Competitive Landscape
Leading Manufacturers Maintain Positions through Brand Strength and Portfolio Breadth
In 2025, the hair care market in Italy remained highly concentrated, with L’Oréal Italia SpA maintaining absolute leadership at a 35% retail value share, a slight moderation from 37% in 2020 that reflected gradual gains by mid-tier players without materially disrupting the category hierarchy. Leadership was sustained through broad portfolio coverage across both care and styling and consistent brand investment, with Garnier serving as the primary growth engine.
Joy Group Acquisition Highlights Growing Focus on Scalp Health
In October 2025, China’s Joy Group completed the acquisition of Italian dermatological hair care brand Foltène, taking over its brand assets, global distribution network and research laboratory in Italy. Founded in Milan in 1944, Foltène built its reputation on a science-driven approach to scalp and hair health, anchored by proprietary complexes Tricosaccaride and Tricalgoxyl, used across anti-hair loss ampoules, gender-specific shampoos and related treatments sold in more than 30 countries.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Italy 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 Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Italy - Category analysis
Key Data Insights
Skinification Drives Growth as Clean Formulations Become Category Standard
Skinification Drives Growth as Clean Formulations Become Category Standard
Hair Care Shifts Towards Identity and Social Media-Driven Discovery
Texture-Specific Routines Expand Relevance across Hair Identities
Treatment-Led Innovation and Scalp Health Are Expected to Support Growth
Styling and Colour Are Projected to Drive Identity-Led Growth
Inclusive and Transparent Positioning Is Expected to Shape Competition
Leading Manufacturers Maintain Positions through Brand Strength and Portfolio Breadth
Joy Group Acquisition Highlights Growing Focus on Scalp Health
Health and Personal Care Stores Lead as E-Commerce Accelerates Growth
Beauty and Personal Care in Italy - Industry Overview
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Key Data Insights
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Pro-Age and Inside-Out Wellness Reshape Anti-Ageing across Demographics
Lifestyle-Driven Formats Extend Beauty into Everyday Routines
Value-Led Premiumisation and Streamlined Routines Forecast to Sustain Growth
Science-Driven Personalisation Set to Redefine Consumer Engagement
Clean and Traceable Credentials Projected to Become a Baseline Requirement
Leading Players Reinforce Positions through Scale and Credibility
Beauty Specialists Lead on Value as E-Commerce and Tiktok Shop Accelerate Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Hair Care research and analysis database.
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