Consumption: Billion-euro business - how Henkel is growing thanks to its hair care division

A single strand of hair is brushed approximately 20,000 times over the course of its lifetime, according to statistics. In a small glass jar at Henkel's Innovation Center in Düsseldorf, a mechanized brush repeatedly passes through a strand of real hair, as researchers investigate how this process damages the hair and how shampoos, rinses, and treatments can prevent wear and tear.

This endeavor is more than just a laboratory experiment for Henkel, as the haircare segment featuring brands such as "Schauma," "Schwarzkopf," and "Syoss" is currently experiencing the strongest consumer growth within the company's overall consumer business. In the first half of 2026, revenue for the haircare division rose by 4.2% compared to the previous year's half, significantly outpacing the growth in the laundry and cleaning products sector, which increased by 0.7%.

Henkel claims to be the market leader in the "hair" category in Germany: Schwarzkopf alone generates around €1.5 billion in annual sales as the leading brand in the consumer haircare segment. Moreover, Henkel acquired two haircare brands, "Olaplex" and "Not Your Mother’s," worth over $1.5 billion this year, signaling a dynamic market where quick hair washing is evolving into a multi-step care routine, with consumers increasingly allocating more money to hair care products.

However, the sustainability of this boom remains uncertain, and Henkel must determine if new formulas and technologies can foster long-term growth.