头发护理行业电商消费趋势分析报告

DATASPECIALITYREVIEWBENCHMARKING2025年头发护理电商消费趋势头发护理头发护理产品是指专门用于清洁、滋养、修护、造型或改善头发及头皮健康状态的各类日化产品，其核心功能是通过特定成分和使用方式，维持或提升头发的生理状态、外观质感及头皮的健康平衡。从功能上看，头发护理产品可大致分为基础清洁类（如洗发水）、滋养修护类（如护发素、发膜、精油）、造型修饰类（如发蜡、发胶、定型喷雾）以及针对特殊问题的护理类（如去屑洗发水、防脱精华、染后护色产品等），不同类型产品通过成分搭配（如表面活性剂、营养成分、活性物质等）实现其特定功效。头发头发护理1、洗发水2、洗护套装3、染发膏4、护发素5、护发精油6、发膜……电商平台：抖音占据半壁江山头发护理电商市场规模仍在稳健增长，整体同比增长15.1%。天猫和京东销售额下滑，两个平台的市场份额被抖音抢占，特别是淘宝从2022年的52.6%下滑至35.2%。抖音平台销售额增长迅猛，销售额达244.8亿，较2022年同比增长151%，市占率达51.8%，占据头发护理市场的半壁江山。头发护理-近3年电商销售额头发护理-近3年电商平台份额占比500.00亿450.00亿400.00亿350.00亿300.00亿250.00亿200.00亿150.00亿100.00亿50.00亿100%90%80%70%60%50%40%30%20%10%0%+83.1%-2.6%+37.3%28.3%43.5%51.8%244.83亿178.37亿19.1%97.42亿65.72亿-4.6%-0.9%15.6%40.9%12.9%35.2%2024年64.04亿167.99亿2023年61.10亿166.49亿2024年-7.2%52.6%181.05亿0.00亿2022年2022年2023年天猫

京东

抖音天猫

京东

抖音数据：知行数据库，2022年-2024年淘宝：各品类机会和增长点头发护理2024年淘宝渠道整体下滑-0.9%。洗发水作为销售额达66.28亿的第一品类，24年同比增长8.7%；洗护套装、染发膏品类以超十亿体量出现双位数下滑，此外，护发精油、发膜、护发素、头发定型品类小幅增长。淘宝-细分品类机会四象限三级品类洗发水2024销售额66.28亿30.46亿14.89亿14.39亿12.82亿9.21亿增长率8.7%140.0%120.0%100.0%80.0%60.0%40.0%20.0%0.0%洗护套装染发膏-16.5%-12.6%4.8%明星增长品类其他洗护102.7%护发精油发膜7.0%护发素6.0%头发定型头皮护理免洗喷雾烫发水7.63亿6.3%发膜7.0%头发定型6.3%6.95亿-9.7%-7.9%-25.1%102.7%13.1%-15.1%发际线粉13.1%免洗喷雾

6.0%-7.9%头皮护理漂发剂-15.1%烫发水洗发水8.7%护发素护发精油4.8%3.19亿染发膏-12.6%-9.7%洗护套装-16.5%0.45亿-20.0%-40.0%-60.0%-25.1%其他洗护发际线粉漂发剂0.09亿放缓0.08亿-20.00亿-10.00亿0.00亿10.00亿20.00亿30.00亿40.00亿50.00亿60.00亿70.00亿80.00亿0.07亿数据维度：销售额&增长率|2024年，同比京东：各品类机会和增长点头发护理2024年京东渠道整体下滑-4.6%，洗发水品类销售额33.11亿，占京东平台整个头发护理品类销售额的54%，同比增长3.2%；其余品类除发膜外均出现小幅下滑趋势。京东-细分品类机会四象限三级品类洗发水2024销售额33.11亿6.24亿增长率3.2%20.0%10.0%0.0%明星增长品类染发膏-10.5%-26.8%-11.2%-4.2%发膜9.7%洗发水3.2%洗护套装护发素5.89亿头发定型-4.2%4.64亿免洗喷雾-9.6%护发精油-8.0%染发膏-10.5%-10.0%-20.0%-30.0%-40.0%-50.0%头发定型护发精油发膜3.42亿其他洗护护发素-11.2%-10.3%

头皮护理-11.3%3.33亿-8.0%2.76亿9.7%洗护套装-26.8%头皮护理其他洗护烫发水0.91亿-11.3%-10.3%-38.7%-9.6%烫发水-38.7%0.57亿放缓0.19亿-10.00亿-5.00亿0.00亿5.00亿10.00亿15.00亿20.00亿25.00亿30.00亿35.00亿40.00亿免洗喷雾0.05亿数据维度：销售额&增长率|2024年，同比抖音：各品类机会和增长点头发护理2024抖音渠道整体增长37.3%，TOP5品类均超过十亿销售额，品类TOP1洗发水销售额达到87.36亿，同比增长47.2%；所有三级品类除其他护发、头皮预洗品类均实现双位数快速增长。三级品类洗发水2024销售额87.36亿50.44亿41.55亿27.71亿11.40亿9.90亿增长率47.2%29.2%17.1%63.8%38.1%40.8%103.6%-28.9%41.0%抖音-细分品类机会四象限900.0%800.0%700.0%600.0%500.0%400.0%300.0%200.0%100.0%0.0%洗护套装染发产品护发素/发膜摩丝/啫喱/头发造型护发精油弹力素722.1%明星增长品类头皮护理8.56亿蓬蓬粉/干洗喷雾/头发纤维粉498.1%其它护发4.76亿美发笔429.2%定型喷雾1.04亿蓬蓬粉/干洗喷雾/头发纤维粉0.75亿498.1%发膜290.8%弹力素补发笔/发际线粉其他美发工具免洗洗发水/喷雾美发笔0.34亿0.30亿0.20亿0.20亿0.18亿0.12亿0.01亿0.01亿0.00亿0.00亿0.00亿722.1%85.1%47.3%88.4%429.2%290.8%222.9%73.3%33.8%-76.6%89.9%头皮磨砂膏222.9%头皮清洁73.3%彩染

头皮护理89.9%

103.6%补发笔/发际线粉护发素/发膜63.8%护发精油40.8%85.1%洗发水47.2%定型喷雾免洗洗发水/喷雾88.4%

其他美发工具洗护套装29.2%染发产品17.1%41.0%摩丝/啫喱/头发造型47.3%固色洗发水33.8%38.1%其它护发-28.9%发膜-100.0%-200.0%-300.0%头皮预洗头皮磨砂膏头皮清洁-76.6%放缓固色洗发水头皮预洗-20.00亿0.00亿20.00亿40.00亿60.00亿80.00亿100.00亿120.00亿彩染数据维度：销售额&增长率|2024年，同比头发护理品类品牌排名排名1品牌名卡诗Kerastase2024年销售额15.36亿12.03亿10.42亿6.45亿增速-1.4%11.2%-3.8%-11.7%-16.3%14.7%-27.0%37.3%13.3%-25.9%20.8%-7.9%7.1%排名1品牌名潘婷Pantene海飞丝Head&shoulders卡诗Kerastase欧莱雅L'oreal施华蔻Schwarzkopf沙宣Vs2024年销售额5.92亿5.57亿4.78亿4.75亿3.97亿3.12亿1.92亿1.29亿1.24亿1.21亿1.12亿0.91亿0.86亿0.81亿0.81亿0.71亿0.68亿0.58亿0.57亿0.56亿0.53亿0.52亿0.52亿0.52亿0.50亿0.46亿0.45亿0.42亿0.41亿0.38亿增速-1.2%-8.1%-2.8%8.9%排名1品牌名8+minutes2024年销售额8.08亿7.64亿6.54亿6.51亿6.45亿6.29亿6.17亿5.40亿4.47亿4.06亿3.82亿3.44亿3.23亿3.07亿2.83亿2.70亿2.65亿2.57亿2.55亿2.52亿2.51亿2.41亿2.35亿2.19亿2.17亿2.12亿增速889.4%3469.7%-3.4%2潘婷Pantene22赫系3欧莱雅L'oreal33GOTDYA/高缇雅GURANTANG固然堂植华士4施华蔻Schwarzkopf海飞丝Head&shoulders蜂花Bee&flower芬浓Fino44570.3%-9.2%55.63亿5-14.7%9.0%563.76亿66KERASTASE/卡诗-/侗染84.7%25.6%59.6%39.8%24.9%-42.8%0.6%73.10亿7蜂花Bee&flower吕Ryo54.4%-4.1%9.9%78欧莱雅专业美发L'orealPro诗裴丝Spes3.08亿88head&shoulders/海飞丝PANTENE/潘婷L'OREAL/欧莱雅KONO92.95亿9阿道夫Adolph滋源Seeyoung清扬Clear91011121314沙宣Vs2.86亿1011121314151617181920212232.7%-0.8%-13.3%39.8%-6.5%22.5%118.9%131.2%13.8%12.8%15.7%-33.4%-26.7%41.3%28.4%-0.4%-20.0%-3.8%-40.2%-16.3%-18.3%1011121314151617181920212223242526韩方五谷FiveCereal's滋源Seeyoung馥绿德雅ReneFurtererOff&Relax2.67亿2.42亿芬浓Finospes/诗裴丝BEE&FLOWER/蜂花OKCS2.07亿馥绿德雅ReneFurterer飘柔Rejoice-1.5%1.95亿71.2%1735.9%2786.9%197.6%198.2%17.7%76.6%162.8%30.1%60.4%189.2%-26.4%1.1%15沫芮Murrayle1.95亿0.6%发之食谱HairRecipe薇姿Vichy白云山161718192021222324252627282930吕Ryo清扬Clear1.70亿1.63亿1.63亿1.62亿1.50亿1.50亿1.38亿1.30亿1.14亿1.14亿1.10亿1.04亿1.02亿1.01亿0.98亿-32.6%1.3%RENEFURTERER/馥绿德雅彩夕理然Makeessense诗裴丝Spes阿道夫Adolph薇姿Vichy发之食谱HairRecipe且初Kimtrue飘柔Rejoice多芬Dove-9.1%Roye/若也力士Lux90.4%-14.7%-5.4%龙哥说美源Bigen长发小寨惠润SuperMildSelsunSchwarzkopf/施华蔻ADOLPH/阿道夫YANGYUANQING/养元青TIANSHU/天淑CLEAR/清扬-35.1%-20.5%-5.0%23

欧莱雅专业美发L'orealPro力士Lux24252627282930维特丝欧舒丹L'occitaneKONOKONO-28.8%-23.9%81.1%24.4%104.1%89.7%Selsun墨雪11.0%艾凡达Aveda资生堂专业美发Ehd多芬Dove27282930MAKEESSENSE/理然GELASIGE/歌拉丝歌FLWB/韩愢2.11亿2.10亿2.06亿2.00亿262.2%467.7%-13.8%19.8%北京同仁堂忆丝芸Eisansun资生堂专业美发若也RoyeBABI天猫-头发护理-细分品类品牌排名洗发水洗护套装染发膏排名品牌名2024年销售额增速排名1品牌名2024年销售额41905.0万25234.2万14015.2万11423.3万11371.4万10877.3万8167.1万7472.9万7033.8万6808.6万6451.6万6211.7万5972.5万增速排名1品牌名2024年销售额28281.6万16613.1万7807.9万5139.8万4993.0万4716.6万3962.0万3799.6万3428.6万3149.4万2937.6万2891.4万2534.5万2401.8万2394.0万1953.8万1937.3万1815.0万1802.5万1659.1万1518.9万1423.0万1421.2万1326.6万1307.3万1160.9万1110.2万1100.0万1099.3万1034.7万增速-11.2%-5.5%1卡诗Kerastase71534.4万10.6%欧莱雅L'oreal潘婷Pantene施华蔻Schwarzkopf滋源Seeyoung沙宣Vs-9.1%施华蔻Schwarzkopf欧莱雅L'oreal三橡树Les3ChenesOKCS23海飞丝潘婷Pantene欧莱雅L'oreal蜂花Bee&flower清扬Clear54837.0万23113.1万17254.2万17172.2万15472.6万15330.6万12247.9万11534.1万11289.9万10980.5万-14.1%10.2%21.7%63.5%8.6%2-10.9%-13.4%-24.8%-25.8%-30.7%-30.9%-40.9%-6.2%233-18.3%3443.4%-31.1%-48.6%-23.5%-16.3%-20.5%-23.5%146.3%39.4%444555花王Kao6卡诗Kerastase吕Ryo66韩方五谷FiveCereal's美源Bigen韩金靓77薇姿Vichy83.8%-28.0%13.4%-17.6%70.4%78发之食谱HairRecipe蜂花Bee&flower阿道夫AdolphKONO8沙宣Vs899滋源Seeyoung沫芮Murrayle9韩愢10111213-30.8%-33.0%20.8%-42.3%10101112131415161718192021222324252627282930美源Hoyu翘宠11

韩方五谷FiveCereal's馥绿德雅Rene诗裴丝Spes芬浓Fino12131410913.6万10634.3万10291.1万12.1%8.2%忆丝芸Eisansun爱茉莉Amorepacific圣迪卡洛St.dicarlo章华Savol宣若Furterer施华蔻Schwarzkopf欧莱雅专业美发L'orealPro-40.1%-31.5%-16.4%-29.5%-14.1%587.5%728.9%-50.6%-18.4%612.7%2682.1%254.5%-11.8%-45.8%-12.8%-3.2%欧莱雅专业美发L'orealPro145210.7万-16.3%56.1%15161718192021222324多芬Dove5065.7万4944.9万3728.6万3653.3万3357.5万2961.2万2890.5万2829.3万2757.8万2756.6万2716.7万2524.3万2326.8万2313.9万-24.6%-15161718192021222324252627282930飘柔RejoiceEhd9892.9万9756.6万9658.7万9148.2万8662.4万8046.2万7515.4万7303.4万6715.5万6090.3万5860.1万5279.9万5211.1万4923.0万4917.7万4805.3万-36.6%102.8%-18.7%42.0%45.9%-32.9%29.9%50.6%0.3%弹动8+minutes自然堂Chando力士Lux-17.7%-14.2%98.0%-26.6%19.2%27.6%27.9%59.7%101.8%-4.7%329.0%-28.6%利尻昆布Selsun沫芮Murrayle三个魔发匠克米拉Kelemilla乐力Off&Relax资生堂专业美发吕Ryo欧舒丹L'occitane澳丝Aussie若也Roye阿道夫Adolph发之食谱HairRecipe力士Lux三生花佐奥Off&Relax浅香出众美源坊Merryful珍草堂赛逸Sheveu霸王Bawang欧舒丹L'occitane芬浓Fino167.3%-9.2%25

韩方五谷FiveCereal's262728舒蕾润丝丹33.0%-34.3%169.4%-22.6%149.1%沫芮Murrayle飘柔Rejoice馥绿德雅ReneFurterer泊紫汀兰Pozitilan昌义生态浅香29302138.9万2052.9万-1.3%34.6%KONO植华士-诗裴丝Spes舒霖慕伦雅集Nougat442.9%天猫-头发护理-细分品类品牌排名护发精油发膜护发素排名1品牌名2024年销售额49602.5万18626.9万12989.8万11825.6万9456.4万5216.8万2017.3万1622.0万1607.1万1339.9万1047.6万增速排名1品牌名芬浓Fino2024年销售额增速-17.5%0.6%排名1品牌名潘婷Pantene蜂花Bee&flower卡诗Kerastase芬浓Fino2024年销售额增速8.5%卡诗Kerastase-1.4%17984.7万17187.7万42227.3万11344.1万4813.9万1775.0万1562.9万1556.6万1284.5万1149.4万968.3万2欧莱雅L'oreal-9.1%2潘婷Pantene欧莱雅专业美发L'orealPro2-12.8%139.7%-23.8%153.4%-4.1%-18.4%-19.1%9.6%3且初Kimtrue-8.3%3312839.6万79.5%4潘婷Pantene313.8%7.5%445卡诗KerastaseGotukola9283.3万5968.3万5865.3万4594.9万3193.6万2740.8万2188.3万2179.4万1870.2万1735.1万1703.9万1410.1万1348.0万1292.2万1227.8万1219.5万1003.5万980.3万-1.7%67.8%26.6%23.2%-17.8%5.0%5摩洛哥油Moroccanoil施华蔻Schwarzkopf菲诗蔻FiccecodeOff&Relax5韩方五谷FiveCereal's沙宣Vs6-32.2%-0.1%66欧莱雅L'oreal资生堂-丝蓓绮Tsubaki多芬Dove77飘柔Rejoice多芬Dove78766.9%193.7%-31.1%-28.7%889混合故事Storymix爱茉莉Amorepacific9欧莱雅L'oreal舒蕾9hango10101112905.1万16.4%-26.8%8.9%101112131415Befe71.4%48.4%5.0%11

韩方五谷FiveCereal's欧莱雅专业美发L'oreal施华蔻Schwarzkopf762.1万Off&Relax蜂花Bee&flower若也Roye资生堂专业美发馥绿德雅ReneFurterer749.2万12946.5万-11.4%Pro164.2%2118.4%10.2%60.7%-29.2%14.2%-20.5%52.0%14.6%-27.6%13.1%13557.4万288.3%131415161718192021222324252627282930若也Roye942.2万883.4万838.3万701.9万684.3万606.3万520.2万487.2万386.2万385.6万379.5万345.3万329.7万328.2万309.9万283.4万273.3万255.7万76.7%-12.7%-固然堂阿道夫Adolph欧橘Orginese洛黛诗L'uodais力士Lux1415161718192021222324252627282930沫芮Murrayle485.3万450.1万444.1万413.6万380.0万321.3万241.0万232.3万216.8万200.7万196.6万166.1万165.0万164.8万136.9万124.6万112.9万164.5%NaturVitalOlaplex诗裴丝Spes澳宝Opal力士Lux三个魔发匠拉芳446.8%16

韩方五谷FiveCereal's-12.6%-32.7%2061.5%98.3%211.6%469.4%--17181920212223温莎森林Forvil且初Kimtrue施华蔻Schwarzkopf三个魔发匠诗裴丝Spes沙宣Vs-50.7%hango475.3%ManicsNebe-31.5%-滋源Seeyoung威娜Wella萝瑞塔Loretta诗裴丝Spes丽如素惠润SuperMild艾凡达Aveda蜂花-62.3%975.0万73.9%阿道夫Adolph馥绿德雅ReneFurterer942.7万-50.0%--24869.3万-芸萃-288.3%-29.7%71.2%71.9%-YeRentang滋源Seeyoung缮丝源-2526272829拉芳856.5万775.2万670.4万577.7万537.5万487.2万-19.6%4.6%-GrowGorgeous澳丝AussieAemqueenPISSA562.6%ColorLomoYolu----闪钻42.9%11.8%-浅香OlaplexUnove沫芮Murrayle-30.3%30

三森万物SensewoodsEhd天猫-头发护理-细分品类品牌排名头发定型头皮护理免洗喷雾排名1品牌名理然Makeessense施华蔻Schwarzkopf古势2024年销售额7025.3万3976.7万3581.3万2826.5万2608.3万2427.2万增速51.2%-3.6%405.5%-10.3%1.2%排名1品牌名2024年销售额7797.7万增速排名1品牌名2024年销售额16045.8万3226.3万1554.8万981.7万825.6万779.3万556.6万533.3万491.5万487.0万404.5万300.1万121.0万100.7万63.3万增速-6.9%89.7%-4.4%29.5%1656.8%-1.1%-18.2%-66.6%9.7%-50.4%-55.1%-29.0%-艾凡达Aveda卡诗Kerastase馥绿德雅ReneFurterer234.2%-44.7%诗裴丝SpesBefe227529.7万233fujiko36055.6万-17.1%4沫芮Murrayle体吉Tigi4伊风456789Off&Relax康如Klorane康王3772.9万3273.6万2509.8万2392.4万1703.4万1630.2万235.6%86.8%55三谷Triptychoflune韩方五谷FiveCereal's植观6沙宣Vs-25.9%643.4%7韩方五谷FiveCereal's杰威尔Jvr2408.9万2279.8万2272.2万2258.3万2016.6万1835.8万1620.5万1514.5万1459.7万1076.4万974.6万958.3万953.5万904.6万844.1万539.7万534.7万501.7万489.9万485.4万472.7万461.1万443.8万428.4万110.4%37.8%-21.5%81.7%-10.2%39.0%1.3%7GrowGorgeous曼秀雷敦-32.3%-14.5%-69.6%88碧缇丝BatisteFujikoPonpon康如Klorane沫芮Murrayle滋源Seeyoung缤肌Pinkypinky花千娇9欧莱雅L'oreal即山川9密思丝密Foliculo欧莱雅专业美发L'orealPro1011121314151617181920212223242526272829301011121314151617181920101475.1万7.9%美涛MaestroBabi1112131415161718192021多潘Dorpang章光1011160.2万1110.1万954.7万913.9万808.7万748.6万721.9万706.3万674.8万655.6万535.4万479.6万477.7万459.1万457.8万406.7万383.0万369.1万360.9万291.7万586.5%12.4%2404.6%1.4%花王Kao海飞丝杰士派Gatsby塞巴斯汀SebastianKwanYeeGorAkab-0.8%2.8%-ManicsSudtana袋鼠杰克-92.7%-338.6%168.6%-23.1%0.3%Ur45.3万-潘婷Pantene霸王Bawang域发蜗蜗44.4万--24.0%-27.5%-丝蕴SyossHawkins&Brimble玫丽盼Milbon菲灵宝肌植40.5万-Ohbt33.4万-31.6%-84.2%芭淇Boqits欧莱雅L'oreal诗裴丝Spes56.6%-69.7%--57.5%-35.7%880.3%-45.9%-碧素堂26.0万泊紫汀兰Pozitilan莎贝龙SabalonAemqueen六宫粉黛SixpalaceVcaurora22

韩方五谷FiveCereal's-14.8%-25.7%29.2%353.5%-30.6%-2324252627282930柳屋YanagiyaSacellecBeauteChristopheRobinInsre-55.6%78.0%-9.4%-Mkak缮丝源乌蔓海兰植左颜右色-养元青342.6%-21.1%蝶伊清影371.2%瑞丝Re-show天猫-头发护理-细分品类品牌排名烫发水发际线粉排名品牌名2024年销售额622.2万增速214.0%-46.3%-排名品牌名英派仕2024年销售额增速-15.3%-19.8%-123韩方五谷FiveCereal's忆丝芸Eisansun欧橘Orginese123502.7万47.2万43.3万511.4万LA’BONICUniself337.0万美美的天空Thestarchild4148.3万-73.9%5678资生堂Shiseido彩运来126.4万43.9万42.4万30.0万-70.7%---VheBhBn京东-头发护理-细分品类品牌排名洗发水洗护套装染发膏排名品牌名2024年销售额增速排名1品牌名2024年销售额11576.3万7343.4万3165.5万2872.9万2402.3万2212.1万1911.9万1865.3万1183.2万1177.9万1081.6万1034.4万986.3万增速排名1品牌名2024年销售额17012.0万12347.6万5592.5万2927.8万2824.8万2760.6万1660.3万1405.6万1379.3万1378.1万1243.7万794.7万662.8万451.4万425.2万409.3万406.9万392.3万319.5万318.7万296.5万246.8万232.4万231.7万217.7万203.5万191.4万174.1万170.3万166.7万增速-4.0%17.1%15.7%-4.5%24.9%-1.1%16.6%30.5%49.5%-7.2%-47.3%-29.6%-39.5%-28.1%-25.6%-60.4%-64.5%-67.0%-50.7%-潘婷Pantene欧莱雅L'oreal施华蔻Schwarzkopf阿道夫Adolph沙宣Vs-3.6%-31.1%-43.4%-9.8%-45.1%5.0%施华蔻Schwarzkopf欧莱雅L'oreal美源Bigen忆丝芸Eisansun宣若1海飞丝55409.8万-7.8%2223卡诗Kerastase沙宣Vs26911.5万21358.7万17048.4万15288.8万12520.2万9980.4万9978.9万9950.8万9852.0万7956.6万7105.1万6727.1万6160.8万6.2%15.9%31.3%59.1%64.1%-11.9%14.7%3.4%3344潘婷Pantene欧莱雅L'oreal蜂花Bee&flower施华蔻Schwarzkopf清扬Clear45556卡诗Kerastase吕Ryo66章华Savol橡树Les3Chenes利尻昆布纯春堂7-33.0%-19.6%-41.7%-47.0%7.1%78芬浓Fino889惠润SuperMild清扬Clear9吕Ryo9101112131415161718191011121314滋源Seeyoung阿道夫Adolph薇姿Vichy38.6%18.0%118.9%2.2%101112131415161718192021222324252627282930韩愢力士Lux北京同仁堂花王Kao南京同仁堂润丝丹欧舒丹L'occitane多芬Dove13.9%-7.4%23.4%-23.3%28.4%2.2%飘柔Rejoice发之食谱HairRecipe馥绿德雅ReneFurterer发之食谱HairRecipe水之密语Aquair养元青931.7万32.1%836.6万155597.5万28.6%787.5万珍草堂161718192021222324Selsun5212.9万3834.5万3796.3万3698.4万3506.4万2934.4万2899.6万2711.8万2686.3万-26.4%15.8%蜂花Bee&flower维特丝750.9万靓逸力士Lux711.3万-6.1%-40.3