Report

Global leave-in conditioner market is projected to witness a CAGR of 2.96% during the forecast period 2024-2031, growing from USD 2.24 billion in 2023 to USD 2.83 billion in 2031. Factors such as increasing hair consciousness among the consumers and rising trend of introduction of effective hair care solutions in the market are driving the growth of global leave-in conditioner market.
Other factors which are pushing the market growth further are rise in at-home professional hair and beauty salon services which offer convenience to the consumers, making expensive haircare treatments, such as hair spas, affordable for them.
Consumers' increasing demand for chemical processing such as hair coloring, bleaching, rebonding and perming, damages the hair, making them look dull, thus, a hair repair or deep nourishment leave-in conditioner is preferred by the consumers, flourishing the market growth. For instance, it has been found that around 70% of women in the United States demand hair color products, which depicts that consumers are increasingly taking various the hair treatments, such as hair coloring which is increasing the demand for leave-in conditioners as well. Manufacturers are introducing hair repair leave-in conditioners which help the consumers in restoring their healthy hair. For instance, in March 2024, Cantu Beauty introduced reformulated Shea Butter Leave-in Conditioning Repair Cream and Argan Oil Leave-in Conditioning Repair Cream. The product is designed to increase moisture, strengthen hair and promote healthy hair growth.
With the consumers' increasing preference for vegan and cruelty free products, a market trend has been observed wherein most of the manufacturers are merely introducing vegan and cruelty free products to cater to the dynamic preferences of the consumers. The market trend is fueling the rising trend for leave-in conditioners with natural formulation, which are developed from mineral-based and plant-based ingredients and are free from harsh chemicals and additives such as artificial colors, sulfates, and parabens. The move towards sustainability is governing the market with organic hair care products, augmenting the demand for natural leave-in conditioners.
The expanding interest of hair grooming products among millennials is further flourishing the market growth and increasing the demand for premium leave-in conditioners as the consumers are incorporating leave-in conditioners as well into their hair-care regime.
Celebrity Endorsements to Drive the Market Growth
Celebrity endorsements draw brand awareness, instilling brand loyalty and trust among consumers to drive the growth of leave-in conditioners market. Such endorsements establish a very strong personal branding of the celebrity with the product, making it more aspirational for fans who want to achieve similar hair health and aesthetics. The aspirational value associated with celebrity endorsement usually translates into consumer interest and elevation of sales. Then, through social media, these celebrities post hair routines, product reviews, and tutorials to millions of followers, driving direct engagement to real-time feedback.
Celebrities represent varied beauty standards, which sometimes cater to a specific demographic segment. For instance, a celebrity with curly hair type would endorse a particular leave-in conditioners to the consumers who have same type of texture and are facing same issues.
For instance, in January 2022, Sundial Brands launched the latest brand which has been inspired and introduced by Madam C.J. Walker, a black beauty icon. The brand boasts a damage-defying formula which has been developed to protect a wide range of hair types. With the collaboration with Walmart, the brand brought eleven new products for the audience including the detangling leave-in conditioner.
Sulphate-free Leave-in Conditioners to Gain Popularity Among Consumers
Consumers are increasingly preferring sulfate-free leave-in conditioners over the chemical-based leave-in conditioners due to several reasons. Sulfates, present in many hair care products, dries both the hair and the scalp. It is because they strip off the natural oils, hence irritating and potentially damaging the hair. It is a common problem among consumers with sensitive skin and even in particular hair types such as curly, colored, and chemically treated ones. In contrast, sulfate-free formulations preserve the natural moisture balance in the hair promoting healthy hair.
Growing consumer awareness of the possible long-term health effects of sulfates, such as skin and eye irritation, has driven consumers toward seeking safer alternatives. The clean beauty movement, which emphasizes non-toxic, eco-friendly ingredients, has played a role in the shift of consumers' preferences. Sulfate-free products are generally associated with gentleness and nourishment, appealing to the consumers and driving the demand for sulfate-free leave-in conditioners.
