Australia Hair Growth Products Market, By Product Type (Shampoos & Conditioners, Serums, Oils, Supplements and Vitamins, Others), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Australia Hair Growth Products market was valued at USD 244.78 million in 2024 and is anticipated to grow USD 296.21 million by 2030 with a CAGR of 3.29% during the forecast period. The Australian hair growth products market is experiencing significant evolution, propelled by consumer preferences for natural, sustainable, and multifunctional solutions. A growing awareness of scalp health, influenced by the "skinification" trend, has led to increased demand for products addressing issues like dandruff and hair thinning. Brands such as Typebea are introducing clinically backed formulations featuring ingredients like salicylic acid and baicapil to cater to these needs. The market is also witnessing a surge in demand for organic and vegan products, reflecting a broader societal commitment to environmental and ethical considerations. Innovations in product formulations and the incorporation of technology, such as personalized hair care solutions, are further enhancing consumer engagement and satisfaction.

Australia's eCommerce sector experienced strong growth in 2023 and is projected to generate USD 35.92 billion in revenue by 2024. This upward trend is expected to persist, further propelling market expansion over the forecast period.

Key Market Drivers

Rising Prevalence of Hair and Scalp Concerns

One of the primary drivers propelling the hair growth products market in Australia is the increasing incidence of hair loss and scalp-related issues. Factors such as genetic predisposition, hormonal imbalances, poor diet, high-stress levels, and environmental pollutants are contributing to rising hair thinning and baldness among both men and women. The prevalence of conditions like alopecia, dandruff, and seborrheic dermatitis has increased the demand for effective hair growth solutions.

Furthermore, Australia’s aging population is another key demographic affected by hair thinning and hair loss, which is naturally associated with aging. Consumers are actively seeking topical solutions, serums, and supplements that offer tangible improvements in hair density and strength. This growing awareness of hair health and the importance of early intervention is prompting both women and men to adopt hair growth products as part of their regular grooming and wellness routine.

According to the 2023 Australia Post eCommerce Industry Report, more than 5.6 million Australian households made online purchases each month.

Shift Toward Natural and Sustainable Ingredients

Another strong growth driver is the rising consumer preference for products made with natural, organic, and sustainable ingredients. With greater access to information, Australian consumers are increasingly conscious of what goes into their personal care products. Harmful ingredients such as sulfates, parabens, silicones, and synthetic fragrances are being rejected in favor of botanical-based and scientifically backed natural alternatives.

Ingredients such as biotin, caffeine, rosemary oil, argan oil, and plant-based proteins are gaining popularity for their perceived ability to stimulate hair follicles and promote healthy hair growth. Brands are responding by reformulating their products or launching new lines that cater to the clean beauty trend. Additionally, the growing vegan and cruelty-free movement is encouraging manufacturers to develop ethical hair growth solutions that are not tested on animals and use plant-derived ingredients.

According to the report, 46% of Australian consumers began purchasing organic products primarily for personal health reasons. Other concerns, environmental concerns (46%) and animal welfare (27%) were also key motivators.

Innovations in Formulation and Product Development

Technological advancements in formulation science are pushing the boundaries of efficacy in the hair growth products market. Australian consumers are increasingly seeking clinically proven, high-performance solutions that go beyond basic hair care. As a result, brands are incorporating dermatologically tested ingredients such as minoxidil alternatives, peptides, and plant stem cells into their products.

Product innovation also extends to new delivery formats such as microneedle scalp rollers, leave-in growth serums, ingestible supplements, and hybrid solutions that combine topical and oral benefits. These innovations cater to consumers looking for a comprehensive hair regrowth regimen.

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Key Market Challenges

High Market Saturation and Intense Competition

One of the foremost challenges facing the Australia hair growth products market is the high level of market saturation and intense competition. The sector includes a wide range of players, from global personal care giants and pharmaceutical companies to domestic brands and emerging startups. Each of these players is vying for a share of the growing demand for hair regrowth and scalp care products.

With the proliferation of brands and similar product offerings, standing out in a crowded market has become increasingly difficult. Consumers are overwhelmed with choices and often skeptical of new products claiming to promote hair growth. Brand loyalty can be difficult to establish, particularly in a segment where results are not immediate and efficacy varies significantly across individuals. Additionally, price wars and discounting strategies used by larger brands can make it difficult for small and niche players to remain profitable or sustain long-term operations.

Lack of Clinical Efficacy and Consumer Mistrust

Another significant challenge is the persistent consumer skepticism about the effectiveness of hair growth products. While demand is high, many consumers remain unconvinced by the results offered by over-the-counter treatments. The market is flooded with products that make bold claims but lack clinical backing or standardized testing, leading to unmet expectations and customer disappointment.

This inconsistency in results stems from multiple factors, including differences in hair loss causes, scalp health, genetic predisposition, and product usage habits. Additionally, products with proven efficacy, such as those containing minoxidil, may come with side effects or require ongoing use for sustained results—factors that can deter long-term adoption.

Key Market Trends

Rise of Scalp Care and the "Skinification" Trend

A growing awareness of the importance of scalp health is transforming the way consumers approach hair growth. This has given rise to the “skinification” of hair care a trend where scalp care is treated with the same importance and attention as facial skincare. Products such as scalp scrubs, exfoliating shampoos, pre-wash treatments, and serums with active ingredients like niacinamide, hyaluronic acid, and salicylic acid are gaining popularity in Australia.

