Competitive Landscape
L’Oréal and Procter & Gamble Continue to Lead Amid Rising Local Competition and Market Fragmentation
In 2025, hair care in Spain exhibited signs of gradual fragmentation as smaller players increased their presence, although leading companies still held substantial shares. L’Oréal España SA continued to lead with a 27% share in 2025, showing a slight decline from 29% in 2023.
L’Oréal’S Acquisition and Product Innovation Fuel Competitive Shifts and Growth Opportunities
The acquisition of Wow by L’Oréal in 2025 marked a pivotal moment in hair care in Spain, enabling L’Oréal to expand its influence in this trend-driven category. The relaunch of Wow under L’Oréal’s management is anticipated to enhance its competitive positioning, especially among younger demographics attracted to innovative and viral hair care products.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Spain?
- How are products distributed in Spain?
- 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 Spain - Category analysis
Key Data Insights
Hair Care Summary
Baby Boomers and Gen X Drive Innovation and Growth through Targeted Hair Care Products
Hair Loss Treatments Experiences Dynamic Growth, While Social Media Influencers Shape Consumer Preferences
Sustainability Trends Shape Consumer Preferences and Innovation
Integrated Technology and Social Media Influence Anticipated to Drive Future Hair Care Sales
Hair Loss Treatments Set to Continue Gaining Traction, Driven by Spain’S Ageing Population
L’Oréal and Procter & Gamble Continue to Lead Amid Rising Local Competition and Market Fragmentation
L’Oréal’S Acquisition and Product Innovation Fuel Competitive Shifts and Growth Opportunities
Supermarkets Lead Retail Sales as Consumers Prioritise Cost-Saving, While Beauty Specialists Experience Rapid Growth
E-Commerce Grows as Niche Brands and Digital Trends Attract Spanish Shoppers
Beauty and Personal Care in Spain - Industry Overview
2025 Developments
Key Data Insights
Economic Pressures Shape Cautious Consumer Behaviour and Sales Growth Moderation
Mass and Premium Segments Respond Differently to Evolving Consumer Demands
Social Media and Uniqueness Drive Trends and Consumer Choices Amid Economic Caution
Economic Pressures Expected to Shape Cautious Spending but Steady Value Growth
Fragrances Set to Remain Largest and Best Performing, Driven by Social Media Influence on Consumer Preferences
Social Media and Dupes Anticipated to Reshape Consumer Choices and Brand Strategies
L’Oréal and Mercadona Drive Market Concentration through Innovation and Private Label Growth
Supermarkets and Beauty Specialists Retain Lead, Driven by Private Label Growth and the Increasing Number of Niche Brands
Retail E-Commerce Expands Rapidly as Consumers Embrace Digital Beauty Shopping
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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