Global Sustainable Vegan Keratin Market Size, Share, Growth & Trends Analysis Report By Product Type (Shampoos and Conditioners, Hair Serums, Hair Masks, Styling Gels), By Distribution Channel (Online Retail, Specialty Beauty Stores, Supermarkets and Hypermarkets, Salon & Spa Retail), By Application (Hair Treatment Salons, Home Care, Professional Styling Services, Hair Repair Clinics), By Region & Segment Forecasts, 2025-2030

Current Market Trends

Surge in biotech-derived vegan keratin

Biotech innovation is transforming the vegan keratin landscape as consumer demand grows for sustainable, cruelty-free haircare with salon-level results. Beauty brands are embracing lab-engineered, non-animal proteins that mimic the performance of traditional keratin. These clean label solutions align with evolving regulatory and ethical preferences.

• In July 2025, Croda International Plc launched KeraBio K31, an INCI registered, biotech-derived vegan keratin offering animal-free, salon-grade hair repair. Croda describes it as a “bond-building, biomimetic keratin alternative” that supports damage repair and cuticle alignment.

This trend signals a growing market shift toward lab-developed proteins as the new standard in ethical haircare.

Growing product launches by vegan beauty brands

The rise of veganism and ethical beauty has prompted several leading personal care brands to develop keratin-infused products using 100% plant-derived formulations. Brands like Vegamour, Maria Nila, and Evolvh are offering vegan keratin shampoos, leave-in treatments, and bond repair masks tailored for heat-damaged and chemically treated hair. These products use wheat, pea, and soy protein alternatives to mimic the strength-building properties of animal keratin. The trend indicates a strong commitment by brands toward eco-friendly, vegan product development to meet evolving consumer preferences for clean and sustainable haircare.

Sustainable Vegan Keratin Market Drivers

Growth of vegan keratin in ethical haircare

The shift toward clean beauty and ethical sourcing is propelling demand for sustainable vegan keratin. With rising consumer awareness around animal welfare and product transparency, brands are replacing traditional keratin, which is sourced from animal hair or feathers, with plant-based or lab-engineered bioactive substitutes.

• In February 2024, global artist Beyoncé launched Cécred, a haircare brand featuring a bioactive keratin ferment. This blend of natural wool protein, honey, and lactobacillus mimics human keratin while supporting scalp health and hair strength without animal cruelty. The brand emphasizes deep rituals and high-performance formulas suitable for diverse hair textures.

This movement reflects a broader industry trend: science-backed, sustainable ingredients redefining premium haircare.

Rising demand for sulphate-free and clean-label haircare

Consumers are increasingly seeking haircare products free from harsh chemicals like sulphates, parabens, and synthetic fragrances. This shift has fuelled the adoption of vegan keratin, which aligns with clean beauty and toxin-free formulation standards. Brands are rapidly reformulating their offerings with plant-derived proteins, botanical blends, and bioactive ingredients to meet evolving expectations for safety, transparency, and sustainability. Clean label trends are especially strong among Gen Z and millennial consumers, who prioritize ingredient awareness, cruelty-free sourcing, and environmental ethics. As regulatory scrutiny over cosmetic ingredients tightens globally, demand for sulphate-free, vegan-friendly keratin products continues to grow steadily.

Market Restraints

High production costs and limited mass adoption

The production of vegan keratin involves complex plant-based synthesis, biotechnology, and amino acid isolation processes that are far more expensive than traditional keratin derived from animal byproducts. These high production costs translate into premium pricing, restricting access for middle and low-income consumers. Additionally, the limited availability of standardized raw materials and the absence of large-scale manufacturing infrastructure challenge commercial scalability. This cost barrier hampers the widespread adoption of vegan keratin products, particularly in developing economies where consumers remain price sensitive despite rising awareness of sustainable and cruelty-free beauty.

Lack of consumer awareness and misinformation

Despite growing interest in clean and ethical beauty, a significant portion of global consumers remain unaware of the benefits and existence of vegan keratin. Many still equate “keratin” with animal-derived treatments and are unaware of plant-based alternatives. Additionally, misinformation regarding the efficacy of vegan keratin compared to traditional versions leads to skepticism and slow adoption. This awareness gap is especially prevalent in emerging markets, where education on sustainable personal care is limited. As a result, market penetration remains low, hindering the overall growth trajectory of the vegan keratin industry.

Sustainable Vegan Keratin Market Opportunities

Celebrity-driven adoption of vegan keratin alternatives

The influence of celebrity endorsements and social media is amplifying consumer trust in plant-based and vegan keratin formulations. Public figures help validate clean beauty trends, encouraging wider acceptance beyond niche markets.

• According to InStyle in July 2025, Nicole Kidman, brand ambassador for Vegamour, praised its Hydr-8 Revitalizing Shampoo & Conditioner, which features Karmatin, a proprietary vegan keratin alternative. Kidman attributes her “thicker, fuller” hair to routine use of these products, sharing her support in interviews and social posts.

Celebrity-backed endorsements reinforce credibility for vegan keratin alternatives, boosting visibility and accelerating demand among ethical beauty consumers.

Expansion of vegan keratin into men’s grooming and scalp care

The rising interest in wellness and self-care among men is opening new avenues for vegan keratin integration. Once limited to women-centric haircare, plant-based keratin is now entering men’s shampoos, scalp serums, and anti-hair fall treatments. Brands are leveraging this trend by launching gender-neutral or male-targeted product lines with vegan claims, aiming to cater to the growing demographic that values sustainability and hair health. This diversification into male grooming significantly broadens the market’s potential reach. Male grooming innovations offer untapped growth for vegan keratin formulations.

