Keratin Hair Care Products Market – Global Industry Size, Share, Trends, Opportunity and Forecast, Segmented By Product Type (Shampoo, Conditioner, Hair Mask, Serum & Oil, Treatments, Others), By End-Use (Individuals, Professionals), By Sales Channel (Supermarkets/Hypermarkets, Online, Specialty Stores, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 5.61 Billion
CAGR (2026-2031)	7.52%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 8.67 Billion

Market Overview

The Global Keratin Hair Care Products Market will grow from USD 5.61 Billion in 2025 to USD 8.67 Billion by 2031 at a 7.52% CAGR. Keratin hair care products are specialized formulations containing hydrolyzed protein designed to reinforce the hair shaft, smooth the cuticle, and repair damage resulting from chemical treatments or environmental exposure. The market is primarily supported by the rising consumer prioritization of hair health and the persistent demand for effective solutions to combat frizz and breakage. Additionally, increased disposable income in developing regions facilitates expenditure on premium maintenance items, while the high prevalence of styling-induced damage necessitates restorative solutions.

A significant challenge impeding market expansion is regulatory scrutiny regarding formaldehyde-releasing ingredients often associated with professional keratin treatments, which compels manufacturers to navigate stringent safety laws to maintain compliance. According to Cosmetics Europe, in 2024, the hair care category within the European market reached a retail sales value of €18.1 billion, registering a growth of 5.6 percent. This positive sectoral performance underscores the stable economic environment in which specialized keratin segments operate, provided they adhere to evolving safety standards.

Key Market Drivers

Increasing awareness of protein-based hair repair and restoration benefits is fundamentally reshaping the market as consumers increasingly seek science-backed formulations to reverse damage. This trend compels manufacturers to develop products containing hydrolyzed keratin and biomimetic peptides, which are designed to penetrate the hair shaft and rebuild structure compromised by chemical processing or heat styling. The shift toward efficacy-driven solutions is amplified by major industry players investing in biotechnology to offer superior restorative results, effectively bridging the gap between professional treatments and at-home care regimens. According to Unilever, in February 2024, in the 'Full Year 2023 Results' announcement, the company's Beauty & Wellbeing division delivered underlying sales growth of 8.3 percent, a performance bolstered by the strategic acquisition of K18, a brand specialized in peptide-based technology that mimics the hair's natural keratin structure.

The growth of the professional salon industry and specialized hair services serves as a critical driver, particularly for high-concentration keratin treatments that require expert application. Salons provide the controlled environment necessary for safely administering potent smoothing and straightening formulations, ensuring results that over-the-counter alternatives often cannot replicate. This sector's expansion ensures a steady demand for professional-grade keratin systems, while simultaneously influencing retail trends as consumers seek maintenance products recommended by stylists. According to L'Oreal, in February 2024, in the '2023 Annual Results' report, the Professional Products Division recorded a like-for-like revenue increase of 7.6 percent, driven significantly by the continued momentum of its hair care portfolio in salons. This demand extends to the broader mass market, as evidenced by the sustained consumption of hair consumer goods. According to Henkel, in 2024, its Consumer Brands business unit achieved an organic sales growth of 6.1 percent for the previous fiscal year, with the hair category highlighted as a primary contributor to this performance.

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Key Market Challenges

Regulatory scrutiny regarding formaldehyde-releasing ingredients serves as a substantial impediment to the growth of the Global Keratin Hair Care Products Market. Regulatory bodies globally are enforcing stricter safety standards to mitigate the health risks associated with formaldehyde, a known carcinogen often found in hair smoothing formulations. This heightened oversight forces manufacturers to allocate significant capital toward reformulating products and conducting extensive toxicological assessments, effectively diverting funds from market expansion and promotional activities. The uncertainty surrounding future bans also discourages salons from investing in inventory that may become non-compliant, thereby reducing sell-through rates and stalling revenue growth.

The burden of compliance requires a robust infrastructure of scientific expertise to ensure formulations meet these evolving legal standards. According to the Personal Care Products Council, in 2024, the personal care industry employed over 5,700 STEM professionals dedicated to driving innovation and ensuring product safety. This heavy reliance on technical human capital illustrates the high operational costs incurred by manufacturers to navigate the complex regulatory environment. As the industry is compelled to focus intensely on safety substantiation rather than product diversification, the development of the keratin segment is directly constrained.

Key Market Trends

The Emergence of Vegan and Plant-Based Phyto-Keratin Alternatives is fundamentally altering ingredient sourcing strategies as ethical consumerism reshapes the competitive landscape. Manufacturers are increasingly substituting animal-derived hydrolyzed proteins, traditionally sourced from wool or feathers, with phyto-keratin complexes extracted from soy, wheat, and corn to cater to the growing demand for cruelty-free and sustainable formulations. This shift is not merely ethical but also commercial, as brands leverage "clean beauty" certifications to capture a more conscientious demographic that scrutinizes ingredient transparency. According to the Soil Association, April 2024, in the 'Organic Beauty and Wellbeing Market Report 2024', the sales of clean products with transparent credentials increased by 11 percent in the United Kingdom, reflecting the robust commercial viability of non-animal derived personal care innovations.

