US Hair Color, Hairstyling and Hair Treatments Market Analysis
The market faces challenges, with flat sales projected for hair color products through 2025 as economic pressures, such as inflation and increased cost of living, cause consumers to prioritize affordability. The haircare market is expected to see modest growth, driven by demand for multifunctional products that combine styling with treatment benefits. Despite soft demand for hair color, premium and multifunctional products are poised for steady growth in the long term, with forecasts predicting more than 5% growth in total retail sales in the foreseeable future. The industry’s outlook remains cautious due to economic uncertainties, but opportunities exist for brands targeting dual-channel users and investing in clean, ingredient-focused innovations.
US Hair Color, Hairstyling and Hair Treatments Market Trends
Consumer trends in the US Hair Color, Hairstyling and Hair Treatments Market are increasingly shaped by a desire for self-expression, with 84% viewing hair coloring as a form of personal identity. At the same time, there is growing concern over hair health, with many consumers prioritizing products with clean, natural ingredients, especially to avoid scalp irritation. Economic pressures have led to a shift toward more budget-friendly options, with a significant number of consumers opting for at-home products to save money. Additionally, there’s a rising demand for multifunctional, convenience-driven products, as consumers seek both performance and wellness benefits in hair care.
Purchasing the US Hair Color, Hairstyling and Hair Treatments Market Report 2025 reveals a shift toward at-home solutions, driven by demand for clean, affordable, and multifunctional products. Brands are responding with innovative, sustainable options focused on natural ingredients, long-lasting results, and eco-friendly packaging to meet consumer needs for wellness and convenience.
About The Report
The US Hair Color, Hairstyling and Hair Treatments Market Report 2025 provides in-depth insights into consumer behavior, market trends, and growth forecasts within the US hair care market. It surveys key areas including product usage, consumer preferences, market dynamics, innovation strategies, and the impact of economic factors on buying decisions. The report also highlights the shift toward at-home solutions, clean ingredients, and multifunctional products. Professionals in the beauty and personal care industry, including brands, marketers, and investors, will benefit from this report, gaining valuable data to refine product development, marketing strategies, and business decisions in the hair color market, hair treatments market and hairstyling market.
Key Topics Analyzed in the Report
- Market size and forecast
- At-home and professional hair color use
- Rationales for and against coloring hair at-home
- Types of hair color, hairstyling and hair treatment products used in the last 12 months
- Attitudes toward at-home hair color, at-home hair treatments and styling products
- Shopping behaviors toward at-home hair color, hair treatment, and hairstyling products
- Benefits sought in hair treatment and hairstyling products
- Innovation, launch and marketing activity
| Report Attributes | Details |
|---|---|
| Published Date | June 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America |
| Consumer Data | 1,934 internet users aged 18+, February 2025 |
| Number of Pages | 93 |
| Market Segmentation | Hair Color, Hairstyling Products, Hair Treatments, Hair Colorants, and At-Home Hair Color Kits. |
| Leading Companies | L’Oréal, Garnier, Clairol, Revlon, TRESemmé, Nexxus, Mielle, Not Your Mother’s, Pantene, Herbal Essences, Schwarzkopf, Dove, and Just 5. |
Meet the Expert Behind the Analysis
This report was written by Carson Kitzmiller. Carson joined Mintel in 2022 and currently focuses on beauty and personal care Reports. Prior to Mintel, she worked in various product development and consumer insights roles focused on CPG and personal care within specialty retail, DTC, and contract manufacturing.
Brands that deliver value, clean ingredients, and blended at-home/pro experiences are best positioned to win in a market shaped by discernment and self-expression.
