The India natural or kitchen ingredient in hair care market was valued at INR 1724.57 Crores in 2025. The industry is expected to grow at a CAGR of 7.90% during the forecast period of 2026-2035 to reach a value of INR 3688.89 Crores by 2035. The market growth is driven by innovation that bridges traditional kitchen ingredients with modern scientific formulations, enhancing product efficacy and strengthening consumer confidence in natural haircare.
Indian consumers are increasingly seeking products that combine the authenticity of home remedies with proven performance benefits. Responding to this trend, WOW Skin Science launched its Onion + Collagen Haircare Range in August 2024, a breakthrough line that merges the age-old benefits of onion extract, a popular kitchen ingredient for hair nourishment, with collagen, a science-backed protein known for improving elasticity and reducing breakage. This fusion highlight how traditional ingredients can be elevated through biotechnology and advanced formulation science.
Continuing its innovation strategy, the company repositioned its entire product portfolio under the ‘Activated Naturals’ platform in May 2024, emphasizing potent, bioactive plant ingredients designed for visible results. These initiatives demonstrate how brands are redefining naturals by combining ancestral knowledge with modern research, creating high-performance, clean-label alternatives that meet evolving consumer expectations and drive the expansion of India’s natural haircare market.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
7.9%
Value in INR Crores
2026-2035
*this image is indicative*
|
India Natural or Kitchen Ingredient in Hair Care Market Report Summary |
Description |
Value |
|
Base Year |
INR Crores |
2025 |
|
Historical Period |
INR Crores |
2019-2025 |
|
Forecast Period |
INR Crores |
2026-2035 |
|
Market Size 2025 |
INR Crores |
1724.57 |
|
Market Size 2035 |
INR Crores |
3688.89 |
|
CAGR 2019-2025 |
Percentage |
XX% |
|
CAGR 2026-2035 |
Percentage |
7.90% |
|
CAGR 2026-2035 - Market by Region |
South India |
9.0% |
|
CAGR 2026-2035 - Market by Region |
East and Central India |
8.5% |
|
CAGR 2026-2035 - Market by Product |
Colorants |
10.2% |
|
CAGR 2026-2035 - Market by Distribution Channel |
Online Retailers/E-commerce |
15.7% |
|
2025 Market Share by Region |
West India |
27.6% |
Consumers now favour hair-care offerings rooted in regional botanical traditions, driving brands to craft hair-care lines inspired by locality and culture. For example, in August 2024 Mamaearth launched its “Kerala Thaali” hair-care range, harnessing hibiscus, shikakai and amla, ingredients native to Kerala, and rolled this out via a tie-up with Reliance Retail across the southern market. This sort of culturally anchored storytelling helps natural/kitchen-ingredient haircare transcend niche status and appeal to broader consumer segments. As penetration increases, such regionalised launches become a key driver for category growth across India.
Consumers seeking chemical-free, pantry-style hair-care are gravitating toward single-ingredient solutions, prompting brands to respond with pure-extract launches. In June 2023 Bajaj Consumer Care introduced “Bajaj 100% Pure Henna”—a powder derived solely from premium henna leaves with zero added chemicals. This launch highlights how heritage ingredients (henna) are being re-packaged in modern consumer-friendly formats. The availability of such simple, clean-label hair-care products supports upward movement of the natural/kitchen-ingredient segment.
Traditional kitchen-remedy hair-care often involves multiple steps, time and effort, a barrier for today’s time-constrained consumer. By introducing ready-to-use formats, brands are enabling broader adoption of herbal ingredients. For instance, in September 2024 Indus Valley Organic launched a line of ready-to-use herbal hair pastes enriched with shikakai, bhringraj, amla and over 24 whole herbs. These convenient formats convert kitchen-style rituals into shelf-ready products, thus lowering the entry barrier for new users of herbal hair-care and expanding the market.
When large FMCG companies endorse kitchen-derived ingredients, it signals category legitimacy and opens access to mass-market consumers. For example, Marico Limited introduced variants under its “Parachute Advansed” brand featuring onion extract in hair-care formulations, notably via a TV-campaign in April 2023 as part of its hair-care innovation. Since Marico commands wide reach, its entry into onion-infused haircare demonstrates how heritage kitchen extracts (onion) are migrating into premium and mass channels, a strong growth driver for the natural hair-care segment.
