Let’s kick things off by saying: the haircare category is booming. According to the new report, the global haircare market represented £71.7bn in 2023, and is forecasted to reach £106.4bn by 2028 (with an average CAGR of +8%).

There are multiple factors driving this, with the growth of digital media combined with high performance product development providing the catalyst. With trending tags like #hairtok and #hairtransformation garnering over 100m views, customers are scrolling for products that make a real time difference.

But, where has this growth been witnessed?

Regionally speaking, ⅓ of the haircare market value is generated by APAC, whose dominance is set to be impacted by 2028 with the rapid forecasted growth of LATAM and MEA regions. More specifically, with the USA standing as the largest market, accounting for 20% of retail sales in 2023 – followed by China with 10% and Brazil with 6.3%, all countries greatly differ in diversity.

THG’s report consists of specific major trends, predicted to sway the direction of the haircare market in 2025, ranging from changing spending habits to lab-produced bio-ingredients.

Rise of Prestige

With a pinpointed desire for their hair goals, consumers are set to spend more on their hair care. Premium and salon-grade products are leading growth in the category, with products priced above US$30 growing at three times the rate of lower-priced items, suggesting why the ‘mass’ marketing positioning of the haircare category is set to retreat by almost 12% by 2028, leaving space for the expected growth of ‘premium’ marketing.

Hyper Haircare

According to Syensqo, 65% of the world’s consumer population does not have straight hair and it’s time for the industry to catch up. THG predicts that this will be a driver for growth throughout the coming months, manifesting in more hyper-personalised routines. This product section is fast-growing, with grey-enhancing treatments, hormonal haircare and curl-specific treatments reflecting demand for inclusive solutions.

Skinification of Haircare

‘Skinspired’ haircare has been highlighted as a ‘must-have trend’ in THG’s report, in which brands are integrating hero skincare ingredients like salicylic acid, peptides and vegan collagen into hair products. This change in approach to haircare may also be linked to ‘repair’ and ‘hair loss prevention’ remaining top priorities for consumers, with ‘hair growth’ being searched more than 120k times a month.

Mentality of Hair Wellbeing

Hair therapy, a fusion of haircare and wellness, has dramatically increased in popularity for consumers who are able to prioritise their mental wellbeing and is referred to as a ‘growing trend’ by THG. Japanese head spas have seen a 233% increase in searches, according to SpaSeekers – making it one of the most trending spa treatments for 2025. This provides a unique opportunity for brands to create products that echo the spa space whether that’s in scents, massage tools, and offerings that enable a ritualistic hair routine at home.

Lab-grown Haircare

The ‘emerging trend’ of biotechnology is revolutionising haircare, combining science with nature to create high-performance, sustainable actives. Leveraging cell cultures, bacteria, yeast and plants – biotech doesn’t rely on animal-derived or resource-intensive ingredients to strengthen, repair and restore hair. Could this innovation help address concerns regarding both sustainability throughout the supply chain, simultaneously with consumer demands for mass personalisation? Only time will tell.

You can download the report here.