China’s haircare market is entering a new growth phase (pun intended). With projections estimating a reach of 23.5 billion USD by 2030 and an annual growth rate of over 8 percent, the market is reportedly expanding more rapidly than the relatively mature U.S. haircare sector.
As Jing Daily has noted, the market is evolving with premiumization, skinification, and a growing interest among male consumers. These shifts present a significant opportunity for clean and sustainable haircare brands to establish a lasting presence in China.
Western Brands Making Inroads
Several Western brands are capitalizing on China’s burgeoning demand for clean and sustainable haircare products:
- Aveda: This summer, Aveda, a 100 % vegan premium haircare brand under Estée Lauder, opened its first concept flagship store in China at Shanghai’s Xintiandi. The two-story space blends retail with immersive experiences, including scalp analysis, aromatherapy zones, and sensory rooms featuring plant-based fragrances and soundscapes.
Aveda Opens First Shanghai Flagship
This summer, Aveda, the 100% vegan haircare brand under Estée Lauder, launched its first concept flagship store in Shanghai’s Xintiandi district. The two-story space merges retail with immersive experiences, including scalp analysis, aromatherapy zones, and plant-based soundscapes. The Instagram reel showcases the store’s design and interactive features, emphasizing Aveda’s commitment to sustainability and premium customer experiences in China’s expanding haircare market.
Sisley-Paris Enlists Tian Xuning for China
French luxury brand Sisley-Paris recently appointed Chinese actor Tian Xuning as its haircare ambassador in China. The announcement generated massive buzz online, with the original Weibo post amassing over 5 million likes. This campaign highlights how luxury haircare brands are leveraging local celebrities to connect with digital-savvy consumers while emphasizing premium and sustainable positioning.
Tangle Teezer Appoints Zhang Hao as China Brand Ambassador
British haircare brand Tangle Teezer selected singer Zhang Hao as its China Brand Ambassador in June 2024. The collaboration emphasizes high-performance styling tools while leveraging a local celebrity to reach younger, digital-savvy consumers. The Instagram post announcing the partnership has drawn strong engagement, highlighting the effectiveness of celebrity-driven campaigns in China’s competitive haircare market.
Innovation is becoming just as important as sustainability in China’s haircare boom. While Western brands are introducing clean formulations and immersive retail spaces, domestic players and tech companies are also experimenting with futuristic approaches to beauty services. One striking example? AI-powered hairwashing.
Fancy a hairwash using AI? pic.twitter.com/rbE90gVQ5Z
— South China Morning Post (@SCMPNews) April 24, 2025
China’s Haircare Innovation
As China’s haircare market accelerates, it’s not only scale but innovation that defines this new phase. From AI-powered hairwash stations to immersive flagship experiences, brands are experimenting with technology and personalization while emphasizing clean, sustainable formulations. For Western and domestic brands alike, success in China increasingly depends on blending product performance with premium, digitally-savvy consumer experiences.
Breaking Into China’s Beauty Market: Why Sustainable Haircare Brands Need Key Opinion Leaders (KOLs)
Founded in Parma, Italy, Davines has built its reputation on sustainable formulations, cruelty-free practices, and its certification as a B Corp. Since 2021, the brand has been importing into China under the updated Cosmetic Supervision and Administration Regulation (CSAR), which lifted mandatory animal testing for certain categories. While entry barriers are lower than before, establishing relevance in China’s competitive market remains a formidable task.
For clean and sustainable haircare brands eyeing expansion, visibility is everything. In practice, that often means forging partnerships with cultural figures—actors, singers, or digital tastemakers—whose influence can introduce a niche brand to millions overnight. In a market where consumers increasingly value both performance and ethics, aligning with the right voices is proving just as critical as the formulas themselves.
