Henkel Consumer Brands, a division of Henkel Group, highlighted its strengthened commitment to the Chinese market at the just-concluded China International Import Expo in Shanghai, and showcased several new hair care products and innovations that underline its strategy of "specialization, premiumization and localization".

Zhong Jingwei, vice-president of Henkel Consumer Brands, Greater China, said: "As a foreign-invested enterprise deeply rooted in China, we truly feel the limitless opportunities in this vibrant market. The CIIE is a key platform for us to showcase innovation and fulfill our commitment to the Chinese market."

At this year's expo, Henkel Consumer Brands' booth spotlighted the company's growing lineup of hair care, laundry and home cleaning products, reflecting its evolving strategy in the country's rapidly upgrading consumer market. Its Consumer Brands business unit presented six major brands — Schwarzkopf, Shiseido Professional, Vidal Sassoon, Syoss, Persil and Bref.

According to market intelligence and research agency Mintel Group, the hair care product market in China grew by 3.5 percent year-on-year in 2024. As an essential category, it continues to show positive growth. Over the next four years, Mintel forecasts an average compound annual growth rate of 2.4 percent for this market, reaching 79.8 billion yuan ($11.2 billion) by 2029.

Among the highlights was the debut of a hair spray product called "Wonder Shield" from Sublimic under Shiseido Professional, which will officially launch in the first quarter of 2026 across professional salons, retail and e-commerce channels in the Chinese market. The product aims to protect hair from environmental stress while meeting rising demand for salon-quality care among Chinese consumers.

The company also unveiled Vidal Sassoon's hair oil, the first new product launched since the company's acquisition of the Vidal Sassoon business in China in 2024.Designed to balance reparative power with a lightweight texture, the product caters to diverse hair care needs and is manufactured at Henkel's Taicang plant in Jiangsu province.

The plant, which underwent a major upgrade in March following the acquisition, represents a key step in the company's effort to strengthen local production capacity, enhance supply chain flexibility and respond faster to local market changes.

Henkel Consumer Brands has accelerated its presence in China through a series of strategic moves in recent years. In 2022, it acquired Shiseido's professional hair business in the Asia-Pacific region, deepening its capabilities in the professional salon segment.

At the same time, the company has stepped up local innovation. In 2024, Henkel invested 100 million yuan to establish its Asia research and development center in Shanghai's Yangpu district. The center focuses on agile product innovation and consumer insight-driven development tailored to Chinese preferences.

"Through localized innovation, investment, and partnerships, we will continue to advance our 'In China, For China' strategy and contribute to mutual empowerment for consumers and the industry alike," Zhong said.