Hair and Scalp Care Market in Europe: Rising Demand for Natural and Vegan Products

The hair and scalp care industry has been evolving rapidly in recent years. As awareness around personal wellness grows, consumers are increasingly focusing on scalp health, which has led to a surge in demand for specialized products. From natural and organic ingredients to eco-friendly packaging, this shift in consumer preferences is fueling significant market growth. According to Persistence Market Research, the global hair and scalp care market size is projected to rise from US$ 110.9 billion in 2025 to US$ 175.8 billion by 2032, reflecting a compound annual growth rate (CAGR) of 6.8% from 2025 to 2032.

This article delves into the key trends shaping the hair and scalp care industry, explores market dynamics, provides regional insights, and offers a glimpse into the future outlook for businesses in this rapidly expanding sector.

Key Trends Shaping the Hair and Scalp Care Market

Several factors are influencing the way consumers approach hair and scalp care. These factors have paved the way for an array of new products and innovations designed to address consumer concerns ranging from hair thinning to scalp sensitivity. Here are some of the most prominent trends:

1. Growing Focus on Scalp Health

In recent years, consumers have become more aware of the crucial role the scalp plays in overall hair health. While hair care has traditionally focused on the hair itself, the scalp is now recognized as the foundation for hair vitality. As a result, specialized scalp products, including exfoliators, serums, and treatments for conditions like dandruff and oiliness, have gained traction.

For example, scalp exfoliators and nourishing scalp serums are becoming popular solutions to problems like dryness and irritation. This focus on scalp health has prompted brands to develop products with targeted benefits, creating a new market niche within the broader hair care sector.

2. Shift Toward Natural and Sustainable Ingredients

As consumers become more health-conscious and environmentally aware, there is a noticeable shift toward natural, organic, and sustainable ingredients. Hair care products with natural ingredients like argan oil, coconut oil, tea tree oil, and aloe vera are increasingly preferred for their therapeutic benefits. Consumers are also prioritizing cruelty-free and eco-friendly formulations, which has prompted brands to rethink their ingredient sourcing and manufacturing processes.

3. The Rise of Vegan and Clean Beauty Products

Consumers, especially younger generations like Millennials and Gen Z, are actively seeking vegan, cruelty-free, and sustainable beauty products. This trend is driving the popularity of plant-based, chemical-free formulations in the hair and scalp care market. Vegan hair care products not only cater to consumers' growing preference for ethical, cruelty-free practices but also align with their desire for clean, toxin-free beauty solutions.

Market Drivers

Increasing Awareness of Scalp Health

One of the primary drivers of growth in the hair and scalp care market is the increasing consumer awareness of scalp health. A healthy scalp is the foundation for healthy hair, and as consumers recognize this, they are increasingly seeking products designed to address specific scalp concerns such as dandruff, dryness, and oiliness. Scalp-focused content on social media platforms like TikTok has contributed to this growing awareness, with millions of views and discussions around scalp care routines.

For example, in 2024, scalp care-related videos on TikTok amassed more than 2.6 billion views, signaling the growing popularity of scalp care regimens among consumers. Additionally, product searches for scalp massagers have increased by 250% in Australia alone, reflecting rising consumer interest in maintaining scalp health.

Demand for Personalized Hair Care Solutions

With advancements in technology, consumers now expect more personalized experiences. AI-based platforms and digital tools that analyze hair and scalp health are transforming how consumers choose hair care products. Personalized solutions that cater to specific hair types and scalp conditions are gaining traction, especially in North America and Europe.

For example, in 2024, Ulta Beauty launched a digital AI-powered hair try-on tool, allowing users to see how different hair transformations would look on them. This technological integration not only enhances the shopping experience but also drives consumer engagement with personalized hair care solutions.

Rising Popularity of Eco-Friendly and Clean Beauty

Consumers are increasingly concerned about the ingredients in their beauty products. Chemicals such as sulfates, parabens, and silicones, commonly found in traditional hair care products, have come under scrutiny for their potential long-term health effects. This growing concern has led to a demand for chemical-free, organic, and eco-friendly hair care products. Many brands are now focused on developing safer formulations that are free from harmful additives.

