Hair Gel Market
The future of the global hair gel market looks promising with opportunities in the water-based hair gel, cream-based hair gel, and alcohol-based hair gel markets. The global hair gel market is expected to reach an estimated $7.6 billion by 2035 from $5.4 billion in 2027 with a CAGR of 4.1% from 2027 to 2035. The major drivers for this market are the increasing demand for styling products, the rising influence of fashion trends, and the growing preference for long lasting hold.
- Lucintel forecasts that, within the distribution channel category, online retail stores is expected to witness the highest growth over the forecast period due to greater brand access and doorstep delivery of products.
- Within the product type category, water-based hair gels is expected to witness the highest growth over the forecast period due to product is lightweight and easy to wash off.
- In terms of regions, APAC is expected to witness the highest growth over the forecast period due to increased focus on personal grooming and a more youthful consumer population.
Emerging Trends in Hair Gel Market
Between 2025 and 2027 the hair gel market will shift toward higher functionality including various forms of multi-style products and scamp care products, as well as better soled and cleaner formulations. Lucintel has indicated that during this time frame there will be a focus on premium products as a result of regional and digital marketing.
- More Sustainable Products: The focus on more sustainable and eco-friendlier products is expected to continue and gain even more market traction. In 2025, the focus will be on packaging and product formulations, particularly in the areas of polymer science and biotech.
- More Functional Products: With respect to functionality, in 2025 expect to see products that combine hold with other benefits like humidity or heat protection, or products with a claim to be more scalp care friendly.
- Digital Products: 2025-2027 will see even further fragmentation of the market based on more targeted and digital marketing efforts. Due to reduced time for product development and more flexibility, especially in the contract manufacturing industry, it will be easier for more niche players to quickly respond to consumer demand and eliminate product backlogs.
- Premiumization: In 2025, both the mass and the salon/prestige segments developed styling products further, adding botanical extracts, for example, and differentiating through fragrance. Mass products retained their price-value status with bigger packs. There will be growth in the premium tier as consumers incorporate styling products in their self-care rituals, but the value tier will also persist.
- More Localized Supply Chains: Manufacturers are placing more of their supplier bets in Asia, Europe and North America, by priority, in an effort to ensure raw material supply and shorten transport times. In the next 3 to 5 years, manufacturers will source more locally and be less reliant on raw material suppliers in a single country.
There is potential for hair-care product companies to extend their business by repositioning their products to performance personal care from the current self-care or styling care product status, as long as they also rework their products to provide scalp comfort and other benefits. The next 3 to 5 years will also provide growth opportunities for companies operating in this industry to change their product margins to protect against raw material and regulatory variance, while also considering the price cuts retailers may require.
Recent Developments in the Hair Gel Market
Between 2025 and 2027, hair gel will continue to improve. More and more brands will change their formulations to increase the comfort of the user and remove residue. The demand for men's grooming products will continue to increase, and innovations in men's grooming products will increase as well. Although demand will continue to increase, there will still be price competition among retailers.
- Improved Formulas: In February 2025, it was reported that many hair gel formulators would be moving away from traditional formulations and using more water-based systems to create less residue and more sustainable formulations.
- Improved Packaging: In January 2025, many retailers began carrying a larger selection of men's grooming products, and in February it was reported that many major cosmetics companies would be reformulating their products and packaging to make them more sustainable.
- Sustainability Focus: In February 2025, a major cosmetics company reported that 97% of their packaging would be sustainable. Along with other major companies following suit, there will be increased competition to use more sustainable packaging. This competition will last until at least 2027.
- Digital Commerce Expansion: The beauty industry's ongoing shift to online sales is exemplified by Estee Lauder's report of online sales representing 28% of total sales for its last fiscal year (ending in August 2024). Hair gel will benefit from sales through other online channels such as online subscriptions and tutorials. Additionally, online advertising will also aid sales.
