HAIR SERUM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2025-2032)

Global Hair Serum Market Size and Forecast – 2025-2032  

The Global Hair Serum Market is estimated to be valued at USD 1.35 Bn in 2025 and is expected to reach USD 2.35 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 8.2% from 2025 to 2032.

Key Takeaways of the Hair Serum Market:

• The silicone-based hair serums segment is projected to account for 45.5% of the market share in 2025, driven by their superior performance and extensive benefits in hair care applications.
• The hair repair segment is expected to hold 43.6% of the market share in 2025, reflecting strong demand for products that address hair damage and promote restoration.
• The men segment is anticipated to capture 52.3% of the market share in 2025, highlighting the growing adoption of hair care products among male consumers.
• North America is set to lead the global hair serum market in 2025 with a 35.3% share, driven by high consumer awareness, premium product availability, and demand for multifunctional serums addressing frizz, dryness, scalp care, and damage. Asia Pacific, with a 23.5% share, will be the fastest-growing region, fueled by rising beauty consciousness, higher incomes, and strong digital influence in markets like India, China, and South Korea.

Market Overview:

The market trend for hair serum is being driven by growing consumer demand for targeted hair care solutions that address specific concerns such as frizz, dryness, damage, and scalp care. There is a noticeable shift toward high-quality, natural, and organic hair serums that offer multiple benefits—including nourishment, protection, styling, and improved scalp health. Furthermore, the increasing influence of e-commerce platforms and social media marketing is significantly contributing to the global rise in hair serum sales.

Currents Events and their Impact

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Segmental Analysis

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Hair Serum Market Insights, By Product Type - Silicone-Based Hair Serums Dominate the Market with Superior Performance and Versatility

Silicone-based hair serums segment is expected to contribute 45.5% share of the market in 2025, owing to their exceptional properties and wide-ranging benefits for hair care. Silicone-based hair serums have gained immense popularity due to their ability to provide a protective layer on the hair shaft, reducing frizz, and enhancing shine. The unique composition of silicone allows it to form a thin, invisible film on the hair surface, which helps to smooth down the cuticles and prevent moisture loss. This results in hair that appears sleeker, smoother, and more manageable. For instance, according to the Mexmo Sp z. o. o., silicone coats the hair strands, forming a protective layer against external factors like moisture, UV rays, and pollution.

Hair Serum Market Insights, By Application - Hair Repair Emerges as the Leading Application Segment, Driven by Increasing Hair Damage Concerns

Hair repair segment is expected to contribute 43.6% share of the market in 2025. The growing prevalence of hair damage due to various factors such as environmental pollution, harsh chemical treatments, and excessive heat styling have fueled the demand for effective hair repair solutions. Consumers are increasingly seeking products that can address issues like dryness, split ends, and breakage, leading to the dominance of the hair repair segment.

Hair Serum Market Insights, By End User - Men Emerge as the Dominant End User Segment, Fueled by Grooming Trends and Product Innovations

The men segment is expected to contribute 52.3% share of the market in 2025. The growing emphasis on personal grooming and appearance among men has been a key driver for the dominance of this segment. In recent years, there has been a significant shift in male grooming trends, with men becoming more proactive in adopting hair care routines and seeking products specifically formulated for their needs.

End User Feedback and Unmet Needs

• A consistent area of satisfaction among end users is the emergence of multifunctional, lightweight hair serums that address a combination of concerns such as frizz control, heat protection, scalp nourishment, and split-end prevention. For example, salon professionals in urban markets across North America have expressed strong approval for serums formulated with argan oil and biotin, citing their dual functionality in both styling and hair repair. These products are often praised for improving hair texture without weighing it down and offering immediate aesthetic benefits, which enhances customer loyalty and repeat usage in salon settings.
• Conversely, a recurring challenge voiced by both consumers and beauty professionals involves the lack of customization and inclusivity in product formulation. Many users in the Asia Pacific and African regions report that products designed for Western hair textures do not yield optimal results for coarse, curly, or chemically treated hair.

