Yves Rocher banks on hair care to speed up growth

The French cosmetics giant now applies its long-standing expertise in plant-based ingredients to the hair care segment. Driven by an ambitious strategy focused on product innovation and in-store experience, the brand aims to ride the wave of skinification in this category, which it considers a growth pillar for 2026. We met Céline Damour, the Global Brand Director.

The hair care market is in full swing and is now transforming, driven by new skincare expectations. In France, in this segment, Yves Rocher currently claims 2.9% of market shares, and the company aims to reach 5% as soon as next year.

"This market will keep growing at +7.5% in the five years to come, according to Euromonitor. As a beauty leader in France, we have a role to play in these dynamics. We aim to almost double our market shares by capitalising on our dermobotanical expertise," says Céline Damour.

'Scalp is the new face'

The brand's plant-inspired expertise has been unique on the skincare market for 65 years.

"Our formulas offer an effective, natural, more responsible answer, and we no longer need to prove our legitimacy in France when it comes to face care, so we are going to apply that to hair care. Just as they do on their skins, consumers now seek scalp care products, which have become an essential part of their hair care routine. We believe that scalp is the new face. It all starts from the roots; the scalp is the starting point of healthy hair," she adds.

As an example, the brand's Balance Scalp Serum launched last March is meant to balance the scalp and reduce feelings of discomfort. This universal product adapted to all concerns is to be applied before the shampoo, as a treatment or for maintenance. It is composed of 96% organic-certified ingredients of natural origin.

"This innovation results from nine years of research and two patents. It is rated B in the Green Impact Index, an environmental and social display tool developed in partnership with a consortium of 24 committed brands, including Yves Rocher. It is a real source of pride perfectly in line with our values, our commitments, and our hair care approach focused on innovation and naturalness," emphasizes Damour.

As a complement to the 38 current items in the company's hair care range, seven launches are scheduled this year, including a nourishing range, as well as the relaunch of expert ranges, starting from 2026.

Boosting the hair care experience

To Damour, the brand's assets also include its integrated model, i.e. the fact that Yves Rocher controls the whole value chain, "from plant to skin": "From our fields and botanical garden at La Gacilly to formulation in our own laboratories and distribution through our network of points of sale, we ensure we keep as close as possible to our customers and their expectations," she explains.

The hair care acceleration plan integrates strengthened support for the teams in stores, with new training modules focused on hair and scalp knowledge, as well as on the new offering. They are completed with a diagnosis that will soon be available online and in physical stores.

"Our beauty advisors already provide advice and diagnosis in stores, but we are going to enhance that with tools for analysing the hair fibre and scalp. We also plan to create a lot of content on social media and in stores to immerse our customers in our products' world," adds Damour.

As for digital technologies, the brand is completing the e-shop's offering with its marketplace launched in 2024, which hosts complementary 'friend brands'.

"This platform makes it possible to display a comprehensive beauty offering by hosting partner brands selected for their compatibility with our world. For example, we offer food supplements and application accessories to enhance the efficacy of our own products."

Global strategy

This hair care acceleration applies to all the markets in which the Yves Rocher brand is present, which represents over 90 countries.

"Our trying to accelerate hair care product innovation and roll-out is also designed to support our more global challenges. We have been expanding in strategic markets, including South-East Asia. In Turkey, hair care already accounts for a larger share of sales, representing 20% of our total. These markets of experts are extremely knowledgeable when it comes to active ingredients," claims Damour.

"Yves Rocher's major strength lies in being able to make this beauty natural and effective for as many people as possible," she concludes.

From : Premium Beauty