Even the best product cannot grow without widely accessible channels. Brands operating in natural ingredient hair-care are benefiting when FMCG players deepen distribution into smaller towns and villages. For example, in July 2024 Dabur India Ltd. announced an addition of 200,000 outlets in FY 2023-24, extending reach to over 7.9 million retail points and 122,000 villages. This widened footprint ensures that kitchen-ingredient haircare becomes available beyond metros and Tier 1 cities, thereby fuelling growth across India’s diverse demographics
The EMR’s report titled “India Natural/Kitchen Ingredient in Hair Care Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
Key Insight: The market for natural and kitchen-ingredient haircare products in India is dominated by shampoo, which is driven by the rising demand for herbal cleansing products that contain extracts of aloe vera, amla, and onion. Hair masks containing banana and hibiscus encourage repair, while conditioners enhanced with coconut or argan oils support hydration. Natural dye users are drawn to colorants that use henna and indigo. For example, to increase the strength of natural hair, The Moms Co. introduced its Natural Protein Haircare Range in August 2023.
Market Breakup by Ingredient
Key Insight: The use of kitchen ingredients in haircare is growing due to their restorative and nourishing properties; aloe vera, coconut, and onion are among the ingredients that are driving demand for chemical-free, scalp-friendly products. With its September 2023 launch of its Apple Cider Vinegar and Onion Black Seed Haircare Range, WOW Skin Science reinforced this trend by fusing traditional kitchen ingredients with cutting-edge formulations for increased strength and shine. Amla, bhringraj, and neem are examples of herbal and botanical extracts that increase demand while promoting healthy scalp function and hair growth.
Market Breakup by Hair Type
Key Insight: While curly hair products focus on hydration and definition, straight hair products prioritize sleekness and frizz control for India's humid climate. For instance, milk_shake launched its "Curl Passion" line in October 2024, which uses Amazon rainforest oils like babassu and pracaxi to define curls and minimize frizz. Color-treated hair formulas concentrate on preserving and extending vivid color, while wavy hair solutions aim to improve texture without flattening waves. Diverse innovation in natural haircare is being driven by these specific needs for various hair types.
Market Breakup by Gender
Key Insight: As the demand for natural and personalized solutions rises, the market is driven by the women, men, and children segments. While women's products are dominated by high-end formulations that emphasize scalp health, men's product lines are expanding with innovations backed by science. In October 2025, SH-RD Hair & Scalp Care, which offers treatments based on vitamin B5 and rosemary, debuted in India for both men and women. Gentle, safe, and tear-free cleaning solutions are the primary focus of children's products.
Market Breakup by Price Range
Key Insight: The premium segment caters to consumers who favor luxurious, scientifically proven formulas that are loaded with rare oils and plant-based active ingredients. Having money and wanting it are connected by the masstige category. It offers salon-quality, nature-inspired products at affordable prices. On the other hand, the mass market focuses on affordable food and daily nutrition. Common kitchen ingredients like coconut, amla, and hibiscus are used in both urban and rural households.
Market Breakup by Distribution Channel
Key Insight: The market for natural and kitchen ingredient-based hair care products in India is dominated by online retailers and e-commerce, as customers increasingly choose easy access, price breaks, and a wide range of brands on sites like Nykaa and Amazon. Supermarkets and hypermarkets draw in urban consumers looking for high-end natural products because they offer excellent visibility and simple comparison shopping. While the other segment, which includes salons and local outlets, expands reach in semi-urban and rural markets, specialty stores provide knowledgeable recommendations to customers who are ingredient conscious.
Market Breakup by Region
Key Insight: Strong retail penetration and growing demand for Ayurvedic hair wellness make North India the leader. The prevalence of herbal customs and well-known regional brands that use formulations based on coconut and hibiscus are advantageous to South India. West India is notable for the introduction of premium brands and the e-commerce-driven uptake of natural hair care, whereas East India is growing due to the expansion of modern trade and regional herbal producers.
By product, shampoo witnesses high demand
Shampoo remains the largest segment as consumers increasingly seek natural formulations that cleanse while nourishing hair with ingredients like aloe vera, onion, and amla. For example, The Moms Co. launched its Natural Protein Hair Care Range in August 2023, featuring quinoa and wheat protein–infused shampoos designed to strengthen hair and reduce breakage. This launch, rooted in natural science and clean beauty, reflects the shift toward safer, eco-conscious products among Indian consumers.
