From hair roots to hair volume

This article is available for reading in Trade magazin 2025/12-2026.01

Classic values

Henkel’s hair care brands can maintain their position in a dynamically changing, highly saturated market. The Schwarzkopf Gliss brand shows YTD growth and the Gliss Full Hair Wonder product line – launched this year and containing caffeine and peptides – has played a key role in the positive trend.

Scalp care is now a key pillar of the beauty routine, with the scalp‑health movement bringing skincare actives ever more frequently into shampoos

The company identifies two big consumer trends: loyalty to traditional, long-established shampoos that offer good cleansing and easy care, and openness to special, even “medical” products.

Mariann Karsai
senior brand manager
Henkel Magyarország

“We base our product innovation on changing needs: by integrating rosemary, caffeine, peptides and amino acids we have created a portfolio that both nourishes and prevents”,

explains Mariann Karsai, senior brand manager of Henkel Magyarország Kft.

Strengthening drugstores

Tamás Pusztai
managing director
Kallos Cosmetics

Discount supermarkets have experienced a smaller decline in shampoo sales than hypermarkets, while drugstores and online sales platforms have show significant improvement. The commercial structure hasn’t changed overall, but drugstores have increased their weight thanks to higher value growth. In 2024 Kallos Cosmetics had realised 18.8% of its total sales revenue from shampoos, with more than one million units sold – and the positive trend continued in 2025. In addition to the KJMN Classic and Professional lines, the Plex Bond Builder range was particularly successful.

“Our objective is to make scalp health based, yet affordable hair care routines accessible to everyone”,

underlines Tamás Pusztai, managing director of Kallos Cosmetics.

“Free-from” formula

The market has shifted in the direction of conscious choices: consumers no longer expect just the basic function of washing their hair, but are looking for targeted help with oiliness, dandruff, sensitivity or hair loss. There is a growing interest in vegan (free from animal-derived ingredients) and cruelty-free (free from animal testing) certifications, while bond-building technologies are becoming dominant. The WU2 brand has been a stable fixture on the domestic shampoo market for decades. WU2 Pink Sensation has enriched the product range with a new look and a fresh, floral fragrance, alongside the classic yellow bottle shampoo line, and now the product accounts for around 10% of the total portfolio. In 2025 the company broke new ground with the WU3 shampoo and shower gel 2-in-1 series.

Judit Mosoni-Preisz
brand manager
GeePower Manufacturing

“Customer loyalty is very important for us, but we also strive to appeal to younger generations”,

we learn from Judit Mosoni-Preisz, brand manager of GeePower Manufacturing Kft.

Format change

There is a more attention paid to concentrated, solid and refillable alternatives. Consumers now recognise that these packaging formats offer several advantages: they generate significantly less plastic waste, can be used longer and are really practical for travel due to their compact size. The significance of larger bottles (over 750ml) is slowly but steadily growing year on year, while pump dispensers remain popular for family use. Rossmann is performing steadily in the shampoo market: according to Nielsen data, it has a market share above 40% among drugstores. The company’s success is based on its quick reaction to consumer expectations and the latest trends. In addition to the best-known brands, Rossmann store shelves also feature several exclusive product ranges such as Difeel, complemented by a strong own brand offering. One of the company’s latest developments is the Rossmann Routine hair care test, which interactively helps customers find the recommendations that best suit their hair type.

Melinda Czére
category manager
Rossmann Magyarország

“We are proud to be a key player in conscious hair care”,

comments Melinda Czére, category manager of Rossmann Magyarország Kft.

Personalised hair care

Knowledge on the specific characteristics of hair and scalp is becoming increasingly important. Many people are now aware that shampoo primarily affects the scalp, while conditioning products affect the length of the hair, so a personalised routine often consists of coordinating products from several brands. Balea remains dm’s most popular brand in terms of sales volume and customer loyalty is exceptionally strong. The higher-positioned Balea Professional range is also growing spectacularly, as many people are looking for affordable, yet higher-quality own brand alternatives.

Tímea Horváth
assortment manager
dm

“In 2025 several new shampoos appeared in stores, further diversifying dm’s offering. Elseve refill pouches are now available, supporting environmentally conscious consumer attitudes”,

informs Tímea Horváth, assortment manager at dm Kft.