Diego Plata
Senior Analyst, Beauty and Wellbeing
Latin America is emerging as one of the most dynamic regions for professional hair care, with Mexico and Brazil driving much of the region’s rapid expansion. Both markets combine strong consumer engagement, omnichannel expansion, and rising demand for science-backed, premium solutions, creating fertile ground for brands seeking to expand or strengthen their footprint in the professional hair care market in Latin America.
Brazil: The Leading Professional Hair Care Market in Latin America
The professional hair care market in Brazil surged +17% in 2024, nearly doubling in value since 2019 (CAGR +14%), according to Kline analysis. Hair color and hair care were the main growth engines, each rising by roughly +20%, supported by renewed salon activity, product innovation, and strong consumer engagement across channels.
Brazil combines scale, innovation, and cultural diversity, making it an ideal testing ground for global and regional professional hair care product launches. The omnichannel model is thriving, driving parallel growth in salons (+15%), brick-and-mortar retail (+20%), and e-commerce (+28%), offering brands visibility and flexibility.
Key Growth Drivers in the Professional Hair Care Market in Brazil
- Omnichannel acceleration: Consumers mix in-salon treatments with at-home maintenance, making continuity between professional and retail essential.
- Momentum in color and care: Demand is shifting toward ammonia-free, vegan, and bond-repair color systems, supported by advanced care ranges that extend salon results.
- Clean and sensorial beauty: Wellness-oriented rituals and fragrance-led formulations elevate the emotional value of professional hair care products.
- Inclusivity and identity: Brazil’s diverse beauty ideals, especially around textured and curly hair, are fueling demand for tailored solutions and educational support.
For brands, Brazil is one of the world’s most rewarding markets for innovation, setting trends that increasingly influence the broader Latin American region. Combining digital maturity and strong salon culture, Brazil is also one of the few beauty markets globally where professional hair care products continue to gain share across all channels.
Mexico: A Rapidly Expanding Professional Hair Care Market in Latin America
Mexico’s professional hair care market grew by around +11% in 2024, according to Kline analysis, maintaining steady momentum despite broader economic moderation. The strongest categories were hair care at almost +13% and hair color at +9%, fueled by rising consumer interest in scalp health, efficacy, and salon-quality results.
Mexico is quickly becoming one of the region’s most balanced and attractive professional beauty markets. With the expansion of premium beauty retailers and a +46% surge in e-commerce, professional hair care products are now reaching consumers far beyond the salon environment. Yet salons remain essential, with service revenues climbing +8%, highlighting the continued value Mexican consumers place on expertise and high-touch experiences.
Key Growth Drivers in the Professional Hair Care Market in Mexico
- Science-based and personalized care: Treatments targeting scalp health and tailored needs are reshaping expectations around results.
- Digital engagement: Online education, salon-finder tools, and influencer collaborations help professional hair care brands connect more effectively with both professionals and consumers.
- Sustainability and transparency: Consumers are rewarding brands that prioritize refillable packaging, clean ingredients, and eco-friendly processes.
- Holistic self-care: Salons are evolving into wellness spaces, offering multi-sensory experiences that elevate product positioning and loyalty.
Due to a strong middle class society, digital readiness, and hybrid retail structure (salons, specialty stores, and e-commerce), Mexico is a high-potential entry market for brands aiming to scale across Latin America.
Together, Brazil and Mexico represent the next major growth frontier for brands aiming to expand or establish a presence in the professional hair care market in Latin America. Their diversified retail landscapes, experience-driven consumers, and strong alignment with global trends such as wellness, sustainability, and self-expression make these markets far more than just a volume play.
Kline’s Professional Hair Care Global Series provides the industry’s most comprehensive, data-rich view of 34 markets, including Brazil and Mexico, helping brands understand where the real opportunities lie and how to act on them. To explore the full insights and uncover opportunities for your brand, please contact us for access.
