In this episode of In Conversation With, Global Cosmetics News turns its focus to the global hair care market—one of beauty’s fastest-evolving categories. Valued at approximately US$110bn in 2025 and forecast to reach US$151bn by 2030, hair care is being reshaped by shifting consumer expectations, scientific advances, sustainability pressures and tightening regulation.

As the industry moves into 2026, hair care sits at the intersection of wellness, performance and planet-positive innovation, forcing brands and suppliers to rethink how products are formulated, positioned and brought to market.

Hair care is increasingly treated through a skin care and wellness lens, with consumers prioritising scalp health, hair retention, growth and barrier protection. Huron highlights how TikTok and peer-led education have fuelled a cultural obsession with hair health—positioning routines as both preventative care and emotional self-care.

“Elaborate routines aren’t just about results—they’re about ritual, wellness and control.”

With economic uncertainty extending time between salon visits, consumers are investing more heavily in DIY education and at-home maintenance, reinforcing demand for high-performance products that protect long-term hair health.

From a brand perspective, De Moraes stresses that Gen Z expectations are uncompromising. Products must deliver consistent, visible results and clearly substantiate their claims—without premium price inflation.

“Sustainability is expected, but performance and affordability still come first.”

Consumers are increasingly proactive in questioning ingredients, sensitivities and safety—often influenced by social media narratives—making clear, educational communication across all brand touchpoints essential.

Ingredient and formulation innovation is accelerating, particularly in biotechnology, bond repair, peptides and proteins. Huron notes growing interest in hair plumping and volumising technologies that deliver results without structural damage.

O’Hara adds that suppliers are prioritising multifunctional ingredients that balance performance, sensory experience and safety—while reducing formulation complexity.

“Performance is king—but it has to feel good, be safe, and do more than one job.”

AI is increasingly used to accelerate ingredient and concept development, though panellists agree it must complement—not replace—human insight, creativity and real-world testing.

Sustainability is no longer a selling point—it is a minimum requirement. Younger consumers expect recyclable packaging, cruelty-free positioning and responsible sourcing as standard, excluding brands that fail to meet the baseline from consideration altogether.

“Consumers may not say sustainability is the reason they buy—but if it’s missing, they won’t buy at all.”

Concentrated, waterless and solid formats continue to gain traction, though adoption remains gradual due to entrenched consumer habits and perceptions of value. Education, rather than innovation alone, is now the key barrier to scale.

Regulatory pressure is rising around ingredient safety, salon-use chemicals and hair growth claims, particularly in Europe. Huron predicts tighter enforcement on marketing language as scalp care and growth categories expand.

O’Hara notes growing demand for alternatives to silicones, phenoxyethanol and certain quats, positioning suppliers that anticipated regulatory shifts ahead of the curve.

“Being ahead of regulation protects both brand equity and speed to market.”

The panel agrees that 2026 will be shaped by:

“Hair care is no longer just cosmetic—it’s preventative, emotional and increasingly personal.”

Bottom line: Hair care in 2026 will be defined by smarter science, stronger protection and planet-positive progress, as brands navigate rising consumer sophistication, regulatory complexity and sustainability expectations—without losing sight of performance.