The Proliferation of At-Home DIY Keratin Treatment Kits is simultaneously expanding the market by democratizing access to professional-grade smoothing therapies. Driven by cost-conscious consumers seeking to replicate salon results without the associated expense or time commitment, this trend is fueling the development of user-friendly systems that offer safe, formaldehyde-free smoothing at a fraction of the professional price. This "premiumization" of the mass market allows retail brands to compete directly with salon services, capturing revenue from consumers who prioritize convenience and affordability. According to L'Oreal, February 2024, in the '2023 Annual Results' report, the Consumer Products Division achieved a like-for-like sales growth of 12.6 percent, a performance driven by the strategic democratization and premiumization of hair care offerings that bridge the gap between mass retail and professional efficacy.

Segmental Insights

The Online segment stands as the fastest-growing distribution channel in the Global Keratin Hair Care Products Market, fueled by a distinct shift in consumer preference toward digital shopping platforms. This expansion is primarily attributed to the convenience of doorstep delivery and the ability to access a broader inventory of specialized hair treatments than typically available in physical retail outlets. Furthermore, manufacturers are prioritizing direct-to-consumer strategies and strengthening their presence on established e-commerce sites to capture a wider demographic. The transparency provided by customer reviews and competitive pricing online further accelerates the rapid development of this segment.

Regional Insights

North America maintains a leading position in the global keratin hair care products market driven by significant consumer expenditure on personal grooming and a well-established professional salon sector. The region benefits from high product adoption rates in the United States where individuals frequently utilize hair smoothing and conditioning treatments. Furthermore, the concentration of major manufacturers allows for extensive distribution networks across the continent. Compliance with safety standards regarding cosmetic ingredients, monitored by the U.S. Food and Drug Administration, supports consumer confidence and sustains steady demand for these hair care solutions.

Recent Developments

• In September 2025, Keratin Complex introduced the "Express Color & Smoothing System," a professional in-salon service designed to combine permanent hair color with a keratin smoothing treatment in a single appointment. The launch featured the "KeraLuminous10 Express Permanent Color" and the "KCEXPRESS Smoothing System," both powered by the company's Signature Keratin technology. This innovation aimed to streamline salon operations by allowing stylists to deliver gray coverage and frizz control simultaneously in a reduced timeframe. The release underscored the company's commitment to advancing efficiency and profitability for salon professionals while maintaining high-performance results in keratin-enhanced hair care.
• In October 2024, Coco & Eve expanded its "Sweet Repair" line with the launch of a new hair repairing leave-in treatment and a restoring hair mask suited for damaged hair. These products were formulated with a "Vegan Keratin Complex" and biomimetic ceramides designed to replicate the performance of traditional keratin by using a plant-based chain of amino acids. The new offerings claimed to improve hair strength and reduce damage significantly by creating strong bonds within the hair fiber. This product introduction highlighted the company's focus on combining tropical botanical ingredients with advanced scientific compounds to compete in the molecular hair repair segment.
• In June 2024, Virtue Labs announced a major retail expansion through a strategic partnership with Ulta Beauty, the largest beauty retailer in the United States. This collaboration introduced the company's biotechnology-based hair care products, featuring its proprietary Alpha Keratin 60ku protein, to hundreds of Ulta Beauty locations nationwide and its online platform. The agreement was designed to increase the accessibility of the brand's clinical-grade formulations, which utilize a human-identical keratin protein to repair hair damage. This move marked a critical milestone in the company's growth strategy, reinforcing its market presence and consumer reach within the premium hair care category.
• In February 2024, Cécred, a new hair care brand founded by a prominent American singer and businesswoman, officially launched its inaugural "Foundation Collection" to the global market. This range introduced a patent-pending technology known as Bioactive Keratin Ferment, which was developed to closely mimic and replace depleted proteins in hair strands. The formulation combined wool-derived keratin, honey, and lactobacillus ferment to penetrate the hair cortex and visibly strengthen weak or damaged hair. The launch emphasized a science-backed approach to restoring hair health across diverse textures, positioning the company as a significant new entrant in the keratin-focused hair care sector.

Key Market Players

• L’Oréal S.A.
• Unilever PLC
• Keratin Holdings
• Henkel AG & Co. KGaA
• Brazilian Professionals, LLC
• TIBOLLI, LLC.
• Gussi Hair LLC
• Wella International Operations Switzerland S.à.r.l.
• Kao Corporation
• Organic Beauty Solution Inc.

By Product Type	By End-Use	By Sales Channel	By Region
Shampoo Conditioner Hair Mask Serum & Oil Treatments Others	Individuals Professionals	Supermarkets/Hypermarkets Online Specialty Stores Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Keratin Hair Care Products Market, By Product Type:

• Shampoo
• Conditioner
• Hair Mask
• Serum & Oil
• Treatments
• Others

• Keratin Hair Care Products Market, By End-Use:

• Individuals
• Professionals

• Keratin Hair Care Products Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Online
• Specialty Stores
• Others

• Keratin Hair Care Products Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE