Celebrity hairdresser brands are making waves and are especially popular among young Europeans.

As a result, haircare is no longer considered the poor relation of dynamic beauty categories like makeup and skincare.

Younger consumers seek products specifically for curly hair. Innovation is particularly strong among DTC brands but has yet to break into the mainstream.

Last year, total European haircare sales topped $22.2 billion, according to Euromonitor International.

The top five European markets accounted for 71.5% of sales last year, according to Euromonitor. Germany leads the way, with sales of $4.2 billion, followed by UK, $2.4 billion; France, $2.0 billion; Italy, $1.49 billion and Spain, $1.48 billion.

Curly Hair Launches

One of the strongest trends in European haircare is for products positioned for a variety of curly hair textures. According to Euromonitor, this is part of an ongoing global movement to embrace natural hair textures, especially curly, coily or Afro-textured styles.

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