The grey hair market is a niche but dynamic segment of the hair care category, driven by demographic changes and fashion trends, making the process of transitioning to grey hair socially acceptable. As beauty standards and mentalities are evolving, it’s important for brands to help consumers navigate the complexities of the greying hair and its needs. Dr. Catherine Leray, THG LABS Account Head of R&D, gives us an overview.

Key Drivers of Growth

1.   Aging Population:

The increasing global population of individuals aged 60 and above is an important driver. As this demographic grows, so does the demand for products catering to grey and aging hair. This doesn’t just mean hair colourants, it’s also encouraging a rise in treatments that address the specific needs of older hair, such as dryness, brittleness, and yellowing. GEN X prioritise hair health, with innovative solutions that address greying and hair loss (Source: WGSN)

2.   Shift in Beauty Standards:

There is a rising trend of embracing natural beauty, including grey hair. The COVID-19 pandemic played a significant role in changing notions of beauty, with many people embracing their natural hair colour, including grey. This change was influenced by practical constraints as well as economic factors and gave rise to demand for products that enhance and maintain the health and appearance of grey hair. 

A study conducted in Seoul found that 31.5% of men and women in their 30s had grey hair. This percentage increased to 81.1% for individuals in their 40s and 95.3% for those in their 50s. Additionally, 64% of at-home hair colour users believe that people should embrace their grey hair, a sentiment that has grown by over 40% since 2016 (Source: Mintel). This shift indicates a growing trend for people who are grey and proud.

The at-home hair-colour market generates $1.4bn in annual revenues and the salon hair-colour business just under $1bn. In both segments, half of this can be attributed to grey coverage. (Source: WGSN Key Trend 2023: The Grey Hair Movement)

Trends and Market Opportunities

There are numerous opportunities to support brands looking to cater to the growing grey hair market. This demographic is increasingly seeking products that not only address their unique hair care needs but also embrace their natural beauty.

Only 1.3% of global haircare launches are claiming Anti-ageing (Source: Mintel GNPD), proving we are in the early days of grey care.

66% of consumers using at-home hair colour think people should embrace their grey hair

75% of black adults think people should embrace their grey hair (Source: Mintel US 2023 & 2022)

The Science Behind Grey Hair

Understanding why hair turns grey can help us better care for it. As we age, our hair follicles produce less melanin, the pigment responsible for hair colour, leading to grey or silver strands. Genetics largely determine the onset of greying, but factors like stress, pollution, and lifestyle choices also play a part. Additionally, aging affects hair’s diameter, curvature, and lipid composition, making it more prone to dryness and, in turn, less manageable.

Helping Consumers Care For Grey Hair

The first step in supporting grey-haired consumers is to thoroughly understand the needs of a market which often faces issues such as dryness, brittleness, and yellowing. Grey hair has unique needs, primarily due to decreased oil production from the scalp and consumers are seeking products that enhance shine, provide hydration, and offer sun and heat protection.

1. Hydration and Nourishment: Conditioners infused with natural oils and butters replenish moisture and restore softness. Products that are rich in these ingredients nurture silver strands to smooth and reduce frizz, improve hair manageability and add vibrancy.
2. Toning Products: Toning shampoos and conditioners help address brassiness or yellowing. These products often have a purple tint to neutralise yellow tones but should be used sparingly to avoid over-toning.
3. UV Protection: Melanin protects hair from sun damage, so grey hair, which lacks melanin, is more susceptible to UV rays. UV protection sprays can help shield hair from sun damage and maintain its vibrancy.
4. Gentle cleansing: Over-washing can strip grey hair of its natural oils, leading to increased dryness and dullness. Sulfate-free shampoos provide a gentler cleanse to preserve moisture.
5. Strengthening and Repair: Introducing bond-building treatments and deep-conditioning masks to strengthen brittle hair and reduce breakage.
6. Heat Protection: Heat styling tools, as they can exacerbate dryness and weaken hair strands so heat protectant sprays are a must to minimise damage.

 If you’re looking to expand your haircare portfolio to capture the grey haircare market, we’d love to support you. Drop us an email