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市場調查報告書
商品編碼
2030226
頭髮漂白產品市場-全球產業規模、佔有率、趨勢、機會、預測:按類型、最終用戶、分銷管道、地區和競爭格局分類,2021-2031年Hair Lightening Product Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By End User, By Distribution Channel, By Region & Competition, 2021-2031F |
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全球染髮產品市場預計將從 2025 年的 82.3 億美元成長到 2031 年的 113.1 億美元,複合年成長率為 5.44%。
這些產品主要由依賴過氧化氫等氧化劑的化學混合物組成,旨在淡化或去除人工或天然染髮劑的顏色。市場擴張的主要驅動力是美學觀念的轉變、造型潮流的多元化以及可支配收入的增加,使得消費者能夠在沙龍護理和家用產品上投入更多資金。溫和型、無氨產品的穩定發展也對此成長趨勢起到了重要的推動作用。
| 市場概覽 | |
|---|---|
| 預測期 | 2027-2031 |
| 市場規模:2025年 | 82.3億美元 |
| 市場規模:2031年 | 113.1億美元 |
| 複合年成長率:2026-2031年 | 5.44% |
| 成長最快的細分市場 | 線上 |
| 最大的市場 | 北美洲 |
根據巴西化妝品、盥洗用品和香水工業協會(ABIHPEC)的數據,預計到2025年,巴西護髮產品出口額將達到3.01億美元,年增29.8%。儘管有這些正面的跡象,全球市場仍面臨一個重大障礙:消費者擔心某些漂白劑中的化學物質可能會損傷頭髮並引起過敏反應。
全球染髮產品市場主要受消費者自我表達偏好和多元化時尚潮流的驅動。隨著越來越多的人透過染髮來展現個性,從細微的挑染到徹底的改色,各種染髮技術的需求日益成長。這種對特定美學的追求推動了專業美髮沙龍技術的進步,使其能夠透過專業的配方和精湛的技術來滿足消費者對複雜染髮的需求。歐萊雅於2026年2月發布的2025年度報告印證了這一趨勢,報告顯示,包括專業染髮產品在內的專業產品銷售額同比成長7.5%,首次突破50億歐元大關,這反映出消費者對專業技術和高品質效果的積極需求。
家用染髮產品的日益普及進一步推動了市場成長,這些產品為消費者提供了一種便利且經濟實惠的選擇。產品化學技術的進步使這些套裝更易於使用且效果更佳,用戶無需專業人士的幫助即可獲得理想的髮色。這一趨勢反映了消費者越來越傾向於自行進行美容護理,並尋求價格更親民的沙龍護理替代方案。為了支持護髮市場的快速成長,漢高於2026年3月11日宣布收購Not Your Mother's,該零售護髮品牌在2025年實現了兩位數的成長,銷售額約為1.9億歐元。此外,根據歐萊雅2025年的財務數據,染髮業務佔該公司440.5億歐元總銷售額的8%。
全球染髮產品市場面臨的一大挑戰是消費者對某些產品中化學成分可能引發過敏反應和頭髮損傷的擔憂。這種謹慎態度直接影響消費者的購買行為,導致家用染髮套裝和專業沙龍照護的需求都轉變。當消費者認為有較高的不良反應風險時,他們嘗試新染髮產品或維持現有染髮習慣的意願會大幅下降,從而導致試用率和重購率降低。因此,隨著製造商和品牌努力消除消費者持續存在的這些擔憂,整體市場成長正在放緩。
消費者的這些擔憂根源於化妝品產業普遍存在的安全爭議。歐盟委員會的《2025年安全門戶報告》也印證了這一點,該報告指出,化妝品是歐盟最常被提及的危險產品類別,佔非食品類產品警告的36%。在這些通報中,53%的案例將化學危害確定為主要風險因素。在一系列關於美容產品化學風險的報告中,消費者的警覺性依然很高,這有效地限制了染髮劑產業的成長潛力。
網紅行銷和社群媒體正在全球染髮劑市場中扮演著變革性的角色,從根本上改變了消費者發現和使用新產品的方式。這種轉變促使品牌從傳統的廣告宣傳轉向數位化推廣,利用視覺媒體和與網紅建立的真實關係來展示染髮效果和調查方法。這些線上管道使企業能夠建立忠實的社群,並透過展示客製化的造型案例和專業技巧來影響消費者的購買決策。例如,Exchange4Media 於 2025 年 4 月發布的一份題為《WPP 收購歐萊雅的網紅資源庫》的報告指出,歐萊雅委託 WPP 美妝科技實驗室在澳洲和紐西蘭為旗下 32 個品牌進行推廣和網紅行銷活動。此舉凸顯了精準的數位宣傳活動在引導消費者偏好和推動產品銷售方面所發揮的關鍵作用。
同時,隨著消費者對成分安全性和損傷預防的認知不斷加深,對注重頭髮健康且不含氨的產品的需求呈現顯著成長趨勢。消費者正在積極尋找既能有效提亮髮色,又能維護頭皮和頭髮整體健康的解決方案。這種轉變推動了更溫和配方的研發,這些配方專為敏感肌膚和注重健康的消費者而設計。例如,漢高在2025年2月發布的新聞稿「2025年度漢高產品™」中宣布,其施華蔻角蛋白根部永久染髮劑和角蛋白根部臨時染髮增厚噴霧榮獲美容類獎項。這款臨時噴霧因其溫和不刺激頭皮且不含氨而備受讚譽,充分體現了市場向更溫和的化學處理方式轉變的趨勢。
The Global Hair Lightening Product Market is projected to grow from USD 8.23 Billion in 2025 to USD 11.31 Billion by 2031 at a 5.44% CAGR. These products consist of chemical blends, often utilizing oxidizing agents such as hydrogen peroxide, to diminish or eliminate artificial or natural hair color. This market expansion is primarily fueled by shifting aesthetic preferences, varied styling trends, and increasing disposable incomes that allow consumers to spend more on both salon treatments and at-home alternatives. The consistent development of milder, ammonia-free options also plays a crucial role in supporting this upward trajectory.