Regional Insights:

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North America Hair Serum Market Analysis and Trends

The North America region is projected to lead the market with a 35.3% share in 2025. The region boasts a well-established market ecosystem, with a strong presence of key players and a wide range of product offerings. The high purchasing power of consumers and their increasing awareness of hair care and styling products have fueled the demand for hair serums. The U.S., in particular, has witnessed a surge in the popularity of hair serums, with consumers seeking solutions for various hair concerns such as frizz control, heat protection, and shine enhancement. Notable companies in the region, such as L'Oréal, Unilever, and Procter & Gamble, have capitalized on this trend by introducing innovative hair serum formulations and investing in marketing campaigns to capture market share.

Asia Pacific Hair Serum Market Analysis and Trends

The Asia Pacific region is expected to exhibit the fastest growth in the market contributing 23.5% share in 2025. The region's rapid economic development, rising disposable incomes, and increasing urbanization have led to a growing middle class with a heightened focus on personal grooming and appearance. Countries such as China, India, and South Korea have emerged as key markets, driven by a large population base and evolving beauty trends. The expanding e-commerce landscape and the proliferation of online beauty retailers have further facilitated the accessibility and availability of hair serums in the region.

Local companies, such as Kao Corporation and Shiseido in Japan, and Amorepacific in South Korea, have gained significant traction in the market by offering products tailored to the specific needs and preferences of Asian consumers. For instance, in February 2024, Kao Corporation began transforming its hair care business, starting with the April 2024 launch of its new brand melt, focused on relaxation-based beauty care. The company plans to introduce more new brands and rebrand existing ones to revamp its entire hair care portfolio.

Global Hair Serum Market Outlook for Key Countries

U.S. Hair Serum Market Trends

The U.S. hair serum market is highly competitive and dynamic, with a strong presence of both international and domestic brands. Consumers in the U.S. are increasingly looking for hair serums that address specific hair concerns, such as frizz control, heat protection, and color preservation. The market is driven by product innovation, with companies focusing on developing serums with natural and organic ingredients, as well as multifunctional formulations. Key players in the U.S. market include L'Oréal, Unilever, and Procter & Gamble, which have a wide portfolio of hair serum brands catering to different consumer segments.

China Hair Serum Market Trends

China hair serum market has experienced significant growth in recent years, driven by rising consumer awareness about hair care and increasing disposable incomes. The market is characterized by a mix of international and domestic brands, with a growing preference for premium and luxury hair care products. Chinese consumers are increasingly seeking hair serums that provide multiple benefits, such as hair strengthening, damage repair, and scalp nourishment. E-commerce platforms, such as Tmall and JD.com, have played a crucial role in the distribution and accessibility of hair serums in China. Notable players in the China hair serum market include L'Oréal, Shiseido, and local brands like Herborist and Chando.

India Hair Serum Market Trends

India continues to be a promising market for hair serums, driven by a large and diverse population with varying hair types and concerns. The increasing influence of social media and online beauty influencers has also contributed to the growing awareness and adoption of hair serums in India. Key players in the India hair serum market include L'Oréal, Unilever, and homegrown brands like Biotique and Mamaearth, which have gained popularity by offering hair serums tailored to the unique needs of Indian consumers.

For instance, in August 2024, Hair & Care, a popular hair oil brand from Marico Ltd known for offering up to 100% damage repair, introduced its new product, Hair & Care Oil in Serum. This unique serum combines the styling benefits of a serum with the nourishing properties of almonds. The product has been launched in West Bengal, Orissa, Punjab, and the Northeast region. It features a lightweight formula enriched with almond oil and infused with Vitamin E. This blend helps reduce frizz and leaves the hair smooth, shiny, and silky, all at an accessible price of just INR 2 per .

Japan Hair Serum Market Trends

Japan hair serum market is characterized by a strong emphasis on product quality, innovation, and customer loyalty. Japanese consumers are known for their discerning tastes and preference for high-performance hair care products. The market is dominated by domestic brands, such as Shiseido, Kao Corporation, and Kosé, which have established a strong reputation for their advanced hair serum formulations. These companies have invested in research and development to create serums that address specific hair concerns, such as damage repair, anti-aging, and scalp health.

