Hair Serum Market

Hair Serum Market Size and Share:

The global hair serum market size was valued at USD 1,320.5 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 2401.6 Million by 2033, exhibiting a CAGR of 6.9% during 2025-2033. Asia-Pacific currently dominates the market, holding a significant market share of over 38.1% in 2024. The rising number of consumers experiencing hair loss and hair fall, increasing awareness about the benefits of hair serums, and product innovation and evolving consumer preferences are some of the factors propelling the market growth across Asia Pacific.

The hair serum market is driven by increasing consumer awareness about hair care and the desire for effective solutions to common concerns such as frizz, damage, and hair loss. The shift toward premium, multifunctional products is gaining traction, particularly among urban populations seeking convenience and value in a single formulation. Hair serums enriched with natural and organic ingredients are becoming popular, reflecting growing preferences for safer, sustainable options. The emergence of e-commerce sites has provided better access to markets, making brands reach a wider population worldwide with personalized products. The role of social media and influencer marketing cannot be overlooked in creating demand since it educates consumers on the efficacy of a product. The technological innovations within cosmetic formulations are yielding the development of lightweight, non-greasy serums for use in a wide range of hair types. Increased focus on personal grooming among men and women, along with higher disposable incomes, is further supporting sales. Markets in developing economies are growing rapidly with the expansion of urbanization and a greater inclination toward Western beauty trends. Such factors collectively create a fertile landscape for innovation and expansion in the hair serum market.

The United States has emerged as a key regional market for hair serum. The United States hair serum market is driven by the increasing demand of consumers for advanced personal care solutions. Such solutions include the prevention of frizzing, repairing damage, and style assistance. This comes along with the fast-paced lifestyles adopted by modern consumers who believe in efficiency and effectiveness. The growing desire to use natural and organic formulations will further propel the demand for hair serum. Consumers realize nowadays the harmful effects of chemical ingredients in personal care. Natural ingredients, such as essential oils, plant extract, and vitamins, present in hair serums lead to the trends of popularity in the U.S. E-commerce and digital marketing influence the demand thereby influencing hair serum supply.

Hair Serum Market Trends:

Rising hair loss and hair fall factors

The global hair serum market is significantly growing due to the increasing number of consumers experiencing hair loss and hair fall due to factors such as genetics, hormonal imbalances, stress, poor nutrition, environmental pollution, and harsh chemical products. According to Medihair, about 85% of men and 33% of women suffer from hair loss. Men often experience male pattern baldness, which causes gradual thinning and hair loss, while women may experience hair loss due to hormonal fluctuations, diet, stress, or underlying health conditions. Hair serums are popular due to their targeted approach to combat hair thinning and promote healthier hair growth, nourishing the scalp, strengthening hair follicles, and preventing hair from falling out. As consumers become more aware of the benefits of hair serums over traditional chemical-based treatments, the market is expanding. Natural ingredients and tailored nutrients, vitamins, and oils are also appealing. With the growing prevalence of hair loss and increasing consumer awareness, the hair serum market is poised for continued growth.

Increasing awareness about the benefits of hair serums

The global hair serum market is fueled by increasing consumer awareness about the benefits of hair serums compared to traditional chemical-based hair care products. The majority of the consumers are shifting away from harsh chemicals, seeking gentler, more effective solutions for their hair care needs. As such, 35% of Indian consumers increased the duration taken for hair care routines during the six months to September 2023, and 44% of those consumers claimed to be interested in individually tailored products suited to specific hair types. Hair serums play a crucial role in enhancing hair health by offering an extra layer of protection. They act as a barrier against environmental stressors like UV rays, dirt, and pollutants, which can damage hair and scalp health. By keeping the scalp cleaner for longer, hair serums help reduce the buildup of harmful particles, promoting a healthier scalp environment and supporting better hair growth. This increased awareness about their benefits is driving the growth of the hair serum market.

