Clean performance: India hair care consumer prioritise clean formulas, repair treatments – Schwarzkopf Professional

Over the past few years, the brand has observed how India’s hair care market has “transformed” to meet the evolving demands of the modern consumer.

“Key trends include a preference for clean beauty products free from harmful chemicals, the ‘skinification of hair care with a focus on scalp health, and a shift towards sustainability with eco-friendly and ethically sourced products,” said Melissa Hughe, national technical head, Schwarzkopf Professional.

Schwarzkopf was founded in 1898 and is owned by German multinational company, Henkel. Today, it remains one of the most recognisable hair care brands in the market with both professional and consumer lines.

Speaking to CosmeticsDesign-Asia, Hughe said the market shifts resulted from more awareness and education about hair care among Indian consumers.

“Consumers are now more knowledgeable about ingredients, leading to transparent labelling and marketing from brands. These trends reflect a move towards healthier, more sustainable, and effective hair care solutions, positioning responsive brands for success.”

According to Mintel, Indian consumers were embracing longer hair care routines, with 35% reportedly increasing the time spent on their hair in the six months leading to September 2023.

Similarly, consumer demands in the professional sector were growing more sophisticated as well, with a major focus on repair.

“They prioritise treatments that restore health to damaged hair caused by heat styling, chemicals, and environmental stressors. Professional solutions focus on deep conditioning and bond-building, while advanced formulations and treatments provide long-lasting frizz control through intense hydration and humidity protection,” said Hughe.

Together, these trends drive the growth and demand for premium hair care products and professional services in India.

“This surge is fuelled by heightened awareness of quality hair care benefits. Consumers favour products with proven long-term results and clean formulations… This trend is driven by the growing awareness of grooming trends through social media, and a preference for products offering specific benefits like damage repair, frizz control, and nourishment.”

The trends in the consumer and professional segments are informing the brand’s product development.

“Premiumisation, innovation for superior performance, and sustainability drive the brand’s strategy, focusing on enhancing product quality and customer experience. Continuous innovation ensures products exceed standards for diverse hair care needs, while commitments to responsibly sourced ingredients and eco-friendly packaging appeal to environmentally conscious consumers, maintaining competitiveness in the market,” said Hughes.

Moving forward, the company expects hair care innovation to become more sophisticated in terms of innovation, while following the trend towards cleaner formulations.

“Advanced technologies ensure long-lasting repair in hair care, while the industry moves towards cleaner, sustainable formulations without compromising performance. The use of safer alternatives like natural extracts and biodegradable compounds in products eliminate harsh chemicals to meet consumer demands for safety and environmental responsibility, maintaining high-performance standards,” said Hughes.