Hair Mask Market Size, Share & Trends Analysis Report By Product (Thermal Steam Mask, Steam-Free Mask), By Application (Individual, Commercial), By Distribution Channel (Offline, Online), By Nature, By Hair, By Packaging, By Region, And Segment Forecasts, 2024 - 2030

Report Overview

The global hair mask market size was valued at USD 692.3 million in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 5.4 % from 2024 to 2030. With increasing concerns over hair damage due to pollution, excessive styling, and harsh chemicals, consumers are increasingly seeking effective solutions to maintain and restore hair health. Hair masks have become prevalent for their deep conditioning and nourishing properties. The trend towards self-care and wellness increases demand as consumers prioritize beauty and personal care approaches.

Strategic acquisitions by leading companies drive the hair mask market by enabling firms to expand their product portfolios, enhance their market presence, and leverage new technologies. For instance, Advent International acquired Skala Cosméticos, a Brazilian haircare brand. The acquisition expanded Skala Cosméticos's manufacturing capacity and distribution network and increased the brand's presence in international markets. These acquisitions allow companies to introduce advanced formulations, reach a wider audience, and strengthen their competitive position in the market. Additionally, acquiring established brands with loyal customer bases aids these companies in quickly gaining market share and credibility. The initiatives created through these acquisitions, including shared R&D capabilities and distribution networks, further facilitate the growth and innovation within the hair mask market.

The rising prevalence of hair problems such as hair loss, thinning, dandruff, and scalp irritation is fueling the growth of the hair mask market. Poor diet, stress, hormonal imbalances, and environmental pollutants contribute to these issues. Consumers are increasingly turning to hair masks to solve these problems. Hair masks are formulated with ingredients that strengthen hair follicles, improve scalp health, and enhance hair texture, making them a preferred choice for individuals pursuing to address specific hair concerns.

Product Insights

The thermal steam mask dominated the market and accounted for a revenue share of 80.1% in 2023. Consumers are pursuing products that offer salon-like results without frequent salon visits. Thermal steam masks are designed to replicate the effects of professional hair treatments, such as deep conditioning and hydration, using steam to open hair cuticles and allow for deeper penetration of active ingredients. The growing consumer demand for professional and salon-quality treatments at home is driving the demand for thermal steam masks.

The steam-free mask segment is expected to register the fastest CAGR during the forecast period. Thermal steam-free masks offer an easier application process. They do not require additional heating devices or preparation, making them more accessible and user-friendly. Consumers, especially those with busy lifestyles, increasingly use products that simplify their beauty routines without compromising effectiveness. This convenient and time-saving solution is driving demand in the market.

Application Insights

The commercial segment accounted for the largest market revenue share in 2023. Salons and spas increasingly incorporate hair masks into their treatment offerings to cater to clients pursuing premium and customized hair care solutions. Professional stylists use high-quality, salon-grade hair masks to address specific hair concerns such as damage, dryness, and color treatment. Using hair masks in professional settings enhances the perceived value of salon services and attracts customers requiring effective and luxurious hair treatments. The diverse use of hair masks to meet client demands is fueling the growth.

The individual segment is anticipated to register a significant CAGR over the forecast period. Consumers are increasingly pursuing products that match their specific hair types, concerns, and preferences. Hair masks that offer customizable solutions, such as those formulated for different hair textures, colors, or issues, cater to this demand for personalized care. Brands that provide a range of options or allow consumers to choose ingredients based on their unique needs. This focus on personalization enhances the use of hair masks and drives their popularity in the individual application market.

Distribution Channel Insights

The offline distribution segment accounted for the largest market revenue share in 2023. Retail stores such as pharmacies, department stores, and specialty beauty shops allow consumers to examine and test hair mask products before purchasing them physically. This experience allows consumers to feel the product texture, smell, and packaging, which are essential factors in their purchasing decisions. Additionally, beauty advisors and store staff offer personalized recommendations, enhancing the shopping experience and driving sales through offline channels.

The online distribution segment is anticipated to register the fastest CAGR over the forecast period. Online shopping allows consumers to browse and purchase hair masks from the comfort of their homes, eliminating the need to visit physical stores. This ease of access is particularly appealing to busy individuals who prefer the convenience of online shopping. Additionally, e-commerce platforms are available 24/7, enabling consumers to shop at any time, further enhancing the growth of online distribution.

Nature Insights

The conventional segment accounted for the largest market revenue share in 2023. Conventional products use widely available and less expensive ingredients, making them more affordable for consumers compared to newer, premium formulations. Additionally, these products are available in various retail outlets, including supermarkets, pharmacies, and mass-market stores, ensuring broad accessibility. Conventional hair masks' affordability and widespread availability make them suitable for consumers pursuing effective hair care solutions without a high cost.

The organic segment is anticipated to register the fastest CAGR over the forecast period. As consumers are getting more informed about the potentially harmful effects of synthetic chemicals and additives, they increasingly pursue products that use natural and organic components. Organic hair masks, formulated with ingredients free from synthetic chemicals, pesticides, and artificial fragrances, are in demand by health-conscious consumers who prioritize clean beauty and environmental sustainability. This growing awareness and preference for natural ingredients drives the demand for organic hair masks.

Hair Insights

The dry hair segment accounted for the largest market revenue share in 2023. Environmental reasons, including sun exposure, pollution, and harsh weather conditions, lead to hair dryness. Frequent heat styling tools and chemical treatments further contribute to the problem. As more individuals experience dry hair issues, the demand for hair masks specifically formulated to restore moisture and improve hair health grows.

The frizzy hair segment is projected to grow at the fastest CAGR over the forecast period. Frizzy hair is often caused by a lack of moisture, damage, or humidity, leading to a rough and unruly texture. Consumers increasingly pursue hair masks that offer deep hydration, smoothness, long-lasting frizz control, and protection against environmental factors. Formulations that include anti-humidity agents, silicone-based compounds, or natural smoothing ingredients aid in locking in moisture and maintaining sleekness.

Packaging Insights

The pouch segment accounted for the largest market revenue share in 2023. Pouches offer a lightweight and compact alternative, making them easy to carry and store. This packaging is particularly in demand by consumers who travel frequently or prefer their hair care products readily accessible without taking up much space. Moreover, pre-measured pouches provide consumers with a single product service, ensuring they use the appropriate amount each time. This aids in avoiding product wastage and makes it easier for consumers to manage their usage and ensure consistent application. These factors, combined, are driving the demand for the pouch segment.

The jar segment is anticipated to register the fastest CAGR over the forecast period. Jars offer wide openings that allow users to access them, making them convenient for applications easily. Additionally, many consumers use jars that are increasingly interested in sustainable practices and use packaging solutions that are reused or refilled. This convenience and focus on sustainability drive demand for jar packaging as it supports a more environmentally friendly approach to hair care.

Regional Insights & Trends

The North America hair mask market accounted for the largest revenue share in 2023. As consumers become more informed about the benefits of deep conditioning treatments and their role in maintaining healthy hair, they pursue products that address specific hair concerns. The emphasis on overall wellness and holistic beauty routines has led to a higher demand for hair masks that offer targeted treatments for various hair types and issues, boosting market growth in the region.

U.S. Hair Mask Market Trends

The U.S. market is expected to witness significant growth over the forecast period. Consumers in the U.S. are getting more educated about the importance of maintaining healthy hair and the benefits of deep conditioning treatments. This awareness includes understanding the impact of factors such as heat damage, environmental reasons, and nutritional deficiencies on hair health, resulting in a growing preference for hair masks that offer targeted solutions, such as hydration, repair, and nourishment, to address these concerns and promote overall hair wellness.

Asia Pacific Hair Mask Market Trends

Asia Pacific hair mask market is expected to witness the fastest CAGR over the forecast period. Social media platforms and beauty influencers highlight and promote the benefits of various hair masks, influencing consumer preferences and purchasing decisions. The visibility of these products through endorsements, reviews, and tutorials encourages consumers to try and invest in hair masks. The impact of beauty trends and influencer marketing drive the demand for the hair mask market in the Asia Pacific region.

The China market is expected to witness significant growth over the forecast period. Hair masks are widely available through various retail outlets, including specialty beauty stores, drugstores, supermarkets, and online platforms. This increased accessibility allows consumers to find and purchase hair masks that suit their needs easily. The growth of e-commerce and the convenience of online shopping further support the market, as consumers have greater access to a diverse range of products and brands. The expansion of product availability and retail channels contributes to the growth of the hair mask market in China.

Europe Hair Mask Market Trends

The Europe hair mask market is expected to witness significant growth over the forecast period. Consumers increasingly pursue hair care products free from synthetic chemicals and harmful ingredients. Organic and natural hair masks, emphasizing clean and eco-friendly formulations, cater to this demand for safer and more sustainable options. The rising trend of using natural and organic products in personal care routines supports the growth of this segment in the Europe market.

The UK market is expected to witness significant growth over the forecast period. Consumers are increasingly seeking products that cater to their unique hair types and concerns. Hair masks that offer customizable options or are marketed as personalized solutions for different hair issues are increasing. Additionally, in a busy lifestyle, consumers seek convenient and effective solutions for maintaining their hair health. Hair masks offer a quick and efficient way to address hair concerns and fit into busy routines. These factors, such as customization and convenience, are driving demand in the UK market.

Key Company & Market Share

Some key companies in the hair mask market include L'Oréal S.A., Unilever, Revlon, Henkel AG & Co. KGaA, and others.

• L'Oréal S.A. is a multinational company that operates in the beauty and personal care sector. The company offers a diverse portfolio of products across multiple categories, including skincare, haircare, makeup, and fragrances. Their extensive range includes innovative hair masks, advanced skincare treatments, cosmetics, and premium fragrances.

Recent Developments

• In April 2024, Dove expanded its product portfolio in the hair care segment by launching a 10-in-1 deep repair treatment hair mask. The product was launched with a Pause, Reverse, and Play, campaign, highlighting its benefits. It is available on the company's website, online marketplaces, and beauty retailers across India.

Hair Mask Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the hair mask market report based on product, application, distribution channel, nature, hair, packaging and region:

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

  • Thermal Steam Mask

  • Steam-Free Mask

• Application Outlook (Revenue, USD Million, 2018 - 2030)

  • Individual

  • Commercial

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

  • Offline

  • Online

• Nature Outlook (Revenue, USD Million, 2018 - 2030)

  • Organic

  • Conventional

• Hair Outlook (Revenue, USD Million, 2018 - 2030)

  • Dry

  • Frizzy

  • Curly

  • Others

•  Packaging Outlook (Revenue, USD Million, 2018 - 2030

  • Pouch

  • Jar

  • Tubes

• Region Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • Japan

    • China

    • India

  • Central & South America

    • Brazil

    • Argentina

  • Middle East & Africa

    • South Africa

    • South Arabia