- Portfolio Consolidation: The beauty segment of the consumer-packaged goods industry is experiencing greater growth and leading to the divestment of other, less profitable, segments. Unilever has announced the sale of its ice-cream business in 2024. Fiercer competition for distribution channels will be of greater concern to firms. So, too, will the speed with which a company is able to bring new products to market.
Gel will benefit from increased focus on men's grooming and the general growth in the size of the market. Depending on the ingredients and claims made by the manufacturer, gel can be considered a premium product. Gel's growth will largely be through established, salon-based, suppliers which will benefit from a presence in the gig economy. Regulatory changes regarding cosmetics will standardize the market and increase barriers to entry.
Strategic Growth Opportunities in the Hair Gel Market
Between 2024 and 2026, the market for hair gel is expected to expand as consumers become more concerned about the type of materials used in hair styling products as well as the type of packaging and the impact the product has on the environment. With social commerce, product cycles shorten while consumer demand for a variety of products increases. Lucintel predicts that companies will be able to expand their product offerings and increase their profits by developing new formulations for hair gel.
- R&D for Hair Gel Formulations that Are Safe for Skin and Scalp: The formulations contain conditioning agents to provide a level of protection from scalp irritation. The FDA's modernization of its cosmetics facility registration system had 6,000 facilities as of March 2025, and it is expected that in the future consumers will require all gel-type formulations to contain conditioning agents.
- Premium Matte Styling for Men: Gel formulations that provide a matte finish and are reworkable are gaining popularity, especially among men for use in the workplace and while socializing. The 2025 Census projected that the total U.S. resident population was 341 million.
- Sustainable Packaging: Premium packaging with refillable tubes or plastics made from post-consumer recycled materials catches the eye of consumers and creates positive brand perception. New EU regulations require packaging to be recyclable by 2030. Therefore, in February 2025, our company will need to source lower-waste gel packs.
- South Asian Marketing: Our gel packs can easily be marketed and sold to new, quickly growing markets in South Asia. The estimated population of India in January 2025 was 1.46 billion. New markets in South Asia can help us compensate for shrinking market growth in the West.
- Product Personalization: Using gel packs to hold hair gel formulations prescribed for a user based on climate can increase customer retention.
The demand for high-quality hair gel and other styling products is increasing. Our company can create positive brand perception in the market by using sustainable packaging. Making product formulations that reduce competition from parallel imports can increase our market share. There are many opportunities for business growth in South Asia. New technologies in business personalization and packaging can create sustained competitive edge for the business.
Hair Gel Market Drivers and Challenges
The hair gel market is challenging due to multiple factors including changes in consumer preference, the need for new formulations, different modes of retailing, and environmental and regulatory changes. The use of convenient, multiple-benefit, and fashion-trendy products puts a positive demand push on the market; however, concern over product ingredients and the economy create a negative demand pull. For optimum market performance, products must be safe, effective, and affordable. It is expected that for a long period of time, market competitors will focus on improving product claims and hold, and expanding product range.
The factors responsible for driving this market include:
- Increased Awareness Regarding Personal Grooming: The use of hair gels has increased with the trend toward awareness of personal grooming. Shorter and defined hairstyles require use of hair gels. Young consumers prefer hairstyling products with a strong hold and other added benefits such as shine and humidity control. 2025 is anticipated to be another good year for the beauty and personal care industry, with estimated sales of over $500 billion. With the renewed focus on personal care and grooming, stylings aids and other related products will enjoy increased demand in the coming years.
- Technology Improvements: Hair gel formulations have improved to provide stronger holds, faster drying times, and lower flaking. Some formulations incorporate conditioning and moisturizing agents to reduce stiffness. Other formulations integrate heat protecting features. Additionally, the cosmetic chemistry to improve the ease of wash out of hair gels is improving. In 2025, manufacturers focused on formulating hair gels that contained neither silicone nor alcohol. According to March 2025 reports by product development firms, consumers became more conscious of the ingredients in the personal care products they purchase. In the next 3 to 5 years, manufacturers will focus on improving and developing formulations to support the premium pricing of multi-benefit hair styling products.
