By Luna Jade K-Beauty Market Analyst & Global Beauty Researcher, specializing in China Haircare Market Trends 2025
The Rise of Haircare as the New Skincare
In 2025, the China haircare market is experiencing a powerful transformation — one that mirrors the evolution of skincare itself. Once dominated by basic shampoos and conditioners, this 600-billion-yuan industry is now expanding toward functional, science-backed, and ritualized scalp-care products.
Consumers are no longer satisfied with simply “clean hair.” Instead, they are treating their scalp as the foundation of beauty, integrating pre-wash treatments, scalp serums, and premium hair oils into their daily routines. As a result, global beauty giants and emerging Asian brands are racing to redefine what “healthy hair” truly means in China.
Market Overview: A 600-Billion-Yuan Industry Gaining Momentum
According to Qingyan Intelligence (青眼情报), the China haircare market reached approximately 607 billion yuan in 2024, growing by 8.6% year-on-year. Chinese consumers spent an average of 2,134 yuan annually on haircare products, with nearly equal spending split between styling and scalp management.
More importantly, the market is transitioning from mass consumption to premium segmentation. Data from Euromonitor reveals that premium products accounted for 16.7% of total sales in 2018 but have surged to 30.9% in 2024, and are projected to reach 32.5% by 2025.
This shift highlights a significant change in perception: Chinese consumers now see haircare as a long-term self-care investment, not a quick cosmetic fix.
International Brands Still Lead the Game
Despite the rise of local competitors, foreign brands continue to dominate the China haircare segment. Research from Cinda Securities R&D Center (信达证券研究与发展中心) indicates that eight out of the top ten haircare brands in China are international.
The list is led by Head & Shoulders, Pantene, and Rejoice, all owned by Procter & Gamble — a company that holds more than 30% market share in China’s overall haircare sector. Following closely are L’Oréal, Unilever, and Schwarzkopf, which have successfully captured younger consumers through advanced scalp-care and repair technologies.
However, local players such as KIMTRUE (且初) and ZIRANTANG (自然堂) are quickly gaining traction by emphasizing natural ingredients, mild formulas, and affordable luxury positioning, which align perfectly with post-pandemic consumer values of safety and efficacy.
Skinification: When Skincare Logic Meets Haircare Science
The Pre-Wash Movement
One of the biggest China haircare market trends in 2025 is skinification — the belief that haircare should follow the same logic as skincare. This has given rise to “pre-wash rituals,” where consumers exfoliate and nourish the scalp before shampooing.
According to Flywheel (飞未), online mentions of scalp pre-wash products increased 163% year-over-year across platforms like Weibo, Douyin, and Xiaohongshu. Popular pre-wash products include Rene Furterer Scalp Scrub, AVEDA’s Exfoliating Scalp Solution, and SUDTANA’s herbal mask oil from Thailand.
The idea is simple yet powerful: clean the scalp first, then feed it nutrients — mirroring the “double cleansing + essence” skincare method that Chinese beauty consumers already trust.
Functional Ingredients Take Center Stage
Consumers are paying close attention to ingredient transparency. Over 61% of Chinese buyers now prioritize formulas that contain safe and proven components, such as amino acids, proteins, plant oils, and herbal extracts like ginger, licorice, mint, and Polygonum multiflorum (何首乌).
This trend blurs the boundary between skincare and haircare, as brands begin integrating collagen, hyaluronic acid, and even retinol derivatives into scalp-care formulas. The message is clear: the scalp deserves the same scientific care as the face.
Brands like Off&Relax (known for its collagen-stimulating essence) and KIMTRUE (bubble-type anti-hair-loss essence) are proof that consumers crave results-driven innovation grounded in science, not marketing hype.
Scalp-Care: From Niche to Mainstream
A decade ago, “scalp care” sounded overly clinical. Today, it is the beating heart of China’s beauty market. Surveys by iiMedia Research show that over 80% of Chinese consumers experience scalp-related issues — with hair loss, oil imbalance, and itchiness being the most common.
