Core Insights - The report highlights a significant shift in the personal care market from "basic cleaning" to "health management and emotional value," indicating a clear direction for brand development [1][2]. Market Trends - The overall market is characterized by "saturation in basic categories and high growth in segmented categories," with a projected CAGR of 11.2% for mainstream e-commerce channels from 2022 to 2025, primarily driven by sales volume [1][11]. - Body care (CAGR 14.2%) and oral care are experiencing rapid growth, surpassing hair care, while traditional categories like hair moisturizing and basic shower products are seeing a decline in demand [1][11]. - The average price across the market has only slightly increased by 1.2%, with most categories facing challenges in price hikes, except for hand care and essential oils, which have seen significant price increases due to a shift towards high-end functionalities [1][11]. Consumer Insights - There is a profound transformation in consumer awareness and demand, with core needs evolving from basic cleaning to a balance of health management and emotional value, where safety and gentleness are baseline requirements [2][7]. - Consumers are increasingly seeking emotional connections, desiring safety, problem-solving, sensory pleasure, and personalized aesthetics, with professional trust and social confidence becoming core emotional appeals [2][7]. - The trend of "circle" and "scene" segmentation is evident, with specific needs arising from demographics such as "working individuals with oily hair" and "post-night shift care," leading to the creation of specialized products [2][7]. Product Innovation - Product innovation is clearly directed towards combining "traditional herbal formulas with modern technology," with rapid growth in effective ingredients like selenium disulfide and plant extracts such as cedar leaves [2][3]. - The rise of concepts like micro-ecology and scalp anti-aging is notable, with fragrance becoming an important differentiator and packaging evolving towards a sense of luxury and artistry [2][3]. - The focus of brand competition is shifting from functional selling points to meaningful competition, with diverse brand archetypes emerging, such as the "hero" archetype in shampoo emphasizing efficacy, and the "lover" archetype in body wash enhancing emotional connections [2][3]. Brand and Supply Chain Strategy - Brands should concentrate on precise efficacy, targeting opportunities in scalp health and body care, enhancing safety transparency, and creating emotional premiums while embracing segmented markets [3][7]. - Supply chains need to invest in effective raw materials, gentle surfactants, and environmentally friendly packaging development, improving collaborative research capabilities [3][7]. - The future trend of AI-driven C2M (Customer to Manufacturer) development will enable brands to capture high-interest, low-satisfaction pain points through big data, predicting ingredient trends for agile research and precise innovation [3][7].

Core Insights - The scalp care market is experiencing rapid growth, with market size projected to increase from 17.6 billion yuan in 2023 to 21 billion yuan in 2024, reflecting a growth rate of 19.6% [40] - Social media engagement related to scalp care has surged, with a year-on-year increase of 158% in related content [41] - Key consumer demands include anti-hair loss, oil control, and itch relief, with a strong preference for safe and natural ingredients [9][24] Consumer Insights - Young consumers (ages 18-24) represent 52.4% of the market, with over 60% of the population actively concerned about scalp health [12][13] - The main scalp issues faced by consumers are hair loss (65.6%), dandruff (52.3%), and oily scalp (45.9%) [18] - When purchasing scalp care products, consumers prioritize efficacy (73.3%), ingredients (66.8%), and user experience (42.8%) [20][21] Market Trends - Three major trends are emerging: the deepening of the "one skin" concept for scalp and face, the rise of niche products targeting specific demographics, and an increased focus on emotional value in product offerings [2][9] - Brands like Kérastase and FGF are leading the market, while domestic brand Kelin has gained traction with its unique ingredient offerings [2][9] - Social media platforms like Xiaohongshu and Douyin are key marketing channels, with Xiaohongshu focusing on tutorials and product reviews, while Douyin emphasizes immersive content [2][9] Product Preferences - Consumers show a strong preference for ingredients such as amino acids and minoxidil, with nearly 90% expressing interest in natural plant extracts like Artemisia and Platycladus [26][30] - The most sought-after product benefits include anti-hair loss, itch relief, and gentle, nourishing properties [24][25] - The primary usage scenarios for scalp care products are daily routines (74.1%) and work settings (67.6%), with a focus on oil control and refreshing experiences [33]

