The global keratin hair care products market size was estimated at USD 4,953.7 million in 2023 and is projected to reach USD 8,100 million by 2030, growing at a CAGR of 7.4% from 2024 to 2030. The market’s growth is primarily fueled by the increasing consumer demand for hair strengthening and smoothing products, rising awareness about hair damage caused by environmental aggressors, and the growing popularity of keratin treatments that enhance hair texture, manageability, and shine.

Furthermore, continuous innovations in keratin-based formulations and the expansion of distribution networks, including e-commerce and retail channels, are playing a crucial role in accelerating market development. A key factor driving this growth is the rising consumer focus on hair repair and protection solutions. As environmental challenges such as pollution, UV exposure, and poor water quality continue to impact hair health, consumers are actively seeking effective remedies that can restore hair vitality. Keratin-based products have gained significant traction as they help strengthen the hair shaft, minimize frizz, and improve shine and smoothness. The increasing demand for professional-grade, salon-quality treatments that can be conveniently used at home is also encouraging manufacturers to innovate and introduce new, effective formulations tailored to diverse hair types and needs.

In this dynamic and expanding market, leading brands are leveraging innovation and product excellence to strengthen their market presence. For example, Henkel’s hair care brands—Schwarzkopf Keratin Color and göt2b— achieved significant recognition in 2023, winning multiple prestigious beauty awards from renowned platforms such as Glamour, Cosmopolitan, Ebony, and Shop TODAY. These awards celebrated standout products like the göt2b glued Bonding Glue and Schwarzkopf Keratin Color Permanent Hair Color Cream, which are praised for their superior quality, strong performance, and ability to deliver desired results such as enhanced hold, improved gray coverage, and reduced hair breakage. The widespread success and acknowledgment of such innovative products further reinforce consumer trust and fuel overall market growth, as demand for high-performance, reliable keratin hair care solutions continues to rise globally.

Key Market Trends & Insights:

• In 2023, North America emerged as the leading region in the global keratin hair care products market, accounting for a revenue share of 26.10%. The region’s dominance can be attributed to the strong presence of established hair care brands, high consumer spending on premium personal care products, and growing awareness about hair health and damage prevention. Additionally, the increasing popularity of keratin-based treatments and products among consumers seeking smoother, shinier, and more manageable hair has significantly contributed to the region’s market leadership.

• Within North America, the U.S. market is projected to witness the fastest CAGR of 7.0% from 2024 to 2030, driven by rising demand for advanced hair repair solutions and the increasing influence of fashion and beauty trends promoted through digital media and celebrity endorsements. The availability of a wide range of keratin-based shampoos, conditioners, and treatments across various retail and online channels further supports the market’s expansion in the U.S.

• Based on product type, the shampoo segment dominated the market in 2023, capturing the largest revenue share of 38.04%. This dominance is largely due to the frequent use of shampoos as an essential part of daily hair care routines and the growing consumer preference for keratin-infused formulations that help repair and protect damaged hair. The versatility of keratin shampoos, which cater to different hair types and concerns such as frizz control, hydration, and strengthening, has further enhanced their market appeal.

• In terms of end use, the individuals segment accounted for the highest revenue share of 70.19% in 2023. The growing consumer awareness regarding hair care, coupled with an increasing focus on personal grooming and at-home treatments, has driven the adoption of keratin hair care products among individuals. The convenience of using professional-quality products at home without frequent salon visits has also contributed to this segment’s strong performance.

• By distribution channel, the hypermarkets and supermarkets segment led the market with a revenue share of 34.10% in 2023. These retail outlets remain the most preferred purchasing channel for consumers due to their wide product availability, competitive pricing, and opportunities to compare various brands. The presence of dedicated personal care sections in large retail stores has further enhanced product visibility and accessibility, playing a significant role in boosting the overall sales of keratin hair care products.

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Market Size & Forecast:

• 2023 Market Size: USD 4,953.7 Million

• 2030 Projected Market Size: USD 8,100 Million

• CAGR (2024-2030): 7.4%

• North America: Largest market in 2023

• Asia Pacific: Fastest growing market

Key Companies & Market Share Insights:

Key companies operating in the global keratin hair care products market include leading industry players such as L'Oréal, Henkel, and Keratin Complex. These companies command significant market shares, supported by their extensive product portfolios, well-established distribution networks, and strong global brand recognition. Their broad range of offerings caters to different hair types, concerns, and price segments, enabling them to effectively meet the needs of a diverse consumer base.

Prominent brands such as Schwarzkopf (a Henkel brand) and Keratin Complex stand out in the market for their advanced keratin-based formulations and professional-grade treatments. These brands are particularly known for delivering high-performance solutions that address multiple hair concerns, including damage repair, frizz control, and overall hair strengthening. Their ability to consistently launch innovative and effective products has helped them build strong consumer loyalty and maintain a competitive edge.

The overall competitive landscape of the keratin hair care products market is characterized by a strong focus on innovation and product differentiation. Leading companies are continuously investing in research and development (R&D) to create new and improved formulations that enhance product performance, safety, and sustainability. These efforts not only help companies maintain their market leadership but also align with evolving consumer preferences for high-quality, science-backed, and environmentally responsible hair care solutions.

Key Players

• L'Oréal S.A.

• Unilever

• Keratin Complex

• Henkel AG & Co. KGaA

• Cliove Organics

• Kerotin Hair Care

• GK Hair USA

• Gussi Hair LLC

• Nutree Cosmetics

• Novex Hair Care

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Conclusion:

The keratin hair care products market is poised for robust growth over the coming years as consumers increasingly seek hair repair, smoothing, and protective solutions. Driven by rising awareness of hair damage from environmental and chemical stressors, brands are innovating with advanced formulations, expanding their distribution channels, and leveraging strong product portfolios to secure leadership in this competitive space.