The haircare industry is undergoing a period of transformation, shaped by consumer demand for innovation, sustainability, and convenience. Brands that have thrived in their home markets are now looking toward international expansion—but this journey is not without its challenges. Growplex, which has built a strong presence in the U.S., is among the brands making strategic moves toward Europe, evaluating fulfillment centers to streamline shipping. Yet as de-globalization trends and shifting trade policies impact supply chains, the question remains: which brands will successfully navigate these complexities while meeting evolving consumer expectations?

A competitive and evolving market

The global haircare industry is projected to grow at a compound annual growth rate (CAGR) of 4.5% through 2027, according to Statista. This growth is fueled by increasing awareness of scalp health, rising disposable incomes, and advancements in personalized beauty solutions. Industry leaders like L’Oréal and Procter & Gamble have long dominated the space, but emerging brands are gaining traction by addressing niche concerns and leveraging direct-to-consumer (DTC) channels.

Growplex, a U.S.-based brand that has seen increasing consumer adoption, is one such company looking beyond its domestic success. While its focus has been on results-driven haircare solutions, other brands such as Olaplex and Vegamour have also gained recognition for their targeted approaches. Olaplex, for example, has built a reputation for its patented bond-building technology, while Vegamour appeals to eco-conscious consumers with plant-based formulas. Meanwhile, international brands like Kérastase and Davines continue to shape the premium segment, leveraging their established European heritage.

With so many players vying for attention, differentiation becomes crucial. Brands that effectively integrate technology, customer engagement, and logistics solutions are better positioned to capture new markets.

Crossing borders: The challenges of international expansion

Expanding into new markets involves more than just consumer demand; it requires navigating complex trade policies, evolving logistics frameworks, and cultural preferences. One of the biggest challenges facing haircare brands looking to enter Europe is regulatory compliance. The EU maintains stringent cosmetic regulations under the Cosmetic Products Regulation (CPR), requiring ingredient transparency, product safety assessments, and compliance with specific labeling standards.

Beyond regulations, supply chain disruptions continue to shape global commerce. The past decade has seen a shift away from hyper-globalization, with some countries prioritizing domestic manufacturing and trade policies that could impact import-heavy industries. Recent geopolitical tensions, fluctuating tariffs, and the push for nearshoring—where companies move production closer to their core markets—are all factors that brands must consider when scaling internationally.

For example, Brexit introduced new trade complexities between the UK and EU, affecting everything from customs procedures to shipping costs. Companies expanding into European markets must factor in potential supply chain bottlenecks, currency fluctuations, and varying consumer preferences across regions.

Bridging the logistics gap

Logistics is a defining factor in the success of international expansion. Consumers have come to expect fast and affordable shipping, particularly in e-commerce-driven industries. Some brands, including Growplex, have been investing in fulfillment centers to ensure efficient distribution. By setting up regional hubs, brands can minimize shipping delays and reduce costs—a crucial factor in markets where customer expectations are shaped by Amazon’s rapid delivery model.

Other brands have taken different approaches to international accessibility. Olaplex, for instance, has leveraged its distribution partnerships with Sephora and professional salons to maintain a strong global presence, while The Ordinary, a brand under the Deciem umbrella, has expanded through a combination of online and physical retail strategies.

Consumer trends: A shift towards personalization and wellness

The role of haircare has expanded beyond aesthetics. Today’s consumers view hair health as part of their broader wellness routine. According to a recent Mintel survey, over 60% of respondents stated that their hair plays a major role in their self-confidence and identity. This has led to a rise in demand for products that offer targeted benefits, from scalp treatments to strengthening serums.

Brands that successfully engage consumers often do so by fostering a sense of community. Social media plays a significant role, with companies leveraging platforms like Instagram and TikTok to share customer testimonials, influencer collaborations, and educational content. The viral success of products such as K18’s leave-in molecular repair mask underscores how digital word-of-mouth can shape brand perception.

At the same time, sustainability is becoming a key differentiator. Consumers are increasingly drawn to eco-friendly formulations, refillable packaging, and ethical sourcing. Brands like Davines and Briogeo have positioned themselves at the forefront of this movement by emphasizing sustainability as a core value.

The future of haircare in a changing world

As the haircare industry continues to evolve, brands face a dual challenge: expanding into new markets while adapting to shifting consumer expectations. The next wave of industry leaders will likely be those that balance accessibility, efficacy, and innovation while navigating trade complexities.

For companies like Growplex, Olaplex, and Vegamour, success will depend on their ability to refine logistics, comply with international regulations, and engage consumers in an authentic way. Whether through strategic partnerships, localized fulfillment centers, or digital-first strategies, the brands that anticipate and adapt to these challenges will be the ones to watch.

The road to global expansion is rarely straightforward, but in a market where confidence and personal expression remain at the core of consumer behavior, brands that listen and evolve will continue to thrive.