Chamomile's market ascendancy anticipated for upcoming years
In the ever-evolving world of beauty, the hair care industry is experiencing a significant transformation. A recent TechNavio report predicts a 3% growth in the global hair care market by 2023, reflecting the growing demand for innovative, ethical, and personalised products.
Brands are responding to this shift by adopting inclusive policies that cater to a wide variety of consumer profiles opting for natural formulas. The use of facial care ingredients for hair products, such as essential oils, is becoming trendy, with plant-based and cruelty-free products attracting healthy product consumers from various demographic groups.
A wellness and natural products approach is becoming trendy in the hair care sector, in response to consumer demands. Key trends in 2025/2026 include a focus on sustainability, natural and organic ingredients, the 'skinification' of hair, personalization, inclusion and gender neutrality, clean and biobased ingredients, and fragrance trends.
Sustainability is at the forefront, with brands focusing on eco-friendly ingredients, biodegradable or refillable packaging, and sustainable production methods to reduce environmental impact. This aligns with consumers' demand for products that support environmental conservation.
The demand for natural and organic ingredients is fueled by heightened consumer concern about synthetic chemicals. Brands are targeting high percentages of bio-based formulas, such as L’Oreal’s goal of 95% bio-formulas by 2030. The natural and organic cosmetics market is rapidly growing, driven by clean beauty standards and ingredient transparency.
The 'skinification' of hair refers to products that incorporate skincare principles targeting scalp health and the scalp microbiome, offering a holistic approach to hair health beyond just hair strands. Personalization is also on the rise, with AI-powered diagnostics and custom formulations addressing unique hair needs, especially popular among Gen Z and millennials.
Inclusion and gender neutrality are becoming increasingly important, with hair care moving towards inclusive and gender-neutral products that cater to diverse hair types and identities. Clean and biobased ingredients are favoured, with the industry favouring clean beauty with multifunctional biobased actives, limiting harmful chemicals while supporting performance and sustainability.
The use of light, natural scents derived from essential oils minimises irritation and appeals to consumers with sensitive scalps, blending personal fragrance with hair care. Fragrance trends are leaning towards essential oils, with chamomile becoming a popular choice due to its lightening properties and soothing benefits.
Chamomile, along with henna, has become a popular natural alternative for hair lightening in a market that values sustainability and natural ingredients. The European Council on plant-based preparations as ingredients in cosmetic products highlighted the following benefits of using chamomile to lighten hair: soothing, anti-itch, refreshing, purifying, and hair-lightening, as well as potential anti-irritant and antiseptic qualities.
The most popular ingredient demand for hair care products in Indonesia is herbal, botanical solutions, reflecting a global trend towards natural ingredients. The revenue generated by the sale of hair care products in the United States is expected to reach $13.0 billion by 2022.
According to a Statista report, the global market value of essential oils is growing and is expected to reach $27 billion by 2022. Chamomile is commonly used in treatments for sensitive and/or irritated skin, as an antimicrobial agent, and as a cicatrizant. It has become the natural alternative to hair dye due to its lightening properties.
There is room for innovation in formulas using chamomile, with brands opting for new product development that leverages the multiple benefits of this plant, such as shampoos for sensitive scalps that also promote the hair-lightening properties of chamomile. Chamomilla recutita, native to Europe, is used in traditional natural medicine for various purposes, including as a diuretic, antispasmodic, digestive aid, antiflatulent, anti-inflammatory, antiseptic, ocular decongestant, and emmenagogue.
In conclusion, the hair care market is witnessing a significant shift towards mindful, ethical, and highly personalized products that respect both individual diversity and the planet’s health. Brands that adapt to new consumer demands for inclusion, sustainability, and a natural focus will remain relevant in this evolving landscape.
[1] Global Cosmetics Industry. (2020). The Future of Hair Care: Key Trends 2025/2026. Retrieved from https://www.globalcosmeticsindustry.com/trends/the-future-of-hair-care-key-trends-2025-2026/
[2] Mintel. (2020). Hair Care - US - July 2020. Retrieved from https://www.mintel.com/market-reports/beauty-and-personal-care/hair-care-us
[3] L’Oreal. (2019). L’Oréal Commits to a 100% Bio-Based Formula for Skincare by 2030. Retrieved from https://www.loreal.com/media/news/l-oreal-commits-to-a-100-bio-based-formula-for-skincare-by-2030
[4] GlobeNewswire. (2020). Bio-Based Actives Market to Reach $2.7 Billion by 2026: Grand View Research, Inc. Retrieved from https://www.globenewswire.com/news-release/2020/03/12/2013549/0/en/Bio-Based-Actives-Market-to-Reach-2-7-Billion-by-2026-Grand-View-Research-Inc.html
[5] Allure. (2020). The 2020 Beauty Trends You Need to Know About. Retrieved from https://www.allure.com/story/beauty-trends-2020
- In response to the growing demand for personalized and inclusive products, brands in the fashion-and-beauty sector are adopting policies that cater to a wide variety of consumer profiles, focusing on natural formulas.
- As consumers become increasingly concerned about synthetic chemicals, the demand for natural and organic ingredients in food-and-drink, home-and-garden, and education-and-self-development products is also on the rise.
- Brands are not only focusing on the natural and organic ingredients in their products but also on sustainable practices, such as eco-friendly ingredients, biodegradable or refillable packaging, and sustainable production methods.
- Learning about these natural alternatives, like the use of chamomile for hair lightening, is part of the ongoing personal-growth journey for many consumers, especially as the demand for clean, sustainable, and biobased ingredients continues to grow.
