By Jae-geun Lee, an independent market analyst specializing in the Serbia Haircare Market
Executive Overview
The Serbia Haircare Market has entered a new growth phase that is no longer driven only by mass-market shampoos or hair dyes. Instead, a fast-rising demand for treatment-focused and scalp-care products is now changing how consumers, salons, and retailers approach haircare.
Between 2019 and 2024, the market expanded at a compound annual growth rate (CAGR) of 8.1%, reaching USD 166.6 million in 2024, while continuing to post 7.3% year-on-year growth. Although hair dye (USD 53.9 million) and shampoo (USD 51.3 million) still dominate sales, the fastest-growing categories are now hair treatments and 2-in-1 shampoo-treatment products, both growing above 9% in 2024.
This shift signals something deeper: Serbian consumers are moving from simple cleansing toward health-driven hair routines, opening the door for new market players—particularly Korean haircare brands—to redefine what premium haircare means in the Serbia Haircare Market.
Serbia Haircare Market Growth Outlook for 2026
Looking toward 2026, current market signals suggest that Serbia will continue to outperform much of Eastern Europe in haircare spending. The strong growth of treatment products—averaging 9.5% annually over the last five years—shows that consumers are willing to invest in repair, nourishment, and scalp health, not only in cosmetic appearance.
Unlike earlier years, when volume growth was driven mainly by price-sensitive retail sales, the Serbia Haircare Market is now benefiting from two parallel trends. On one side, shoppers seek simple and fast solutions, such as 2-in-1 products. On the other side, a growing segment looks for salon-grade results at home, which explains the surge in masks, serums, and oils.
As a result, the market in 2026 is expected to be more value-driven than volume-driven, with premium treatment lines capturing a larger share of total revenue.
Competitive Landscape: Global Giants vs. Korean Specialists
Five multinational brands—Garnier, L’Oréal Paris, Schwarzkopf Palette, Nivea, and Head & Shoulders—together control 34.7% of the market, confirming that Serbia remains a highly competitive beauty market.
Top 5 Haircare Brands in the Serbia Haircare Market in 2025
| Rank | Brand | Company |
| 1 | Garnier | L’Oréal |
| 2 | L’Oréal Paris | L’Oréal |
| 3 | Schwarzkopf Palette | Henkel |
| 4 | Nivea | Beiersdorf |
| 5 | Head & Shoulders | Procter & Gamble |
<Source: Euromonitor, April 7, 2025>
However, the most important change inside the Serbia Haircare Market is not who dominates shelves, but how consumers choose products. Around 20 Korean brands—including Moremo, Lador, CP-1, Unove, Aromatica, and Kundal—have entered the market and are slowly gaining loyal users, especially in treatment and scalp-care categories.
<Source: Author’s analysis based on local market research>
While global brands compete on price, distribution, and brand awareness, Korean companies compete on function, formulation, and routine-based care. This creates a dual market structure in Serbia: mass brands dominate volume, while Korean brands shape trends.
Why Serbian Consumers Are Switching to Korean Haircare
The growth of Korean haircare in the Serbia Haircare Market is not random. It is rooted in how Serbian consumers now discover and evaluate beauty products.
According to interviews conducted by KOTRA Belgrade, many Serbian consumers first learned about Korean haircare through social media influencers, where step-by-step routines and product reviews made Korean products feel both expert-driven and trustworthy.
Users frequently mention three key reasons for switching:
- Natural and silicone-free formulas
- Visible scalp improvement
- Layered routines that mirror skincare logic
Once customers try Korean shampoos and conditioners, they often expand into ampoules, masks, and oils, creating long-term repeat demand.
The Role of Professional Hair Spas
A turning point in the Serbia Haircare Market came in 2023, when the first Korean-style hair spa opened in Belgrade.
Unlike traditional salons, this spa focuses on scalp health, detox, hydration, and anti-hair-loss care, using certified Korean devices and products such as Krissimo and EHPlus. Customers can also buy professional products directly after treatments, which strengthens trust and boosts retail sales .
The spa’s founder, Anja Ljubicic, explained that Serbian consumers had long suffered from dry and sensitive scalps due to heavy silicone and sulfate use. Korean formulas, with soothing and scalp-friendly ingredients, filled a clear market gap.
This model connects B2B salons with B2C retail, turning professional care into a marketing engine for Korean brands.
