The Latin America hair care market reached around USD 8.64 Billion in 2025. The market is projected to grow at a CAGR of 6.30% between 2026 and 2035 to reach nearly USD 15.92 Billion by 2035.
Base Year
Historical Period
Forecast Period
Skala Cosméticos ranks as the fourth largest hair care brand in Brazil and is found in 45% of households across the country.
The e-commerce market in Latin America is expected to grow by 25% in volume by 2027, especially in the thriving areas of Argentina, Brazil, Chile, Colombia, Mexico, and Peru.
Brazil ranks as the fourth largest market for hair care products, following the United States, China, and Japan.
Compound Annual Growth Rate
6.3%
Value in USD Billion
2026-2035
*this image is indicative*
| Latin America Hair Care Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 8.64 |
| Market Size 2035 | USD Billion | 15.92 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 6.30% |
| CAGR 2026-2035 - Market by Country | Mexico | 6.8% |
| CAGR 2026-2035 - Market by Product | Hair Colour | 7.2% |
| CAGR 2026-2035 - Market by Distribution Channel | E-Commerce | 13.1% |
| 2025 Market Share by Country | Argentina | 10.1% |
The total number of transactions within Latin America experienced a remarkable increase of 3.1 times from 2019 to 2023, rising from $117 million to $364 million. The Latin American market is home to over 300 million digital consumers, a number expected to grow by more than 20% by 2027. Furthermore, Brazil and Mexico are anticipated to lead the Latin American e-commerce sector, with projected compound annual growth rates of 77.2% and 68.2%, respectively, by 2027.
E-commerce platforms have facilitated consumer access to a diverse range of hair care products, including niche and international brands, that may not be found in local retail outlets. This increased accessibility has empowered consumers to discover and purchase products that cater specifically to their individual hair care requirements. Additionally, online shopping provides the convenience of acquiring hair care products from the comfort of one's home at any time.
The increasing popularity of vegan and natural hair care products is propelling the market growth in Latin America, as consumers increasingly gravitate towards healthier, more sustainable, and ethical lifestyles. The area is home to a vibrant and diverse array of vegan hair care brands that cater to a wide range of hair types and textures. The wide range of vegan hair care products includes different products, including Honey Baby Naturals, Rizos Curls, Ceremonia, and Rëzo Hair Care, among others.
Rising disposable income, growth of the e-commerce sector, increase in men’s grooming, rising social media and influencer marketing, and increasing demand for organic products are the major trends impacting the Latin America hair care market expansion.
The ease of online shopping, which allows consumers to explore products at their convenience from any location, has greatly enhanced the demand for hair care products. This aspect is particularly beneficial for those with hectic schedules who value the convenience of having items delivered directly to their homes.
Social media influencers are essential in the online promotion of hair care products. Their endorsements frequently result in heightened visibility and sales for particular brands and items. Platforms such as Instagram, TikTok, and YouTube significantly impact consumer preferences.
Modern men are becoming more conscious of their appearance, and this has led to a growing interest in personal grooming, including hair care. The stigma around men using grooming products is diminishing, and more men are investing in products that help them achieve specific hairstyles and maintain healthy hair.
There is an increasing inclination among consumers in Latin America towards hair care products that utilise natural and organic components. These consumers are becoming more conscious of the environmental consequences associated with their buying decisions and are actively pursuing products that are sustainably sourced, cruelty-free, and devoid of harmful chemicals.
The expansion of Brazil's middle class and increasing disposable income levels have led to higher consumer spending on premium and specialised hair care products. Consumers are more willing to invest in high-end brands, salon-quality treatments, and products that promise specific benefits, such as anti-frizz, hair strengthening, and colour protection.
The demand for products that are free from harmful chemicals, such as sulphates, parabens, and artificial fragrances, is on the rise. Consumers are becoming more educated about the potential health risks associated with these substances and are opting for formulations that are gentle on both their hair and scalp, as well as on the environment. This trend is indicative of a larger movement towards holistic wellness, where individuals are not only concerned about the appearance of their hair but also about the overall impact of their beauty routines on their health and the planet.
"Latin America Hair Care Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
Market Breakup by Distribution Channel
Market Breakup by Country
| CAGR 2026-2035 - Market by | Country |
| Mexico | 6.8% |
| Brazil | XX% |
| Argentina | XX% |
| Others | XX% |
Based on country, the market is segmented into Mexico, Brazil, and Argentina, among others. Mexico is projected to grow at a CAGR of 6.8% during the forecast period of 2026-2035 amid the growing fashion consciousness in the country.
Major players are focusing on the production of organic and nature-based hair care products to gain a competitive edge in the market.
The comprehensive report looks into the macro and micro aspects of the market. The EMR report gives an in-depth insight into the market by providing a SWOT analysis as well as an analysis of Porter’s Five Forces model.
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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 market attained a value of nearly USD 8.64 Billion.
The market is assessed to grow at a CAGR of 6.30% between 2026 and 2035.
The market is estimated to reach around USD 15.92 Billion by 2035.
The market is being driven by the rising disposable income and growth of the e-commerce sector in the region.
The key trends aiding the market expansion include the growth of the men’s grooming sector and the rising production of natural hair care products.
The major countries considered in the market are Brazil, Mexico, and Argentina, among others.
The different products in the market are shampoo, conditioner, hair colour, and hair styling products, among others.
The major players in the market are Loreal S.A., Procter & Gamble Company, Henkel AG & Co. KGaA, Natura&Co, Johnson & Johnson Services Inc., Unilever Plc., Kao Corp., Beiersdorf AG, Moroccanoil, and Estee Lauder Companies Inc., among others.
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 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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