Italy Professional Hair Care Market Size  (2025 – 2030)

The  Italy Professional Hair Care Market was valued at USD 2.08 billion in 2024 and is projected to reach a market size of USD 2.59 billion by the end of 2030. Over the forecast period of 2025-2030, the market is projected to grow at a CAGR of 4.5%.   

The Italian professional hair care market comprises products and services for salons, including shampoos, conditioners, hair colorants, and styling agents. The trend is driven by increasing consumer awareness for high-quality hair treatments and styling services, which are fashion-driven and high-quality product-driven. There is also a significant trend towards organic and natural hair care products, driven by increased consciousness of environmental and health issues. However, the market faces price competition and a do-it-yourself (DIY) trend for hair care, which has led to a decline in salon visits. Despite this, the Italian professional hair care market is vibrant, with salons entering strategic alliances with key hair care brands to provide enhanced services and meet various consumer needs.

Key Market Insights:

• Hair color products account for nearly 35% of professional hair care sales in Italy, reflecting a strong demand for fashion-forward and anti-aging coloring treatments. Around 48% of Italian consumers now prefer natural or organic hair care products when visiting salons.
• On average, Italian women visit a salon 5.2 times per year, while men visit 3.8 times. 62% of customers prefer in-salon treatments over at-home DIY products, especially for hair coloring and chemical treatments.
• Over 96,000 hair salons operate in Italy, with a significant concentration in urban areas like Milan, Rome, and Naples.

Italy Professional Hair Care Market Drivers:

The shift towards natural and organic hair care products is one of the key drivers of the Italian hair care market.

The shift towards natural and organic hair care products is one of the major drivers for the Italian hair care market. As per the European Supermarket Magazine, Italian consumers' increased focus on health and the environment in 2020 has helped drive up the sales of organic products in Italy, which increased by 11% year to date to €2.98 billion. Consumers are increasingly avoiding products with harsh chemicals, like parabens and sulfates, and opting for milder alternatives from plant sources. This is driven by greater concern for the environment and the perception that natural products are not only healthier for personal use but also more environmentally friendly. Italian businesses are responding by producing environment-friendly products and highlighting transparency about the origin of their ingredients, which appeals strongly to the local market. As consumers invest more resources in nature-based beauty products, clean hair care is poised to be in the spotlight, driving demand to a boom and prompting other players in the industry to innovate in this space. The trend is in line with Italy's overall focus on sustainability and the global trend towards eco-friendly beauty products.

Italy’s aging population is driving demand for anti-aging hair care products as consumers seek solutions for thinning hair, loss of volume, and graying.

The growing percentage of older Italians is driving the market demand for anti-aging hair care products, with consumers seeking treatments for hair thinning, volume loss, and graying. Italy, as per World Health System Facts, has the highest percentage of older individuals in Europe, with 21.4% of its population over the age of 65 and 6.4% of its population over the age of 80 as of January 1, 2015. Hair care companies are, in turn, developing products specifically targeting such concerns through ingredients that fortify the scalp, increase hair density, and inhibit the visibility of gray hair. Volumizing shampoos, densifying treatments, and hair loss preventatives in serum form are in growing demand, especially among the middle-aged and older looking to maintain youthful, healthy-looking hair. This anti-aging phenomenon is part of larger trends in Italy's beauty market, where products that defy age are in vogue, thus creating additional demand in the hair care market.

Italy Professional Hair Care Market Restraints and Challenges:

One of the major challenges facing the Italian professional hair care market is the growing preference for do-it-yourself (DIY) hair care among consumers.

One of the key issues confronting the Italian professional hair care industry is the increasing trend of do-it-yourself (DIY) hair care among consumers. With the rising accessibility of salon-quality products online and in retail stores, most customers are opting to carry out treatments such as coloring, styling, and deep conditioning at home. This has especially gathered pace in the post-pandemic period, where consumers grew more confident at managing their grooming routines on their own. Consequently, salons are seeing decreased foot traffic and frequency of service, which has a direct effect on demand for professional-only products. Furthermore, the convenience and lower price of at-home solutions generate price sensitivity, and it becomes challenging for salons to maintain premium service customers.

Italy Professional Hair Care Market Opportunities:

The Italian professional hair care market is set to expand, spurred by several key opportunities. Consumers are more and more demanding of organic and natural products, echoing a wider movement towards health and environmental awareness. This trend has resulted in organic product sales increasing by 11% in 2020, reaching €2.98 billion. Furthermore, the aging population's need for anti-aging hair treatments is driving demand for solutions for thinning and gray hair. The industry is also seeing a spurt in high-end salon services, with clients being willing to spend on professional treatments such as keratin smoothening and scalp treatment. Salon associations with popular hair care brands are upgrading service provision, with alliances with Screen Hair Care being the case in point. In addition, the incorporation of digital booking platforms for appointments and customer outreach is revolutionizing the salon experience, appealing to tech-savvy customers. These drivers, in aggregate, hold significant room for expansion and innovation for Italy's professional hair care industry.