Carson Kitzmiller
Senior Analyst, Beauty & Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Hair color opportunities
- Hairstyling and treatment opportunities
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MARKET DYNAMICS
- Market context
- Economic growth is expected to decline in Q1 2025
- Graph 1: quarterly real GDP growth, 2021-25
- Both annual and core inflation increased by more than expected in January
- Graph 2: headline CPI and core CPI, 2021-25
- Consumer sentiment declined by 10% from January – falling to its lowest level since late 2023
- Graph 3: consumer sentiment index, 2022-25
- Nearly 45% of consumers have seen their financial situations change for the better in the past year
- Graph 4: change in financial situation over the past 12 months, 2023-25
- Market drivers
- Meeting emotional and financial needs in a value-driven market
- MoCRA drives transparency and reformulation in hair color
- Shifts in retail landscape reflects evolving consumer behavior
- Graph 5: total retail sales of hair color and hairstyling products, by channel, 2024
- US: total retail sales of hair color and hairstyling products, by channel, at current prices 2022 and 2024
- Drugstore downturn
- Graph 6: drugstore sales of hair color and hairstyling products, at current prices, 2019-24
- US: total retail sales of hair color and hairstyling products by channel, 2019-24
- Market size and forecast
- Retail sales and forecast of hair color
- US: total retail sales and forecast of hair color products, at current prices, 2019-29
- Volume sales continue to decrease while prices rise
- Graph 7: value, average price and volume of multi-outlet hair color product sales, 2019-24
- US: value, average price and volume of multi-outlet hair color product sales, 2019-24
- Retail sales and forecast of hairstyling products
- US: total retail sales and forecast of hairstyling products, at current prices, 2019-29
- Hairstyling products continue steady post-pandemic growth
- Graph 8: value, average price and volume of multi-outlet hairstyling product sales, 2019-24
- US: value, average price and volume of multi-outlet hairstyling product sales, 2019-24
- Market share/brand share
- Hair color: top brands struggle due to soft demand but Revlon pulls solid gains
- L’Oréal dominates the hair color market
- Revlon gains market share in the at-home color segment
- Hairstyling: Nexxus, Mielle and Not Your Mother’s see double-digit sales growth
- Not Your Mother’s brand experiences explosive growth
- Nexxus finds success in hairstyling products focused on hair health
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INNOVATION AND MARKETING STRATEGIES
- Hair treatments lead, but color and styling products are on the rise
- Graph 9: change in launches, by subcategory, 2022-24
- Graph 10: hair treatments, hairstyling & colorants launches, by subcategory, 2021-25
- Hair color
- Hair colorant innovation focused on ease and efficiency
- Graph 11: hair colorant launches with associated claim – top 25 claims, 2024
- US: hair colorant launches with associated claims, 2024
- Easy-to-use hair color with long-lasting, vibrant results
- L’Oréal innovation brings salon-quality experience to at-home consumers
- Marketing for Colorsonic focuses on ease of use and convenience
- Growth in mass and budget hair colorant products reflects changing priorities
- Graph 12: beauty price positioning of hair colorant products, 2021-25
- US: beauty price positioning of hair colorant product launches, 2021-25
- Mass hair color launches address core consumer needs of affordability, convenience and quality
- Instagram’s “Tornado Mom” focuses on ease of use and convenience of at-home hair color
- Hairstyling and hair treatments
- Hairstyling and treatment innovation is ingredient focused
- Graph 13: hairstyling and treatment launches with associated claim – top 25 claims, 2024
- US: hair hairstyling and treatment launches with associated claims, 2024
- Botanical ingredients, ethical claims, and hydration benefits meet demand for clean, conscious, and effective hair care
- Growth in premium hairstyling and treatment products
- Graph 14: beauty price positioning of hairstyling and treatment products, 2021-25
- Premium hairstyling products combine science-backed formulas, luxurious ingredients, and lasting benefits
- Premium hair treatments focus on scalp wellness
- NYM leans into social-first marketing strategy
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts: hair color
- Consumer fast facts: hair treatments/styling
- Hair color routines (professional, at-home) and product usage
- Create dual-lane at-home and professional hair coloring users
- Graph 15: hair coloring – at-home and/or professional (NET), 2025
- Minimal amount of adults only engage with professional hair coloring services
- Graph 16: hair coloring – at-home and/or professional (NET), 2025
- Hair colorants that provide color longevity
- Emphasize quality and convenience of at-home products
- Graph 17: hair coloring – at-home and/or professional (NET), by household income, 2025
- Madison Reed delivers affordable luxury
- Drive loyalty through consistently great results
- Graph 18: reasons for at-home hair coloring use, by gender and age, 2025
- Legacy brand L’Oréal continues to drive loyalty
- Create compelling self-care experiences at home
- Graph 19: reasons for not engaging with at-home hair color, females by age, 2025
- IGK touts contemporary, salon-worthy hair color options
- Emphasize the convenience of self-expression in semi-permanent solutions
- Graph 20: home hair color format usage, 2022/25
- Dual-lane hair colorers more apt to experiment beyond permanent solutions
