French cosmetics brand Yves Rocher is expanding its expertise in plant-based skincare to the fast-growing hair care market. With a strong focus on product innovation and customer experience, the company aims to double its market share in France—from 2.9% to 5%—by next year. The move is part of a broader strategy to position hair care as a key growth area by 2026.
“This market is expected to grow by 7.5% annually over the next five years,” said Céline Damour, Global Brand Director at Yves Rocher. “As a beauty leader in France, we have a responsibility to lead this growth. We plan to leverage our 65 years of experience in dermobotany to do so.”
Skincare Principles Meet Hair Care
Damour emphasized a new industry trend known as “skinification,” where consumers apply skincare principles to their hair routines. “Scalp is the new face,” she explained. “Just like with skincare, people now want products that treat the scalp, which is the foundation of healthy hair.”
One example is Yves Rocher’s Balance Scalp Serum, launched in March. Designed for all hair types, the product helps soothe the scalp and restore balance. It contains 96% natural-origin ingredients and took nine years of research to develop. The serum is certified with a “B” rating on the Green Impact Index, which measures environmental and social responsibility.
A Growing Product Range
The company already offers 38 hair care products and plans to launch seven more in 2025. These include a new nourishing line and updated expert collections beginning in 2026.
Yves Rocher’s fully integrated business model gives it a unique advantage. The brand controls the entire process—from growing plants in its La Gacilly botanical gardens to manufacturing in its own labs and selling in its own stores. “This helps us stay close to our customers and understand what they want,” said Damour.
Better In-Store Experience and Digital Expansion
To improve customer experience, Yves Rocher is training its store teams on scalp and hair care. It’s also introducing digital tools for in-store and online hair diagnostics. Beauty advisors will soon use new devices to analyze hair and scalp health and recommend suitable products.
The brand is also investing in content creation across social media and retail locations to educate consumers and highlight the benefits of its products.
In 2024, Yves Rocher expanded its e-commerce platform by launching a marketplace that features partner brands aligned with its natural beauty values. This includes items like food supplements and application tools that support the use of Yves Rocher products.
Global Rollout
Yves Rocher’s hair care push isn’t limited to France. The company plans to accelerate product development and launches across more than 90 countries. Growth markets include Southeast Asia and Turkey, where hair care already makes up 20% of local sales.
“These markets are highly knowledgeable and demand effective active ingredients,” said Damour. “Our mission is to make natural, effective beauty products accessible to as many people as possible.”
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