Keratin Products Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Form (Liquid, Powder, Tablet), By Application (Cosmetic & Personal Care Products, Pharmaceuticals Products, Others), By End User (Professional Salons, Home Use, Others), By Region & Competition, 2020-2030F

Market Overview

Global Keratin Products market was valued at USD 1.38 billion in 2024 and is expected to grow to USD 2.67 billion by 2030 with a CAGR of 7.34%. The Keratin Products market is witnessing substantial growth, primarily driven by increasing consumer demand for effective hair repair and strengthening solutions. Keratin, a natural protein found in hair, is widely recognized for its ability to repair damage, reduce frizz, and enhance hair texture and shine. As awareness around hair health grows, more individuals are turning to keratin-based treatments to combat the effects of pollution, heat styling, and chemical exposure. Also, the rising popularity of natural and bio-based personal care products has boosted the appeal of keratin, aligning with consumer preferences for safer and more sustainable beauty options. Advancements in product formulations tailored to various hair types have further expanded the market, along with the growing accessibility of keratin products through online retail platforms.

Key Market Drivers

Growing Innovation by Key Player

The global keratin products market is experiencing strong growth, largely driven by continuous innovation from key industry players. As a part of this, in July 2024, Keratin Complex is launched gallon-sized versions of the popular Keratin Care Smoothing Shampoo and Conditioner, as well as a new product, the Keratin Care Hand & Body Wash. Leading companies are consistently investing in research and development to introduce advanced keratin-based formulations that address evolving consumer needs. These innovations focus on improving product efficacy, safety, and convenience, such as quicker application times, longer-lasting results, and suitability for a wider range of hair types. New product launches featuring enhanced smoothing, strengthening, and anti-frizz capabilities are gaining popularity among consumers seeking salon-quality results at home. Also, companies are incorporating natural ingredients and clean-label formulations to meet the rising demand for sustainable and eco-friendly beauty solutions. These developments not only improve customer satisfaction but also help brands differentiate themselves in a highly competitive market. The growing emphasis on innovation ensures a steady pipeline of new keratin products, contributing significantly to the market’s continued expansion.

Expanding E-Commerce Platform

The expansion of e-commerce platforms is a significant driver of growth in the global keratin products market. As a part of this, as of January 2025, with more than 33% of people worldwide shopping online, eCommerce has grown into a $6.8 trillion industry and is expected to hit $8 trillion by 2027.With the rise of online shopping, consumers now have easier access to a wide variety of keratin-based hair care products from both global and local brands. E-commerce offers convenience, product variety, competitive pricing, and detailed information, enabling customers to make informed decisions from the comfort of their homes. Also, digital platforms allow brands to showcase their products through reviews, tutorials, and influencer collaborations, which helps build trust and boost sales. Subscription services and targeted marketing also enhance customer engagement and retention. For emerging brands, online marketplaces provide an affordable way to enter the market and reach niche audiences. This growing digital presence continues to reshape consumer behavior and significantly contributes to the overall expansion and accessibility of keratin products worldwide.

Rising Popularity of At-Home Treatment

​The rising popularity of at-home keratin treatments is a significant driver in the global keratin products market. Consumers increasingly seek convenient, cost-effective alternatives to salon services, leading to a surge in demand for DIY keratin kits. These at-home solutions offer the benefits of professional treatments—such as frizz reduction, enhanced shine, and improved hair manageability—without the need for salon visits. The appeal lies in the flexibility and privacy of treating hair at one's convenience, coupled with the growing availability of user-friendly products tailored for home use. This trend is further fueled by heightened awareness of hair care, the desire for personalized beauty routines, and the expansion of e-commerce platforms that make these products more accessible. As a result, manufacturers are focusing on developing innovative, easy-to-apply keratin formulations to cater to this burgeoning segment, thereby propelling market growth.

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Key Market Challenges

High Cost of Premium Products

The high cost of premium keratin products presents a major challenge in the global keratin products market. Professional-grade keratin treatments, shampoos, and conditioners often come with a hefty price tag, making them unaffordable for a large segment of consumers, particularly in emerging markets. These products are often marketed as luxury or salon-quality solutions, which further limits their accessibility to a niche, high-income group. Also, the recurring expense of maintaining keratin-treated hair adds to the overall cost burden for consumers. As a result, many potential buyers either opt for lower-cost alternatives or avoid such treatments altogether. This pricing gap creates a significant barrier to market penetration, especially in price-sensitive regions. To address this challenge, manufacturers must explore cost-effective production methods and develop affordable product lines without compromising on quality, to reach a broader consumer base and remain competitive.

Limited Consumer Awareness

Limited consumer awareness is a significant challenge facing the global keratin products market. Despite the growing popularity of keratin-based treatments, many consumers remain unaware of the benefits and effectiveness of these products. This lack of understanding often leads to hesitation in adopting keratin treatments, especially in regions where hair care awareness is still developing. Also, some consumers may be skeptical about the claims made by keratin product manufacturers, leading them to rely on more familiar or traditional hair care solutions. This gap in knowledge is further compounded by the overwhelming number of hair care products on the market, making it difficult for consumers to discern which ones are genuinely effective. To overcome this challenge, companies need to invest in educational marketing campaigns, promote the benefits of keratin treatments through testimonials, and leverage influencer partnerships to build credibility and awareness, ultimately driving consumer trust and adoption.

