Summary

Hair care in South America is a reflection of the region's rich cultural heritage and diverse beauty traditions. From natural remedies to intricate hairstyles, South American hair care is a unique and fascinating aspect of the region's beauty culture. One of the defining features of hair care in South America is the use of natural ingredients. Many South American hair care products incorporate ingredients such as avocado, coconut oil, aloe vera, and argan oil, which are believed to nourish and strengthen hair. These ingredients are often used in homemade hair treatments and remedies, passed down through generations as part of family traditions. In addition to natural remedies, South American hair care places a strong emphasis on shine and luster. Shiny, healthy-looking hair is highly valued in many South American cultures, and there are many products and treatments available that are designed to enhance the natural shine of hair. For instance, in Brazil, keratin treatments are popular for their ability to smooth and add shine to hair. Furthermore, Braiding and weaving techniques have been used for centuries to create intricate hairstyles and adornments that signify social status, marital status, or cultural identity. In Bolivia, indigenous women often wear their hair in two long braids, which represent their connection to the earth and their spiritual beliefs. Similarly, in Peru, the use of hair accessories such as flowers and ribbons is a common part of traditional dress.

According to the research report, "South America Hair Care Market Outlook, 2028," published by Bonafide Research, the market is anticipated to add USD 4.5 billion from 2023 to 2028. Consumers in South America are becoming increasingly aware of the importance of hair care and the benefits of using quality hair care products. This has led to a growing demand for hair care products that address specific hair concerns, such as hair loss, dandruff, and dryness. Furthermore, celebrities have a significant influence on beauty trends in South America. The hair care market is no exception, with many celebrities endorsing hair care products and influencing consumer purchasing decisions. As a result, hair care brands often collaborate with celebrities to promote their products and increase brand awareness. In addition, changing lifestyles in South America have led to an increase in demand for hair care products that offer convenience and time-saving benefits. For example, dry shampoos and leave-in conditioners are becoming increasingly popular among consumers who have busy lifestyles and limited time for hair care. In addition, the growth of e-commerce in South America has led to an increase in online sales of hair care products. Online platforms offer greater convenience and accessibility to consumers and also provide hair care brands with a wider reach and greater visibility. As a result, many hair care brands are investing in online sales and digital marketing to increase their market share and expand their customer base.
For instance, MercadoLibre, Linio, Falabella, Sephora, Época Cosméticos, Beleza na Web, Dafiti, The Beauty Box, Shopee, and Submarino offer a wide range of hair care products from various brands, including local and international brands, and cater to the diverse hair types and textures in South America.

Brazil will dominate the South American hair care market in 2022. Brazil has a large and growing consumer base for hair care products, with a population of over 200 million people. Furthermore, a significant portion of the population is under the age of 30, which represents a key demographic for hair care products. Furthermore, hair is an important aspect of Brazilian culture and is often seen as a symbol of beauty and femininity. As a result, there is a growing demand for hair care products that help maintain healthy and shiny hair and also incorporate natural ingredients that align with cultural traditions. In addition, Brazilian hair care products are often designed to work in humid climates, which can be challenging for maintaining frizz-free hair. Furthermore, Brazilian hair care companies have developed products that are designed to provide deep hydration and protection to the hair while also controlling frizz and maintaining a sleek and smooth appearance. These products often contain natural ingredients such as keratin, argan oil, and Brazilian nut oil, which are known for their nourishing and moisturizing properties. For instance, Brazilian hair care brand Novex offers a range of products specifically designed for frizzy and curly hair, including its popular "My Curls" line. These products contain ingredients such as argan oil, olive oil, and coconut oil, which provide deep hydration and nourishment to the hair while controlling frizz and defining curls.

