal S.A, a France-based global pioneer in the beauty and hair care products category, launched its new Metal Detox Hair Care Collection for salon pros and clients. Metal Detox features advanced, patented technology and is formulated with Glicoamine, an innovative synthetic molecule that helps reduce hair breakage.


• August 2021: TRESemmé, a U.S.-based hair care brand, launched Pro Pure, a natural hair care product line in the U.K. The products are available in three conditioner and shampoo pairings, including Radiant Color, Airlight Volume, and Damage Recovery


• March 2021: Procter & Gamble, a U.S.-based consumer goods company, launched a shampoo refill system in the U.K. The system includes recyclable and reusable refill pouches and aluminum bottles.

REPORT COVERAGE

This market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, product analysis, and end user. Besides, the report offers insights into the market trends and highlights key industry developments. In addition to the factors above, the report encompasses several factors that contributed to the growth of the market in recent years.

Report Scope and Segmentation