From skin to scalp: Inside China’s $11.6B haircare boom

China’s haircare sector is entering a new growth phase — and brands that underestimate its potential risk missing one of beauty’s most dynamic opportunities. Even as macroeconomic headwinds buffet discretionary categories, haircare is showing structural resilience. The market expanded from 43.4 billion RMB ($6.1 billion) in 2017 to 65.5 billion RMB ($9.2 billion) in 2023, and is projected to reach 82.8 billion RMB ($11.6 billion) by 2027, according to Leadleo Institute. Beyond volume gains, consumer behavior is shifting: Mintel data shows rising usage across conditioners, oils, masks, and scalp treatments, signaling a growing willingness to invest in comprehensive care. At the center of this transformation is the “skinification” of haircare. Rising anxiety over hair loss, heightened focus on scalp health, and the search for fuller, more resilient hair are driving consumers to embrace multi-step routines once reserved for skincare. What was a functional purchase is rapidly becoming an aspirational ritual. This new Jing Daily report, “Haircare: China's next beauty boom,” breaks down the structural forces redefining China’s haircare market — and what global and domestic players must do to capture long-term growth. Among the findings: 1. Young shoppers and men fuel demand Haircare often trails skincare and color cosmetics in terms of spending, yet it has outperformed both. In H1 2025, data compiled by Future Beauty from Taobao, JD.com, Pinduoduo, and Douyin shows online haircare sales surged 20.7% year-on-year to 34 billion RMB ($4.8 billion). Cleansing and care subcategories each rose around 20%, while men’s haircare skyrocketed 131.5% from a smaller base. The backbone of demand remains women aged 18 to 34, particularly those concerned with oil control, hair volume, and early hair loss prevention. Chemical services such as coloring and perming are fueling demand for repair solutions, while ingredient transparency has become a critical component of purchase decisions. Plant-based and protein-infused formulas are increasingly sought after, signaling a move toward more natural, science-backed positioning. 2. Premiumization and the ‘skinification’ effect The most transformative shift is happening at the premium end of the market. Anxiety over thinning hair and scalp health has propelled once-niche salon brands that command significantly higher price points such as Kérastase, Olaplex, and René Furterer into the mainstream. Consumers now evaluate haircare the way they do skincare: seeking targeted, evidence-based solutions that promise visible results. Heavy users — consumers who incorporate four or more products into their routine — are growing in number, driving multi-category consumption. Functional innovations, from scalp microbiome balancing to cellular-level dandruff control, are encouraging experimentation and creating space for prestige and luxury businesses. 3. Innovation and competitive segmentation Finally, innovation and segmentation are intensifying competition. Mintel’s Global New Products Database shows a notable jump in shampoo launches in 2024 compared with the previous year. While hair-repair launches dipped slightly, demand for restorative products continues to climb, especially among women and Gen Z. Formats and textures are diversifying: serums, sprays, and leave-in treatments are reshaping how consumers engage with the category, with lightweight and convenient formats particularly resonating with younger shoppers. Local and international players alike are racing to capture share, leveraging everything from scalp-focused research to novel botanical ingredients. The takeaway China’s haircare market is no longer a sleepy corner of beauty. It is becoming a dynamic, innovation-driven space where consumer expectations are rising rapidly. For brands, the opportunity is significant — but the barriers to success are climbing just as quickly. Which subcategories are poised for breakout growth? How are Gen Z and male shoppers reshaping product development? What strategies will separate global prestige players from fast-moving local challengers? The answers are detailed in Jing Daily’s new report, “From skin to scalp: capturing China’s hair boom.” Packed with data, analysis, and actionable insights, it offers executives a roadmap into one of beauty’s most promising and competitive frontiers. For the latest on skincare, cosmetics, fragrances, wellness, emerging Chinese and APAC beauty brands, subscribe to our weekly Jing Beauty Newsletter.

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From skin to scalp: Inside China’s $11.6B haircare boom