Key Market Trends

Growing Demand for Natural & Bio-Based Products

The global keratin products market is increasingly influenced by the rising demand for natural and bio-based formulations. Consumers are becoming more conscious of the ingredients in their personal care products, leading to a preference for clean-label, sustainable, and ethically sourced options. This shift is prompting manufacturers to innovate by incorporating keratin derived from natural sources such as wool, feathers, and plant-based materials. These bio-based keratin alternatives are perceived as safer and more environmentally friendly, aligning with the growing trend toward eco-conscious beauty solutions. Also, advancements in extraction and formulation technologies have enhanced the efficacy and appeal of natural keratin products, making them more accessible and effective for consumers seeking healthier hair care options. As awareness of the environmental impact of conventional beauty products rises, the appeal of natural keratin grows, contributing to its expanding market presence. This trend reflects a broader movement toward sustainability and transparency in the beauty industry.

Rising Disposable Incomes in Emerging Markets

​The rising disposable incomes in emerging markets significantly influence the global keratin products market. As a part of this, according to IBEF, as of 2023, India's per capita disposable income increased from US$ 2.11 thousand in 2019 to US$ 2.54 thousand in 2023.As economic development progresses in regions such as Asia Pacific, Latin America, and parts of Africa, a burgeoning middle class emerges with increased purchasing power. This demographic shift leads to heightened demand for personal care items, including keratin-infused hair treatments, as consumers seek products that enhance hair health and appearance. Manufacturers are responding by introducing a variety of keratin-based products tailored to diverse consumer needs, further stimulating market growth. Consequently, the expanding middle class in these emerging markets presents lucrative opportunities for businesses in the keratin products sector to expand their reach and cater to a growing consumer base.

Growing Consumer Spending on Cosmetic Products

​The growing consumer spending on cosmetic products is a significant trend driving the global keratin products market. As a part of this, according to a recent study, as of 2023, the average annual consumer unit spent about 263.42 dollars on cosmetics, perfume, and bath preparation products in US. As individuals increasingly invest in personal grooming and appearance-enhancing products, the demand for high-quality hair care solutions, including those enriched with keratin, has surged. This shift is particularly evident among millennials and Gen Z consumers, who prioritize self-care and are more willing to allocate budgets toward premium hair treatments. Consequently, manufacturers are responding by developing innovative keratin-infused products that cater to diverse consumer needs, thereby fueling market growth.

Segmental Insights

Application Insights

Cosmetic & Personal Care Products dominated the global Keratin Products market due to their widespread use and the increasing consumer demand for high-quality solutions to enhance hair and skin health. Keratin is a key ingredient in shampoos, conditioners, serums, and hair masks, as it helps strengthen, smooth, and restore damaged hair. Consumers are becoming more focused on self-care and personal grooming, which drives the demand for effective, salon-quality products that deliver visible results. The rise of premium, eco-friendly, and sulfate-free keratin-based products also appeals to health-conscious consumers. Also, innovations in product formulations and the growing popularity of at-home treatments have boosted the demand for cosmetic and personal care items containing keratin.

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Regional Insights

Asia-Pacific dominated the global Keratin Products market, due to the rapidly growing middle class and increasing disposable incomes in countries like China, India, and Japan. As the region experiences urbanization and higher living standards, consumers are increasingly investing in premium hair care products, including keratin treatments, to improve hair health and appearance. Also, the region's strong beauty and personal care culture drives demand for effective hair care solutions. The popularity of at-home treatments, coupled with the rise of e-commerce platforms, has made keratin products more accessible to a broader audience in Asia-Pacific. Manufacturers are also introducing products specifically tailored to the diverse hair types prevalent in the region, further contributing to market growth. Also, North America Keratin Products market is driven by factors such as the increasing demand for premium hair care solutions and growing consumer awareness about hair health. With a strong focus on beauty and personal care, North American consumers are willing to invest in high-quality keratin products for hair repair, frizz control, and overall strengthening.

Recent Developments

• In January 2023, Vestige Marketing Pvt. Ltd., a leading Indian direct-selling company, launched a new range of professional shampoos under its Assure brand. The two new products are Assure Anti-Hairfall Bounce Restore Shampoo and Assure Keratin Smoothening Shampoo, both designed to offer professional-level hair care for common hair issues, all from the comfort of home.
• In March 2023, Veratin Limited launched its new keratin shampoo and conditioner. The products have been named "Veratin" following the filing of a trademark application for its cosmetics line. Also, the company has launched a new e-commerce website dedicated to its cosmetic range and plans to add more products as they are developed and introduced.

Key Market Players

• Loreal S.A.
• Rejuvenol
• Scherdiva Salon LLC
• Keratine Professional Pvt Ltd.
• Me2 Hair Professional
• Zoic Pharmaceuticals Pvt. Ltd
• Vaibhav Perfumery
• Glamcos Lifestyle Private Limited
• HCP Wellness Private Limited
• Kazima Aromatics

Report Scope:

In this report, the Global Keratin Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Keratin Products Market, By Form:

o   Liquid

o   Powder

o   Tablet

• Keratin Products Market, By Application:

o   Cosmetic & Personal Care Products

o   Pharmaceuticals Products

o   Others

• Keratin Products Market, By End User:

o   Professional Salons

o   Home Use

o   Others

• Keratin Products Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Asia-Pacific

§  China

§  Japan

§  India

§  Australia

§  South Korea

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Keratin Products Market.

Available Customizations:

Global Keratin Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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