Market Players, Key Development, and Competitive Intelligence:

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Key Developments:

• On May 8, 2025, Living Proof unveiled its new line of silicone-free haircare products. Renowned for its science-driven innovations, the brand has introduced Sili-CLONE HairTech across its completely revamped shampoo and conditioner range, marking a significant advancement in its product offerings.
• In April 2025, Prose, a global pioneer in personalized beauty solutions, unveiled its first-ever Custom Scalp Serum as part of its hair care range. Aligned with the brand’s sustainability goals, the serum is packaged in a 100% recyclable glass bottle to help minimize environmental impact.
• In January 2025, Soulflower, India’s farm-to-face beauty brand, expanded its product portfolio with the launch of its Tetragain Hair Growth Serum. This new offering features a rosemary and redensyl-based formula designed to promote hair growth and strengthen scalp health.
• In July 2024, Olaplex introduced its patented Bond Shaping Technology, specifically designed to support and enhance all types and textures of curly hair. This innovative technology works by repairing the hair’s internal structure, reinforcing and reshaping curl-forming bonds to restore and maintain natural curl patterns.
• In February 2024, building on the success of the 2023 L'Oréal Paris Elvive Hyaluron + Plump collection—originally launched exclusively at Walmart in fall 2022—the brand has partnered with the retailer once again to introduce a new exclusive line: Hyaluron + Pure. This collection includes a shampoo, conditioner, and oil erasing scalp serum.

Top Strategies Followed by Global Hair Serum Market Players

• Established players: Leading brands invest heavily in research and development (R&D) to create high-performance formulations that meet modern hair care needs such as damage repair, anti-frizz, heat protection, and scalp nourishment.
  • For example, L'Oréal Paris continues to innovate its Elvive Extraordinary Oil Serum, incorporating advanced formulations with flower oils and active ingredients like keratin and hyaluronic acid.

• Mid-level players: In the global hair serum market prioritize cost-effective solutions to attract price-sensitive consumers. They concentrate on delivering quality products at affordable prices, targeting a wider customer base. These companies also engage in collaborations with other industry players to boost their technology, production capabilities, and market presence.
  • For example, Streax and Livon offer affordable serums formulated with ingredients like Moroccan argan oil and vitamin E. These brands cater to the Indian middle-class segment by pricing their products between USD 1.20 and USD 2.40.

• Small-scale players: These players in the global hair serum market often focus on niche specialization to differentiate themselves from larger competitors. They target specific market segments with unique features or innovative products that cater to particular consumer preferences. These players also adopt cutting-edge technologies to remain competitive and offer advanced hair care solutions.
  • For example, Arata and Juicy Chemistry focus on clean-label, vegan, and cruelty-free serums using plant-based ingredients like flaxseed, argan oil, and aloe vera.

Market Report Scope

Hair Serum Market Dynamics

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Hair Serum Market Driver - Rising awareness about hair care and grooming products

In recent years, there has been a significant increase in consumer awareness regarding hair care and grooming products. The growing emphasis on personal appearance and the desire to maintain healthy, lustrous hair care products has driven the demand for hair serums globally. Consumers are becoming more educated about the benefits of using hair serums, such as reducing frizz, enhancing shine, and protecting hair from damage caused by heat styling and environmental factors. The rise of social media influencers and beauty bloggers has further contributed to the heightened awareness of hair care routines and the importance of incorporating hair serums into daily regimens.

This trend is particularly evident among millennials and Generation Z, who are more likely to prioritize self-care and allocate a larger portion of their disposable income to beauty and grooming products. A study conducted by the National Retail Federation (NRF) in 2020 found that 73% of millennials and 65% of Generation Z consumers in the U.S. consider personal care and beauty products to be essential items.

Hair Serum Market Opportunity - Expansion of organic and natural hair serums

The increasing demand for organic and natural hair care products presents a significant opportunity for the global hair serum market. consumers are becoming more conscious about the ingredients they apply to their hair and scalp, seeking out products that are free from harsh chemicals, sulfates, parabens, and other potentially harmful substances. This shift in consumer preferences has created a growing market for hair serums that feature organic and natural ingredients, such as plant-based oils, botanical extracts, and essential oils. By tapping into this trend, hair serum manufacturers can expand their product lines and cater to the needs of health-conscious and environmentally-aware consumers.

Analyst Opinion (Expert Opinion):

• The rising demand in emerging markets, particularly in Asia Pacific, Latin America, and the Middle East, presents lucrative opportunities for manufacturers to expand their footprint. Urbanization, increasing disposable income, and a cultural shift towards grooming and personal care are reinforcing this trend.
• Clean beauty continues to gain momentum, pushing brands to innovate with plant-based and cruelty-free formulations. There is also a notable opportunity in the men's grooming segment, as hair care adoption rises among male consumers globally.

