艾媒咨询 | 2025年中国洗发水行业发展状况与消费行为调查数据

在功效需求细化及高端化趋势凸显等多重因素的共同驱动下，中国洗发水市场正朝着专业化、精细化的方向持续升级。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国洗发水行业发展状况与消费行为调查数据》显示，2025年中国洗发水市场规模为691.07亿元，预测2029年达到817.80亿元。此外，2025年中国美容美发行业市场规模达到4459亿元。随着国民生活水平的提高以及对生活品质的不断追求，美容美发市场的消费需求旺盛，上下游产业和新兴业态将迎来快速发展机遇。该增长尤其带动了洗发、护发等细分领域向高端化、专业化升级，具备科技含量与个性化解决方案的洗发水品牌将更具竞争力。
　　中国消费者在购买洗发水时，最关注的三个因素分别是功效（48.10%）、适用发质（45.22%）和原料成分（41.43%）。与此同时，在消费者对洗发水功效的偏好中，去屑止痒（35.56%）位列第一，其次是深层清洁（31.76%）和滋养润发（31.30%）。这表明消费者选择日趋理性与精细化，基础清洁需求已转向对头皮健康及特定发质问题的针对性解决方案的追求。这进一步驱动市场向专业化、细分化方向发展，具有明确功效定位和成分透明的产品将赢得更多青睐。
　　艾媒咨询分析师认为，中国洗发水市场未来将呈现三大发展趋势。一是“头皮健康”理念将主导产品研发，推动防脱固发、舒缓修护等赛道高速增长；二是具备科学背书与透明成分的“科技护发”产品更受青睐，品牌研发实力成为核心竞争力；三是渠道与营销进一步向专业化内容（如成分科普、头皮检测）及个性化服务转型。整体市场将在消费升级与严格监管下，朝向更高附加值的专业化、品质化方向演进。
　　Driven by multiple factors such as the refinement and high-endization of functional demands, the Chinese shampoo market is continuously upgrading towards specialization and refinement. According to the latest "2025 China Shampoo Industry Development Status and Consumer Behavior Survey Data" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry, the scale of the Chinese shampoo market is expected to reach 69.107 billion yuan in 2025 and 81.780 billion yuan in 2029. Additionally, the scale of the Chinese beauty and hairdressing industry is projected to reach 445.9 billion yuan in 2025. With the improvement of living standards and the continuous pursuit of quality of life, the demand for beauty and hairdressing services is strong, and the upstream and downstream industries and emerging business forms will face rapid development opportunities. This growth particularly drives the upgrading of the shampoo and hair care segments towards high-endization and specialization. Shampoo brands with technological content and personalized solutions will be more competitive.
　　When Chinese consumers purchase shampoo, the three most concerned factors are efficacy (48.10%), hair type suitability (45.22%), and ingredient composition (41.43%). Meanwhile, among consumers' preferences for shampoo efficacy, dandruff control and itch relief (35.56%) ranks first, followed by deep cleansing (31.76%) and nourishing and moisturizing (31.30%). This indicates that consumers' choices are becoming increasingly rational and refined, with the basic cleaning demand shifting towards targeted solutions for scalp health and specific hair type issues. This further drives the market towards specialization and segmentation, and products with clear efficacy positioning and transparent ingredients will gain more favor.
　　Analysts from iiMedia Research believe that the Chinese shampoo market will present three major development trends in the future. First, the concept of "scalp health" will dominate product research and development, driving the rapid growth of anti-hair loss and hair strengthening, as well as soothing and repairing segments. Second, "scientific hair care" products with scientific backing and transparent ingredients will be more favored, and brand R&D capabilities will become the core competitiveness. Third, channels and marketing will further transform towards professional content (such as ingredient science popularization and scalp testing) and personalized services. The overall market will evolve towards higher value-added specialization and quality under the influence of consumption upgrading and strict regulation.

艾媒舆情| 3·15预热：化妆品行业负面事件舆情监测分析报告

据了解，2017年我国化妆品市场规模逾3500亿元，我国已成为全球第一大化妆品消费国，预计2019年，我国化妆品行业市场规模可达4906亿元。3·15消费者权益日将近，艾媒大数据舆情监控系统数据显示，在3月6日—13日期间，化妆品质量问题持续受到网友关注。

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艾媒咨询｜2024-2025年中国头皮疗养行业发展趋势分析报告

随着现代生活节奏加快、压力增大，头皮问题逐渐增多，消费者对于头皮疗养产品的需求日益增长。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024-2025年中国头皮疗养行业发展趋势分析报告》数据显示，2023年中国护发产品市场规模达到620.90亿元，同比增长3.4%，预计2025年将达691.07亿元。随着居民对头皮健康问题的日益重视，头皮疗养行业有望得到新的发展。
With the acceleration of the pace of modern life and the increase of pressure, scalp problems are gradually increasing, and the demand of consumers for scalp therapy products is growing. According to the latest "Analysis report on the development trend of China's scalp therapy industry from 2024 to 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, the market size of China's hair care products will reach 62.09 billion yuan in 2023, an increase of 3.4%. It is expected to reach 69.11 billion yuan by 2025. With the increasing attention of residents to scalp health problems, scalp therapy industry is expected to get new development.

艾媒咨询|2020年7-8月中国化妆品行业运行数据监测双月报告

本报告研究涉及企业/品牌/案例：片仔癀、欧莱雅、丸美。

疫情影响下，国际和国内化妆品品牌发展态势不同。国际方面，雅诗兰黛、欧莱雅等品牌面临滞涨问题，纷纷裁员。而国内品牌则发展良好，珀莱雅、上海家化等上市公司获得资本市场认可，同时完美日记等品牌也正在寻求新一轮的融资。

As the impact of the epidemic on China has gradually weakened, the cosmetics industry has gradually resumed production and work. Brands such as Estée Lauder and L'Oreal are facing stagflation problems and layoffs. Domestic brands are developing well. Listed companies such as Proya and Shanghai Jahwa have been recognized by the capital market. At the same time, brands such as the emerging Perfect Diary are also seeking a new round of financing.

艾媒舆情|肖战代言被抵制事件舆情监测报告

本报告提及企业/品牌：Olay、小鹿茶、佳洁士、真果粒、Oppo、统一开小灶

2020年2月26日，原本发布在AO3的同人文章《下坠》传播至微博后，被博君一肖CP粉们大量转发。但由于文章将肖战设定为有性别认知障碍的女装癖“发廊妹”，@一个执白为其创作的配图中，又将肖战的脸设定在女性角色上，引发了肖战粉丝的不满，认为文章和配图“侵犯了肖战的肖像权和名誉权”。

On February 26, 2020, the fan article originally published on AO3, "Drop", was transmitted to Weibo and was reposted by CP fans in a large number. However, because the article set Xiao Zhan as a women ’s feminine “hair salon girl” with gender cognitive impairment, @ 一 执白 has created a photo for him, and set Xiao Zhan ’s face on a female character, which triggered Xiao Fans of Zhan were dissatisfied that the articles and pictures "violated Xiao Zhan's right to portrait and reputation."