Lather, rinse, indulge: Why hair care is moving toward luxury and personalisation – Brand Wagon News

Hair Care market in India is projected to generate a revenue of $3.06 billion in 2024, with an anticipated annual growth rate of 3.13% from 2024 to 2029 (CAGR 2024-2029), as per Statista. In comparison, the United States is expected to lead globally in revenue generation, reaching $13.6 billion in 2024. On a per capita basis, the revenue generated in India amounts to $2.13 per person in the same year. Notably, India’s hair care market is experiencing a surge in demand for natural and Ayurvedic products, reflecting a growing preference for organic and chemical-free solutions.

Experts believe that worldwide, there is a rising demand for specialised products such as scent-free shampoos, leave-in hair sprays, and styling salts, while advanced technology has led to hair dryers that are less damaging. However, there exists a danger of excessive commercialisation. “With the fragmentation of products into specific categories, a concern arises about whether consumers are receiving value or merely being confused by an overload of options. Although innovation is crucial for market growth, over-segmentation may create barriers to brand consistency. Today, the challenge for brands is to ensure that their products address real problems without bombarding consumers with unnecessary or exaggerated claims,” Nagdev said. 

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More is less!

When it comes to indulging in a self-care routine, experts believe that the Internet and social media have played their fair share in making people feel that ‘more is less’ when it comes to using products. There is constant product expansion, segmentation, and the introduction of new routines—from curly hair care to dry and frizzy hair treatments to routines for coloured hair, and much more. “To keep pace with evolving demand, The Skin Story has introduced a variety of innovative products to meet the growing interest in specialised care. One of our flagship offerings is the Sulfate-Free Keratin Shampoo, developed to strengthen and repair damaged hair while protecting against environmental stressors. We’ve also launched The Skin Story Anti-Frizz Hair Serum, which not only smooths frizzy hair but also acts as a protectant against heat, sun, and humidity,” Ravina Jain, MD, The Skin Story, said.

Not only that but products are now being developed to address other hair concerns as well. For example, in metro cities, there is a growing awareness about the effects of hard water, which is believed to damage hair. As this problem persists, companies are looking to capitalise on it by offering solutions aimed at addressing the issue. “We began our journey by introducing India’s first Hard Water Shampoo, and today, that breakthrough has evolved into an entire Hard Water Haircare Range. From the Squalene Restorative Conditioner, which boosts elasticity with the power of Olive Squalene Oil, to our Intensive Haircare Serum with built-in heat protection, each product reflects our commitment to cutting-edge innovation and R&D. Our current lineup boasts 11 unique SKUs, each designed to address specific needs, and we’re gearing up to launch a groundbreaking hair treatment that has been five years in the making. This upcoming treatment will set a new standard in 100% safe, scientifically-backed haircare, positioning iluvia as a true pioneer in this globally relevant category,” Nishant Gupta, Co-founder and Director of iluvia, said. 

 A price to pay!

Industry experts suggest that the unnecessary segmentation of products is a trend not just in hair care but throughout the entire personal care and beauty landscape, signalling a peak in consumerism. It seems we’ve gone from ‘just shampoo’ to ‘intense hydration, revitalising glow, and anti-frizz nourishment,’ all at a price point that often leans toward the premium end of the spectrum. Who knew that achieving perfect hair could require a small loan? “Our products are competitively priced to offer value at every level. Our best-selling iluvia Intensive Haircare Serum starts at Rs 425, while our premium 100% Pure Argan Oil, one of the purest forms available in the country, is priced at Rs 1,400. For those seeking complete haircare systems, our Hard Water System starts at Rs 2,125, and our Colour Protection & Repair Reviver System for chemically treated or textured hair goes up to Rs 2,950,” Gupta highlighted. 

Similarly, The Skin Story’s product pricing ranges between  Rs 199 to Rs 1,199. The product lineup includes everyday sulfate-free shampoos and specialised bond-repair serums. In comparison, mass brand L’Oréal’s hair care products for specific hair concerns cost between Rs 600 and Rs 4,000, depending on the range and type of product. For luxury options, Victoria’s Secret hair and body mists are priced between Rs 1,800 and Rs 2,500.

As per industry experts, it is challenging to convince people to pay high prices for hair care products, as most consumers recognise that these products do not offer miraculous results. It is believed that Indian consumers, in particular, tend to be price-sensitive. However, effective advertising and marketing strategies can influence purchasing decisions. “With the growth of digital and influencer marketing, brands create narratives that convince consumers they need a product to enhance their lives. Through public relations and targeted marketing, new products often find their place in the market, supported not only by the product itself but also by a compelling narrative,” a marketing expert said.

Distribution and marketing at play!

No matter how much one complains about the over-commercialisation of products and the promotion of ‘toxic’ consumerism, everyone, at some point, wants to try out a product to see if it delivers on its claims. It is believed that to reach a broader audience, a strong distribution and marketing strategy is essential, as the market is saturated and highly competitive. Many established brands are venturing into this space alongside new homegrown brands trying to make their mark. “Being mindful of where the audience and consumers are present is extremely helpful. Pin codes that work well for one platform can be a new unlock for another. If a brand has multiple categories, expanding into geographies for hair care where skin care or body care is strong can be advantageous. We are also very conscious of the freshness of our products; robust technology helps us minimise the distribution of old stocks and maximise the availability of fresh products in the market,”  Shankar Prasad, founder and CEO, Plum, said.

In a category like this, it is believed that one of our key marketing strategies is to educate consumers. “Hair care today is science-driven, and we believe in explaining the benefits of our formulations to help customers make informed decisions. We highlight the importance of clean beauty, ingredient transparency, and the effectiveness of active ingredients through social media, influencer collaborations, and educational campaigns. Additionally, our AI-driven hair analysis tools have revolutionised the customer experience, offering personalised product recommendations based on individual needs,” Jain said. 

Industry experts opine that the growth of the online space has significantly contributed to the expansion of this industry. Influencers have played a key role in creating hype and shaping the narrative around product needs. However, it remains to be seen whether consumers will fully embrace these trends or lean towards a preference for minimalism.

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