As a result, consumers are opting for hair care products that are transparent in terms of ingredient sourcing and packaging. Brands are responding by offering sulfate-free, paraben-free, and vegan products, which are gaining popularity among health-conscious and environmentally aware consumers.

Restraints to Market Growth

The Impact of Chemical-Based Products

While the demand for natural and organic hair care products is growing, the use of chemical-based products remains widespread. Harsh chemicals in hair care products, such as sulfates and parabens, have been linked to scalp irritation, dryness, and even hair damage. As more consumers become aware of these potential risks, the demand for chemical-free alternatives continues to rise.

In the U.S., lawsuits have been filed alleging that chemical hair relaxers caused uterine cancer and other health issues. This has prompted regulatory bodies like the U.S. Food and Drug Administration (FDA) to propose bans on certain harmful chemicals, further driving the demand for non-toxic, clean beauty solutions.

Regulatory Challenges

With the rise of eco-friendly and sustainable hair care products, brands face the challenge of meeting regulatory standards related to product safety, ingredient transparency, and packaging. Companies must navigate complex regulations to ensure their products align with consumer expectations for clean beauty and sustainability. In Europe, for instance, there are stringent regulations governing the use of certain ingredients, and brands must comply with these standards to maintain consumer trust.

Opportunities in the Market

Growing Preference for Organic and Vegan Products

As mentioned earlier, there is a significant shift toward organic and vegan hair care products. Younger consumers, in particular, are actively seeking out products that align with their ethical values, including cruelty-free formulations and sustainable packaging. This trend presents a significant opportunity for brands to expand their market share by offering products that cater to these preferences.

The success of brands like Djerf Avenue Beauty and Blake Lively's vegan hair care line, Blake Brown, showcases the growing demand for plant-based, sustainable beauty products. These brands not only appeal to consumers’ desire for clean beauty solutions but also align with broader environmental and ethical concerns.

Innovations in Product Formulations

To keep up with consumer demands for more effective and personalized solutions, companies are continuously innovating their product formulations. Hair care brands are increasingly focusing on multifunctional products, such as shampoos and conditioners that provide both therapeutic and cosmetic benefits. Products like anti-dandruff shampoos, hair serums, and scalp exfoliators are evolving to meet the growing demand for specialized hair care solutions.

Regional Insights

North America

In North America, the hair and scalp care market is growing rapidly, driven by a shift toward clean, personalized, and clinically backed solutions. Consumers are increasingly opting for vegan, dermatologist-tested, and eco-friendly products. The high digital penetration in the region has also fueled the growth of direct-to-consumer brands and AI-based platforms for personalized hair care recommendations.

Europe

In Europe, sustainability and ingredient transparency are driving market growth. Consumers are increasingly favoring cruelty-free, biodegradable, and locally sourced ingredients. Brands are innovating with eco-friendly packaging and natural formulations to meet these demands. The region is also seeing a rise in products targeting hair loss and scalp rejuvenation, driven by the aging population and a growing interest in holistic wellness.

Asia Pacific

The Asia Pacific market is expanding due to rising disposable incomes, urbanization, and increasing beauty consciousness. Consumers in this region are embracing traditional herbal ingredients like neem, ginseng, and rice water, blending them with modern hair care formulations. Scalp-focused products such as exfoliators and serums are becoming popular in countries like South Korea, Japan, and India, where beauty routines often involve a multi-step process.

Final Thoughts

The global hair and scalp care market is witnessing remarkable growth, driven by shifting consumer preferences toward natural, sustainable, and personalized products. As consumers become more aware of the importance of scalp health and seek out clean, eco-friendly solutions, brands must adapt to these changes by offering innovative products that align with these values. With the market projected to reach US$ 175.8 billion by 2032, the opportunities for growth are immense. Brands that focus on transparency, sustainability, and personalization will be best positioned to succeed in this dynamic industry.

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