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"Simplify routines while scaling climate‑responsive, health‑first formulations to succeed, catering to those with underserved hair types."
Mihaela Suhalitca, Senior Research Analyst - Beauty and Personal Care
After two years of recession, Germany’s hair styling market is proving resilient, with category value estimated to have edged up 3% in 2025. However, consumers are guided by practicality: 87% of German users intentionally keep their styles simple, driving preference for ease and quick routines, despite increased product diversity.
EU regulatory shifts will be a defining industry force in the coming years, with rapid reformulation reshaping portfolios. This regulatory wave will boost non-aerosol launches and ingredient substitution. For professional and salon brands, mass-market and own-label alternatives pose a significant threat: users find them just as effective, but limited offerings hold back switching for now.
Opportunities exist to unlock solutions for Germany’s textured-hair users, who overindex on time, spend and product repertoire, but remain twice as likely to feel underserved, especially by budget and private-label players. Brands can also capitalise on the significant interest in styling ranges that shift according to seasonal needs, offering climate-responsive formulas and curated kits to meet varying weather-related changes. Prioritising health-first formulations, such as those with skin- and hair-friendly ingredients, and free-from and tested claims, will appeal to the vast majority of users.
The Report covers the German retail market for hair styling for men and women, including unisex products. It includes all products used to style, sculpt or fix the hair. These include mousses, gels, gel sprays, jelly, styling sprays, lotions, serums, gums, glue, paste, mud, clay, waxes, creams, milks, styling water, glosses and hairsprays.
Sales of styling products through all retail outlets and sold by hair salons for home use are covered by this Report.
Exclusions include haircare products such as shampoos, conditioners, oils and masks as covered in the haircare report.
Sales of hair styling tools such as hairdryers, curling wands and straighteners are not covered in this report, but are included in the Consumer Research.
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