Product Type Insights

Shampoos and conditioners dominate the product segment due to their high usage frequency and ease of formulation with vegan keratin alternatives. These daily use products are enriched with plant-based proteins and hydrolyzed soy or wheat extracts to repair and strengthen hair without animal harm. Brands like The Body Shop, Love Beauty and Planet, and Paul Mitchell are expanding their vegan lines with certified cruelty-free claims. As clean beauty continues to shape consumer preferences, demand for ethical yet effective shampoo and conditioner products is expected to drive sustained segment growth.

Distribution Channel Insights

Online retail holds the largest market share due to the growing digitalization of beauty purchases. Platforms like Amazon, Nykaa, and Sephora Online offer a wide range of vegan keratin haircare products with ingredient transparency, reviews, and sustainability certifications. Direct-to-consumer brands use digital tools, influencer marketing, and subscriptions to boost retention and promote eco-conscious habits. With Gen Z and Millennials prioritizing convenience, clean labels, and social proof, online retail is becoming the most influential channel for both global and local players in the vegan keratin market.

Application Insights

Hair treatment salons form a significant segment as professionals increasingly adopt vegan keratin solutions to meet client demand for ethical, damage-free treatments. Salons are using plant-based keratin smoothing systems and restorative therapies that exclude formaldehyde, parabens, and animal-derived ingredients. Brands like GK Hair and OWAY offer salon-grade vegan keratin treatments that protect hair integrity while supporting sustainability goals. As clients grow more ingredient-conscious, professional spaces are adapting with cruelty-free offerings aligned with eco-luxury trends, making this segment vital to the premium end of the vegan keratin market.

Regional Insights

Europe

Europe holds a significant share in the vegan keratin market, fuelled by progressive sustainability regulations and a deeply eco-conscious consumer base. Countries like Germany, France, and the UK champion vegan, cruelty-free beauty through regulatory pressure, such as the EU Cosmetics Directive banning animal testing. Popular brands like Faith in Nature and Noughty cater to rising demand for vegan alternatives in retail and professional salons. Eco-labelling, natural ingredient preference, and high transparency standards continue to push market growth. With growing salon conversions to clean treatments, Europe’s vegan keratin segment remains robust and innovation-driven.

Asia-Pacific

Asia-Pacific is the fastest-growing region, led by increased disposable incomes, rising haircare awareness, and expanding urban populations. Countries like India, South Korea, Japan, and China are seeing growing consumer shifts toward plant-based beauty alternatives. Indian brands such as Plum and Mamaearth are integrating vegan keratin into haircare lines, while K-beauty brands introduce premium cruelty-free formulations. Regional growth is also propelled by increased vegan lifestyle adoption and wellness-driven preferences. With salons gradually replacing traditional keratin with plant-derived solutions, the Asia-Pacific is emerging as a key hotspot for demand in the forecast period.

Latin America

Latin America is witnessing a growing interest in sustainable vegan keratin products, particularly in Brazil, Argentina, and Mexico. Brazil, as a major beauty hub, has rising awareness about ethical sourcing and animal-free cosmetics, especially in haircare. Brands such as Surya Brasil are promoting plant-based keratin alternatives to conventional chemical smoothing treatments. With rising social media influence, salon professionals and consumers are gradually adopting cruelty-free beauty. Although the market is in a developing stage, a favourable demographic and growing clean beauty movement position Latin America as a promising growth region in the years ahead.

Middle East & Africa

The Middle East & Africa region is gradually embracing vegan keratin, primarily among urban consumers in the UAE, South Africa, and Saudi Arabia. Rising expat populations and international beauty exposure are fuelling demand for sulphate-free, plant-based haircare products. Online platforms and global retail chains are driving accessibility to vegan brands like The Ordinary and EcoLove. Though traditional hair treatments still dominate, increased awareness about the harm of formaldehyde-based keratin has led salons to explore safer vegan options. While currently niche, the region offers long-term potential through premiumization and education around cruelty-free beauty.

Company Market Share

The sustainable vegan keratin market is dominated by ingredient specialists and personal care brands focused on biotech innovation, plant-powered efficacy, and clean label positioning. Market leadership is shaped by proprietary formulations, partnerships with premium brands, and a commitment to cruelty-free and transparent sourcing.

• Croda International Plc leads through its KeraBio technology, a biotech-based vegan keratin designed for performance in high-end haircare. The company emphasizes sustainability, clean INCI credentials, and deep B2B integration with global cosmetic brands seeking green chemistry solutions.
• Keraplast focuses on bioactive keratin peptide technology that enhances follicle strength and hair regeneration. Its solutions target the premium segment, often featured in scalp health and anti-aging haircare ranges, especially across Europe and Asia.

Latest News:

• In June 2024, Keraplast announced the expanding use of its bioactive keratin peptides in premium Asian and European haircare brands to support healthy scalp and root anchoring.

Recent Developments

• April 2025: FSS launched Vegan Keratin SF, a non-GMO, gluten-free ingredient designed to boost hydration, reduce frizz, and align with clean, ethical, and sustainable haircare formulation trends.
• April 2025: At Cosmoprof Worldwide Bologna 2025, ingredient suppliers showcased emerging vegan keratin complexes with biomimetic bond-building capabilities and green sourcing credentials, highlighting sustainability as a key innovation priority.
• May 2024: Sharon Personal Care introduced Sharohyal Moringa, a hydrolyzed protein from moringa seed that “acts like vegan keratin” by replenishing hydration and restoring hair’s internal fibre structure, targeting mature hair markets in Asia.

Key Players in the Sustainable Vegan Keratin Market

1. Croda International Plc
2. Keraplast Technologies LLC
3. Givaudan Active Beauty
4. Clariant AG
5. Ashland Global Holdings Inc.
6. Rahn AG
7. Flora & Noor
8. Nutrafol (Unilever)