- Graph 21: home hair color product usage, by hair coloring routine, 2025
- Hair color attitudes
- Highlight the joy and simplicity of experimenting with hair color
- Graph 22: select attitudes and behaviors toward hair color, by generation, 2025
- Clairol emphasizes the power of hair color to express individuality
- Hair color desires and objectives similar across financial situations
- Graph 23: select attitudes and behaviors toward hair color, by select financial situation. 2025
- Balance portfolios with long-lasting support and trendy, temporary solutions
- Graph 24: select attitudes and behaviors toward hair color, by select gender and age, 2024
- Trending formats offer versatility and convenience
- Boost hair color appeal beyond its ‘covering’ functionality
- Graph 25: select attitudes and behaviors toward hair color, by select gender and age, 2024
- Boldify trending on TikTok as a multitasking product
- Bring gentleness and safety claims to the forefront of hair coloring value propositions
- Graph 26: select attitudes and behaviors toward hair color, by hair structure, 2024
- Modern at-home hair color can be functional and gentle
- Shopping behaviors toward home hair color
- Root offerings in reliability and consistency
- Graph 27: select shopping behaviors and attitudes toward hair color, by age, 2025
- Leverage expertise and modern technology to engage men
- Graph 28: select behaviors toward hair color, by gender, 2025
- Don’t underestimate the appeal of at-home product pricing
- Graph 29: select behaviors toward hair color, by household income, 2025
- Hairstyling and hair treatment usage
- Treatments overall see higher engagement in 2025
- Graph 30: select at-home hairstyling and hair treatment product usage (NET), 2023-25
- Trending hair growth and scalp-health formats still niche among most
- Graph 31: select at-home hair treatment product usage, by gender and generation, 2025
- Targeted scalp care meets interest of ingredient-savvy generation
- Engage men with specialized, premium product extensions
- Graph 32: select hairstyling and hair treatment product usage, men by select age, 2025
- Dandymen and Giovanni meet rising demand for elevated, trustworthy styling solutions
- Replicate salon-quality results with easy-to-use products
- Graph 33: professional styling and treatment services engagement, by gender and age, 2025
- Benefits sought in hairstyling and hair treatment products
- Adults want similar benefits from styling and treatment subcategories
- Graph 34: benefits sought in hair treatment and hair styling products, 2025
- Curlsmith delivers treatment-grade protection and styling performance
- Build loyalty with diverse hair types through next-level support in all formats
- Graph 35: benefits sought in hairstyling products, by hair structure, 2025
- Graph 36: benefits sought in hair treatment products, by hair structure, 2025
- Hair treatments: go beyond ‘repair, growth, moisturize’ in at-home products to engage professional treatment users
- Graph 37: benefits sought in hair treatments, by professional hair treatment engagement (NET), 2025
- Biolage offers at-home treatments that complement professional services
- Hairstyling: capitalize on male engagement through multifunctional stylers
- Graph 38: benefits sought in hairstyling products, by gender, 2025
- Huron delivers more than hold
- Shopping behaviors and attitudes toward hairstyling and hair treatment products
- Less than one in five have reduced their spend on styling and treatment products
- Graph 39: select purchase behaviors toward hairstyling and/or hair treatment products. 2025
- Ingredient-first messaging may attract in the haircare sector
- Graph 40: select attitudes toward hairstyling and/or hair treatment products, by select race or ethnicities, 2025
- Biomimetic technology delivers lasting results with less time, less product, and more impact
- Create seamless online experiences that highlight efficacy
- Graph 41: select attitudes toward hairstyling and/or hair treatment products, by select financial situations, 2025
- Consumers are finding individualized solutions in the mass market
- Graph 42: attitudes toward mass and professional haircare products and services, by hair texture, 2025
- Mass-market brands address needs for all hair textures
- Strike a balance between solution-specific formats and multifunctional time-savers
- Graph 43: select behaviors toward multifunctional hair products, scalp health and hair routines, by age, 2025
- Convince through professional-grade results and ease of use and cost-savings
- Graph 44: professional hair services worth the cost and time investment, by household income, 2025
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Which of the following best describes your natural hair texture? By natural, we mean your hair with no styling products (eg hair dryer) or chemical-altering treatments (eg relaxer)
- Graph 45: natural hair structure – hair type, 2025
- Which of the following best describes your natural hair structure? By natural, we mean your hair with no styling products (eg hair dryer) or chemical-altering treatments (eg relaxer)
- Graph 46: natural hair structure – texture, 2025
- US: total retail sales of hair color and hairstyling products, by segment, at current prices, 2022 and 2024
- US: total retail sales and forecast of hair color products, at inflation-adjusted prices, 2019-29
- US: total retail sales and forecast of hairstyling products, at inflation-adjusted prices, 2019-29
- US: total retail sales of hair color and hairstyling products, by channel, at current prices, 2019-24
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