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Germany Hairstyling Market Report 2025

Germany Hairstyling Market Report 2025

Market Intelligence Reports Haircare and Styling Germany

Germany Hairstyling Market Analysis

The Germany Hairstyling Market is expected to reach over €460 million in 2025, with a modest 1.2% growth, following upto 8% increase in 2024 driven by inflation and affordable own-label products. However, Hairstyling Market value is forecast to decline by 1% in the foreseeable future, with innovations like UV-protective products and wellness fragrances helping to offset slower Hairstyling Market growth.

Germany Hairstyling Market Trends

Hair styling routines are becoming shorter, with many consumers spending less than 5 minutes daily, but the number of products used is increasing, especially among younger men.

Consumers are favouring easy-to-use formats like wax sticks and volumizing powders to simplify their routines.

There is growing concern about scalp irritation and heat damage, leading to a preference for heatless styling methods and heat protection products.

Demand for UV-protective and fragrance-free products is rising, particularly among those with sensitive scalps, while wellness-focused products with mood-boosting scents are also gaining popularity in the hairstyling market.

About The Report

The Germany Hairstyling Market Report 2025 provides comprehensive insights, covering key trends, consumer behaviours, product innovations, and market forecasts for the hairstyling market. It examines areas such as styling routines, product usage patterns, preferences for heatless and UV-protective styling products, and the growing demand for wellness-oriented and fragrance-free solutions. The Hairstyling Market Report is based on extensive surveys across various demographics, including age, gender, and financial status, offering valuable data for understanding shifts in consumer preferences. Brands, product developers, marketers, and retailers in the beauty and personal care sector will benefit from this report, as it highlights emerging opportunities, potential market risks, and strategies for innovation and consumer engagement in the evolving market.

Key Topics Analyzed in the Report

Overview of the current market performance and the outlook for the next five years
Opportunities for hair styling brands, including climate-adaptive/UV-protective products, wellness-boosting/aromatherapy fragrance blends and unscented products
Types of hair styles worn
Use of hair styling products and frequency
Time spent on hair styling routines on a typical day and for special occasions
Usage of heated styling tools
Attitudes and behaviours towards hair styling
Product innovation in the hair styling market
Key market drivers, segmentation and market shares

Report Attributes	Details
Published Date	April 2025
Data Range	2019 – 2029
Measurement Metrics	Revenue in €
Country Focus	Germany
Consumer Data	2,000 internet users aged 16+, December 2024
Number of Pages	65
Market Segmentation	Hairspray, Styling Mousse/Foam, Styling Gel, Heat Protection Product, Styling Wax, Styling Cream, Texturizing Spray, Texture/Volume Powder, and Other Hair Styling Products.
Leading Companies	Henkel, L’Oréal, Rossmann, Aveda, Skoud, Happy Paul, Neutrale Produkte, Inahsi Naturals, Curlsmith, Ikemoto, Kahf, Fresh Hairlab, Romano Classic, Ultrasun, and A.N.D. Beauty.

Meet the Expert Behind the Analysis

This report was written by Susanne Krenz. Susanne joined Mintel in 2021 as a Research Analyst for BPC, focusing on Germany. She previously worked in the fashion and lifestyle industries, bringing marketing and copywriting experience and a passion for all things beauty to her current role. Susanne holds an MSc in Strategic Project Management and a BA in Psychology and Business Studies.

Styling routines are getting shorter but consumers are using more products. UV protection, mood-boosting fragrances and unscented products are key opportunities.

