Hair Care in Asia Pacific

May 2022

Hair care in Asia Pacific has mirrored the performance of its biggest market, China, in the last two years, weakening in 2020, due to Coronavirus (COVID-19), but then strengthening in 2021. While positive growth is expected throughout the forecast period, lockdowns in China in 2022, due to localised case number spikes of the Omicron variant, could still dampen both the national and regional performances in this year.

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This report comes in PPT.

Key Findings

Stronger performance seen in 2021

Many countries saw slower growth, or even declining sales, when COVID-19 hit the region in 2020, followed by a recovery in 2021, as the region looked to have mostly got a grip on the pandemic. China saw particularly strong growth in 2021, helping to drive the overall regional performance. With Chinese consumers having ever more sophisticated awareness of hair care, they have increasingly started to seek solutions to hair problems such as dandruff and hair loss, with hair loss treatments seeing particularly dynamic growth in China in recent years.

No-rinse expands into conditioners in China

One significant trend in Chinese hair care is no-rinse products. While no-rinse, dry shampoo had already been picking up steam in China, hair care brands are now actively exploring the possibility of using a no-rinse format in other categories, as seen with Rejoice launching rinse-free conditioner.

Indian consumers looking for ayurvedic and natural products

India is seeing increasing demand for ayurvedic and natural hair care products. Taking note of this, Shahnaz Husain has been among the players expanding their portfolios of herbal skin care products into hair care, launching hair cleansers and hair oils using natural ingredients such as sandalwood, jasmine, rose, aloe vera, almond etc.

Positive growth expected over 2021-2026

While hair care is currently expected to record positive annual growth rates in Asia Pacific over the forecast period, China has been experiencing more lockdowns in 2022, as the authorities continue to pursue their zero-COVID policy, which could negatively impact overall regional sales in this year.

Key findings
Asia Pacific accounts for a third of global hair care sales
After 2020’s slight decline in sales, 2021 sees a stronger performance
Indonesia sees strong hair care growth during the pandemic
Salon professional hair care sales rebound in India in 2021
Shampoos and conditioners/treatments dominate new sales in 2016-2021
Dry and solid shampoo among the new trends being seen in Asia Pacific hair care
Modern grocery retailers lead hair care distribution in Asia Pacific
E-commerce the biggest distribution channel in China
Hair care has concentrated national competitive landscapes in Asia Pacific
Kao continues to lose share at a regional level
China and Japan the main revenue generators for the top 10 players
L’Oréal Paris continues to move up the rankings
Positive growth expected throughout the 2021-2026 period…
…with standard shampoo adding the most actual new sales
Strong growth expected in Indonesia over 2021-2026
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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