Hair Scrunchies Market to Reach USD 4.3 Billion by 2031, Growing at a CAGR of 5.9% - Analysis by TMR

The global hair scrunchies market has emerged as a compelling growth sector within the broader accessories and fashion industry. Valued at approximately US$ 2.2 billion in 2022, the market is poised for significant expansion, projected to nearly double to US$ 4.3 billion by 2031, growing at a CAGR of 5.9% during the forecast period from 2023 to 2031. This steady growth trajectory highlights both the functional and fashion-forward appeal of hair scrunchies in modern style culture.

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Market Size and Growth

In 2022, the global hair scrunchies market stood at US$ 2.2 billion, with remarkable momentum driven by evolving consumer preferences and increased focus on hair health. This growth is expected to accelerate, reaching an estimated US$ 4.3 billion by 2031. The projected CAGR of 5.9% underscores the resilience of the segment within the highly competitive accessories market. Notably, the rise in e-commerce, coupled with heightened product visibility through social media platforms, has expanded consumer access, significantly contributing to the market's upward trajectory.

Market Segmentation

The hair scrunchies market is segmented by material, distribution channel, end-user, and price range.

By material, velvet, silk, satin, and cotton are the most common, with silk and satin dominating due to their premium appeal and hair-friendly properties.

By distribution channel, the market is split between online retail and offline channels, such as fashion boutiques, department stores, and specialty retailers. Online sales are surging, driven by global access and influencer marketing.

By end-user, women constitute the largest market share, but the youth and teen segment is witnessing the fastest growth due to social media trends.

By price range, scrunchies are available from budget-friendly packs to high-end designer versions, allowing brands to cater to both mass-market and luxury consumers.

Regional Analysis

North America holds a dominant position in the global market, owing to strong consumer purchasing power, trend-forward fashion culture, and high penetration of online retail. The United States in particular is a major market, with widespread adoption among millennials and Gen Z.

Europe follows closely, with countries like the UK, France, and Germany showcasing strong demand, particularly for sustainable and handmade variants.

Meanwhile, the Asia Pacific region is expected to witness the highest growth rate due to the booming fashion industry in countries like India, China, and South Korea, a growing population of fashion-conscious consumers, and rising urbanization.

Latin America and the Middle East & Africa are emerging markets, with increasing awareness and expanding retail infrastructure.

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Market Drivers and Challenges

Several factors are propelling the hair scrunchies market forward. Among the primary drivers are:

The resurgence of retro fashion and nostalgic trends.
Rising awareness about hair health and the damaging effects of traditional hair ties.
Growth of influencer marketing and celebrity-endorsed accessory trends.
Increasing adoption of sustainable and cruelty-free materials in scrunchy production.

However, the market is not without its challenges. Chief among them are:

Market saturation with a flood of generic, low-quality products diluting brand value.
Price sensitivity in emerging economies may limit the penetration of premium products.
Imitation and counterfeit goods pose a risk to established brands and designer labels.

Market Trends

Key trends shaping the future of the hair scrunchies market include:

Sustainability: Brands are increasingly using eco-friendly materials like organic cotton, recycled fabrics, and plant-based dyes.

Customization and Personalization: Personalized scrunchies with initials, astrological signs, or themed prints are gaining traction.

Tech-Integrated Fashion: Smart scrunchies that double as wearable tech holders for earbuds or trackers are an emerging niche.

Designer Collaborations: Luxury labels like Burberry and niche fashion houses are entering the scrunchies space with limited edition, high-fashion pieces.

DIY and Handmade Movement: Platforms like Etsy are seeing a surge in handcrafted scrunchies, reflecting a consumer shift toward artisanal and one-of-a-kind products.

Competitive Landscape

The hair scrunchies market is fragmented and competitive, featuring a blend of established fashion houses, niche brands, and new entrants. Leading players include:

Burberry Group Plc
Donni
Claire's Accessories
Dannijo
Halo Luxe
Jennifer Behr
Lele Sadoughi
Lelet NY
Lululemon Athletica
Urban Outfitters

These brands are leveraging digital marketing, influencer collaborations, and seasonal collections to retain visibility and market share. The rise of DTC (direct-to-consumer) channels is also allowing smaller players to scale quickly and compete effectively.

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Future Outlook

Looking ahead, the hair scrunchies market is expected to thrive as fashion continues to blur the lines between comfort, self-expression, and sustainability. The trend of elevating everyday accessories into premium lifestyle products is likely to deepen, with innovation in materials, design, and distribution channels. The sector will also benefit from the broader movement toward "slow fashion," where quality, functionality, and minimalism play key roles. With strategic positioning and branding, companies can tap into a lucrative and expanding market space that appeals across generations and geographies.

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