From routine to ritual

This article is available for reading in Trade magazin 2026/02-03

Within the hair care category shampoos continue to account for the largest share: in 2025 they had an approximately 60% of the total value. Nevertheless, their performance remained moderate, producing only 1.1% growth in value from the beginning of the year to November. Demand for hair conditioners grew by 19.8% in 2025 and these products were responsible for nearly one-fifth of total hair care sales.

The haircare market is the fastest‑growing segment of the beauty industry

Educational focus

Bianka Tóth-Perge
trade marketing
manager
L’Oréal Magyarország

L’Oréal continued to strengthen its presence on the hair care market in 2025 with several significant innovations. Highlights of the year included the launch of Elseve Growth Booster and the Glycolic Gloss product range. L’Oréal places great emphasis on sustainability, so the refillable versions of their most popular Elseve products have been launched.

“As the skinification trend is very strong, ingredients known from facial care such as glycolic acid, collagen and hyaluronic acid are appearing more and more frequently in new innovations. Elseve’s Glycolic Gloss product line offers heat protection up to 230ºC”,

informs Bianka Tóth-Perge, trade marketing manager of L’Oréal Magyarország Kft.

In the company’s communications in-store education received serious attention..

The main drivers of growth are the expansion of private‑label offerings and the increasing presence of indie players

Classic and new

Richárd Maximilián Megyeri 
head of sales in
Central Europe
Procter & Gamble

Procter & Gamble’s hair care portfolio includes brands such as Pantene, Head & Shoulders and Aussie. The product selection relies on both long-established, widely used products and newer lines with a younger appeal.

“Improved formulas by Head & Shoulders help prevent dandruff even with regular use, while Pantene – based on the Pro-V technology – offers solutions for treating various hair conditions such as damaged hair structure due to blow-drying, straightening or curling, e.g. with the Pantene Pro-V Active Hydration Recharge heat protection product line”,

emphasises Richárd Maximilián Megyeri, Procter & Gamble’s head of sales in Central Europe.

In recent years there has been a growing interest in hair care options tailored to individual needs.

Interest in haircare solutions tailored to individual needs is becoming increasingly pronounced

Ingredient-based innovations

Mariann Karsai
senior brand manager
Henkel Magyarország

According to Henkel experts, the role of ingredients is constantly strengthening: products containing trendy, widely known active ingredients such as rosemary or caffeine can realise spectacular growth in a short period of time.

“We consciously incorporate these consumer expectations into our development work. This year’s new products include Gliss Full Hair Wonder with caffeine and peptides, and the Schauma Strong & Long hair product line with rosemary and hibiscus. In both launches it was important to introduce something new in the treatment segment, which was particularly successful thanks to Gliss Full Hair Wonder Scalp and Hair Root Activating Serum”,

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

Choosing hair care products has become an enjoyable experience for many, which is why they prefer store types – primarily drugstores and specialty stores – where a wide range of products, well-structured shelf displays and expert support are available..

Strong portfolio

KJMN Keratin products continue to be the best sellers in the Kallos Cosmetics range, both among hair masks and shampoos. The product line was expanded in the second half of the year: a complete hair care routine was introduced, complemented by a 14-in-1 leave-in conditioning spray and a heat protection hair straightener spray.

Tamás Pusztai
managing director
Kallos Cosmetics

“The SPA massage cream category also achieved outstanding results, emerging as one of the surprise hits of the year. The Plex No Yellow product line, which also focuses on neutralising yellow tones in gray and bleached hair, was added to the portfolio as a new entry”,

informs Tamás Pusztai, managing director of Kallos Cosmetics.

Exclusive brands

Dm’s own brands performed exceptionally well in 2025, particularly Balea Professional, whose new launches were well aligned with current hair care trends.

Tímea Horváth
assortment manager
dm

“One of dm’s key strengths is that we offer several exclusive brands that are only available from us, such as Revox, Hair Chemist and Khloé, and in 2026 an exclusive Korean brand will also be added to the portfolio. These product lines are particularly strong in the areas of special hair care, natural and vegan ingredients, and advanced scalp care solutions”,

points out Tímea Horváth, assortment manager of dm Kft.

In 2025 the most sought-after new products were primarily based on caring for damaged, stressed hair, reducing hair loss and the skinification approach.