Henkel Haircare Forecasts Rose Following Major Acquisitions
The manufacturer of popular hair and laundry brands expects sustained growth as consumers prioritize self-care routines.
Updated on Oct. 8, 2026 in Home Cleaning
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Analyst firm Barclays has increased growth forecasts for Henkel haircare products through 2028. The shift follows recent expansions in the company's portfolio, including major acquisitions intended to capture a larger share of the global haircare market.
Why it matters
Haircare has proven to be a more resilient and profitable category for consumer goods companies than traditional laundry or homecare products. This stability persists as households continue to prioritize personal self-care routines despite broader economic challenges.
The global haircare market is currently valued at approximately 63 billion euros, or $70.4 billion. Henkel reports that its combined hair and laundry businesses now constitute 40% of its total Consumer Brands sales.
The players
Henkel
A Germany-based manufacturer of household staples including Persil, Loctite, Schwarzkopf, and recently acquired haircare brands like Olaplex.
Barclays
A global financial services firm that tracks market performance and provides growth projections for major consumer goods companies.
The details
Henkel has bolstered its position by completing the $1.4 billion acquisition of Olaplex in July 2026 and acquiring Not Your Mother's in April 2026. The company also integrated the Shiseido Hair Professional business in the Asia-Pacific region. To support these moves, the manufacturer restructured its Consumer Brands segment to improve operating speed and diversify its portfolio beyond traditional coloration and styling products.
Timeline
2022-2025 saw the global haircare market grow by more than 4% annually.
Henkel closed the acquisition of Not Your Mother's in April 2026.
Henkel finalized the $1.4 billion acquisition of Olaplex in July 2026.
Market growth for Henkel is expected to accelerate starting in the third quarter of 2027.
Barclays growth forecasts for the company extend through 2028.
The Home Front
The haircare industry is increasingly consolidating as brands shift focus toward premium self-care products that offer higher margins than traditional laundry supplies. This trend highlights a broader industry pivot toward resilient beauty segments that maintain steady demand even during economic downturns.
Check your current hair and home-cleaning supplies to see if they are part of the expanded Henkel portfolio, as the company now owns diverse brands ranging from Not Your Mother's to Persil. You may notice more integrated marketing or new product availability as the company accelerates its growth strategy in the U.S., China, and Mexico.
The takeaway
The consolidation of major haircare brands suggests a long-term industry commitment to high-demand personal care products. Households should track which brands are under common ownership to understand potential changes in product availability or brand-specific reward programs.
Further reading
Explore more about how industry trends impact your household inventory in our Home Cleaning section.
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