In the age of beauty, there are now specialized products for all hair, scalp and split ends. As a result, hair care routines have gone from simple shampoos and oils to elaborate rituals worthy of the supermarket aisle. . “The hair care industry is growing rapidly, both in India and globally, influenced by increasing consumer awareness, technological advancements and changing lifestyles. The industry is expanding rapidly due to the rise in demand,” Pooja Nagdev, founder of inatur, told BrandWagon Online.
According to Statista, the Indian hair care market is expected to generate a revenue of $3.06 billion in 2024, with an expected annual growth rate of 3.13% (CAGR 2024-2029) from 2024 to 2029. Masu. By comparison, the United States leads the world in revenue generation, which is expected to reach $13.6 billion in 2024. On a per capita basis, the revenue generated in India amounted to $2.13 per person in the same year. In particular, the Indian hair care market is witnessing a surge in demand for natural and Ayurvedic products, reflecting the growing preference for organic and chemical-free solutions.
Experts believe that global demand for specialty products such as unscented shampoos, leave-in hairsprays and styling products is increasing, while advanced technology is creating less damaging hair dryers. However, there is also a danger of over-commercialization. “The fragmentation of products into specific categories raises concerns about whether consumers are receiving value or are simply being confused by too many choices. is essential, but over-segmentation can create barriers to brand consistency. Today, the challenge for brands is to ensure that their products are maintained without bombarding consumers with unnecessary or exaggerated claims. It’s about making sure that real problems are addressed,” Nagdev said.
More is less!
When it comes to developing self-care habits, experts believe the internet and social media play a corresponding role in making people feel like “more is less” when it comes to using products. Product extensions, segmentation, and new routines are constantly being introduced, from curly hair care to dry, frizzy hair treatments, and routines for colored hair. “To keep pace with evolving demands, The Skin Story has introduced a variety of innovative products that respond to the growing interest in specialty care. One of our flagship products is It is a sulfate-free keratin shampoo developed to strengthen and repair damaged hair while also launching The Skin Story Anti-Frizz Hair Serum, which not only smoothes frizzy hair. , it also protects from heat, sun, and moisture,” said Dr. Ravina Jain of The Skin Story.
Not only that, but products are now being developed to address other hair concerns as well. For example, in big cities there is increasing awareness about the effects of hard water, which is believed to damage hair. As this problem continues, companies are looking to take advantage of it by offering solutions aimed at addressing this issue. “Our journey began with the introduction of India’s first hard water shampoo, and today that breakthrough has evolved into an entire range of hard water hair care products. Increase elasticity with the power of olive squalene oil From squalene restorative conditioners to intensive hair care serums with built-in thermal protection, our current lineup boasts 11 unique SKUs, with each product reflecting our commitment to cutting-edge innovation and research and development. , each designed to address specific needs and after five years of development, this upcoming treatment is 100% safe. We are setting a new standard in science-backed hair care and positioning iluvia as a true pioneer in this globally relevant category,” said Nishant Gupta, co-founder and director of iluvia. says.
What is the price to pay?
Industry experts suggest that the unnecessary fragmentation of products is a trend that spans not just hair care, but the entire world of personal care and beauty, and signals the peak of consumerism. We seem to have gone from “just shampoo” to “intense hydration, revitalizing shine, and anti-frizz nourishment,” all at a price point that leans toward the higher end of the spectrum. Who knew you might need a small loan to achieve perfect hair? “Our products are competitively priced to deliver value at every level. Our best-selling iluvia intensive hair care serum starts at Rs 425 and is one of the purest forms available in the country. Our premium 100% pure argan oil is priced at Rs 1,400 For those looking for a complete hair care system, our hard water systems start at Rs 2,125 and color protection for chemically treated or textured hair. & Repair Reviver System costs up to Rs 2,950,” Mr. Gupta highlighted.
Similarly, The Skin Story’s product prices range from Rs 199 to Rs 1,199. The product range includes daily sulfate-free shampoos and bond repair serums. By comparison, mass brand L’Oreal hair care products that address specific hair concerns cost between Rs 600 and Rs 4,000, depending on the product range and type. On the luxury side, Victoria’s Secret hair and body mists are priced between Rs 1,800 and Rs 2,500.
According to industry experts, it’s difficult to convince people to pay top dollar for hair care products because most consumers realize they don’t provide miraculous results. Indian consumers in particular are believed to tend to be price sensitive. However, effective advertising and marketing strategies can influence purchasing decisions. “With the growth of digital and influencer marketing, brands create stories that convince consumers that they need a product to improve their lives. Through public relations and targeted marketing, new products are They often establish themselves in the market, supported not only by the product itself but also by a compelling story,” said Saif Ahmad Khan, founder of LEDSAK.
Distribution and marketing are in action!
No matter how much you complain about a product’s over-commercialization and promotion of “toxic” consumerism, everyone will want to try it at least once to see if it lives up to its claims. As the market is saturated and competitive, a strong distribution and marketing strategy is considered essential to reach a wider audience. Many established brands are moving into this space, and new homegrown brands are trying to make a name for themselves. “Being conscious of where your audience and consumers are is extremely helpful. A PIN code that works well on one platform may be a new unlock on another. In some cases, it may be advantageous to expand into the hair care region, where skin care and body care are our specialty.We also pay close attention to the freshness of our products, thanks to our robust technology. We can minimize inventory circulation and maximize the availability of fresh products in the market,” said Shankar Prasad, Founder and CEO of Plum. said.
In such categories, we believe that one of our key marketing strategies is to educate consumers. “Today’s hair care is science-based and we believe in explaining the benefits of our formulations to help our customers make informed decisions. Through collaborations and educational campaigns, we emphasize the importance of clean beauty, ingredient transparency, and active ingredient effectiveness. Additionally, our AI-driven hair analysis tools are personalized based on your individual needs. We have revolutionized the customer experience by providing recommended product recommendations,” said Jain.
Industry experts believe that the growth of the online space has contributed significantly to the expansion of this industry. Influencers have played a key role in creating hype and shaping the narrative around product needs. However, it remains to be seen whether consumers will fully embrace these trends or prefer minimalism.
follow me TwitterInstagram, LinkedIn, Facebook
