India’s hair care market is undergoing a rapid change as specialized D2C brands cater to evolving consumer tastes by focusing on product education, specialized hair diagnostics, and routine-based products. With greater access to knowledge, consumers are making choices based on solutions to their hair issues and brand reputation rather than mass appeal. They are seeking consistent results with natural ingredients and modern innovation in formulations that can be added to their regular hair routine, which doubles as self-care. According to Anshita Mehrotra, Founder and Managing Director of Fix My Curls, customers are building three-to four-step routines and repurchasing the same SKUs consistently.
Result focused Rituals
Consumers are experimenting with various formats including serums, tonics, masks, and leave-ins to enhance their results-focused rituals, as many of these products are infused with ingredients that address specific hair issues like dryness and frizziness. This is evident in the estimated 27 percent CAGR growth experienced by India’s curly and textured haircare segment between 2020 and 2024, largely due to specialized hair care and education.
Haircare as a Habit
New age brands are emphasizing a multi-step product approach to hair care, highlighting additional benefits that complement the main positive impact on hair care issues. Consumer preferences are changing towards this type of routine as each product is formulated to work well together, for a better overall solution to tackle hair issues, translating to good product value.
Education Shaping Consumer Understanding
Contemporary haircare brands are incorporating educational content including background on ingredients, best hair care practices, and advances in formulation technology to enhance customer reach. This helps to build the brand’s reputation as a trusted source of credible solutions to tackle common hair care problems. With regards to this, personalization also plays a factor, wherein brands outline treatment plans, and offer guidance to help customers make informed product choices, especially towards regular regimens promising lasting effects.
Giving consumers legitimate evidence to back their choices turns into brand loyalty, as well as generates trust in the brand’s product range. Many brands are not only highlighting innovative ingredients with unique benefits, but sharing how these multiple products can strengthen a consumer hair care regimen as a daily wellness habit.
