As the healthy hair, skin and nail market heats up, so do shoppers’ buying habits. However, not all purchases are created equal. In statistics gathered by McKinsey Global Beauty Consumer Survey1 from February of this year, the consumer packaging goods company found that individuals are more selective in their purchases. Particularly, which beauty and hair products they’re willing to splurge on.

While 33 percent of those surveyed were willing to spend more on facial serum and 28 percent on eye cream, only 3 percent were willing to pay more for facial cleanser and even less on lip balm. Likewise in the haircare submarket, 31 percent of individuals surveyed were willing to splurge on products which may help prevent hair loss. However, only 10 percent of respondents would want to splurge on shampoo and even less on dry shampoo.1

With the CAGR expected to continue to increase—estimates point to 6.4 percent increase from this year to 20302 for instance in the hair care market alone—natural skin, hair and nail product manufacturers can be optimistic about the future.

References:

1 McKinsey Global Beauty Consumer Survey, McKinsey & Company, Retrieved August 4, 2025. www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty.

2 Market Analysis Report, Grand View Research, retrieved August 4, 2025. www.grandviewresearch.com/industry-analysis/us-hair-care-products-market-report#:~:text=Hair%20Care%20Products%20Market%20Trends,6.4%25%20from%202025%20to%202030.

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