%韩玫魅KONO-6.7%滋源Seeyoung馥绿德雅ReneFurterer634.4万泡泡出彩韩金靓惠润SuperMild欧舒丹L'occitane北京同仁堂-30.6%-4.0%20622.0万105.6%OKCS-35.8%-4.2%21222324252627霸王Bawang诗裴丝SpesKONO603.3万528.3万515.5万474.8万466.8万445.2万433.0万-41.6%23.0%汉芳萃HanfangcuiSANOTINT恺岚朵-29.0%-5.1%-75.8%-31.6%-38.3%-48.1%55.7%61.3%205.4%-59.8%霸王Bawang资生堂专业美发赛逸Sheveu欧莱雅专业美发L'orealPro-18.4%1683.6%-57.9%11.4%浅香绿宸和风雨102.9%-42.1%-30.6%252674.9万49.0%三井Tri-wellKg欧芭Oba2627282930采乐2578.4万2555.2万2377.1万2275.6万2220.5万35.7%3.7%自然堂Chando欧莱雅专业美发L'orealProHerbatintDoup若也Roye28365.8万11.1%多芬Dove-8.6%47.5%2.7%养元青2930舒蕾340.7万268.4万-19.2%-33.7%植华士芬浓Fino飘柔Rejoice世仲堂京东-头发护理-细分品类品牌排名护发素头发定型护发精油排名1品牌名潘婷Pantene蜂花Bee&flower沙宣Vs2024年销售额20222.5万5270.4万2070.2万1907.4万1672.0万1298.2万1055.4万903.4万828.5万745.2万709.6万586.8万573.3万543.8万531.3万452.8万313.5万300.3万259.1万225.3万205.2万190.2万167.0万166.9万增速-18.1%38.6%19.3%21.0%-28.7%-10.7%-38.1%-8.8%6.8%排名1品牌名2024年销售额6697.4万4216.6万3792.6万2893.8万2692.1万2391.3万940.7万888.2万840.1万680.0万567.9万468.5万465.8万432.8万372.3万356.9万337.8万334.7万301.3万234.1万228.5万217.7万208.4万194.4万194.3万153.9万134.2万133.6万108.1万90.8万增速排名1品牌名2024年销售额12201.5万6091.6万5050.4万2709.7万1257.5万793.6万增速-11.1%5.0%理然Makeessense施华蔻Schwarzkopf杰威尔Jvr136.6%-14.8%56.7%-19.8%-6.1%卡诗Kerastase欧莱雅L'oreal潘婷Pantene22233-15.9%-21.9%17.2%-29.1%80.7%48.8%103.5%24.8%949.3%81.7%-34欧莱雅L'oreal卡诗Kerastase施华蔻Schwarzkopf飘柔Rejoice芬浓Fino4施华蔻Schwarzkopf摩洛哥油Moroccanoil且初Kimtrue4沙宣Vs555维特丝666欧莱雅L'oreal杰士派Gatsby美涛Maestro即山川-23.6%1.8%77阿道夫Adolph力士Lux367.0万788277.7万8-37.1%-19.0%-39.9%-54.0%73.5%-42.6%430.5%15.0%-37.2%-9阿道夫Adolph发之食谱HairRecipe滋源Seeyoung多芬Dove9魔香Mchoix236.5万91011121314151617181.2%10111213魅尚萱MiseEnSceneManics226.5万10111213丝蕴Syoss36.5%0.4%218.3万尊蓝PrimeBlueTigiSudtana188.5万吕Ryo2.0%Off&Relax178.1万莎贝龙Sabalon资生堂专业美发力士Lux-3.8%-7.6%-29.7%-25.1%-71.0%-9.9%-16.0%-20.6%145.0%28.3%164.5%14