The demand for natural hair colorants is increasing as customers shift away from chemical dyes and toward herbal alternatives such as henna and indigo. In April 2024, Godrej Consumer Products increased their Godrej Nupur Henna collection, emphasizing 100% natural, pesticide-free henna produced from Rajasthan to appeal to eco-conscious customers. This invention builds brand trust and promotes the use of safe, plant-based hair color products.
By ingredients, kitchen-ingredients are picking up pace
The growing popularity of household components like onion, coconut, and aloe vera is changing haircare regimens in India. For example, an August 2024 article discusses how Naturtint, a Spanish bio-based hair color company, launched in India with formulations containing botanical oils and sustainable ingredients, indicating a shift toward kitchen-style/natural formulations. This trend reflects consumers' desire for familiar, pantry-derived goods with clean label assurance.
The growing popularity of Ayurvedic herbs such as amla, bhringraj, and kelp is driving the herbal extract section of India's haircare market. According to a Mintel survey (February 2024), 35% of customers have increased their time spent on haircare, and 44% choose ingredient-led, tailored products. Reflecting this transition, Anthi introduced India's first Anti-Thinning & Anti-Greying Hair Serum in November 2024, combining 18 natural ingredients with modern science to support overall hair health.
By hair type, curly hair category maintains noteworthy market interest
Curly-hair care products growing in popularity as textured-hair consumers want hydration, definition, and frizz control that are suited to their specific patterns rather than one-size-fits-all formulations. For example, in March 2024, Fix My Curls introduced a new collection of hair mists (Warm Vanilla, Floral Bouquet, Crystal Aqua) in India. This invention demonstrates how ingredient-driven, format-innovative solutions are boosting adoption in the curly-hair market.
Demand for sleek, frizz-free finishes that defy humidity, and pollution is driving the growth of straight-hair products, particularly in urban areas. To address these needs, brands use smoothing actives and clean-label claims. For example, in October 2024, Vatika introduced their "Vatika Curls" line, which concentrated on textured hair while also signaling broader brand tactics to cater to hair-type-specific routines. Such targeted hair-type segmentation is driving the natural/kitchen-ingredient hair-care market.
By gender, men category registers strong growth
Due to increased awareness of the importance of healthy scalps and ingredient transparency, the men's market in India is increasingly embracing hair care products made with natural and kitchen ingredients. Henkel India strengthened its position in India's changing grooming market in June 2023 by adding nourishing and plant-based extracts to its premium men's hair styling line. This change reflects men's increasing inclination toward natural formulations over artificial ones.
As parents look for ingredients that are natural, gentle, and free of toxins, the kids' category is expanding. The first pediatrician-approved haircare line for kids ages 3 to 12 in India, KT Kids, was launched in May 2025 by KT Professional and JioStar Consumer Products. It is composed of natural and chemical-free ingredients. The program reflects the industry's shift toward safe, parent-trusted, kitchen-inspired formulations for younger users.
By price range, premium/luxury category is registering substantial demand globally
The premium sector of the Indian natural hair care market is expanding as customers look for high-end formulas created with clean, internationally sourced ingredients. Targeting ethical and performance-driven self-care consumers, Karmic Beauty debuted in India in February 2025 with a high-end haircare line made from 92% pure hydrolyzed keratin and 100% certified organic Moroccan argan oil. The brand's debut highlights India's growing desire for upscale, sustainable natural beauty.
The masstige market is growing quickly as Indian consumers seek out natural haircare products that are both affordable and high-end. In an effort to attract budget-conscious consumers, brands are combining clever performance claims with botanical extracts that have a culinary theme. SACHAJUAN, for instance, introduced its Scandinavian luxury haircare line in India in June 2025. This flood of mid-range globally influenced luxury goods is broadening consumer access to natural, high-quality haircare and speeding up the growth of the masstige category.
By distribution channel, online retailers/e-commerce platforms amass significant revenue
Online platforms are helping India's natural hair care market grow quickly by making it easy for people to find eco-friendly and ingredient-based brands. The rise of digital-first launches and campaigns led by influencers has made brands more visible and trustworthy. For example, in November 2024, Nykaa bought a majority stake in Earth Rhythm, which made its clean beauty portfolio stronger. This shows how online channels are becoming more and more important in high-end natural beauty stores.
