Hair Scrunchies Market Size, By Material, By Price Range, By Size, By Color Type, Forecast 2024 - 2032

Hair Scrunchies Market Size

The global hair scrunchies market was estimated at 27 million in 2023 and is expected to grow at a CAGR of 5.4% from 2024 to 2032. Hair scrunchies are available in several shapes, sizes, and materials which can perfectly match with different outfits. They function as wonderful accessories even when doing their main purpose of styling hair.  Scrunchies can stretch easily and are softer, therefore they do not pull-on hair like hair ties do. There is almost no breakage, which gives users the liberty to style their hair as they wish without any concern. 
 

In another survey held in 2022 by the American Academy of Dermatology, a question was asked to women and men if there was breakage with the use of ties and 70% reported that there was. Old users of clothing scrunchies have noted a significant reduction in hair damage, the results shown were 85% less damage. Because scrunchies have less tensile strength than normal ties, they are less likely to cause harm to and break the hair shaft. The AAD states that scrunchies provide a way to put hair up without greatly increasing the tension around the hair which can lead to traction alopecia, from weakened and ill-treated follicles. NPD Group wrote that this information alone fueled 30% of sales increases amongst the health conscious due to the reduced tension, claiming this added benefit for their more delicate recipients.
 

Promotions from well-known influencers and celebrities have increased the visibility and purchase rates of hair scrunchies within their fan base. According to an Influencer Marketing Hub report, 40% of consumers purchased scrunchies after seeing influencer promotions. Kim Kardashian’s SKIMS scrunchie line is also notable as it sold out in less than a day of its launch, making over a million dollars in the first 24 hours alone.
 

Adults have also started wearing hair scrunchies. The NPD Group states that over half of scrunchie purchasers (55%) are aged between 18 and 34. 25% are between 35 to 54 years whilst 20% are younger than 18. The various age groups that scrunchies reach solidifies their position as a key player in the hair accessories industry.
 

Hair Scrunchies Market Trends

• The push for more sustainable fabrics has increased the production of hair scrunchies made from eco-friendly materials. The Global Organic Textile Standard (GOTS) indicates that there was a 25% increase in the sales of hair accessories, especially eco-friendly scrunchies, during the year of 2022 because of the general interest towards scrunchies. They are custom made scrunchies in different colors and styles and even monogrammed. This expectation has certainly been exceeded. An Etsy report for 2023 shows that search queries for ‘custom scrunchies’ increased by 40% from the previous year.
   
• Customized scrunchies are among the most popular hair accessories and about 55% of customers purchase scrunchies to express their individuality. New emerging trends tend to focus on more luxurious and elegant styles which include the use of silk and velvet for scrunchies.
   
• The NPD Group states that sales of both material scrunchies have increased by over 30% in 2022, making up for around 20% of total scrunchie sales. Silk and velvet accessories are deemed trendy and elegant in formal and casual dresses.
   
• The sporty and athleisure hair scrunchies designs are appealing to hair accessories consumers with active routines. According to NPD Group, scrunchies designed for activewear now account for 15% of total scrunchie sales.
   
• Retro and nostalgic designs that inspired scrunchies from the 80s and 90s continue to gain popularity. Vintage designs and colors are still on demand.
   
• According to the WGSN report for 2023, fashion from the 80s and 90s is back in style, especially with scrunchies being one of the most popular accessories. Scrunchies have become an Etsy fad recently, with searches for “vintage scrunchies” going up by 50% which indicates high demand from customers. The growth of oversized or statement scrunchies allows them to be worn as bold head turning accessories placed as the primary feature in the hairstyle.
   
• As per the NPD Group, oversized scrunchies had a growth of 35% in sales in the year 2022, with Gen Z making up 60% of the sales. Social media influencers particularly love these pieces for on trend jaw dropping looks.
   

Hair Scrunchies Market Analysis

• The fabric segment was worth over USD 17.2 million in 2023 and is expected to reach USD 28.1 million by 2032.
   
• Fabric scrunchies are popularly used on a day-to-day basis owing to their comfort and softness. Scrunchie consumers seek breathable and soft materials to avoid hair discomfort or damage. Satin scrunchies, on the other hand, are loved for their smooth and luxurious texture.
   
• Crystal, embellished satin or rhinestones scrunchies are used as part of a fashion accessory, further enhancing the hairstyle. They are preferred for special parties or events where some glamour is needed.
   
• Since velvet is warm and soft, velvet scrunchies are best used in colder seasons. Likewise, there might be more demand for these scrunchies in the winter, as consumers look for accessories that are stylish and warm. Leather scrunchies, silk scrunchies and other unconventional materials provide a wider variety of styles. Scrunchies with less traditional materials may see higher demand because of consumers who do not wish to fit in.
   

• The hair scrunchies market from the low-priced range segment accounted for a market share of around 44.4% in 2023 and is projected to grow by 2032.
   
