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The Report delves into the evolving hair treatment and styling landscape in India, noting that India is among the top ten markets innovating in hair treatments. Traditionally dominated by oil formats, the category is witnessing a shift, with increasing new product development (NPD) in hair serums indicating a strategic pivot by brands towards alternative hair treatment formats.
Despite this shift, the adoption of hair serums among Indian adults remains limited. Barriers such as perceived lack of necessity, cost and low awareness hinder their widespread use. The Report identifies an opportunity for brands to attract non-users by positioning hair serums as complementary to traditional products like hair oils, highlighting their unique benefits.
Furthermore, the Report emphasises addressing hair thinning concerns to attract serum users, pointing out that the primary aspirations for using serums are to achieve thicker, voluminous hair, rather than benefits like frizz control. It also notes a trend towards innovative formats that incorporate scalp care elements, addressing issues such as dandruff.
Fragrance is a significant factor in driving consumer interest in hair treatment and styling products, suggesting that appealing scents could enhance product appeal and adoption.
Hair serums are no longer just about taming frizz and adding shine – they’ve evolved into targeted solutions for advanced haircare needs. The future of innovation lies in addressing scalp health, protecting against pollution and tackling hair thinning.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
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