Core Viewpoint - The hair care industry is entering a golden period of domestic substitution, driven by rising consumer demand for quality and personalized products [1][2]. Group 1: Industry Overview - The hair care sector is the second largest category in the cosmetics industry, following skincare, and has significant potential for domestic brand substitution [2]. - Hair care products, which include cleansing and styling items, are increasingly characterized by segmentation and personalization as consumer preferences evolve [2]. Group 2: Market Trends - The sales of hair care products in China have been on a steady rise, reaching 55.9 billion yuan in 2023, a year-on-year increase of 13.4%, with expectations to exceed 70 billion yuan by 2026 [3]. - The demand for functional hair care products is increasing, particularly in response to concerns about hair quality and hair loss, with a focus on product gentleness [3]. Group 3: Facial Care Insights - The facial cleansing market in China is projected to reach 49.8 billion yuan in 2023, with an expected growth to 52.5 billion yuan by 2026, highlighting the rising popularity of multifunctional products that combine cleansing with other benefits [4]. - The trend towards "cleanse + X" products is gaining traction, simplifying skincare routines and appealing to consumer convenience [4]. Group 4: Body Care Market - The body care market is experiencing a mild recovery, with increasing consumer awareness of health and a broader demand for personal care products [5]. - Seasonal differentiation in body care product preferences is noted, with summer focusing on brightening and pore refinement, while winter emphasizes hydration and soothing properties [5].

Investment Rating - The report maintains a "Positive" outlook on the hair care industry, highlighting its significant market potential and opportunities for differentiation [3][6]. Core Insights - The hair care industry is the second largest segment in the cosmetics market, following skincare, with substantial potential for domestic brand replacement. The demand for hair care products is evolving towards more personalized and segmented offerings, driven by consumers' increasing pursuit of quality in their daily lives [5][6]. - The market for hair care products in China is expected to grow steadily, with sales reaching 55.9 billion yuan in 2023, reflecting a year-on-year increase of 13.4%. Projections indicate that the market could exceed 70 billion yuan by 2026 [5][6]. - Domestic brands are well-positioned to capture market share due to their understanding of local consumer needs, especially in a market where international brands dominate but face challenges in adapting to rapid changes in consumer preferences [7][8]. Summary by Sections 1. Hair Care Market Overview - The hair care segment is characterized by a wide range of products, including cleansing and conditioning items, and is crucial in consumers' daily routines. The market is experiencing a shift towards more specialized and effective products [16][18]. - The competitive landscape is shifting, with domestic brands gaining traction as international leaders struggle to keep pace with evolving consumer demands [22][27]. 2. Hair Care Product Trends - The demand for functional and gentle hair care products is on the rise, with consumers increasingly seeking solutions for specific issues such as hair loss and scalp health. The market is seeing a trend towards herbal ingredients that appeal to health-conscious consumers [55][67]. - The hair care market is projected to maintain stable growth, with a market size of 55.9 billion yuan in 2023 and an expected increase to over 70 billion yuan by 2026 [63][67]. 3. Facial Cleansing Market Dynamics - The facial cleansing market is also experiencing steady growth, with a market size of 49.8 billion yuan in 2023, projected to reach 52.5 billion yuan by 2026. Multi-functional products that combine cleansing with other benefits are gaining popularity [5][6]. 4. Body Care Market Insights - The body care segment is witnessing a revival, with consumers increasingly valuing emotional well-being and seasonal product differentiation. The market is expected to reach 23.4 billion yuan by 2024, with a focus on efficacy and fragrance [5][6]. 5. Competitive Landscape and Opportunities - Numerous domestic beauty companies are expanding their product lines and adopting multi-brand strategies to capture market share in the hair care sector. Key players include Lafang, Shangmei, Shanghai Jahwa, and Proya, each with distinct strategies to enhance brand recognition and market presence [6][7][8].