In May 2023, The Hair Diagram introduced The Ashley Marie Collection, which is their natural hair care line, created specifically for 4C hair. The collection includes a leave-in conditioner which is clean and has ethically sourced ingredients. The product is formulated with natural ingredients and is free from harsh chemicals such as sulfate, paraben, and colors.
Heat Protection Leave-in Conditioners to Hold a Significant Market Share
Consumers are increasingly preferring heat protectant leave-in conditioners over the regular ones due to the added protection against damage caused by heat styling tools. Use of hair styling devices such as flat irons, curling wands, and blow dryers directly on hair, results in temperatures that may warp the hair shaft to a considerable level which may cause breakage, split ends, and other damages. Leave-in conditioners that have heat protectant properties reduce the direct impact of very high temperatures as they act on the surface of the hair and create a barrier, thereby reducing the possibilities of damage.
As a leave-in conditioner, a heat protectant offers dual functionality of conditioning and protection that consumers who use tools for thermal styling often like. Moreover, these leave-in conditioners offers convenience to the consumers as they shorten the hair care routine of the consumers by saving time and effort by rolling a leave-in conditioner and a heat protectant into one product.
In March 2024, Dae Inc. launched Dae Mirage Mist Leave-In, which is a multi-tasking leave-in conditioner. The conditioner is ideal for prepping and priming hair for styling and serves as a heat protectant, offering shine, smoothing hair, and softening hair for restyling the hair.
In April 2023, Hot Tools introduced their Hot Tools Pro Artist Protect & Style Collection which includes Heat Defense Instant Detangling Mist. The leave-in conditioner instantly moisturizes and detangles hair and helps defend against heat-induced breakage which improves the results achieved after hair styling.
North America to Hold a Significant Market Share
The leave-in conditioners market is gaining popularity among consumers in North America due to factors such as preference of women for hair styling and hair coloring and urge to incorporate hair care routine in the daily routine, which is driving the market growth.
The demand for leave-in conditioners is larger in the region since the consumers are becoming greatly health-conscious and seek products which align with their healthy living movement. Consumers are increasingly preferring leave-in conditioner formulation which are free from parabens, sulfates, and phthalates. It is making the manufacturers introduce products with natural ingredients, contributing to the green trend of hair care products.
Manufacturers are making their leave-in conditioners accessible and easily available to the consumers through their availability at the retail stores. For instance, in March 2024, Raw Sugar Living, launched in Canada exclusively at the Shoppers Drug Mart locations nationwide, catering to the demand of leave-in conditioners among consumers in North America. The offline presence included offerings such as its Multi-Miracle Leave-in Conditioner + Heat Protectant.
Future Market Scenario (2024 � 2031F)
The leave-in conditioner market is anticipated to witness a surge in demand in the forecast period due to incorporation of innovative technology in the product, driving the market growth. The advancement in the formulation is enhancing the efficiency of the leave-in conditioners and enhancing the consumer experience. The advanced formulations along with the incorporation of technology, such as microencapsulation and nanotechnology, is ensuring the targeted delivery of active ingredients, which offers prolonged protection and nourishment of hair.
For instance, in February 2023, Mielle launched Avocado & Tamanu Anti-Frizz Slip & Seal Leave-in Conditioner for textured hair with the cold application technology, which is brand's patented technology. The conditioner smoothens the surface of the hair by providing instant detangling and slip. With the help of the technology, it facilitates in sealing the cuticles in place and leave the hair soft and shiny.
Key Players Landscape and Outlook
Key players in the market are helping the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs.
The key players are adding latest products and expanding their product portfolio to cater to the diverse needs of the consumers. It enables the consumers to pick from different variety of products and try unique formulations. In May 2023, Suave, a Unilever PLC brand introduced the Lust & Coily Leave-in Conditioner to its pink line hair care products range. The offering features added protection against the breakage while easy detangling of coiled hair. The collection was released at the Walmart stores at the retail price as low as USD 4.98.