Supermarkets and hypermarkets are still important in shaping India's natural hair care habits because they let customers try out a lot of clean, plant-based products. Both international and local businesses are still working to make retail more visible. The Body Shop, for example, launched "The India Edit" collection in December 2024. This collection focused on natural ingredients that are good for Indian hair types and made its in-store experience strategy even stronger.
|
CAGR 2026-2035 - Market by |
Region |
|
South India |
9.0% |
|
East and Central India |
8.5% |
|
North India |
XX% |
|
West India |
XX% |
By region, North India register remarkable market growth
Higher urban incomes and growing awareness of Ayurvedic wellness traditions have made North India a strong growth hub for hair care products made with natural ingredients and kitchen ingredients. Customers are moving toward plant-based and chemical-free hair products in places like Delhi, Chandigarh, and Indore. In keeping with this pattern, The Ayurveda Company opened its first flagship location at Phoenix Citadel Mall in Indore in August 2023.
On the other hand, due to brand-conscious urban consumers and robust digital retail penetration, West India remains the leader in the adoption of premium natural hair care products. In Gujarat and Maharashtra, there is a sharp increase in demand for products that are eco-certified and ammonia-free. In keeping with this, Naturtint introduced plant-based hair color solutions in August 2024 when it entered India through Nykaa and more than 35 beauty shops in Gujarat.
Leading brands in India’s natural and kitchen-ingredient hair care market are focusing on innovation and authenticity to meet rising consumer demand for safe, plant-based solutions. Companies like Mamaearth and Forest Essentials are introducing formulations enriched with traditional ingredients such as amla, bhringraj, and hibiscus. These brands also emphasize eco-friendly packaging, ethical sourcing, and sustainability to strengthen consumer trust and align with green beauty trends.
Strategically, brands are expanding through multi-channel distribution, premium retail launches, and personalized product lines. P&G’s Herbal Essences leverages global R&D to create bio-renewable blends suited for Indian hair types, while Naturohabit focuses on freshly made, preservative-free formulations inspired by Ayurvedic recipes. Collectively, these efforts reflect a market-wide shift toward innovation-led natural care backed by transparency, science, and heritage.
Established in 2016, Honasa Consumer Ltd. (Mamaearth) is a Gurugram-based company that sells personal care products free of toxins under the Mamaearth brand. The business specializes in eco-friendly, sustainable, and natural formulations.
Heavenly Secrets Private Limited (Forest Essentials) is a high-end Ayurvedic cosmetics company that was founded in New Delhi in 2000. It blends cutting-edge skincare technology with age-old herbal recipes.
P&G is a leading FMCG company, founded in 1837, with its headquarters located in Cincinnati, USA. Haircare products from its Herbal Essences line are renowned for being bio-renewable and derived from natural sources.
Founded in 2018, Naturohabit Private Limited is a New Delhi-based company that produces natural beauty products devoid of preservatives. Ayurvedic and culinary traditions serve as inspiration for its formulations.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other companies operating the market include Hindustan Unilever Limited, Kapsa Wellness Pvt. Ltd. (Anthi), Guiltfree Industries Limited (The Ayurveda Company), Bio Veda Action Research Private Limited (Biotique), and Mountain Valley Springs India Private Limited (Kama Ayurveda), along with several other brands.
Explore the latest trends shaping the India Natural/Kitchen Ingredient In Hair Care Market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on India natural/kitchen ingredient in hair care market trends 2026.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the India natural/kitchen ingredient in hair care market reached an approximate value of INR 1724.57 Crores.
The market is projected to grow at a CAGR of 7.90% between 2026 and 2035.
The key players in the market include Honasa Consumer Ltd. (Mamaearth), Heavenly Secrets Private Limited (Forest Essentials), Procter & Gamble (P&G), Naturohabit Private Limited, Hindustan Unilever Limited, Kapsa Wellness Pvt. Ltd. (Anthi), Guiltfree Industries Limited (The Ayurveda Company), Bio Veda Action Research Private Limited (Biotique), and Mountain Valley Springs India Private Limited (Kama Ayurveda), along with several emerging regional and D2C brands.
Key strategies driving the market include innovation in Ayurvedic and kitchen-based formulations, expansion of organic product lines, digital marketing collaborations, and adoption of sustainable packaging solutions.
South India natural/kitchen ingredient in hair care market accounts for the largest share and is set to grow at a notable CAGR of 9% through 2035.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product |
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| Breakup by Ingredient |
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| Breakup by Hair Type |
|
| Breakup by Gender |
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| Breakup by Price Range |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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