“Professional Care” Products and the At-Home Salon Trend
Although 92.7% of the Serbian haircare market still consists of general consumer products, the fastest-growing segment is now so-called “professional care”—products that promise salon-like results without salon prices.
These products rely on:
- High-performance ingredients
- Premium packaging
- Repair-focused messaging
Korean brands are well positioned here, because they already specialize in targeted treatments, not generic formulas.
Distribution Channels in the Serbia Haircare Market
The Serbian haircare industry remains strongly offline-driven, with 96.3% of sales coming from physical stores.
Three main channels dominate:
| Channel | Market Share |
| Supermarkets & Hypermarkets | 65.5% |
| Beauty Drugstores (DM, Lily) | 29.8% |
| Hair Salons | Smaller but growing |
Korean brands, however, follow a different path. Many enter Serbia through K-beauty online stores, direct imports, or European distributors, allowing them to offer wider product lines and faster logistics.
Import Trends and Korea’s Position
Serbia imported USD 66.7 million in haircare products in 2024, up 30% from the previous year. Italy, Germany, France, Slovenia, and Spain together supply 67% of imports.
South Korea ranked 27th with imports of USD 106,000, growing 8.7% year-on-year. While still small, this growth rate confirms that Korean brands are gaining traction faster than the market average.
(Unit: US$ thousand)
| Rank | Country | 2022 | 2023 | 2024 | Market Share (%) | Growth vs. 2023 (%) |
| 1 | Italy | 11,141 | 13,566 | 14,828 | 22.24 | 9.30 |
| 2 | Germany | 7,887 | 8,488 | 12,787 | 19.18 | 50.64 |
| 3 | Slovenia | 3,218 | 3,793 | 7,176 | 10.76 | 89.20 |
| 4 | France | 4,121 | 4,625 | 5,890 | 8.83 | 27.36 |
| 5 | Spain | 2,250 | 3,178 | 4,071 | 6.11 | 28.12 |
| 27 | South Korea | 100 | 98 | 106 | 0.16 | 8.73 |
| — | Total | 43,151 | 51,283 | 66,682 | 100.00 | 30.03 |
<Source: Global Trade Atlas, April 7, 2025>
What This Means for the Serbia Haircare Market in 2026
By 2026, three forces will define the Serbia Haircare Market:
- Treatment-first routines will replace simple shampoo use.
- Salon-driven education will raise demand for professional-grade products.
- Korean brands will continue to grow inside premium and scalp-care niches.
Young, beauty-aware consumers—especially those with color-damaged hair—are expected to drive this trend through online research and influencer-led discovery.
Strategic Implications for Brands Entering Serbia
Interest in Korean haircare products has been rising in Serbia, creating expanding opportunities for market entry. To succeed, companies need tailored strategies that include selecting high-potential product categories, defining target consumer segments, and securing effective local distribution channels.
In particular, functional hair treatment products—such as masks, serums, ampoules, oils, and toners—are gaining strong attention. Demand is especially high for silicone-free, low-irritation formulas and products designed to repair chemically or color-damaged hair. Even in basic categories like shampoo, consumers increasingly prefer natural, gentle formulations.
The core consumer group consists of young women who are familiar with Korean beauty routines, particularly those focused on caring for hair damaged by dyeing or salon treatments. These consumers actively search for products online and rely heavily on digital content and reviews when making purchasing decisions.
In the retail sector, partnerships with major chains such as DM and Lily are effective, while the salon channel benefits from B2B partnerships combined with professional education programs. The Korean-style hair spa opened in Belgrade demonstrates that there is real demand for professional-grade haircare solutions in Serbia.
For companies seeking to enter the market, building strategic partnerships and implementing localized product and distribution strategies will be essential. With the right approach, brands can establish a stable presence across both retail and salon channels and achieve sustainable long-term growth in the Serbian market.
Under current EU-aligned regulations, cosmetic products entering Serbia must comply with EU standards, including CPNP registration and the appointment of a Responsible Person within the European Union.
Read More
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Method & Source Notes
This report is based solely on:
Euromonitor Serbia haircare data
Global Trade Atlas import statistics
Original KOTRA Belgrade consumer and salon interviews
Korean hair spa operator interviews
Editorial Disclaimer
This article is an independent market analysis based on publicly available and institutional data. It does not promote or sell any specific product or brand.
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