With the rising global popularity of hair oils, India faces a challenge to its long-held position as the market leader in this industry. Therefore, it is crucial for Indian hair oil brands to embrace innovation and explore novel trends that align with evolving consumer needs.
Traditionally, hair oils have been used to promote overall healthy, thick and strong hair. Today, consumers seek targeted solutions for specific concerns. Consequently, brands should highlight particular issues, such as hairloss, on packaging and innovate with ingredients that enhance efficacy. As skincare has evolved to focus on prevention, hair oils too can leverage a preventive narrative to boost their appeal.
Fragrance is crucial, with consumers preferring products that offer a gentle scent without using harsh chemicals. Brands should prioritise making fragrance the focal point by emphasising it on pack.
Urbanisation and fast-paced lifestyles drive the demand for convenience, prompting interest in hair oils that instantly nourish hair and are easy to wash out. This aligns with the global shift towards time-saving products.
Scalp care is emerging as a priority, with more consumers seeking solutions for sensitive scalps, itchiness and dandruff. Brands can capitalise on this by incorporating skincare ingredients, tapping into the ‘skinification’ trend.
To thrive in India’s competitive hair oil market, brands must address specific hair concerns, explicitly communicate fragrances, offer convenient formats and highlight advanced scalp care.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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