Winning Strategies in the Hair Care Industry: How Data-Driven Brands Stay Competitive

The Insights Behind the Ranking: Hair Care Industry

With the growing focus on wellness, niche trends like skinification have fueled exponential interest in haircare. Consumers are increasingly prioritizing hair health, a shift reflected in Statista’s projection that the global hair care industry will reach $96.82 billion in revenue by 2025—making strategic brand positioning more crucial than ever.

As with most trends today, social media is the driving force. Platforms like TikTok and Instagram have propelled haircare into the spotlight, while digital strategies—from Owned Media to influencer partnerships—are proving essential for building awareness and driving value. This is especially true for haircare brands, which are gaining momentum as demand for specialized products continues to rise.

However, sustaining success requires more than short-term virality. Brands must develop a holistic, Voice-driven approach to remain competitive in this evolving landscape.

So, how are today’s most successful haircare brands capturing market share and contributing to industry growth? At Launchmetrics, we analyzed five standout haircare brands featured at Cosmoprof Beauty in February 2025 to uncover the key factors behind their success—offering a blueprint for brands looking to thrive.

• Owned Media is particularly valuable for brands looking to reinforce their messaging and establish long-term credibility. Olaplex leveraged its Owned Media strategy to successfully reposition itself with a focus on scalp care through the launch of the No.0.5 Scalp Longevity Treatment. By posting 64 times on Instagram and generating $535K in MIV, the brand maintained control over its narrative, building awareness and strengthening advocacy among its audience. In the competitive haircare industry, brand differentiation and direct consumer engagement are essential to staying ahead, making Owned Media a powerful tool for sustained growth and visibility.
• Brands can leverage celebrity ambassadors to create buzz and strengthen brand loyalty. Joico’s partnership with actress and singer Kate Hudson for its 50th anniversary exemplifies this strategy, driving increased awareness and consumer engagement. Through just one influencer placement, Hudson generated $79K in MIV for the brand. By associating with well-known personalities, brands can tap into new audiences, reinforce their positioning, and create a lasting impact in a competitive market.
• Leveraging influencers is essential for driving conversions and maintaining brand authenticity. For Amika, Influencer Voices played a significant role, contributing 56% of its total MIV on Instagram and TikTok. Creators like Demetra Dias, who generated $104K in MIV through a single "Day in My Life" TikTok video, and Jade Amber, who secured $78K in MIV across six GRWM placements, helped bring the brand’s messaging to life in an engaging and relatable way. By collaborating with influencers who resonate with their audience, brands like Amika can foster genuine connections, expand their reach, and enhance credibility in an increasingly competitive beauty market.

As competition in the haircare industry intensifies, brands must take a data-driven approach to continuously refine their strategies and maximize ROI. Success lies not just in executing digital initiatives—from Owned Media to influencer partnerships—but in benchmarking performance against industry leaders and consistently monitoring campaign effectiveness. Data serves as a critical ally, enabling brands to optimize their efforts, ensure strong returns on investment, and sustain momentum, particularly in an era of tighter marketing budgets.