- Product Innovation: With the evolution of the personal care products industry, the traditional firm-hold hair gels have become only one of several products offered by companies. Other products include style foams, hybrid gels, and curl and edge control products. Packaging and product innovations as well as gender-neutral marketing have allowed companies to gain access to markets outside of their traditional customer bases. The focus on textured hair, as well as other categories of cosmopolitan personal care products, continued in 2025. In the next 3 to 5 years, product innovations will enable companies to compete more effectively in the personal care products industry, and to better serve consumer needs, especially in the value and premium markets.
- Digital Retail: Changes in digital retail have made it easier for customers to find and purchase specialized products like niche hair gels. Additionally, the nature of online reviews enables customers to assess and compare a product's hold strength and fragrance and even evaluate potential residue and suitability for their hair type. By 2025, mobile shopping accounted for the majority of total retail shopping. In the coming years, technology will foster greater market fragmentation, allowing companies to reach customers directly and build a loyal customer base via streaming or subscription services.
- Manufacturing and Sustainability: The focus on sustainable development and the best interest of the end consumer has led to the creation of efficient and effective manufacturing processes and packages. Additionally, in 2025, the goal of many package manufacturers was to utilize 25% or more post-consumer recycled content in their packages. In the coming years, this focus on manufacturing and packaging will remain, and in order to gain and maintain market share, producers will have to improve their operations to reduce their environmental impact.
The challenges for this Market include:
- Regulatory Environment: Changes to restrictions on preservatives and fragrances as well as the definition of terms such as natural and organic, allergenic products, labelling, product claims, and the safety of chemicals used in cosmetic products creates a challenge to maintain product offerings. Regulatory requirements are becoming more rigorous. Demands for substantiation of claims will continue and push costs to reformulate and compile data to support claims. Transparency of product ingredients will become the norm. In 2025, the personal care and cosmetic industries were expected to continue to be the focus of regulatory scrutiny and further evaluate the safety of cosmetic ingredients (February 2025). During the next five years, the cost of compliance and the ability to provide transparency and safety data will result in a competitive advantage for some cosmetic companies.
- Raw Material Cost and Supply: Changes in the availability and costs of petrochemicals, botanicals, fragrances, and other raw materials used in cosmetic products will increase costs and force smaller manufacturers to Pass-through costs to consumers. Companies are expected to implement business strategies to locate alternate suppliers, raw materials, and manufacturing sites to improve cost and price competitiveness.
- Competition and Product Substitution: Competing hair-styling products include waxes, pomades, creams, mousses, hairsprays, serums, and many other styling products. Many of which are shaped like gels. Established companies in this market gain and keep market share by selling their products through various retail outlets and using effective advertising strategies. Newer companies have used the Internet to sell and promote their products. They have also gained market share by using different ingredient claims and being part of popular online communities. There has been a noticeable trend in consumer behaviors during the last few years; consumers began purchasing multipurpose styling products rather than single-use styling products (gels). Companies must enhance their product offerings to adequately meet the needs of consumers.
Enhanced focus on research and development has improved the formulation of hair gels. Additionally, several new ways to package and sell hair gels online have been developed. These factors have also inspired the development and entry of new, higher-end hair styling products and gels in the market. However, newly developed and existing regulations will also control the new market entrants. These regulations will also increase the barrier of entry into the market. Climate change, volatile prices of raw materials, strict regulations, and competition from other styling products will force companies to strategically position themselves in the market to meet the need of customers for high-quality, safe and affordable products.
List of Hair Gel Market Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies hair gel market companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the hair gel market companies profiled in this report include-
- L'Oreal S.A.
- Unilever PLC
- The Procter & Gamble Company
- Henkel AG & Co. KGaA
- Kao Corporation
- The Estee Lauder Companies Inc.
- Coty Inc.
- Revlon Inc.
- Shiseido Co., Ltd.