| Market Overview | |
|---|---|
| Forecast Period | 2027-2031 |
| Market Size 2025 | USD 8.23 Billion |
| Market Size 2031 | USD 11.31 Billion |
| CAGR 2026-2031 | 5.44% |
| Fastest Growing Segment | Online |
| Largest Market | North America |
Data from the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC) indicates that Brazil's hair care export sector hit US$301 million in 2025, marking a 29.8% jump from the prior year. Despite these positive indicators, the global market faces a notable hurdle in the form of consumer hesitation regarding the potential for hair damage and allergic responses caused by the chemicals found in some lightening formulas.
Market Driver
The Global market for hair lightening products is heavily propelled by shifting consumer tastes regarding personal expression and varied fashion trends. As people increasingly use hair color to showcase their individuality, there is a heightened demand for diverse lightening techniques ranging from delicate highlights to complete color transformations. This pursuit of specific aesthetics encourages advancements within professional salons, where specialized formulas and sophisticated methods address complex coloring requests. Highlighting this trend, L'Oreal's 2025 Annual Report released in February 2026 noted a 7.5% like-for-like growth in its Professional Products Division, which includes professional hair color, with sales exceeding €5 billion for the first time as consumers actively seek expert techniques and premium outcomes.
Market growth is additionally stimulated by the rising appeal of at-home hair lightening products, which offer buyers convenient and approachable alternatives. Enhancements in product chemistry have made these kits much easier to use and more effective, allowing users to successfully reach their target shades without professional help. This movement mirrors a larger consumer inclination toward do-it-yourself beauty routines and budget-friendly substitutes for salon appointments. Emphasizing this consumer hair care surge, a March 11, 2026, announcement from Henkel confirmed its acquisition of "Not Your Mother's," a retail hair care brand that achieved around 190 million euros in sales and double-digit growth during fiscal year 2025. Adding to this context, L'Oreal's 2025 financial data showed that hair coloring accounted for 8% of the company's overall €44.05 billion in sales.
Market Challenge
A major obstacle facing the global hair lightening product market is consumer anxiety over possible allergic reactions and hair damage caused by the chemical ingredients in some formulations. This wariness directly affects buying behavior, shifting the demand for both do-it-yourself kits and professional salon treatments. If individuals believe there is a high risk of negative outcomes, their willingness to try new lightening products or maintain their current coloring routines drops sharply, which in turn reduces trial rates and repeat business. Consequently, overall market growth is dampened as manufacturers and brands work to ease these deeply ingrained consumer worries.
These consumer fears are fundamentally rooted in broader safety controversies observed throughout the cosmetics sector. Illustrating this point, the European Commission's Safety Gate 2025 Report cited cosmetics as the most commonly flagged hazardous product group in the EU, accounting for 36% of non-food product alerts. Within these notifications, chemical hazards were pinpointed as the primary danger in 53% of cases. The ongoing documentation of chemical risks in beauty products maintains a persistent atmosphere of consumer caution, effectively limiting the expansion potential of the hair lightening industry.
Market Trends
Influencer marketing and social media play a transformative role in the global hair lightening market, fundamentally changing how buyers find and interact with new merchandise. This shift has prompted brands to move away from conventional commercials in favor of digital advocacy, utilizing visual media and authentic influencer relationships to display coloring outcomes and methodologies. These online avenues allow companies to build loyal communities and sway buying choices by presenting tailored makeovers and professional techniques. For instance, an April 2025 Exchange4Media report titled "WPP wins L'Oreal's influencer portfolio" noted that L'Oreal selected WPP Beauty Tech Labs to handle advocacy and influencer efforts for its 32 brands across Australia and New Zealand, a move that highlights the critical role of focused digital campaigns in steering consumer tastes and boosting product sales.
At the same time, an undeniable trend is the surging preference for hair health-centric and ammonia-free products, spurred by growing consumer knowledge about ingredient safety and damage prevention. Shoppers are purposefully hunting for solutions that lighten hair effectively while maintaining the overall health of the scalp and hair strands. This shift encourages the creation of milder formulas designed for sensitive and health-aware users. Showcasing the industry's adaptation to these desires, Henkel announced in a February 2025 release, "Henkel product winners: Product of the Year(TM) 2025," that its Schwarzkopf Keratin Root Permanent Color and Keratin Root Temporary Color & Thickening Spray won beauty category awards. The temporary spray gained special recognition for being scalp-friendly and ammonia-free, illustrating the market's pivot toward gentler chemical applications.
Report Scope
In this report, the Global Hair Lightening Product Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:
Company Profiles: Detailed analysis of the major companies present in the Global Hair Lightening Product Market .
Global Hair Lightening Product Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report: