Keratin Products Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Form (Liquid, Powder, Tablet), By Application (Cosmetic & Personal Care Products, Pharmaceuticals Products, Others), By End User (Professional Salons, Home Use, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 1.77 Billion
CAGR (2026-2031)	7.75%
Fastest Growing Segment	Liquid
Largest Market	Asia Pacific
Market Size (2031)	USD 2.77 Billion

Market Overview

The Global Keratin Products Market will grow from USD 1.77 Billion in 2025 to USD 2.77 Billion by 2031 at a 7.75% CAGR. Keratin products are specialized hair care formulations containing fibrous structural proteins designed to smooth the hair cuticle, eliminate frizz, and strengthen fibers against chemical or environmental damage. The primary drivers supporting market growth include the escalating global demand for professional-grade personal grooming and a heightened consumer willingness to invest in premium restorative treatments. Furthermore, the rising prevalence of hair damage caused by pollution and frequent styling necessitates the use of such protein-enriched solutions. According to Cosmetics Europe, in 2024, the European hair care category generated retail sales of €18.1 billion, demonstrating the robust economic environment that underpins the consumption of specialized treatment products.

One significant challenge that could impede market expansion is the rigorous regulatory scrutiny regarding formaldehyde and its releasers, which are historically associated with effective keratin treatments. Stringent safety standards in major economic regions are forcing manufacturers to reformulate products using alternative ingredients, often resulting in higher production costs and varying efficacy levels. These regulatory pressures, combined with the subsequent need for extensive consumer education on safety, create a barrier that may slow the adoption of these products in strictly regulated markets.

Key Market Drivers

The Expansion of the Professional Salon and Beauty Clinic Sector acts as a primary catalyst for the global keratin products market, as these complex protein treatments are predominantly administered by trained stylists to ensure safety and optimal efficacy. The resurgence of in-salon services has fueled a steady consumption of high-concentration keratin formulations, which are essential for long-lasting hair smoothing and fiber restructuring. This reliance on professional expertise is reflected in the financial performance of major industry players that supply this channel. According to L'Oréal, February 2025, in the '2024 Annual Results', the Professional Products Division reported a like-for-like sales growth of 5.3%, a figure that highlights the sustained expansion of the professional beauty channel despite broader economic challenges.

Concurrently, the Growing Consumer Demand for Premium and Specialized Hair Care is reshaping market dynamics, with users increasingly prioritizing scientifically backed solutions for hair damage and structural repair. This trend is characterized by the "skinification" of hair care, where consumers seek advanced ingredients like hydrolyzed keratin to combat the effects of chemical processing and environmental stressors. The market's shift toward high-performance, value-added products is evident in recent sectoral data. According to Henkel, March 2025, in the 'Annual Report 2024', the Consumer Brands business unit achieved an organic sales growth of 3.0%, a performance explicitly attributed to the positive development of its Hair business area. Furthermore, the broader resilience of the specialized hair category supports this trajectory; according to the Cosmetic, Toiletry and Perfumery Association (CTPA), February 2025, in the 'Cosmetic Industry in Figures GB 2024' report, the haircare sector in Great Britain registered a value growth of 4.6% in 2024.

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Key Market Challenges

Rigorous regulatory scrutiny regarding formaldehyde and its releasers presents a significant challenge hampering the growth of the Global Keratin Products Market. As major economic regions enforce stringent safety standards to mitigate health risks associated with these chemical agents, manufacturers are compelled to reformulate their core product lines. This transition necessitates the replacement of proven formaldehyde-based compounds with alternative ingredients, which often incur higher raw material costs while delivering variable smoothing efficacy. Consequently, the industry faces a dual burden: substantial capital diversion toward research and compliance, and the potential erosion of consumer confidence due to the perceived inconsistency in treatment performance compared to traditional formulations.

The magnitude of this regulatory pressure is evident in the increasing frequency of product safety notifications. According to the Cosmetic, Toiletry and Perfumery Association (CTPA), in 2024, cosmetics accounted for 36% of all safety alerts recorded in the European Union's rapid alert system, largely driven by chemical compliance issues. This heightened surveillance creates a volatile operating environment where manufacturers must navigate complex, fragmented legal landscapes. The resulting uncertainty delays product launches and restricts market access, effectively creating a barrier to entry that slows the adoption of professional keratin treatments in strictly regulated jurisdictions.

Key Market Trends

The Rapid Proliferation of Vegan and Plant-Derived Keratin Alternatives is fundamentally altering product compositions as consumers increasingly align hair care choices with ethical values. This shift transcends simple regulatory compliance, driving the adoption of phyto-keratin complexes extracted from wheat, soy, and corn that mimic the amino acid profile of animal proteins without the associated ethical concerns. Manufacturers are actively capitalizing on this clean beauty momentum by certifying products to validate their plant-based claims, thereby attracting a growing demographic of eco-conscious buyers. The commercial viability of this segment is evidenced by robust sectoral performance; according to Soil Association Certification, February 2025, in the 'Organic Market Report 2025', sales of organic beauty and wellbeing products grew by 11% in 2024, reflecting the intensifying consumer preference for certified natural formulations over traditional animal-based inputs.