ITALY PROFESSIONAL HAIR CARE MARKET REPORT COVERAGE:

Italy Professional Hair Care Market Segmentation:

Italy Professional Hair Care Market Segmentation: By Product Type

• Shampoo
• Conditioner
• Hair Loss Treatment Products
• Hair Colorants
• Hair Styling Products
• Perms and Relaxants
• Others

The professional hair care market in Italy is divided into Shampoo, Conditioner, Hair Loss Treatment Products, Hair Colorants, Hair Styling Products, Perms and Relaxants, and Others. Of these, shampoos and hair colorants are the pillars of the professional category. Shampoos, such as sulfate-free and moisturizing ones, are used extensively in all salon services and generate high repeat buying. Hair dyes are especially dominant since Italians have a high focus on hair looks and fashion trends. With a huge population segment aged over 40, grey coverage and ammonia-free products are continually increasing in demand. Hair loss treatment products are gaining more momentum due to heightened concerns regarding hair thinning, hormonal imbalances, and stress-related scalp issues. Hair treatment masks and conditioners are crucial in post-chemical treatments and are frequently packaged with salon services. Products for styling like waxes, sprays, and creams retain relevance for professional blow-drying, occasions, and style-concerned clients. Perms and relaxants are specialty but still demanded among particular hair textures and older age groups. The "Others" category comprises specialty goods like scalp scrubs and serums, which are finding growing interest among high-end salons. Such deep product segmentation allows salons to create personalized services and maintain customer loyalty in a competitive environment.

Italy Professional Hair Care Market Segmentation: By Distribution Channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Stores
• Pharmacies/Drugstores
• Online Retail Stores
• Others

Distribution of professional hair care products in Italy is done through several channels, which include Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Pharmacies/Drugstores, Online Retail Stores, and Others. Pharmacies and specialty stores lead in the purchase of professional-grade products, particularly by salons and educated consumers who rely on recommended brands. Pharmacies, more specifically, address those seeking dermatologically tested, scalp-friendly, and premium treatments. Hypermarkets and supermarkets, although more concentrated on mass-market versions, have enhanced their product lines by adding semi-professional lines from top brands. Online shopping is the most rapidly expanding channel, particularly post-COVID-19, with almost 20% of salon product sales now occurring through digital channels. This encompasses both B2B salon wholesalers and B2C online stores. Internet platforms provide wider availability, affordable prices, and broad product offerings, fueling deeper penetration among younger salon professionals and independent stylists. Convenience stores make a negligible contribution but are still relevant for last-minute buys in cities. The "Others" segment consists of direct-to-salon sales and salon chain partnerships, whereby brands provide special promotions and training. With growing digitization and technology adoption, the market is slowly moving towards omnichannel approaches, merging in-store advice with web convenience.

Italy Professional Hair Care Market Segmentation: Regional Analysis:

In the regional breakdown of the professional hair care industry in 2024, Italy is a standout performer in the European market, characterized by a long-established salon culture and outstanding consumer concern for hair beauty. Italian consumers focus heavily on individual grooming, and this is expressed through the prevalence of salons and the need for niche treatments like hair coloring, damage fix treatments, and scalp treatment. Urban hubs such as Milan, Rome, and Florence are not just fashion capitals but also beauty trendsetters, driving product innovations and service deliveries. Local Italian companies like Davines and Alfaparf Milano have also fueled the local market while growing globally. Demand for natural, sustainable, and salon-only products drives growth, particularly in millennials and Gen Z shoppers. With growing digital interaction and e-commerce sites targeting salon professionals and end consumers directly, Italy's market is changing fast but still retaining its position as a high-end, style-focused destination for professional hair care.

COVID-19 Impact Analysis on the Italian Professional Hair Care Market:

The COVID-19 pandemic seriously affected Italy's market for professional hair care, mainly through lockdowns and restrictions that caused salons to shut down temporarily. This made the revenues for professional hair salons drop by 28.5% in 2020, adding to the total loss of €240 million for beauty salons. The shutdown of shop stores impacted further sales, with e-commerce standing out as a strong channel, recording a 42% jump in sales to around €700 million, which represented 7.4% of all cosmetic sales. Also, consumer behavior shifted toward "do-it-yourself" hair care, where sales increased by 30% for home hair dye products. In the face of these obstacles, the sector proved its resilience, with businesses still investing 6% of their revenues on digitalization and R&D processes, even above the national benchmark of 3% in other manufacturing industries. With the removal of the restrictions, the sector started reflecting the signs of revival, with growth forecasts predicting a growth of 6.1% in overall sales and 5% growth in exports by the end of 2021.

Latest Trends/ Developments:

The Italian professional hair care industry is witnessing significant trends that are transforming consumer behavior and business practices. One of the most important trends is the move towards natural and organic products, with 42% of cosmetics in Italy being made with a natural, sustainable approach in 2021. This trend is fueled by increased consumer consciousness of health and environmental issues, leading brands to reformulate products using green ingredients and clear labeling. Furthermore, the phenomenon of skinification has also gained prominence, with scalp health being a cornerstone of general hair health. This philosophy utilizes skincare-like ingredients and practices within hair care treatments, resulting in products that are both cosmetically and therapeutically beneficial. In addition, the market for customized hair care products is increasing, driven by the evolution of digital platforms and artificial intelligence, which allows consumers to obtain products that meet their hair types and needs. These advancements reflect a larger industry emphasis on customization, sustainability, and integrated hair health.

 Key Players:

1. L’Oreal SA
2. Procter & Gamble
3. Shiseido Company, Limited
4. Oriflame Cosmetics AG
5. Unilever Plc
6. Davines Group
7. Alfaparf Milano
8. Revlon Professional
9. Goldwell
10. Framesi