- Amway Corporation
Hair Gel Market by Segment
The study includes a forecast for the global hair gel market by product type, gender, category, distribution channel, and region.
Hair Gel Market by Product Type [Value ($B) from 2019 to 2035]:
- Water-Based Hair Gels
- Cream-Based Hair Gels
- Alcohol-Based Hair Gels
- Others
Hair Gel Market by Gender [Value ($B) from 2019 to 2035]:
Hair Gel Market by Category [Value ($B) from 2019 to 2035]:
Hair Gel Market by Distribution Channel [Value ($B) from 2019 to 2035]:
- Supermarkets/Hypermarkets
- Convenience Stores
- Specialist Retailers
- Online Retail Stores
- Others
Hair Gel Market by Region [Value ($B) from 2019 to 2035]:
- North America
- Europe
- Asia Pacific
- The Rest of the World
Country Wise Outlook for the Hair Gel Market
Working in hair gel market intelligence for the last 15 years, I consider the next 2-3 years as a period to reposition my client portfolio, and focus more on my clients' localization and sustainability goals. In the absence of recent market data, I find analysis on our clients' production and capacity planning more valuable in the near-term.
- United States: With the majority of new hires at L'Oreal USA in 2025 focused on textured-hair styling and packaging, and L'Oreal's U.S. Mass and Professional divisions sustaining hundreds of SKUs each, I expect premium and inclusive hair gels to accelerate in the U.S. in the next 3-5 years.
- China: In 2025, L'Oreal continued serving the Chinese market and beyond from its new production facility in Suzhou, and Simultaneously sustained its digital, first, and strong, second, models, globally, with over 30 brands. This rapid e-commerce production and fulfilment can further decrease time to market, and increase competitive hair styling offerings.
- Germany: Henkel completed its plan in 2025 to further reorganize and augment its consumer-brands portfolio. The company reported sales of over €21.6 billion in 2024. Schwarzkopf Professional and Taft remain important styling franchises for Henkel. German companies are known to have key formulation and professional channels, and German companies can set regional standards in premium styling.
- India: Marico Ltd. reported progress in digital and modern trade outlets in 2025 for Beardo and other styling products. With products in over 30 countries, this should improve the availability of men's hair styling products, and hair styling gel in particular, in the coming 3 to 5 years.
- Japan: Kao continued its efforts in R&D and Supply chain for its Beauty products in 2025. With over 30,000 employees, the company is focusing on premium hair styling products. Kao is also developing high-end hair styling gel products and improving the packaging to enable refills.
Features of the Global Hair Gel Market
- Market Size Estimates: hair gel market size estimation in terms of value ($B).
- Trend and Forecast Analysis: Market trends (2019 to 2026) and forecast (2027 to 2035) by various segments and regions.
- Segmentation Analysis: hair gel market size by various segments, such as by product type, gender, category, distribution channel, and region in terms of value ($B).
- Regional Analysis: hair gel market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
- Growth Opportunities: Analysis of growth opportunities in different product types, gender, category, distribution channels, and regions for the hair gel market.
- Strategic Analysis: This includes M&A, new product development, and competitive landscape of the hair gel market.
Analysis of competitive intensity of the industry based on Porter's Five Forces model.
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This report answers following 11 key questions:
- Q.1. What are some of the most promising, high-growth opportunities for the hair gel market by product type (water-based hair gels, cream-based hair gels, alcohol-based hair gels, and others), gender (male and female), category (mass and premium), distribution channel (supermarkets/hypermarkets, convenience stores, specialist retailers, online retail stores, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
- Q.2. Which segments will grow at a faster pace and why?
- Q.3. Which region will grow at a faster pace and why?
- Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
- Q.5. What are the business risks and competitive threats in this market?
- Q.6. What are the emerging trends in this market and the reasons behind them?
- Q.7. What are some of the changing demands of customers in the market?
- Q.8. What are the new developments in the market? Which companies are leading these developments?
- Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
- Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
- Q.11. What M&A activity has occurred in the last 7 years and what has its impact been on the industry?