Professional haircare demand keeps moving upmarket

Professional haircare is moving decisively toward premium, treatment-led products. The salon channel continues to be the main engine of growth, but the lines between professional and at-home care are softening as consumers seek salon-quality results at home.

For B2B buyers, this creates a specific opportunity: sourcing professional brands that hold credibility with stylists while being accessible enough for wider retail distribution. The key is finding brands that maintain their professional positioning without becoming over-distributed.

At IEVA & Co, we see this trend reflected in buyer requests across Europe, the Middle East and Asia. The brands that perform best are those with clear professional heritage, consistent quality and packaging that communicates expertise without excessive medical claims.