Ukrainian market of hair care products - research from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine

Ukrainian market of hair care products - research from the marketing agency FINE Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine


The Ukrainian market offers consumers a very rich selection of both shampoos and all other necessary hair care products.


They can generally be divided into four categories:


  • Hair shampoos
  • Hair conditioners
  • Styling products
  • Shampoos and colorants


The target audience in marketing is exclusively female part of the population. These are mainly women between the ages of 30 and 50, but one should not forget about girls over 16 years old, according to the results of recent years, their interests must be taken into account when developing a marketing strategy.


Among the widely recognized brands there are both Ukrainian and foreign, although the latter undoubtedly hold very strong positions in the market. The dynamics of sales of hair cosmetics is diverse. Like other types of cosmetics, this one began to sell well in the early 90s, when political changes opened the way for foreign investors to Ukraine and then many new products appeared on the shelves. Of these categories, hair shampoos are of course the most popular. Studies show that more than 94.3% of Ukrainians use shampoos, 42.6% of people use them twice a week.


The most purchased are:

  • Timotei
  • Palmolive
  • Schauma
  • Avon
  • Dove
  • Wella
  • Shwartzkopf


When it comes to hair conditioners, there has been a significant improvement in the situation. This group of products experienced a significant drop in popularity for a long time, but now the situation has improved, as well as the number of packages sold. Hair conditioners are a large group in which it should be noted: balms are the most popular among buyers (88.9% in terms of sales), hair masks (5.2%), as well as liquid conditioners (3.9%) and foams (1.3%).


The market for hair coloring products is growing rapidly. More than 50.7% of women report using permanent paints. Statistics show that the most frequently bought brands of this type of product are:


  • Palette от Schwarzkopf
  • Londa
  • Wella


As an expert in marketing and branding, in what consumers want and what influences their decisions, the FINE marketing and branding studio (Kiev, Vinnitsa, Odessa, Dnipro, Lviv) announces two key trends that will affect the global cosmetics and products market care in the next decade:


  • Over the next 10 years, consumers will be looking for the convergence of nature, science and marketing. Advances in software, hardware, applications, and augmented reality herald a fourth industrial revolution, dramatically changing the way consumers choose and buy cosmetics and care products and how they interact with them. As lab-grown products increasingly appear on the market, consumer resilience to biotechnology will decline. At the same time, distrust of products that advertise themselves as "clean" and "green" will manifest itself in the scrupulous checking of the list of ingredients and the presence of doubts about their effectiveness. Biometrics will be an innovative way for companies to interact more personally with consumers through valuable personalization. However, only brands that offer complete transparency and avoid misunderstandings will succeed.
  • We expect the polarization to become even greater in the next decade as consumers are driven by both knowledge and emotion, hesitating between being online or offline. Remote control of services will allow access to geographically distant regions, a technology-based community will bring previously inaccessible markets closer, although at the same time more and more consumers will be disconnected from technology and seek contact with the real world. Shopping will be more discreet as consumers move towards more minimalism, investing in functional, high-quality products and paying attention to product recycling where possible. Consumers will also begin to free themselves from influencers on social media so that brands can again take responsibility for what they represent. The standard will become not only the product offered by the brand, but also the way of life and the opportunity to meet inspiring people, places and things.


To learn more about marketing and branding forecasts for the beauty sector in 2030, to learn about innovations in the industry and what actions brands need to take to stay ahead of the competition, contact the FINE marketing agency Development Company: AI, Blockchain, IoT, Kyiv, Lviv, Odessa, Dnipro, Vinnitsa, Ukraine.