Concurrently, a Surge in At-Home Salon-Grade Keratin Treatment Kits is disrupting the traditional service exclusivity of the professional channel. Driven by the desire for cost-effective maintenance and convenience, consumers are migrating toward retail-available bond-building systems that offer professional-level structural repair without the need for salon appointments. This democratization of high-efficacy treatments allows users to maintain smooth, frizz-free results independently, challenging the revenue dominance of professional service providers. This channel shift is quantitatively visible in the divergent performance of leading bond-building brands; according to Olaplex Holdings, Inc., March 2025, in the 'Fourth Quarter and Fiscal Year 2024 Results', net sales in the Specialty Retail channel increased by 5.4% for the fiscal year, validating the growing market appetite for premium, self-applied hair reconstruction solutions.

Segmental Insights

Based on recent industry analysis, the Liquid segment is identified as the fastest-growing category in the Global Keratin Products Market. This rapid expansion is primarily driven by the extensive utilization of hydrolyzed liquid keratin in personal care formulations, particularly for hair restoration. Manufacturers favor this form due to its superior solubility, which allows for seamless incorporation into a diverse range of products, including shampoos, conditioners, and serums. Furthermore, liquid keratin facilitates deeper penetration into the hair shaft, offering enhanced efficacy in repairing damage and improving elasticity compared to solid alternatives. As consumer demand for convenient, high-performance leave-in treatments intensifies, the preference for versatile liquid formulations continues to accelerate.

Regional Insights

Asia Pacific maintains a leading position in the global keratin products market due to the rapid expansion of the personal care sector across major economies like China, India, and Japan. This dominance is primarily driven by rising disposable incomes and an increasing consumer preference for specialized hair management solutions. Furthermore, the strong presence of raw material suppliers and established manufacturing infrastructure supports the extensive production of protein-based hair treatments. This industrial capacity, combined with a large consumer base seeking hair smoothing and strengthening products, solidifies the region's market leadership.

Recent Developments

• In February 2025, Schwarzkopf Professional received industry recognition when its "Keratin Root Permanent Color" and "Keratin Root Temporary Color & Thickening Spray" were named winners in the 2025 Product of the Year USA Awards. The permanent color product was noted for its bond-enforcing system that refreshes roots while maintaining hair strength, while the temporary spray was highlighted for its keratin and vitamin E enriched formula. These accolades underscored the company's successful integration of keratin into convenient at-home coloring solutions, catering to consumer demand for products that combine cosmetic results with hair health benefits.
• In July 2024, a clinical study published in a peer-reviewed journal validated the efficacy of a solubilized keratin ingredient known as KeraGEN-IV. The research demonstrated that the oral consumption of this digestible keratin powder significantly reduced hair loss and improved hair anchoring in women aged 45 to 60. The study also indicated positive effects on skin structure and elasticity, attributing these benefits to the ingredient's ability to stimulate collagen production. This breakthrough research provided scientific support for the use of bioactive keratin in "beauty from within" nutraceuticals, expanding its application beyond topical treatments.
• In February 2024, a new hair care brand, Cécred, launched its foundational collection featuring a patent-pending technology known as Bioactive Keratin Ferment. This proprietary innovation was developed to closely match and replace depleted proteins in the hair shaft, utilizing a fermentation process to enhance penetration into the cortex. The collection, which included clarifying shampoos and reconstructing treatment masks, was positioned as a molecular breakthrough capable of strengthening weak and damaged hair from the inside out. The company emphasized that this biomimetic keratin technology offered a scientifically advanced solution for restoring hair structural integrity and shine.
• In February 2024, Virtue Labs introduced a new leave-in treatment, the Damage Reverse Serum, which contained the highest concentration of its proprietary Alpha Keratin 60ku protein to date. This biotechnology-based ingredient is a whole, human-identical keratin protein designed to bind directly to areas of damage and fill them, rather than just coating the surface. The product launch focused on the serum's ability to instantly repair split ends and protect strands from future breakage caused by heat and environmental stressors. The company highlighted the formula's capacity to rebuild hair to its healthiest state by replenishing lost keratin.

Key Market Players

• Loreal S.A.
• Rejuvenol LLC
• Scherdiva Salon LLC
• Keratine Professional Pvt Ltd.
• Guangzhou Me2 Hair Products Co., Ltd.
• Zoic Pharmaceuticals Pvt. Ltd
• Vaibhav Perfumery
• Glamcos Lifestyle Private Limited
• HCP Wellness Private Limited
• Kazima Perfumers

By Form	By Application	By End User	By Region
Liquid Powder Tablet	Cosmetic & Personal Care Products Pharmaceuticals Products Others	Professional Salons Home Use Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Keratin Products Market, By Form:

• Liquid
• Powder
• Tablet

• Keratin Products Market, By Application:

• Cosmetic & Personal Care Products
• Pharmaceuticals Products
• Others

• Keratin Products Market, By End User:

• Professional Salons
• Home Use
• Others

• Keratin 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