Innovation and evolving consumer preferences

The growth of the hair serum market is also driven by continuous product innovation and evolving consumer preferences. Companies are increasingly launching hair serums that are free from harmful ingredients like parabens, sulphates, and artificial colorants while incorporating naturally sourced oils such as almond and argan oils. For example, in 2024, the hair oil brand, Hair & Care of Marico Ltd, which repairs up to 100% damage introduced innovative Hair & Care Oil in Serum. This innovative serum combines the styling benefits of a serum with the nourishing properties of almonds, catering to the demand for more natural and effective hair care solutions. In addition, aggressive marketing strategies, such as celebrity endorsements on social media and easy accessibility through online retail channels, are further accelerating market growth. Consumers’ increasing disposable income and growing awareness about the importance of personal appearance are driving demand for premium hair care products. As both men and women become more invested in maintaining healthy, beautiful hair, these factors are expected to contribute significantly to the continued growth of the hair serum market.

Hair Serum Industry Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the global hair serum market report, along with forecasts at the global, regional, and country levels from 2025-2033. Our report has categorized the market based on nature, product type, and distribution channel.

Analysis by Nature:

• Organic
• Conventional
   

Conventional hair care products dominate the market accounting for 86.0% of the market share in 2024. They have gained such a strong lead in the market mainly as they are affordable, reliable, and easily available to consumers with different demographics. Conventional hair care products, with synthetic ingredients, are very reliable and compatible with all hair types. These brands are the most popular in both developed and emerging markets due to their already established reputation and low cost. Formulation innovations like high moisturization, heat protection, and styling abilities have further increased their popularity. Aggressive marketing and distribution agreements with leading retailers also contribute to keeping them in the minds of consumers and appealing to the masses.

Analysis by Product Type:

• Hair Treatment Serum
• Hair Styling Serum
   

Hair styling serums lead the segment with 59.8% of the market share in 2024. As most consumers are concerned with aesthetic hair appeal, which happens due to trends in grooming and social media influences. Hair styling serums are valued in that they are multifunctional products, for example: they can tame frizzy hair, add shine, and protect hair from heat-styling damage caused by styling instruments. As consumers look for products that provide care and style, this segment is thriving. With the development of lightweight, non-greasy formulations and serums with additional benefits, such as UV protection and resistance to pollution, this segment continues to grow in appeal. Growth is particularly seen among urban consumers and younger demographics that are prioritizing convenience and professional-grade results.

Analysis by Distribution Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Pharmacy and Drug Stores
• Online Stores
• Others
   

Supermarkets and hypermarkets stand out as the highest distribution channels, accounting for 38.8% of the market share in 2024. It is very convenient for hair care product consumers to find almost all their needs in these stores. They are widely accepted as they have various products catering to premium to budget categories. The usage of various promotional activities such as discounting, in-store sampling, and loyalty programs is likely to boost footfalls and consumer interaction. This strategic placement of the products along with organized shelf arrangements increases visibility and encourages impulse purchases. Supermarkets and hypermarkets also facilitate the launch of new products and brands, giving established as well as emerging players access to a wider audience.

Regional Analysis:

• North America 
  • United States 
  • Canada 
•  Asia Pacific 
  • China 
  • Japan 
  • India 
  • South Korea 
  • Australia 
  • Indonesia 
  • Others 
•  Europe 
  • Germany 
  • France 
  • United Kingdom 
  • Italy 
  • Spain
  • Russia
  • Others
• Latin America 
  • Brazil 
  • Mexico 
  • Others 
• Middle East and Africa
   

In 2024, Asia Pacific holds the largest market share of 38.1% due to the high population of this region, increased urbanization, and the increase in awareness about personal grooming. Cultural factors, such as awareness about good-looking hairstyles, have boosted demand. Higher disposable incomes in China, India, and Indonesia have led to higher spending on beauty and hair care products. The region is also seeing a high propensity toward natural and herbal hair serums, in line with the growing consumer sentiment toward chemical-free products. Growth of the e-commerce segment along with aggressive marketing by various international and local brands greatly helps the market to gain.

North America is one of the most important markets in the hair serum market owing to the high level of concern among consumers for personal grooming and hair care. Growing trends toward premium and multifunctional hair serums drive demand in the region; such trends are a function of increasing disposable incomes and expanding knowledge about hair damage from pollution, heat, and styling instruments. Market growth is further supported by well-established beauty and personal care brands in the region. Moreover, a well-developed retail infrastructure in the region, encompassing specialty stores and e-commerce sites, also makes available a wide array of hair serums conveniently to consumers. Formulation innovation, including products addressing frizz, thinning hair, and scalp health, is also driving market growth.

Growing demand for sustainable and green hair care solutions is driving this European market. The consumers in this region have been demanding organic and vegan hair serums increasingly, making the brands evolve with environmentally friendly formulations as well as packaging. Also, an aging population in Europe contributes to this cause as old consumers are more into serums that treat the problem of hair thinning and scalp care. At the same time, a huge focus on luxury and premium is helping increase sales, especially in the likes of Germany, France, and the UK. Strict regulatory standards in the region ensure quality products, thus raising the confidence of consumers and in turn increasing demand.

Latin America Latin America is steadily growing in the hair serum market due to the increased awareness regarding hair care and increased usage of grooming products among millennials. Lifestyle determinants, such as harsh climate exposure and increased urbanization, are driving demand for serums targeting frizz, dryness, and damage. Market drivers through a shift toward natural and botanical ingredients, which increasingly in this region consumers demand as an aspect of sustainable and safer products. Brazil and Mexico are the two biggest market contributors, driven by increased mid-class spending on personal care products.

The hair serum market is growing in the Middle East and Africa with an improving personal grooming culture and self-beautification. Moreover, heightened consciousness amongst them of the various benefits achieved from hair serums and usage of hair serum to restore dry and brittle hair induced through arid climates of their regions is significantly driving it. The growth in rich clientele preferring premium as well as natural products further drives it. Advances in product availability through increasing retail networks and e-commerce platforms are further fueling market growth. Increasing penetration of global brands and promotional campaigns is also enhancing product visibility and consumer adoption.

Key Regional Takeaways:

United States Hair Serum Market Analysis

In 2024, the United States hair  serum market accounts for 91.20% of the hair serum market in North America. The market across the country is stimulated by the increasing air pollution, a main contributor to the ever-rising level of environmental contamination. According to EPA in 2021, nearly 67 Million Tons of pollution were released into the environment; this, in turn, brought increased hair damage and gave reasons for the consumers to use a hair serum that was more protective and repairing for their hairs. Along with this, the rising demand for natural and organic products in the beauty market is highly impacting the hair serum demand. For instance, Nutrafol, the leader in hair wellness, introduced its Growth Activator in 2021, a hair serum consisting of plant-derived exosomes from Ashwagandha seeds for consumers who prefer plant-based ingredients. The hair serum market is also experiencing increased mergers and acquisitions within the industry. For example, in 2022, major players Wella Professionals, O·P·I, Nioxin, and Clairol acquired Briogeo, one of the fastest-growing independent haircare brands. Such strategic moves indicate strong market consolidation and are expected to further drive the demand for hair serums in the U.S. over the next few years.

Asia Pacific Hair Serum Market Analysis

The Asia Pacific hair serum market is stimulated by increasing consumer concerns toward scalp health, such as the conditions of hair thinning, hair loss, dandruff, and sensitive scalp. The extreme climatic conditions in many parts of the region also cause hair damage, thus stimulating demand for hair serums. The Asia Pacific hair serum market has also been stimulated by growth in disposable incomes, especially in India. For instance, in FY24, the per capita disposable income growth in India stood at 8%, up from 13.3% in the preceding year, which increased consumer purchasing power. This has drawn new entrants to the market, including Brooklyn-based Amika, which launched in China in 2022 with its global flagship store on Tmall Global and Little Red Book Xiaohongshu. Strategic acquisitions by existing brands also support market expansion. Additionally, the influence of Western culture and growing consumer awareness about fashion trends and celebrity styles is further pushing the growth of the market in Asia Pacific.

Europe Hair Serum Market Analysis

The market for hair serum in Europe is being driven by several key factors, including a growing youth population. The increase in population, particularly among younger consumers, is directly escalating the demand for hair serums. Additionally, rising disposable incomes are favoring market growth. In the UK, the median household disposable income reached EUR 31,400 (USD 33,394) in the financial year ending 2021, providing consumers with more purchasing power to invest in premium hair care products. Furthermore, established hair serum brands are expanding their presence through acquisitions. For instance, in 2022, Unilever announced its acquisition of a majority stake in Nutrafol, a leading provider of hair wellness products, further strengthening its position in the market. This trend of strategic acquisitions, alongside rising disposable income and a young, growing population, is expected to continue driving the demand for hair serums across Europe in the coming years.

Latin America Hair Serum Market Analysis

Increased research and development in hair serums is driving higher sales across Latin America. For example, Procter & Gamble's decision to open a research and development center in Brazil in 2017 has contributed to the market's growth. Additionally, rising disposable incomes are fueling demand for hair serums, with Brazil's average per capita income reaching BRL 1,848 (USD 370) in 2023, boosting consumer spending on hair care products. Furthermore, the escalating levels of air pollution are damaging hair health, leading to dryness and weakened hair roots. In 2022, Mexico City saw heightened pollution levels, prompting environmental authorities to issue more air quality alerts in the first half of the year than in all of 2021, further intensifying the demand for hair serums across the region.

Middle East and Africa Hair Serum Market Analysis

The rise in population and growing consumer demand for hair care products in the Middle East, driven by the region’s harsh climatic conditions, is significantly boosting sales of hair serums. With 60% of the Arab region’s population currently living in cities, a number expected to reach 70% by 2050, urbanization is fueling the growth of the hair care market. Increased per capita spending on personal care products, along with greater consumer awareness about the damage caused by harsh chemicals like sulfates and parabens, is driving a shift toward cleaner, natural alternatives. As a result, the demand for hair serums made with organic ingredients is rising, further propelling the market’s expansion in the region.

Competitive Landscape:

The competitive landscape of the global hair serum market is characterized by numerous key activities and trends that come from major players in the industry. Companies are getting more focused on the innovation of products, which is why many of them present serums that contain ingredients from nature, organic without sulfates, parabens, and artificial fragrances. This corresponds with the growing demand from the consumer for safer and more environmentally friendly hair care products. Many brands are also investing in developing serums for specific hair concerns such as hair thinning, frizz control, or scalp health, enriched with oils such as argan, jojoba, and almond oils. Other than innovation, aggressive marketing strategies form the key activity. Brands are utilizing celebrity endorsements, influencer collaborations, and social media campaigns to engage with a larger audience, particularly millennials and Gen Z consumers.  

The report provides a comprehensive analysis of the competitive landscape in the credit card payment market with detailed profiles of all major companies, including:

• Amka Products (Pty) Ltd.
• Avon Products Inc.
• Giovanni Cosmetics Inc.
• Henkel AG & Co. KGaA
• HerStyler
• John Paul Mitchell Systems
• Kao Corporation
• L'Oréal S.A.
• Mirta de Perales
• The Procter & Gamble Company
• Unilever plc
   

Latest News and Developments:

• November 2024: Anthi, India's first anti-thinning hair care brand, unveiled an advanced hair serum to reduce thinning and stimulate melanin production, addressing the hair greying issue. It is a lightweight, non-greasy serum that is infused with 18 plant extracts, essential oils, and clinically proven ingredients to improve hair thickness and volume.
• August 2024: Marico has introduced Hair & Care Oil in Serum, which brings the styling benefit of a serum with the nourishing benefit of almond oil. It is designed to deal with frizz and tangles, thus providing an affordable option. Marico wants to allow customers to afford high-quality hair care that can add beauty to their lives with this new product.
• June 2024: Rion Aesthetics launched a new hair serum in its Plated Skin Science collection, featuring Renewsome technology to help with hair and scalp health. Powered by platelet-derived exosomes, the clinically proven serum boosts scalp coverage by as much as 90% for those participating after six months. It is formulated with biotin, sea moss, turmeric, hyaluronic acid, and antioxidants through scientific research from physician-scientists.
   

Hair Serum Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the credit card payment market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global credit card payment market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the credit card payment industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.