According to the report, based on product type the market is divided into shampoo, hair color, conditioner, hair styling product, hair oil and others. Shampoo is the largest segment in the South American hair care market, accounting for the majority of the market share. Consumers are increasingly looking for shampoos that contain natural and organic ingredients, such as aloe vera and argan oil. There is also a growing demand for sulphate- and silicone-free shampoos, which are seen as gentler on the hair and scalp. In addition, a trend in the South American hair care market is the demand for vegan and cruelty-free shampoos. Many new product launches in this segment are certified by organisations such as PETA and the Vegan Society, offering consumers a more ethical and sustainable choice. Furthermore, Lola Cosmetics Camomila Creoula Shampoo contains chamomile extract, which is believed to help brighten and enhance blonde hair. It is also vegan and cruelty-free, making it a popular choice for consumers looking for an ethical and sustainable shampoo. However, Balayage and ombré are popular hair colour techniques in South America, particularly among younger consumers. These techniques involve blending two or more hair colours together to create a natural-looking, graduated effect. Balayage and ombré are particularly popular for creating highlights and lowlights in the hair. Furthermore, temporary hair colour products, such as hair chalks and sprays, are becoming increasingly popular in South America. These products allow consumers to experiment with bold hair colours without the commitment of a permanent colour. Temporary hair colour products are particularly popular among younger consumers who are looking for a fun and trendy way to express themselves.

In South America, there is a trend towards using deep conditioning treatments to nourish and repair damaged hair. These treatments are designed to penetrate the hair shaft and provide intensive hydration and nourishment, leaving the hair looking and feeling healthy and shiny. Popular deep conditioning treatments in South America include hair masks and leave-in conditioners. However, leave-in conditioners are designed to be applied to the hair after washing, and they are left in the hair to provide ongoing nourishment and hydration throughout the day. Some popular leave-in conditioners in South America include the L'Oreal Paris Elvive Dream Lengths No Haircut Cream, Pantene Pro-V Perfect Hydration Leave-In Treatment, and Dove Amplified Textures Moisture Lock Leave-In Conditioner.

In addition, Tresemmé Keratin Smooth Shampoo is a mass-market shampoo launched in South America by Tresemmé, a popular hair care brand. The shampoo is infused with keratin, which helps to smooth and tame frizz, leaving the hair looking sleek and shiny. Furthermore, Moroccanoil Treatment, premium hair oil, was launched in South America by Moroccanoil, a high-end hair care brand. The oil is infused with argan oil, which helps nourish and hydrate the hair, leaving it looking soft and silky. However, many consumers prefer hair mousse that is lightweight and easy to apply. Brands are responding to this trend by developing mousses that provide hold and volume without weighing the hair down. For instance, several hair care brands have recently launched new hair mousse products in South America. For example, L'Oreal Paris has launched the Elnett Satin Extra Strong Hold Mousse, which provides all-day hold and volume while also protecting the hair from humidity and frizz.

Start-ups:
• Beleza Natural is a Brazilian start-up that focuses on hair care for women with curly and kinky hair. The company uses natural ingredients like avocado and coconut oil to create hair care products that help to define and nourish curls.
• BelLab is an Argentinian start-up that specializes in hair care products made with natural ingredients like aloe vera and chamomile. The company's product line includes shampoos, conditioners, and styling products designed to nourish and protect the hair.
• LaBellaMafia is a Brazilian start-up that focuses on hair care products for women who lead active lifestyles. The company's products are designed to withstand sweat and humidity, and provide long-lasting hold and volume.
• Zup is an Argentinian start-up that specializes in hair care products for men. The company's product line includes shampoos, conditioners, and styling products designed to help men maintain healthy and stylish hair.

Major Companies present in the market:
Hindustan Unilever Limited, Godrej Group, Procter & Gamble Corporation, L'Oreal SA, Natura&Co, Shiseido Company, Amway Corporation, Henkel AG & CO. KGaA , Kao Corporation, The Estee Lauder Companies Inc., Oriflame Cosmetics AG, The Himalaya Drug Company, Johnson & Johnson, Coty Inc

Considered in this report
• Geography: South America
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• South America Hair Care market with its value and forecast along with its segments
• Country-wise Hair Care market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:
• Brazil
• Colombia
• Argentina

By Product Type
• Shampoo
• Hair Color
• Conditioner
• Hair Styling Product
• Hair Oil
• Others (Hair Mask)

By Shampoo
• Cosmetic Shampoo
• Herbal/Organic
• Dry Shampoo
• Others

By Hair Color
• Permanent
• Temporary

By Conditioner
• Rinse-Out
• Leave-in
• Others (Deep)

By Styling Product
• Hair Gel
• Hair Mousse
• Hair Spray
• Styling Creams and Waxes
• Others

By Price Range
• Mass
• Premium

By Distribution Channel
• Specialist Retail Stores
• Supermarket/Hypermarket
• Convenience Store
• Online Retail Channels
• Other Distribution

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Hair Care industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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