For decades, haircare was built around a simple routine: shampoo to cleanse and conditioner to soften. Today, that routine is expanding as consumers look for more targeted solutions for scalp health, thinning, damage, volume, styling and overall hair quality.

Haircare is moving beyond shampoo and conditioner because consumers are increasingly looking for specialised, problem-focused and personalised products. Shampoo and conditioner remain essential categories, but scalp treatments, styling products, hair-thickening solutions and targeted treatments are becoming a larger part of the modern haircare routine.

For international brands, this shift is creating new opportunities across the UAE and wider GCC market.

Is Shampoo Still Important in Haircare?

Yes. Shampoo remains a core part of the UAE haircare market. Current market analysis estimates that shampoo accounted for 43.58% of the UAE haircare market in 2025. However, hair styling products are currently the fastest-growing product category, with a projected 6.08% CAGR from 2025 to 2031.

This doesn’t mean consumers are moving away from shampoo. Instead, they are adding more specialised products to their routines.

The modern haircare basket can include shampoo, conditioner, scalp treatments, serums, masks, styling products, hair-thickening solutions and other targeted products.

Why Is Scalp Care Becoming Part of Haircare?

One of the biggest developments in modern haircare is the growing focus on the scalp.

Consumers are becoming more interested in maintaining scalp health rather than focusing only on the visible hair shaft. Current industry reporting highlights increasing demand for solutions addressing scalp sensitivity, hair thinning, breakage, moisture balance and long-term hair vitality. Scalp care is also developing into a broader category that includes exfoliation, hydration and personalised treatments.

For haircare brands, this creates opportunities to develop products that address specific scalp and hair concerns rather than relying solely on traditional cleansing products.

What Is the “Skinification” of Haircare?

Skinification of hair care refers to applying skincare-inspired concepts to hair and scalp routines.

Consumers who are familiar with serums, exfoliators, active ingredients and preventative skincare are increasingly looking for similar approaches in haircare.

This can include:

• Scalp serums
• Targeted treatments
• Exfoliating products
• Hydrating treatments
• Ingredient-focused formulations
• Preventative haircare routines

The trend reflects a broader shift from simply cleaning hair towards understanding and addressing specific hair and scalp needs.

Why Is Haircare Becoming More Targeted?

Not every consumer has the same hair concerns.

Someone with fine hair may want volume, while another consumer may be looking for solutions for thinning, dryness, frizz, breakage or scalp sensitivity.

This is encouraging brands to create more specialised product ranges around individual needs.

For example, Vivandi’s current beauty and hair portfolio includes brands such as Toppik, RevivogenMD, Eva Professional, Morgan’s, Malibu C and Revivogen PRO.

This type of category diversity allows consumers to move from a basic wash routine towards a more targeted haircare regimen.

How Is the UAE Market Influencing Haircare?

The UAE provides a particularly relevant environment for specialised hair.

The market combines a diverse consumer base with strong retail, salon and e-commerce channels. Current UAE market analysis also highlights the influence of social media, beauty influencers and professional salons on consumer preferences, while online retail is growing rapidly.

Climate and lifestyle can also influence product preferences. Regular exposure to heat, humidity, environmental conditions and frequent styling can create demand for products focused on cleansing, moisture, repair, smoothing and styling.

For international brands, understanding these local requirements is important when deciding how a product should be positioned and distributed.

Why Are Styling Products Becoming More Important?

Hair care is increasingly connected to appearance, styling and personal expression.

Consumers aren’t only asking:

“How do I clean my hair?”

They are also asking:

• How can I add volume?
• How can I manage frizz?
• How can I create a particular hairstyle?
• How can I make fine hair look fuller?
• How can I maintain my style throughout the day?

Current UAE market data shows that styling products are growing faster than the larger shampoo category, reflecting increasing demand for specialised and performance-focused products.

This creates opportunities for styling creams, sprays, pomades, hair fibers, thickeners and other specialised solutions.

What Does This Mean for International Haircare Brands?

The changing landscape means brands entering the UAE need to think beyond simply placing products on shelves.

A successful strategy can involve:

Product positioning → Regulatory readiness → Retail distribution → Salon partnerships → E-commerce → Digital marketing → Consumer education

The right channel also depends on the product.  This may benefit from salon distribution, while consumer-focused products may require a combination of pharmacies, specialty retailers, marketplaces and direct e-commerce.

Vivandi Distribution currently works with pharmacies, salons, beauty spas, retailers and e-commerce platforms across its distribution network.

Why Distribution Matters in the New Hair Care Market

As hair care becomes more specialised, distribution becomes more than simply moving products from one location to another.

Brands need support with market entry, regulatory requirements, channel selection, retail relationships, e-commerce, marketing and logistics.

Vivandi Distribution provides 360° support covering sales, logistics, marketing and regulatory support, alongside e-commerce and digital capabilities across the GCC.

Its beauty and hair care portfolio already includes international brands across professional and consumer-focused categories.

What Is the Future of Haircare?

The future is not about replacing shampoo and conditioner. It is about building a more complete and specialised routine around them.

Scalp care, targeted treatments, styling, hair-thickening solutions, personalised routines and professional haircare are expanding the category and creating new opportunities for brands.

For international companies, the UAE offers a market where evolving consumer expectations, retail infrastructure and e-commerce can support regional expansion when combined with the right market strategy and distribution partner.

Looking to Expand Your Haircare Brand in the UAE or GCC?

Vivandi Distribution supports international beauty and hair care brands with market entry, retail distribution, e-commerce, marketing, regulatory support, logistics and warehousing across the region.

Looking to bring your haircare brand to the UAE or GCC?

Contact Vivandi Distribution to explore market opportunities.