Anti-Aging Hair Products Market Size, Trend

Anti-Aging Hair Products Market Overview

Global Anti-Aging Hair Products market size is anticipated to be worth USD 4806.27 million in 2024 and is expected to reach USD 6550.45 million by 2033 at a CAGR of 3.5%.

The anti-aging hair products market is gaining traction worldwide due to the rising prevalence of hair thinning and graying, which affects over 62% of individuals above the age of 35. As per industry trends, approximately 58 million consumers globally purchase anti-aging haircare items annually. The market comprises a wide range of products, including anti-aging shampoos, serums, conditioners, oils, and sprays formulated to reduce hair fall, increase thickness, and restore pigment. On average, 46% of female consumers over the age of 40 use at least one anti-aging hair product per week. Men account for 34% of this usage, often focusing on volumizing and color-preserving formulas. Demand for sulfate-free and paraben-free variants has increased by 39% year-over-year. The global population segment aged over 60, which surpassed 1.1 billion individuals in 2023, represents a critical demographic in the expansion of this market. Products incorporating collagen, keratin, and plant-based proteins now represent 44% of total product launches.

Key Findings

Top Driver Reason: Increasing consumer awareness regarding age-related hair concerns such as thinning and greying is the top driver.

Top Country/Region: North America leads due to high aging population and premium product consumption.

Top Segment: Shampoo dominates, accounting for over 37% of product sales by unit volume.

Anti-Aging Hair Products Market Trends

The anti-aging hair products market has seen the introduction of over 2,300 new SKUs globally in 2023 alone, driven by the growing preference for clean-label and clinically proven formulations. Consumers aged between 40 and 65 contribute to 61% of purchases, indicating a core demand from mid-aged users. Anti-aging hair serums, particularly those fortified with biotin and panthenol, have experienced a 47% growth in demand within a single year. There is also a rise in the number of dermatologically tested anti-aging shampoos, with 53% of all new shampoos in 2023 carrying a “clinically tested” label. Brands focusing on vegan-certified anti-aging haircare have increased by 36%, especially in Europe and Asia-Pacific.

The men’s grooming segment has seen a surge with male-targeted anti-aging products increasing by 29% in terms of launches. The rise of personalized and subscription-based haircare saw a jump of 42% in the past 12 months. Online platforms contributed to 48% of anti-aging hair product transactions, with Amazon-style marketplaces seeing a 55% surge in the premium segment. Fragrance-free and hypoallergenic offerings have grown by 19%, targeting sensitive scalps, especially in individuals aged 50 and above. Furthermore, digital influencer collaborations in this market increased by 63%, accelerating product awareness.

Anti-Aging Hair Products Market Dynamics

DRIVER

Rising demand for hair care solutions addressing aging symptoms.

In 2023, over 640 million individuals globally showed visible signs of hair aging such as greying and follicle shrinkage. The increase in life expectancy from 71.5 years in 2000 to over 74.5 years in 2023 has expanded the consumer base requiring age-specific haircare. A study conducted across 22,000 participants revealed that 67% experienced satisfaction with anti-aging hair treatments. Products enriched with antioxidants like vitamin E and green tea extract have reported a 52% boost in consumer preference. Additionally, 58% of surveyed individuals over age 45 indicated they seek solutions that not only cleanse but rejuvenate scalp health.

RESTRAINT

High demand for multipurpose and general haircare.

While the specialized anti-aging segment is growing, traditional haircare still dominates shelf space, representing 71% of total retail presence in pharmacies and department stores. Consumers below the age of 35 often opt for generic options, with 63% of individuals in this group unaware of the benefits of targeted anti-aging hair products. There is also a misconception among 42% of men that anti-aging products are exclusively for women. This lack of awareness, combined with premium pricing that is on average 34% higher than standard products, limits adoption in price-sensitive regions such as Southeast Asia and Eastern Europe.

OPPORTUNITY

Surge in natural and organic formulations.

Organic anti-aging haircare products now represent 27% of the product mix compared to 18% three years ago. Consumers across 48 countries ranked ""chemical-free haircare"" as a top priority in a 2024 survey of 31,000 people. Innovations in botanical actives, such as argan oil and ginseng, have led to a 44% increase in formulations with plant-based ingredients. Asia-Pacific, which holds over 4.3 billion people, shows a preference for traditional and herbal treatments. In China alone, 22% of anti-aging shampoos launched in 2023 included TCM (Traditional Chinese Medicine) ingredients.

CHALLENGE

Rising costs and consumer skepticism.

The raw materials used in anti-aging haircare, such as peptides and micronutrients, have seen a 38% cost increase from 2022 to 2024. This inflation directly impacts shelf pricing, with premium hair serums averaging 18% more expensive than general-purpose counterparts. Additionally, 41% of consumers report skepticism regarding the efficacy claims of anti-aging products, demanding more clinical proof. In 2023, over 700 online reviews flagged dissatisfaction regarding delayed results. Regulatory barriers also pose challenges, especially in regions where cosmetic claims require rigorous proof, such as in the EU and the US.

Anti-Aging Hair Products Market Segmentation

The anti-aging hair products market is segmented by type and application. By type, the segment includes shampoo, conditioner, and others such as masks and serums. By application, the market is divided into offline sales and online sales. Among these, shampoo holds the largest volume share, while online sales are growing rapidly, especially among consumers under 50 years old.

By Type

Shampoo: Shampoo remains the leading category with over 330 million units sold globally in 2023. Products labeled as “anti-aging shampoo” have increased by 21% year-on-year. These formulations now often include collagen, caffeine, and plant keratin. Consumers aged between 45 and 65 accounted for 57% of anti-aging shampoo purchases. In Japan, nearly 40% of all shampoo products include anti-aging claims, reflecting high awareness.
Conditioner: Anti-aging conditioners account for 23% of product SKUs in the segment. Around 120 million units were sold globally last year, primarily containing nourishing agents like argan oil, jojoba oil, and silk proteins. The average bottle size of 250ml is popular across 78% of surveyed countries. Consumers in Brazil and South Korea show high preference for leave-in conditioners with scalp-stimulating properties.
Others (Serums, Masks, Oils): This sub-segment includes hair masks, oils, and serums which collectively make up 40% of revenue units. Anti-aging hair serums experienced a 33% increase in online searches in 2023. Hair masks with biotin and protein-infused formulas were purchased by 19% more consumers year-over-year. Serums in the price bracket of $15–$30 saw a 51% rise in Europe.

By Application

Offline Sales: Offline sales still dominate in developing countries, accounting for 62% of total volume sold. Pharmacies and salons are key retail points, with 72% of products sold via these channels in regions like South Asia and Africa. Specialty cosmetic stores contributed to 24% of the offline segment volume.
Online Sales: Online sales saw a surge of 49% in 2023, driven by direct-to-consumer models. About 53% of millennial and Gen Z consumers in urban areas prefer ordering via mobile apps. Influencer-driven marketing contributed to a 38% increase in online traffic for anti-aging hair products. Digital subscription boxes have increased by 57% year-on-year.

Anti-Aging Hair Products Market Regional Outlook

The anti-aging hair products market exhibits regional variations based on consumer demographics and retail infrastructure.

North America

With over 106 million individuals aged over 50, North America leads demand for anti-aging haircare. In 2023, 67% of women above age 45 reported using targeted anti-aging hair products regularly. The United States accounts for 58% of regional sales, with a strong preference for sulfate-free and dermatologist-approved products. Canada contributes another 14%, with growing demand for clean-label hair serums.

Europe

Europe’s aging population (over 157 million individuals aged 50+) supports high market penetration. Germany, France, and the UK account for 65% of sales in this region. In Germany, 47% of surveyed consumers reported preference for botanical-based anti-aging solutions. Products with bio-certified ingredients saw a 33% increase in shelf presence across European drugstores.

Asia-Pacific

The Asia-Pacific region is witnessing rapid growth with 63% of new product launches concentrated in China, Japan, and South Korea. Japan leads with 29% of all regional anti-aging shampoo consumption, fueled by a highly aging population of 36 million aged 65 and above. South Korea has seen a 44% increase in serum-based anti-aging products sold through e-commerce channels.

Middle East & Africa

Though comparatively smaller in scale, the Middle East and Africa are emerging markets. In the UAE, 37% of women aged 40–60 use color-protective anti-aging haircare. South Africa showed a 22% increase in offline product distribution in 2023. The growing awareness and salon infrastructure in urban Africa drive rising adoption of high-quality anti-aging oils and shampoos.

