Competitive Landscape
Leading Players Maintain Leadership While Share Shifts and Brand Relaunches Reshape Competition
Hair care in New Zealand remained moderately concentrated in 2025, with Unilever New Zealand Ltd holding the leading position at 20% retail value share through a broad portfolio of mass market brands with extensive distribution across supermarkets and pharmacies. L’Oréal New Zealand Ltd held 19% in 2025, sustaining its competitive position through a dual presence across both premium salon professional hair care, including Kérastase, L’Oréal Professionnel, Matrix, Redken, and Pureology, and mass market formats through Garnier Fructis, Elvive, and L'Oréal Paris, providing the breadth to capture consumer demand across multiple price points.
Emerging Brands and Innovation Accelerate Competitive Pressure through Digital and Sustainability Trends
Bouf established a notable commercial presence in 2025, with its Flouf Factor Growth Tonic distributed nationwide through Farmers stores and supported by TikTok-driven campaigns that generated first-week sales exceeding NZD500,000, demonstrating the speed at which social commerce translated digital engagement into physical retail volume amongst Gen Z consumers. Brazilian professional hair care brand Jacques Janine debuted its J18 Range at Farmers stores in November 2025, with the range marketed on vegetable keratin and argan oil credentials to support hair structure and bond strengthening, signalling continued appetite from international brands to enter the New Zealand market through established mainstream retail partnerships.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Hair Care Summary
Scalp-First and Clean Formulations Reshape Performance Standards as Hair Care Returns to Growth
Social Commerce and Ai Diagnostics Reshape Discovery and Professional Engagement
Carbon-Negative Production and Circular Design Establish Sustainability as a Baseline
Scalp Health and Ingredient-Led Formulations Set to Define Hair Care Growth
Social Commerce and Ai Personalisation Anticipated to Deepen Engagement and Accelerate Adoption
Circularity and Regulatory Compliance Expected to Strengthen Category Requirements
Leading Players Maintain Leadership While Share Shifts and Brand Relaunches Reshape Competition
Emerging Brands and Innovation Accelerate Competitive Pressure through Digital and Sustainability Trends
Supermarkets Anchor Channel Leadership as Retail E-Commerce and Premium Beauty Specialists Deliver the Strongest Growth
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
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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