Consumers are beginning to understand that a healthy scalp is the foundation for hair regrowth and thickness. As a result, brands are developing formulations that address issues like buildup, irritation, inflammation, and clogged follicles. This trend is particularly evident among millennials and Gen Z, who are well-versed in skincare routines and are now applying that same logic to hair care.

Increasing Demand for Natural, Organic, and Vegan Products

Clean beauty is no longer a niche in Australia it has become mainstream. Hair growth products made with plant-based, organic, and cruelty-free ingredients are gaining strong consumer preference. Australians are highly environmentally conscious and increasingly willing to pay more for ethical and sustainable products. Ingredients such as biotin, saw palmetto, caffeine, argan oil, castor oil, rosemary extract, and ginseng are being incorporated into hair serums, shampoos, and supplements due to their perceived natural efficacy.

Consumers are also paying attention to product labels, avoiding formulations with sulfates, parabens, silicones, and synthetic fragrances. Brands that can combine natural formulations with clinical claims are particularly appealing in the Australian market. Certifications like vegan, cruelty-free, and organic not only build trust but are also strong selling points in e-commerce and retail.

Influence of Digital Platforms and Beauty Influencers

The growing influence of social media platforms such as Instagram, TikTok, and YouTube is significantly shaping consumer behavior in the Australian hair growth segment. Beauty influencers, dermatologists, and trichologists frequently share reviews, tutorials, before-and-after stories, and scalp care routines that boost consumer interest in specific products or brands.

User-generated content and influencer testimonials are particularly powerful in this category, as consumers often rely on peer experiences to evaluate product efficacy. Viral hair growth trends or challenges such as DIY rosemary oil treatments or “30-day hair growth journeys” often lead to a spike in demand for associated products.

Segmental Insights

Product Type Insights

Oils have emerged as the dominating segment in the Australia hair growth products market, driven by increasing consumer preference for natural and traditional remedies. Products formulated with ingredients like castor oil, rosemary oil, argan oil, and coconut oil are gaining popularity due to their perceived effectiveness in stimulating hair follicles, improving scalp circulation, and strengthening hair. The rise in demand for clean, chemical-free solutions aligns with the broader trend toward holistic wellness and sustainable beauty. Additionally, multi-functional benefits such as nourishment, hydration, and frizz control make hair oils a versatile and favoured choice among Australian consumers seeking visible results.

Distribution Channel Insights

Offline retail remains the dominating segment in the Australia hair growth products market, owing to consumers’ preference for in-person product evaluation, expert consultation, and immediate purchase. Pharmacies, supermarkets, and specialty beauty stores provide a trusted environment where shoppers can physically assess product quality, compare brands, and receive personalized recommendations. Additionally, offline availability boosts credibility for hair growth products, especially those requiring trust due to high price points or health claims. Promotional in-store displays, dermatologist-endorsed sections, and product sampling further enhance offline engagement. Despite growing online sales, brick-and-mortar retail continues to hold a strong foothold in the Australian market.

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Regional Insights

Australia Capital Territory (ACT) and New South Wales (NSW) was the dominating regions in the Australia hair growth products market, driven by high urbanization, greater disposable incomes, and a strong focus on personal grooming. These areas have a dense population and a well-established network of pharmacies, salons, and beauty retailers, enabling easy access to a wide range of hair growth solutions. Additionally, consumer awareness regarding hair health and availability of premium products are higher in these regions. The presence of major metropolitan centers like Sydney further contributes to increased demand, supported by trends in wellness, skincare, and holistic hair care.

Recent Development

• In Dec 2024, Oli G Haircare has launched in Australia, introducing a professional haircare range designed to cater to damaged hair. The brand offers products formulated with natural ingredients like Hydrolyzed Vegetable and Wheat Protein, Jojoba Oil, and Shea Butter, aiming to provide deep hydration and nourishment without the need for salon treatments.

• In Oct 2024, Clean hair care brand Innersense Organic Beauty has launched its Growth Shampoo, formulated with natural ingredients to promote hair health and vitality. The product is part of the brand's commitment to clean beauty, offering a sulfate-free formula that cleanses without stripping essential oils.

• In November 2024, Australian haircare brand Hairification introduced its new miracle product, the H24 Leave-In Hair Repair Mask. This innovative mask is designed to restore damaged hair from bleaching, coloring, at-home dyeing, heat styling, and daily wear and tear.

Key Market Players

• Swisse Wellness Pty Ltd
• Nanogen Limited
• Deciem Beauty Group Inc.
• The Procter & Gamble Company
• Meda Pharmaceuticals Pty Ltd
• AminoGenesis Pty Ltd
• Viviscal Limited
• Wella Company International Operations Switzerland S.à.r.l. (Nioxins)
• Shiseido Australia Pty., Ltd.
• Janssen-Cilag Pty Limited (Johnson & Johnson)

Report Scope:

In this report, the Australia Hair Growth Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Australia Hair Growth Products Market, By Product Type:

o   Shampoos & Conditioners

o   Serums

o   Oils

o   Supplements and Vitamins

o   Others

• Australia Hair Growth Products Market, By Distribution Channel:

o   Online

o   Offline

• Australia Hair Growth Products Market, By Region:

o   Australia Capital Territory & New South Wales

o   Northern Territory & Southern Australia

o   Western Australia

o   Queensland

o   Victoria & Tasmania

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Australia Hair Growth Products Market.

Available Customizations:

Australia Hair Growth Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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