• The customers who scrunchies are cheaper, tend to be more budget-oriented, as the low prices appeal to them. This segment serves customers looking for low-priced hair accessories. Low-priced scrunchies can also be bought in bulk which enables consumers, who want multiple colors and designs to choose from, to spend very little money.
   
• In addition, lower-priced scrunchies are popular because they serve the basic needs of those who don't want to put a lot of glamour and effort into their hair.
   
• In the medium price range, scrunchies are said to be the most common as they perfectly blend quality with affordability. Consumers in this segment look for items which last them months and perform well.
   
• High priced scrunchies often incorporate luxurious fabrics like silk, leather, and other luxury materials, making them suitable to be worn as a statement.
   

• U.S. hair scrunchies market is growing at a CAGR of 5.5% through 2032. As hair accessories, scrunchies are inexpensive, making them appeal to budget-oriented customers. In addition, scrunchies can be utilized for several years. The use of scrunchies by famous people like Bella Hadid, Kylie Jenner, and Ariana Grande has helped increase their fame. The need will continue to increase since there are many influencers and regular users on Instagram and TikTok, who wear scrunchies in different styles.
   

Europe: In the U.K., the market for hair scrunchies is growing at a rate of 5.6% each year. United Kingdom is experiencing a growth in the market share due to shifting fashion styles, increased interest in sustainable accessories, and the power of social media. British people tend to react positively towards the revival of fashion from previous decades, for example scrunchies are back in style as part of the ‘90s aesthetic advertised by influencers and celebrities.
 

Asia Pacific: In China, the market for hair scrunchies is growing at a rate of 5.5% each year. China's market share in hair scrunchies is fueled by its dense population, active fashion sector, and strong manufacturing capabilities. An increasing number of middle-class individuals are satisfying their increased income by purchasing hair accessories that are both stylish and functional.
 

Hair Scrunchies Market Share

The global hair scrunchies industry is fragmented, with prominent players, such as Claire's Stores Inc., Emi Jay, Inc., Etsy, Inc., Forever 21, Inc., Goody Products, Inc., Invisibobble GmbH, Kitsch, LLC, L. Erickson USA, Inc. holding a market share of 15%-20%.
 

• Etsy has the largest market share for scrunchies because its marketplace caters to small business and independent artists who sell unique, handmade, and custom products. Its focus on scrunchies, which are sustainable and eco-friendly target environmentally concerned consumers.
   
• Furthermore, Etsy’s great international coverage, easy-to-use platform, and specific advertising campaigns attract many consumers looking for stylish personalized hair accessories. This can allow sellers on the platform to quickly adapt to changing fashions, which further propels the market.
   

Hair scrunchies Market Companies

Forever 21, a major player in the hair scrunchies industry, reported USD 6.9 billion USD in revenue in 2024. In 2023, Forever 21 worked with Rolling Loud, the famous hip hop music festival, to make the experience for festival attendees better. They launched Bunny’s Bae Bar, which is a bar that specialized in ‘on the spot’ beautification which provided hair extensions, hair accessories, glitter makeovers, etc.
 

Major players operating in the hair scrunchies market are:

• Claire's Stores Inc.
• Emi Jay, Inc.
• Etsy, Inc.
• Forever 21, Inc.
• Goody Products, Inc.
• Invisibobble GmbH
• Kitsch, LLC
• L. Erickson USA, Inc.
• Madewell (J.Crew Group, Inc.)
• Mimi's The Look, LLC
• Scunci International (Conair Corporation)
• Slip (The Beauty Silk Pty Ltd)
• Target Corporation
• Urban Outfitters, Inc.
• Zara (Inditex)
   

Hair Scrunchies Industry News

• In 2022, LilySilk started a new zero waste initiative in March 2022 with the goal of encouraging more environmentally friendly practices within the fashion industry. The company is using overstock fabrics to create pillows, eye masks, hair crisps and a variety of other products. This initiative is focused on helping the corporation generate more profits over the coming year by increasing marketing efforts towards encouraging consumers to adopt more sustainable and environmentally friendly products.
   
• In 2023, Kitsch LLC launched a collection recycled fabric scrunchies in their hair accessories line. This new product fulfilled the existing consumer demand for beauty products but enhanced Kitsch's position in market.
   

This hair scrunchies market research report includes in-depth coverage of the industry, with estimates & forecasts in terms of revenue (USD Million) and volume (Million units) from 2021 to 2032, for the following segments:

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Market, By Material Type

• Fabric
• Satin
• Crystal
• Velvet
• Others

Market, by price range

• Low
• Medium
• High

Market, by size

• Small
• Medium
• Large

Market, by color type

• Single colored
• Multi-colored
• Printed

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico 
• MEA
  • Saudi Arabia
  • UAE
  • South Africa