The hair-care industry is shifting toward a multistep regimen inspired by skincare routines, a trend known as “skinification.” This movement incorporates high-performance ingredients commonly found in skincare, like hyaluronic acid, niacinamide, and peptides. Amanda Piquet, co-founder of the Omnibeauty group, noted that consumer demand for modern, effective ingredients is driving this transformation.
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According to a report from Mordor Intelligence, the global premium hair-care market is projected to reach $23.18 billion in 2023 and could grow to $31.53 billion by 2031, with a compound annual growth rate of 6.33% expected from 2026 to 2031. Key factors in this growth include new product technologies and the impact of social media on buying decisions. The industry is increasingly focusing on higher-value products tailored to informed consumers who understand the benefits of active ingredients for their hair, skin, and body.
In Brazil specifically, the hair-care market is forecasted to rise from $6.71 billion in 2025 to $7.04 billion in 2023 and reach $8.97 billion by 2031. The premium segment is anticipated to grow at a 5.98% rate through 2031, outpacing the 4.97% growth expected for the overall category. A Euromonitor report indicated that premium hair care has significantly contributed to global industry growth, with a focus on efficacy and innovative ingredients.
Piquet, who established Magic Beauty in 2019, recognized a gap for products merging professional quality and skincare ingredients at more accessible prices. One of the first product lines was Hydra Hero, featuring hyaluronic acid, and the company recently launched Magic Milk with biocollagen. She explained that skinification changes consumer expectations toward long-term hair health rather than immediate salon-like results.
Trichologist Luciana Passioni highlighted a major shift in focus toward scalp care, particularly post-COVID-19, as many patients reported hair loss related to the virus. Patients at her São Paulo clinic seek treatment for issues like alopecia and aging. She noted that while premium skinification products are often effective, no anti-hair-loss shampoo has proven effective.
L’Oréal is heavily invested in this trend; Tassia Hanashiro, the company's Latin America hair-care manager, noted that all brands within the group are adopting skinification principles. Recent successes include the Elseve line, which incorporated hyaluronic acid to bolster its market position.
The Dutch company Keune is focusing on Brazil, as it considers the market its largest. After two years of research, it has revamped its Care line to align with skinification. CEO Marcelo Raskin stated that the new formulations, featuring ingredients like immortelle extract and peptides, are crucial for addressing diverse hair profiles.
Italy's Davines is also expanding its offerings, with the Naturaltech line focusing on different scalp needs and an Authentic line that includes a multipurpose product suitable for face, hair, and body—representing a pinnacle of the skinification trend.
Both Davines and Keune sell primarily through beauty salons in Brazil but are increasing their e-commerce reach. Piquet noted that Magic Beauty is expanding its online presence following market research that showed a 27% increase in hair-care sales through online channels over the past year, while physical store sales declined by 1%. Premium brands now account for 59% of e-commerce volumes and have a significantly higher average transaction value compared to physical stores.