Market Segmentation

•  Product Type Insights (Revenue, USD Bn, 2020 - 2032)
• • Silicone-Based Hair Serums
  • Oil-Based Hair Serums
  • Water-Based Hair Serums
•  Application Insights (Revenue, USD Bn, 2020 - 2032)
• • Hair Repair
  • Hair Styling
  • Hair Protection
  • Anti-Frizz
  • Others
•  End User Insights (Revenue, USD Bn, 2020 - 2032)
• • Men
  • Women
•  Distribution Channel Insights (Revenue, USD Bn, 2020 - 2032)
• • Online
  • Offline
  • Supermarkets and Hypermarkets
  • Pharmacy Stores
  • Others
• Regional Insights (Revenue, USD Bn, 2020 - 2032)
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • L'Oréal S.A.
  • Procter & Gamble Co.
  • Unilever
  • Estée Lauder Companies Inc.
  • Henkel AG & Co. KGaA
  • Revlon Inc.
  • Shiseido Company, Limited
  • Kérastase
  • Matrix Essentials
  • Moroccanoil
  • OGX
  • Davines S.p.A.
  • Burt's Bees
  • Biosilk

Sources:

Primary Research Interviews:

• Product Development Lead – Global Hair Care Brand (for insights on advanced serum formulations and multifunctional ingredients)
• Marketing Manager – Premium Salon Chain (India & Middle East) (demand for gender-specific and professional hair serums)
• Category Manager – Health & Beauty, Leading Retail Chain (consumer preferences and best-selling serum variants)
• Procurement Head – Natural Cosmetics Manufacturer (raw material trends for botanical and organic ingredients)

Stakeholders:

• Manufacturers
• End-use Sectors
• Formulators & Contract Manufacturers
• Regulatory & Certification Bodies – Cosmetic safety boards, FDA, BIS (India), EU Cosmetic Directive
• Ingredient Suppliers – Essential oils, silicones, botanical extracts, vitamins
• E-commerce & Retail Chains – Nykaa, Amazon, Sephora, and modern trade
• Brand Licensing & Packaging Innovators

Databases:

• UN Comtrade Database
• India Import Export (EXIM) Database – Import data for key ingredients like silicones, argan oil
• Trade Map (ITC) – Country-wise serum product export/import volumes

Magazines:

• Cosmetics & Toiletries – Ingredient trends and formulation innovations
• HAPPI (Household and Personal Products Industry) – Market trends in beauty and grooming
• Global Cosmetic Industry Magazine – Brand launches, mergers, and acquisitions
• Retail Beauty Australia – Shelf space trends and consumer feedback
• Business of Fashion – Beauty Section – Clean beauty movement and male grooming evolution

Journals:

• International Journal of Cosmetic Science – Research on active ingredients in serums
• Journal of Dermatology and Skin Science – Effects of serums on scalp and hair health
• Trends in Cosmetic Science – Performance of silicone vs. silicone-free serums
• Sustainability Journal – Impact of natural ingredients and packaging
• International Journal of Consumer Studies – Consumer perception of premium hair care products

Newspapers

• Economic Times Retail (India) – Growth of personal care segment post-pandemic
• The Guardian UK – Lifestyle Section – Rise of men’s grooming and haircare trends
• Nikkei Asia – Demand for hair serums in APAC countries
• The New York Times – Style Section – Popularity of natural and anti-frizz serums in the U.S.
• Khaleej Times – Haircare product consumption trends in the Middle East

Associations:

• Indian Beauty & Hygiene Association (IBHA)
• Personal Care Products Council (PCPC – U.S.)
• Cosmetics Europe – The Personal Care Association
• The Society of Cosmetic Chemists (SCC)
• International Natural and Organic Cosmetics Association (NATRUE)
• Confederation of Indian Industry – Beauty & Wellness Committee

Public Domain Sources

• OECD – Reports on sustainable cosmetics and consumer safety
• European Commission – Cosmetic Products Regulation (EC) No 1223/2009
• FDA (U.S.) – Guidelines on cosmetic labeling and safety
• BIS (India) – IS standards for cosmetic product testing
• UNEP – Plastic packaging and sustainability initiatives in personal care
• World Bank – Middle-class population growth and grooming product demand

Proprietary Elements:

• CMI Data Analytics Tool, Proprietary CMI Existing Repository of information for last 8 years.