韩方五谷FiveCereal's欧莱雅专业美发L'oreal168.8万631.3%14

韩方五谷FiveCereal's15165.0万45.9%惠润SuperMild欧舒丹L'occitane澳丝Aussie15161718192021222324252627282930玫丽盼Milbon菲灵Pro若也Roye161718192021222324252627162.3万144.5万137.8万88.7万76.2万57.3万57.1万50.5万47.8万45.1万43.9万42.3万-45.7%3476.8%78.5%651.7%508.0%-78.9%-80.2%-9.0%左颜右色蜂花Bee&flower芬浓Fino19

资生堂-丝蓓绮Tsubaki魔香Mchoix京东京造78.9%-16.0%-30.8%-62.5%65.8%-11.2%-68.9%50.9%-50.3%6.9%2021222324水之密语Aquair浅香欧舒丹L'occitane玫丽盼Milbon菲诗蔻Ficcecode澳丝Aussie萝瑞塔Loretta乐霂Stockwell三生花资生堂专业美发伊风EswindBabi魔香MchoixKONO馥绿德雅ReneFurterer733.3%91.6%-25161.2万-31.5%塞巴斯汀SebastianHawkins&Brimble富志可维特丝2627舒蕾116.2万112.3万-23.8%11.3%FanBeautyDiaryNebe京东京造583.8%花王Kao海飞丝半亩花田LittleDreamGarden28112.3万-46.0%2836.6万-Head&shoulders赛逸Sheveu花王KaoSuavecito-67.6%-12.7%8.0%2930110.0万96.8万-植观2930欧莱德O'right倩滋35.5万35.4万-0.7%FujikoPonpon175.7%京东-头发护理-细分品类品牌排名发膜头皮护理烫发水排名1234品牌名潘婷Pantene芬浓Fino卡诗Kerastase沙宣Vs2024年销售额5310.8万4006.7万2596.5万2475.2万1794.8万增速24.7%-19.5%-9.7%419.3%24.8%排名品牌名2024年销售额增速排名1品牌名2024年销售额1025.8万182.1万92.9万92.2万36.7万26.1万23.4万23.4万12.9万11.0万8.4万增速-32.8%-1卡诗Kerastase馥绿德雅ReneFurterer2177.4万-17.6%忆丝芸Eisansun茵倩222007.8万71.6%3资生堂Shiseido欧莱雅L'oreal威尔仕17.6%-80.5%-86.1%-83.0%126.5%-345678章光101507.0万496.9万262.4万251.6万229.7万224.0万-32.7%-12.1%-46.7%-24.8%-41.5%1.2%45欧莱雅L'oreal欧莱雅专业美发L'orealPro施华蔻Schwarzkopf滋源Seeyoung温莎森林Forvil域发5熊教授61766.5万58.1%6施华蔻SchwarzkopfBeai五十惠7789981.8万952.7万731.9万572.0万562.8万544.4万407.4万328.0万314.0万284.8万230.4万226.5万216.2万199.3万172.4万-26.0%105.2%173.5%-39.4%91.4%欧莱雅L'oreal霸王Bawang欧莱雅专业美发L'orealPro8南京同仁堂Moeta9126.1%71.0%-9219.5万-26.8%10

资生堂-丝蓓绮Tsubaki10

韩方五谷FiveCereal's11121314151617181920蜂花Bee&flower多芬Dove101112131415161718192021222324252627282930养元青205.6万155.1万120.6万108.6万90.4万86.5万76.5万69.8万62.4万61.1万49.0万38.8万36.6万35.0万34.2万27.2万25.2万20.3万19.2万17.4万14.9万89.6%-16.3%226.4%-65.3%1506.8%-68.4%63.0%188.6%-111213Huihoo澳亿28.6%康如KloraneSUMDOYGrowGorgeous康王4.9万-Gotukola若也Roye-27.4%-11.7%33.9%-24.6%-32.8%-38.7%101.4%-21.1%222.5%柏大2.7万-阿道夫Adolph吕Ryo三个魔发匠发之食谱HairRecipe拉芳秘造InsreSkisgem采乐诗裴丝Spes修正-84.1%-81.3%-21

韩方五谷FiveCereal's馥绿德雅Rene自然堂ChandoKoshine22124.3万112.7万-Furterer资生堂专业美发ShiseidoProfessional且初Kimtrue儒意KingVenusHi-hipertin希思黎Sisley柳屋Yanagiya资生堂专业美发欧舒丹L'occitane瑶品-23154.6%-238.7%-78.4%10.9%-24252627282930105.7万104.6万100.1万99.2万82.2万78.5万76.5万-52.4%1773.8%--76.3%1686.0%-76.9%413.9%Ohbt佳诗尼K'aasene飘柔RejoiceKONO-缮丝源-魔香MchoixREVITALASH-抖音-头发护理-细分品类品牌排名洗发水洗护套装染发产品排名1品牌名head&shoulders/海飞丝KERASTASE/卡诗白云山2024年销售额53532.2万35879.4万27151.9万22958.0万20042.2万19937.0万19810.4万18479.8万16742.1万15769.0万12951.6万11888.1万11580.6万11371.8万11048.5万10008.5万9650.8万9551.6万9225.9万8544.3万8477.5万8251.0万8098.2万8054.4万7840.3万7314.0万7165.2万7155.6万6765.5万6728.5万增速58.7%114.7%2685.1%14.1%5.1%排名1品牌名2024年销售额增速排名1品牌名2024年销售额64482.5万61512.3万30835.3万26538.3万20229.1万14901.2万14187.9万12974.2万12518.3万10271.2万8341.8万8118.2万7213.7万6903.5万6263.3万4975.8万4456.4万3700.5万3574.6万3436.7万3037.4万2508.5万2448.7万2316.2万2044.2万1896.1万1848.3万1837.4万1644.0万1567.2万增速-9.2%8+minutes赫系80386.2万904.5%植华士-/侗染2274315.5万

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