Color without compromise: naturalness, ethics, and DIY as the new standard

The world of hair coloring in Spain continues to be in full bloom. Although the total market value hovers around levels similar to those cited by Mintel, what truly marks the conversation today is the consumer's mood: fewer salon visits, and more doing it at home. Since 2020, the DIY (Do It Yourself) trend has not slowed down, and that has reconfigured the way brands innovate, communicate, and position themselves.Conscious Mindset Growth Mintel highlights that Europe will continue to see moderate growth in hair coloring over the next few years. And in Spain, the category is sustained thanks to a very Gen Z mix: naturalness, sustainability, and effectiveness… without sacrificing price. Inflation and the rising cost of living have reduced consumption frequency, but the category continues to generate more value thanks to product price increases and a shift towards more premium options in certain demographics.Eco is no longer a differentiator, it's standard Year after year, natural, ethical, and lower environmental impact claims are skyrocketing. Brands are pivoting to align with a consumer who no longer buys if they don't feel the product fits their lifestyle and environmental consciousness. And pay attention: almost two-thirds of Spaniards state that the ecological impact of home hair dyes is a decisive factor. The pressure to offer clean formulas and responsible packaging as usual will continue to rise.Segmentation: Permanent workers dominate, temporary ones shine Permanent dyes remain the absolute core of the Spanish market. But what's noteworthy is in the emerging categories: semi-permanent coloring is growing steadily, and temporary dyes, meaning color baths, are what have gained the most traction in the last year. This evolution reinforces the appetite for experimental routines, ephemeral tones, and products that do not compromise hair health.Weight in Hair Care Coloration is already the third largest category within the haircare segment in Spain by sales volume. Although it is far from the universe of shampoos and conditioners in terms of units, its economic value surpasses them. This says a lot: **Spaniards pay more to dye their hair than to wash or condition it.**Spain, top 3 in Europe for hair coloring spendingOur country ranks third in Europe in per capita spending on dyes and coloring products. A position that confirms the cultural importance of hair as a tool for self-expression, something very aligned with the new generations. Spain spends more than European Union countries like France and Italy.Who is leading the market?Market leadership remains concentrated. L'Oréal continues to capture approximately half of the Spanish market, followed by Henkel and Revlon. Private label brands, especially Mercadona's Deliplus, have consolidated as a pillar of the sector: accessibility, innovation, and rapid response to consumer trendsNPD: clean, ethical and grey coverage The innovations recently launched follow a clear direction: natural formulas, respectful gray coverage, and ethical narrative. Consumers want visible results but without feeling like they are "sacrificing" their hair health or their values.The category is in full renaissance: sustained growth, evolution towards real naturalness, softer colorations, temporary formats on the rise, and a more informed, demanding, and eco-minded consumer. A perfect ground for continued innovation, connecting with new generations, and enhancing the emotional, and increasingly identity-driven, role of hair color

Color without compromise: naturalness, ethics, and DIY as the new standard

A snapshot of the Spanish hair coloring market, according to the latest trends detected by Mintel