Hair products, fifth cosmetics family by purchase
5' min read
5' min read
Hair care products occupy fifth place, by value, in cosmetics consumption in Italy with 10.4% of sales in traditional channels, represented by more than three quarters by large-scale distribution, 18% by sales in pharmacies and marginally by perfumery. Shampoos, with 511 million euros sold, closed 2024 with +6.1%; growth also occurred in after-shampoos, conditioners and masks (+7.5% and 174 million euros). Although more marginal in value terms, excellent growth dynamics emerged from styling products such as fixers and structuring mousses (+16.5%) and from gels, waters and gums (+12.0%). On the other hand, slightly less positive variations were recorded by colourants and coloured foams (+4.3%), with 178 million euro, the second largest family in terms of value, a sign of a consumption orientation more closely linked to professional salon service.
And with the summer, consumption increases. In fact, we often make the mistake of worrying about protecting the skin of the face and body from the sun with adequate sun protection, taking the necessary precautions, without giving the same care to the hair. Like the skin, the scalp and hair shaft can also suffer significant damage if exposed to the sun intensively and without protection. "Although all hair can be affected, some types are more sensitive than others," explains Armando Petracci, Framesi's national and international head of technical consultants. "Melanin, which is responsible for colour and the hair's natural defence, comes in two forms: eumelanin, which absorbs light and disperses energy, offering excellent protection from UV rays, and pheomelanin, which is much less effective at this task. Dark hair, in particular black hair, rich in eumelanin, is less vulnerable to sun damage, while blond and red hair, characterised by a lower amount of eumelanin and a prevalence of pheomelanin, is more exposed, as are grey and white hair and needs more care'.
The SPF in hair sprays is not so crucial.
Many cosmetics sprays contain an SPF index that seems to offer direct sun protection to the hair, but in reality it is of little relevance: the hair, unlike the skin, does not have the same biology nor does it metabolise UV rays in the same way. "What really matters is taking care of the hair fibre through targeted actions: applying moisturising shampoos and masks helps counteract dehydration induced by the sun, chlorine and saltiness," continues the expert. "This keeps the porosity of the hair under control. Another tip is to wear a hat, avoid direct exposure and take breaks in the shade during the summer day to rest the skin and hair. In addition, keratin treatments play a valuable role: they seal cuticles, restore damaged structure and improve resistance to stress factors. Alongside hairstyling, nutrition also plays an important role: a balanced diet rich in fruit and vegetables provides vitamins and antioxidants that improve the skin's resistance to environmental stressors, an increasingly important factor in an era of climate change and more aggressive UV rays.
Thinning hair: beware of the sun
