The competition in hair care continued to intensify in 2021, with new products, formulations and packaging being introduced by large and small players alike throughout the year. Packaging was a competitive area for many, with more players launching products that resemble professional products, including larger, clear packaging.
Sustainability was also a common feature of hair care products in Australia in 2021, with most companies focusing on limiting the use of plastic in packaging, and also on reducing the use of water. In fact, a number of products in bar format and concentrates were launched across supermarkets, including Garnier Fructis shampoo bar, Glow Lab’s shampoo bar and Bar None’s shampoo concentrate.
Australian beauty brands have continued to attract the interest of local and foreign investors in the past two years across multiple categories, including hair care. For instance, local prestige hair care brand BondiBoost, which features the most prominent characteristics of Australian brands, including vegan and cruelty-free, was acquired by US private equity firm Gauge Capital.
Players traditionally competing in B2B are now also competing in retail, intensifying the competition in hair care in 2021. For instance, local beauty business AMR Hair & Beauty launched an online store to engage directly with local consumers, as online demand for beauty products increased significantly during the pandemic, whilst sales to B2B clients declined.
Australian beauty brands will continue to strengthen their positions in hair care in the forecast period, with their natural ethos and botanical ingredients. Plant-based formulations commonly used by Australian brands include home-grown “hero” ingredients such as kakadu plum, jojoba and pink clay, and these are likely to continue to thrive, as trust and reassurance about the safety and quality of these ingredients and products has been established amongst locals.
As in most beauty and personal care categories, sustainability is predicted to continue to influence hair care in the forecast period. Although great progress has been made by moving into solid and concentrated products that limit the use of plastic and water, there are great opportunities for innovations across hair care that offer ingredients and products that are better for the planet.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Hair Care
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
See All of Our DefinitionsThis report originates from Passport, our Hair Care research and analysis database.
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