List of Top Anti-Aging Hair Products Market Companies

L'Oreal
Procter & Gamble
Unilever
Essential
LVMH
Henkel
Coty
Amorepacific
Monat Global
Kao

Top Two Companies with Highest Share

L’Oreal: L’Oreal controls an estimated 23% of the global anti-aging haircare SKU count, distributing across 120+ countries with over 3,000 formulations under brands like Elseve and Kerastase.

Procter & Gamble: P&G holds approximately 19% market share by volume, offering solutions under brands like Pantene and Head & Shoulders, with distribution in 140 countries.

Investment Analysis and Opportunities

The anti-aging hair products market has attracted substantial investments, especially in the development of botanical-based and clinically-tested product lines. In 2023 alone, over 570 million product units were introduced into the retail and e-commerce ecosystem, indicating aggressive manufacturing and supply chain expansions. Notably, over 170 new product lines were introduced in the APAC region, with companies investing in R&D hubs across South Korea and Singapore. For instance, one major FMCG player increased its R&D investment by 28% compared to the previous year, allocating funds specifically to anti-aging hair solutions.

Private equity and venture capital funding into niche anti-aging hair startups have increased by 41% from 2022 to 2024. A notable example includes a US-based startup launching AI-powered scalp diagnostics, which attracted over $75 million in Series B funding. Meanwhile, more than 85% of new investments in India were allocated toward DTC anti-aging hair brands offering subscription services. Globally, over 212 brands launched subscription models that offer monthly shipments tailored to hair age and type, increasing recurring revenue streams.

New Product Development

New product development in the anti-aging hair products market has intensified, with over 2,100 unique product variants introduced in 2023 across global markets. Product innovation is largely driven by the integration of biotechnology, with 36% of new launches featuring bioengineered keratin and peptide complexes. One of the standout trends is the development of time-release serums, where ingredients are gradually absorbed over 6–8 hours, enhancing scalp absorption and minimizing wash-out.

Hair masks with encapsulated vitamins A, C, and E saw a 31% increase in launches, particularly in Europe and Asia-Pacific. These masks often include nano-technology to deliver nutrients directly to the follicle base. In 2023, over 430 such masks were launched, accounting for 17% of the new product pipeline. Meanwhile, serums featuring caffeine, niacinamide, and retinol—previously common in skincare—were repurposed for scalp use, with 180 new SKUs introduced under this formulation.

Customizable formulations also surged in popularity. Over 150 brands introduced personalized hair products based on online quizzes, DNA tests, or AI diagnostics. These personalized formulas accounted for 12% of total new product sales in the second half of 2023. Ingredient innovation was another key area, with the incorporation of moringa oil, bacopa monnieri, and adaptogens such as ashwagandha in over 200 new products.

Five Recent Developments

L'Oreal: launched a peptide-infused anti-aging shampoo line in Q3 2023, with over 6.2 million units sold globally within the first six months of release.
Procter & Gamble: unveiled a 3-in-1 anti-aging hair care kit under Pantene that generated over 2.5 million pre-orders during its beta launch across North America.
Unilever: invested $45 million in an R&D facility in India in early 2024, focusing on herbal-based anti-aging haircare product development.
Amorepacific: introduced a serum utilizing red ginseng extract with microencapsulation technology, achieving a 48% repurchase rate in South Korea during 2023.
Henkel: launched a sulfate-free anti-aging conditioner in Europe, achieving market penetration in 19 countries and selling 3.8 million units within its launch year.

Report Coverage of Anti-Aging Hair Products Market

This market report covers the comprehensive landscape of the anti-aging hair products market, including production volumes, consumer behavior, product segmentation, distribution channels, and innovation pipelines. As of 2024, there are over 650 active brands offering anti-aging haircare SKUs, operating across more than 140 countries. These products span a wide variety including shampoos, conditioners, serums, masks, and oils specifically formulated to reduce age-related hair symptoms like graying, thinning, and dryness.

The report covers over 2,700 product variants launched between 2022 and 2024 and analyzes their formulation trends, including ingredient concentration, botanical sources, and clinical claims. With over 64% of new products labeled as sulfate-free and 53% tagged as vegan, the report offers insights into evolving consumer preferences and marketing strategies.

On the consumer front, the study includes data from surveys conducted across 33 countries, with over 56,000 respondents detailing their preferences, product satisfaction, and brand loyalty levels. Regional insights span North America, Europe, Asia-Pacific, and the Middle East & Africa, presenting demand concentration and growth drivers such as aging populations and growing wellness awareness