Susanne Krenz

Associate Director – Beauty, Personal Care and Household

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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Market size and forecast for hair styling products
- Value sales of hair styling products are forecast to flatline
- Outlook
OPPORTUNITIES
- Focus on UV-protective and climate-adaptive styling
- The untapped potential in UV styling care
- The hair and scalp need UV protection as well
- International inspiration: innovation from South East Asia
- Offer mood-lifting scents for wellness/self-care
- Fragrance is already an important BPC purchase criterion for Germans
- Add a touch of wellness to hair styling
- BPC brands play with aromatherapy and neuroactive product fragrances
- Scented styling tool innovation from Asia
- Cater to sensitive scalps with unscented products
- Fragrance-free styling products care for sensitive scalps
- Increasing numbers of Germans worry about scalp irritation
- Appeal to perfume-wearing consumers and fragrance-avoiders alike
- Make it easier to buy fragrance-free styling products
- US brands are innovating in the fragrance-free styling market
THE CONSUMER
- Types of hair styles worn
- Younger women are the most enthusiastic about straightening their hair
- Ponytails are the most popular hair styles among women; men prefer quiffs
- Graph 1: types of hair styles typically worn, by gender, 2024
- Maintaining hair styles requires healthy finances
- Use of hair styling products and frequency
- Almost all younger Germans use styling products, but engagement drops sharply among men as they age
- Styling product usage among women is high across all ages
- Texture/volumising powders register the biggest increase in use
- Graph 2: usage of hair styling products, 2023 and 2024
- Men drive most of the increased use of styling products
- Graph 3: percentage point change in use of hair styling products, by gender, 2023-24
- Hairspray remains the favourite
- Germans are adding more products to their styling repertoires
- Graph 4: repertoire of number of hair styling products used, 2023-24
- More men than women use multiple styling products
- Graph 5: repertoire of number of hair styling products used, by gender, 2024
- Most styling product users style their hair several times a week
- Graph 6: usage frequency of hair styling products, by product users, 2024
- Time spent on hair styling
- Hair styling routines are getting faster
- Graph 7: time spent on hair styling on an average day, 2023 and 2024
- Graph 8: time spent on hair styling for special occasions, 2023 and 2024
- Styling times are shorter, but product usage is up
- Larger product repertoires correlate positively with the amount of time spent on hair styling
- Issues experienced with hair styling products
- Three quarters of consumers have issues with styling products
- Graph 9: issues experienced with hair styling products, 2024
- Younger women tend to experience the most disappointment with hair styling results
- Offer help and advice to connect with consumers
- More awareness for sensitive scalps
- Graph 10: consumers who have experienced scalp irritation when using hair styling products, by gender and age, 2024
- Use of heated hair styling tools
- Hair dryers are by far the most frequently used heated styling tool
- Graph 11: use of heated hair styling tools, 2024
- Female hair straightener usage correlates to their financial status
- Attitudes and behaviours
- Hair damage caused by heat styling is a general concern
- Graph 12: attitudes towards heated hair styling, 2024
- Hair dryers can also damage hair
- Men are more likely to invest in well-known brands of tools
- Opportunities for styling tool brands offering alternatives to luxury models
- Product efficacy trumps ingredients, especially for men
- Graph 13: attitudes towards hair styling and styling products, 2024
- Dads will appreciate hair styling tips for their children’s hair
- Play into younger fathers’ interest in styling their children’s hair
- Dove Men targets fathers with parenting videos
INNOVATION
- The ‘skinification’ of hair styling continues
- Graph 14: hair styling launches with select skincare ingredients, 2022-24
- Brands add caring ingredients to styling products
- Convenient, easy-to-use formats drive innovation in the styling category
- Texture and volume powders continue to grow
- Graph 15: use of texture/volume powders, by age and gender, 2024
- Ongoing innovation in styling mascaras
- Japanese manufacturers refine the hair mascara category
- Overnight curls without heated styling tools
- The dermatologically tested claim rises in importance; fragrance-free is negligible
- Graph 16: hair styling launches with leading free-from and product-tested claims, 2020-24
- Unscented styling products are few and far between
- Invisibobble expands into hair styling
- Hair stylist Dejan Garz launches his own product range
THE MARKET
- Market drivers
- The cost-of-living crisis remains an issue
- Graph 17: harmonised consumer price index, by category, 2022-24
- Germans will look to distract themselves by going out – if finances allow
- Hair styles are an important way to express one’s identity
- Hair styles are a means of self-expression and a confidence boost
- Market size
- Styling products’ value grew strongly in 2024
- Graph 18: market size for hair styling products, 2020-24
- Market segmentation
- Value sales grew strongly across all categories in 2024
- Market forecast
- Outlook
- Styling products sales are forecast to flatline up to 2029
- Forecast – note on US trade disruption
- The impact of US trade disruption on the hair styling market
- Market share
- Henkel continues to dominate the market
APPENDIX
- Report scope and definitions
- Market definition
- Generations
- Abbreviations
- Methodology – consumer research
- Consumer research methodology
- A note on language
- Methodology – market size and forecast
- Forecast methodology
- Forecast methodology – fan chart
- Market size – value
- Market forecast and prediction intervals – value

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