| Category | Brand / Product | Core Function | Market Insights (2025) |
| ① Pre-Wash / Scalp Prep | Rene Furterer Scalp Scrub | Deep cleansing & exfoliation before shampoo | Mentions on Weibo/Douyin up +163% YoY, driven by the “skinification” movement. |
| AVEDA Scalp Solutions Exfoliating Treatment | Plant-based exfoliant that relieves stress & scalp tension | Popular among office workers seeking relaxation rituals. | |
| SUDTANA Herbal Hair Mask Oil (Thailand) | Pre-wash herbal mask with lemongrass & bergamot | Viral among Gen-Z users on Xiaohongshu; positioned as eco-luxury. | |
| ② Hair Oil / Nourishing Oils | KERASTASE Elixir Ultime | Lightweight nourishing oil for frizz control | Premium hero product; anchors L’Oréal’s luxury segment. |
| L’Oréal Extraordinary Oil | Multi-purpose daily serum oil | High conversion on Tmall & Douyin; strong brand loyalty. | |
| LUX & NEBE Spray Hair Oil | Convenient spray-type oil | Favored by young travelers for portability and easy layering. | |
| ③ Scalp-Care / Functional Serums | KERASTASE Genesis Ampoule | Anti-hair-loss, scalp strengthening | Top-selling treatment among 2030 consumers. |
| RENE FURTERER Forticea Serum | Follicle nutrition, blood-flow boosting | Reinforces natural scalp resilience. | |
| ZIRANTANG Sensitive Scalp Essence (China) | Soothing for sensitive scalp | Local innovation gaining fast traction in Tier-2/3 cities. | |
| GOTUKOLA Botanical Hair Mask (Israel) | Natural extract mask for oily scalp | Aligns with China’s growing interest in botanical detox care. |
Hair Loss Prevention for the Young Generation
Interestingly, hair loss is no longer seen as an “aging problem.” The 2030 demographic — young professionals in their twenties and thirties — are now driving demand for anti-hair-loss treatments.
Popular choices include Kerastase Genesis Ampoule, Rene Furterer Forticea Serum, and locally developed herbal strengthening essences featuring ginseng, mugwort, and red clover extracts.
The emotional angle is also important. Young consumers link scalp health to confidence and stress management, transforming haircare into a mental wellness ritual as much as a cosmetic routine.
Sensitive and Oily Scalp Solutions
With pollution, urban stress, and dietary changes, more people report sensitive or greasy scalps.
Products such as ZIRANTANG’s mild scalp essence and GOTUKOLA’s botanical hair mask from Israel are gaining attention for their natural soothing effects.
These innovations align with a larger global trend: “microbiome-friendly” formulations that balance scalp flora, similar to probiotic skincare. Chinese consumers — especially Gen Z — resonate strongly with these scientific, health-conscious approaches.
Premiumization and Personalization: The Future of Haircare
Why Affordable Luxury Works in China
While ultra-luxury brands like Kerastase dominate the top tier, mid-range “affordable premium” products are expanding fastest.
Consumers want high-performance products but remain cautious about overspending. Therefore, mass-luxury strategies (premium experience at accessible price points) are reshaping the China haircare market in 2025.
L’Oréal’s Extraordinary Oil line, for instance, bridges that gap perfectly — combining science-backed formulas with elegant branding and strong local influencer collaborations.
Data-Driven Personalization
Digital ecosystems are playing an increasing role in product discovery.
Brands now integrate AI scalp diagnostics, online quizzes, and WeChat mini-program consultations to recommend personalized haircare routines.
This “smart beauty” approach transforms haircare from a one-size-fits-all product category into a customized wellness experience.
In 2025 and beyond, personalization will become the key differentiator for brand loyalty in the Chinese beauty landscape.
Social Media and the Power of Education
Platforms such as Xiaohongshu (RED) and Douyin (TikTok China) are central to the haircare conversation. Instead of traditional ads, consumers respond to educational micro-content — videos explaining scalp biology, ingredient science, or before-and-after transformations.
As trust in influencer marketing declines, the new formula for success combines scientific storytelling + data-backed claims.
For instance, brands highlight measurable results like “reduced hair shedding in four weeks” or “+25% scalp hydration,” which resonate deeply with health-driven consumers.
Local Opportunities for Korean and Global Exporters
The rapid evolution of the China haircare market opens unique opportunities for Korean OEM/ODM manufacturers and indie brands.
K-beauty’s reputation for gentle formulations and clinical innovation aligns perfectly with Chinese demand for safe, high-quality scalp-care products.
By highlighting patented ingredients (like polyglutamic acid or fermented botanicals) and offering “1:1 scalp-diagnosis concepts”, exporters can differentiate themselves. Moreover, leveraging local digital marketing via Douyin and WeChat can amplify visibility far more effectively than traditional distribution alone.
Final insights on China Haircare Market Trends
The China Haircare Market Trends 2025 reveal a market driven not by vanity, but by knowledge.
Consumers now view their hair and scalp as living ecosystems that require precision care. And they are willing to invest time and money to maintain that balance.
From pre-wash treatments to anti-hair-loss serums, the lines between skincare and haircare are disappearing. The future of beauty in China will belong to brands that combine science, personalization, and emotional storytelling — all while respecting cultural values of balance, wellness, and authenticity.
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Method & Source Notes
Data and insights were compiled from:
- Qingyan Intelligence (青眼情报) – 2024–2025 Market Report
- Flywheel (飞未) – Social Media Trend Index
- Euromonitor International – China Premium Beauty & Haircare 2025 Forecast
- iiMedia Research, Cinda Securities, ENDATA, Rihua Zhiyun (日化智云)
- KOTRA Shenyang Trade Office Reports (2024–2025)
Disclaimer
This report was independently structured for editorial and informational purposes only.
It does not promote, sell, or endorse any specific brand or product.
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