North America Perms and Relaxants Market Size, Industry Trends and Report 2025-2033

North America Perms and Relaxants Market Overview

Market Size in 2024: USD 287.02 Billion

Market Size in 2033: USD 453.15 Billion

Market Growth Rate 2025-2033: 5.21%

According to IMARC Group's latest research publication, "North America Perms and Relaxants Market Size, Share, Trends and Forecast by Product Type, Distribution Channel, and Country, 2025-2033", The North America perms and relaxants market size reached USD 287.02 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 453.15 Billion by 2033, exhibiting a growth rate (CAGR) of 5.21% during 2025-2033. 

Growth Factors in the North America Perms and Relaxants Market

• Increasing Demand for Versatile Hair Styling Options: The North America perms and relaxants market has grown because of the increasing demand in consumers on varieties of hairstyles. Consumer especially among the younger groups wants to use products which can help in changing the appearance to curly, wavy, or even straight forms to enable them to show uniqueness. We can take an example of perms becoming really popular in Gen Z in the U.S. thanks to the social media where most trendy young people have voluminous curls. Relaxants are widely accepted by people who are fond of smooth, easy-care looks, at the workplace in particular. The pressure to tailor hair styling to the individual and be flexible prompted the resurgence of the industry as companies such as L Or Reel and Henkel are innovating around a variety of consumer demands.
• Advancements in Safer Product Formulations: Product formulation is another high-impact growth factor as developers come up with less harsh perms and relaxants following concerns of consumers concerning the damage of their hair. Firms are adopting healthful elements such as proteins such as keratin and extracts of plants to boost the hair. As an example, in 2023 Avlon Industries introduced a conditioning relaxer system targeted at sensitive scalps that was also becoming popular on the U.S. market. These products are safer and more effective and they attract health-conscious consumers and use increases. Pressure to reformulate, and in particular the proposed FDA ban on formaldehyde in relaxers, serves to further spur market growth.
• Influence of Social Media and Celebrity Culture: The perms and relaxants market has been driven by the influence of the social media and celebrity culture. According to the interest in perms permains and relaxants, platforms such as Instagram and TikTok where beauties demonstrate how to style the hair are driving consumer interest in perms and relaxants. As an illustration, celebrities such as Beyonce with curly permed hair at places of public appearances have appealed to fans in such a way that they have embraced the same hair, a factor which has raised demand. Such effects are shown by the fact that 46 percent of consumers in the United States devoted more cash to beauty goods in 2023 because of social media. The two trends are promoting the participation of brands in digital marketing by partnering with influencers to market their products, hence exploiting more market out-reaches.

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Key Trends in the North America Perms and Relaxants Market

• Rise of Natural and Organic Products: A prominent trend in the North America perms and relaxants market is the shift toward natural and organic formulations. Consumers are increasingly wary of harsh chemicals, prompting brands to develop products free from parabens, sulfates, and formaldehyde. For example, brands like SheaMoisture have introduced relaxants with plant-derived ingredients, appealing to eco-conscious consumers. This trend aligns with broader wellness movements, particularly in Canada, where consumers prefer products with minimal environmental impact. As regulatory scrutiny intensifies, companies investing in sustainable formulations gain a competitive edge, reshaping the market landscape.
• Growth of At-Home Hair Treatment Kits: The rise of do-it-yourself (DIY) beauty routines is transforming the market, with at-home perm and relaxant kits gaining popularity for their convenience and cost-effectiveness. These kits, equipped with user-friendly instructions, cater to consumers seeking salon-quality results at home. For instance, SoftSheen-Carson’s relaxer kits have seen increased sales in the U.S., driven by online tutorials. The trend is particularly strong among millennials, who value privacy and flexibility. The accessibility of e-commerce platforms further supports this trend, making at-home treatments a significant market driver.
• Inclusivity for Diverse Hair Textures: The market is embracing inclusivity by offering products tailored to diverse hair types and textures, reflecting North America’s multicultural population. Brands are developing specialized perms and relaxants for curly, coily, and wavy hair, particularly targeting African American and Hispanic consumers. For example, Mizani’s relaxer line caters specifically to textured hair, gaining popularity in the U.S. This trend is supported by cultural shifts toward celebrating natural hair, encouraging brands to innovate for broader appeal. In Canada, multicultural communities drive demand for such products, fostering market growth.

 North America Perms and Relaxants Industry Segmentation:

The report has segmented the market into the following categories:

Product Type Insights:

• Perms
• Relaxants

Distribution Channel Insights:

• Supermarkets/Hypermarkets
• Convenience Stores
• Specialist Retailers
• Online Stores
• Others

Country Insights:

• United States
• Canada

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Future Outlook

The North America perms and relaxants market is poised for steady growth through 2033, driven by evolving consumer preferences and technological advancements. Continued demand for personalized, low-maintenance hairstyles will fuel innovation in safer, natural formulations, with brands like L’Oréal and Procter & Gamble leading the charge. The expansion of e-commerce and social media marketing will enhance product accessibility, particularly for at-home kits, while inclusivity efforts will broaden the consumer base. However, challenges like regulatory restrictions and competition from natural hair care alternatives may require strategic adaptation. By prioritizing sustainability and consumer education, the market is set to thrive in a dynamic beauty landscape.

Research Methodology:

The report employs a comprehensive research methodology, combining primary and secondary data sources to validate findings. It includes market assessments, surveys, expert opinions, and data triangulation techniques to ensure accuracy and reliability.

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IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provide a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

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