Market Overview - The online hair care market reached over 55 billion, with sales exceeding 900 million units from April 2024 to March 2025. JD.com led with a 65% growth, achieving over 11 billion in sales, while Douyin's GMV surpassed 17.5 billion, growing by 42%. In contrast, Taobao and Tmall experienced a 10% decline in sales due to traffic limitations in traditional e-commerce [1][20][31]. Brand Competition Landscape - The competitive landscape saw significant changes, with brands like He Xi, Dan Dong, and Kashi performing exceptionally well. He Xi and Dan Dong ranked first and second on Douyin, with sales growth exceeding 600%. Kashi maintained its high-end market position with new products, while traditional brands like L'Oreal and Pantene focused on technological upgrades to retain market share [2][21][42]. Product Innovation Directions - Consumer demand for hair care has shifted from basic cleaning to precise efficacy, with notable growth in anti-hair loss products, which saw a 73% increase in social media mentions. The popularity of scalp care surged by 198%, and the demand for soothing products increased by 288%. Fragrance and texture enhancements are becoming key selling points, with brands like Kashi and L'Occitane leveraging scent to add value [3][4][5][6]. Marketing and User Insights - Marketing strategies are evolving, focusing on cross-industry collaborations and experiential marketing. Social media platforms like Xiaohongshu and Douyin are central to product promotion, with KOLs driving significant engagement. Brands are also emphasizing long-term care and scientific backing to enhance credibility [7][8]. Future Trends - The hair care market is transitioning to a "3.0 era," characterized by the integration of skincare-level ingredients and personalized care solutions. Concepts like cellular repair and scalp anti-aging are gaining traction, with products like Gu Dan Tang's restoration cream achieving over 500 million in sales [9][10]. The fusion of fragrance and efficacy is also emerging as a dual-value proposition in the market [10]. Summary - The 2025 online hair care market is defined by channel transformation driving growth, efficacy segmentation leading innovation, and content marketing activating demand. Brands need to focus on consumer pain points and leverage social media ecosystems to build differentiated brand perceptions while utilizing technology and scenario innovation to capture market opportunities [11].

Investment Rating - The report indicates a strong growth potential in the global anti-hair loss market, with projections suggesting that the market will exceed $30 billion in China by 2030 [2][83]. Core Insights - The anti-hair loss market is experiencing rapid growth, driven by increasing consumer awareness and demand for effective solutions to hair loss issues [79][80]. - The average age of individuals experiencing hair loss is around 30 years, with a significant portion of the affected population being from the post-90s generation [83][105]. - The report highlights a shift in consumer demographics, with a notable increase in demand for anti-hair loss products among younger consumers [83][105]. Summary by Sections 1. Definitions of Hair Loss - Hair loss is categorized into physiological and pathological types, with androgenetic alopecia being the most common form [9][10]. 2. Consumer Demand Analysis - Female consumers show a higher demand for anti-hair loss products compared to male consumers, with women being more concerned about the impact of hair loss on their appearance [14][15]. - The primary consumer demographic for anti-hair loss products is aged 26-35, accounting for 64.6% of the market, reflecting a trend towards younger consumers seeking solutions [16][25]. - Over half of the consumers experiencing hair loss have oily hair, indicating a need for products that address both oil control and hair loss [18][19]. 3. Market Development Overview - The global anti-hair loss market is projected to grow at a compound annual growth rate (CAGR) of 7.7%, reaching over $10 billion by 2029 [81][82]. - The Chinese market for anti-hair loss products is expected to reach 300 billion yuan by 2030, driven by a growing consumer base and increasing awareness [85][83]. 4. Competitive Landscape - The market is becoming increasingly concentrated, with a few leading brands dominating the space, indicating a maturation of the anti-hair loss market [92][93]. 5. Market Trend Analysis - There is a rising trend in the use of scalp oils and essences, which are becoming the fastest-growing product categories within the anti-hair loss segment [87][88]. - Consumers are increasingly looking for products that not only prevent hair loss but also provide additional benefits such as oil control and dandruff reduction [55][56]. 6. Consumer Behavior and Preferences - A significant portion of consumers (over 80%) are willing to try new anti-hair loss products, indicating unmet needs in the current market [65][66]. - The average expenditure on anti-hair loss products is around 1117.8 yuan per year, with younger consumers showing higher spending tendencies [69][74]. 7. Product Preferences - Consumers prefer products with plant-based ingredients, with over 80% expressing a preference for such components in anti-hair loss formulations [51][52]. - The most popular product types include anti-hair loss shampoos and conditioners, with a growing interest in scalp oils and essences [48][49].