Many foreign brands have already been able to enter the Chinese market, such as the P&G group (Head & Shoulders, Rejoice, Pantene) and Unilever (Lux, Hazeline) grabbing over 75% of the Chinese shampoo market. However, international brands are not the only ones trying to break into the Chinese market.https://cosmeticschinaagency.com/how-to-enter-the-chinese-shampoo-market/

1. CHINA HAIRCARE MARKET
2022: FACTS AND FIGURES
SWIPE

2. SWIPE
7
7,5
8
8,5
9
9,5
10
2020 2021 2022 (E) 2023 (E) 2024 (E) 2025 (E)
China Haircare Product Market Size 2020-2025, billion USD

3. SWIPE
China haircare market maintained steady growth from 2015 to 2021. In
2021, the market reached 58.14 billion yuan (8,47 billion USD), with a
year-on-year increase of 3.2%, and is expected to grow to 8,75 billion
USD in 2022.
Analysts believe that the enhancement of consumers' health
awareness and the upgrade of cleanse and care demand would jointly
promote the continuous expansion of China's haircare product
market.

4. SWIPE
Shampoo is on top of the haircare products.
Other haircare products seem not to be popular yet, because haircare
market in China is at its primary growth stage, still: consumers need
education.
When choosing shampoo, Gen Z-ers in China are primarily concerned
with efficacy (65.7%), followed by price (56.2%) and brand (52.3%).

5. SWIPE
0
10
20
30
40
50
60
70
P
r
i
c
e
B
r
a
n
d
E
f
f
i
c
a
c
y
B
r
a
n
d
A
m
b
a
s
s
a
d
o
r
P
a
c
k
a
g
i
n
g
P
u
r
c
h
a
s
e
C
o
n
v
e
n
i
e
n
c
e
P
r
o
m
o
t
i
o
n
s
O
t
h
e
r
Shampoo Purchase Factors for Gen Z in China
as of 1st Half 2022, %

6. SWIPE
TWO BIG GAPS
IN CHINA HAIRCARE

7. SWIPE
1. LACK OF VARIETY
As mentioned before, shampoo is the top product in China. Less than
35% of consumers buy other hair products like conditioners, masks,
serums, treatments, etc. These products lack content, cultivation,
exposure, trust. The opportunity is to provide new products that
would be trusted.

8. SWIPE
2. LACK OF BRANDS
Haircare market in China has only few dominant players, which are
represented by the well-known and trusted giants like L’Oreal,
Unilever, P&G. In terms of hairfall, local players like Ruzhangguang 101
take the lead as the ones that are proven to be efficient and harmless.
Even though only 50% of respondents admit that brand defines their
choice, consumers in China don’t buy brands they don’t know and
cannot trust. They don’t care only because they choose from a very
narrow selection they know well.
We need more brands!

9. SWIPE
CHINA’S TOP
HAIRCARE PROBLEM

10. SWIPE
1 in 6 people in China have hair loss symptoms

11. SWIPE
86% of them are born after 1980, and out of that group,
56% were born after 1990
0
5
10
15
20
25
30
35
<20 years 20-27 years 28-32 years 33-42 years 43-52 years 53+ years
2022 China Hair Loss Distribution by Age

12. SWIPE
In 2022, 81.0% of reported hair loss consumers purchased anti-hairfall
products, of which shampoo (76.6%) was the most popular, again.

13. SWIPE
<20 years,
0%
20-27 years,
15%
28-32 years,
39%
33-42 years,
16%
43-52 years,
15%
53+ years,
15%
2022 China Hair Transplant Consumer Market, Distribution by Age:
38,5% of customers are 28 to 32 years old..

14. DON’T FORGET
TO GIVE A SMALL LIKE! J
THANK YOU!