Hair Scrunchies Market Size & Forecasts 2026-2035, By Segments (Material Type, price range, size, color type), Growth Opportunities, Innovation Landscape, Regulatory Shifts, Strategic Regional Insights (U.S., Japan, China, South Korea, UK, Germany, France), and Competitive Dynamics (Lululemon, Anthropologie, Urban Outfitters, Free People, Scunci)

Market Outlook

Hair Scrunchies Market size is likely to expand from USD 29.64 million in 2025 to USD 50.63 million by 2035, posting a CAGR above 5.5% across 2026-2035. The industry’s revenue potential for 2026 is USD 31.05 million.

• Base Year Value (2025): USD 29.64 Million
• CAGR (2026-2035): 5.5%
• Forecast Year Value (2035): USD 50.63 Million
• Historical Data Period: 2021-2025
• Largest Region: North America
• Forecast Period: 2026-2035

Key Takeaways

In terms of segmentation, the global hair scrunchies market is analyzed on the basis of Material, Price Range, Size, Color Type.

Market Dynamics

Fashion Trends Driving Demand for Hair Scrunchies

The hair scrunchies market is significantly influenced by the resurgence of 90s fashion trends, which has reignited consumer interest in retro accessories. Brands like Urban Outfitters and ASOS have capitalized on this trend by launching collections that feature vibrant colors and unique patterns, appealing to a nostalgic demographic. This cultural revival not only enhances the visibility of hair scrunchies but also positions them as essential fashion items rather than mere functional accessories. As consumers increasingly seek to express their individuality through fashion, established players can leverage this trend by innovating their product lines, while new entrants can capture niche segments by offering customized or limited-edition scrunchies that resonate with this retro aesthetic.

Expansion of E-commerce Channels for Hair Accessories

The hair scrunchies market is benefiting from the rapid expansion of e-commerce channels, which has transformed how consumers purchase hair accessories. Companies such as Amazon and Etsy have created platforms where small brands can reach a global audience, facilitating a diverse range of options for consumers. This shift not only enhances convenience but also allows for targeted marketing strategies that cater to specific consumer preferences. As digital transformation continues to reshape retail, established brands are encouraged to enhance their online presence and optimize their supply chains, while new entrants can leverage these platforms to establish a foothold in the market without the overhead costs of physical retail spaces.

Growing Youth Population and Fashion Awareness in Emerging Markets

The hair scrunchies market is poised for growth due to the increasing youth population and heightened fashion awareness in emerging markets like India and Brazil. According to the United Nations, these regions are experiencing a demographic shift that sees a larger proportion of young consumers eager to adopt global fashion trends. This demographic is not only tech-savvy but also influenced by social media platforms, which amplify the visibility of hair scrunchies as trendy accessories. For established brands, this presents an opportunity to tailor marketing strategies that resonate with local cultures, while new entrants can explore partnerships with local influencers to penetrate these markets effectively. As fashion consciousness continues to evolve in these regions, the demand for hair scrunchies is likely to expand, driven by both local and global influences.

Growth Driver Assessment Framework
Growth Driver	Impact On CAGR	Regulatory Influence	Geographic Relevance	Adoption Rate	Impact Timeline
Fashion trends driving demand for hair scrunchies	2.00%	Short term (≤ 2 yrs)	North America, Europe	Low	Fast
Expansion of e-commerce channels for hair accessories	2.10%	Medium term (2–5 yrs)	North America, Asia Pacific	Low	Moderate
Growing youth population and fashion awareness in emerging markets	1.40%	Long term (5+ yrs)	Asia Pacific, Latin America	Low	Slow

Industry Restraints:

Supply Chain Disruptions

The hair scrunchies market faces significant challenges stemming from supply chain disruptions, particularly in the wake of global events such as the COVID-19 pandemic. These disruptions have led to increased lead times and costs for raw materials, which, in turn, affect product pricing and availability. According to the World Trade Organization, many manufacturers have reported delays in sourcing elastic materials and fabrics, crucial components for scrunchies. This has created operational inefficiencies, forcing established companies to reassess their supply strategies while new entrants struggle to secure reliable partnerships. As a result, market participants are compelled to invest in inventory management solutions and explore alternative sourcing options, which can divert resources from innovation and marketing efforts.

Sustainability Pressures

Increasing consumer awareness regarding sustainability is another critical restraint impacting the hair scrunchies market. As consumers become more discerning about the environmental implications of their purchases, brands are pressured to adopt sustainable practices in their production processes. The Ellen MacArthur Foundation highlights that the fashion industry, including accessories like scrunchies, contributes significantly to waste and pollution. Consequently, companies that fail to align their offerings with eco-friendly standards may face backlash, leading to a decline in market share. Established brands may find it challenging to pivot their supply chains and product lines to meet these expectations, while new entrants may struggle to differentiate themselves in a crowded market. Moving forward, the demand for sustainable products is likely to intensify, compelling all market players to innovate or risk obsolescence.

Regional Forecast

North America Market Statistics:

North America represented more than 36.1% of the global hair scrunchies market in 2025, establishing itself as both the largest region in this sector. This dominance can be attributed to a surge in fashion trends favoring nostalgic accessories, coupled with the rapid expansion of e-commerce platforms that enhance consumer accessibility. As preferences shift towards personalized and sustainable products, the North American market is witnessing a notable increase in demand for eco-friendly materials and innovative designs. For instance, according to the American Apparel & Footwear Association, the trend towards sustainability is reshaping purchasing behaviors, with consumers increasingly favoring brands that align with their values. This evolving landscape presents significant opportunities for growth, positioning North America as a critical hub for hair scrunchies innovation and market expansion.

The United States anchors the North American hair scrunchies market, driven by a vibrant culture that embraces fashion as a form of self-expression. The country's unique blend of consumer demand for retro styles and the influence of social media platforms has propelled hair scrunchies into mainstream fashion. Major retailers like Target and Walmart have reported increased sales in hair accessories, highlighting the growing consumer interest in versatile and trendy options. Additionally, the National Retail Federation indicates that e-commerce sales are projected to continue rising, facilitating easier access to a diverse range of scrunchies. This dynamic environment not only underscores the importance of the U.S. market but also enhances the region's overall attractiveness for investors seeking opportunities in the hair scrunchies market.

Canada also plays a pivotal role in the North American hair scrunchies market, characterized by a strong emphasis on sustainability and local production. The country's consumers are increasingly gravitating towards brands that prioritize eco-friendly practices, as reflected in the rise of Canadian companies like Poppy & Peonies, which focus on sustainable materials. Statistics Canada reports that Canadian consumers are willing to pay a premium for products that are environmentally responsible, further driving the demand for innovative hair accessories. This cultural inclination towards sustainable fashion not only aligns with broader North American trends but also positions Canada as a strategic player in the hair scrunchies market, enhancing regional growth prospects.

Asia Pacific Market Analysis:

Asia Pacific emerged as the fastest-growing region in the hair scrunchies market, registering rapid growth with a robust CAGR of 6.8%. This growth is primarily driven by increasing disposable income and fashion adoption, which are reshaping consumer behavior and preferences across the region. As disposable income rises, consumers are more willing to invest in fashion accessories, including hair scrunchies, which are increasingly perceived as essential fashion items rather than mere functional accessories. This shift is further amplified by the influence of social media and fashion trends, prompting consumers to seek out stylish and diverse options. The region's vibrant youth culture and growing awareness of personal grooming and style are propelling demand, while sustainability trends are pushing brands to innovate with eco-friendly materials. Recent data from the Asia Pacific Fashion Association indicates a surge in the popularity of hair accessories, highlighting the region's pivotal role in the global hair scrunchies market. Looking ahead, the combination of rising incomes, evolving fashion sensibilities, and a strong focus on sustainability presents significant opportunities for growth in this market.

Japan plays a crucial role in the Asia Pacific hair scrunchies market, characterized by a unique blend of traditional aesthetics and contemporary fashion trends. The increasing disposable income among Japanese consumers has led to a heightened demand for high-quality, stylish hair scrunchies that align with their fashion-forward mindset. Brands are capitalizing on this trend by offering limited-edition collections and collaborations with local designers, as seen in recent partnerships highlighted by the Japan Fashion Association. Furthermore, the cultural emphasis on personal grooming and meticulous style means that hair accessories are not only functional but also integral to everyday fashion. This cultural dynamic, combined with a strong retail infrastructure and e-commerce growth, positions Japan as a key player in the regional market. The strategic focus on innovation and quality in product offerings underscores Japan's potential to drive market expansion in the Asia Pacific hair scrunchies sector.

China represents another significant market within the Asia Pacific hair scrunchies landscape, driven by a rapidly evolving consumer base that is increasingly influenced by global fashion trends. The surge in disposable income among Chinese consumers has led to a burgeoning middle class that prioritizes personal style and brand identity, making hair scrunchies a popular choice for both everyday use and special occasions. Innovative marketing strategies leveraging social media platforms, such as Weibo and Xiaohongshu, have successfully tapped into the younger demographic's desire for trendy accessories, as reported by the China Fashion Association. Moreover, the growing emphasis on sustainability is prompting local brands to introduce eco-friendly options, aligning with consumer preferences for responsible purchasing. This adaptability and responsiveness to market trends position China as a dynamic force within the Asia Pacific hair scrunchies market, further enhancing the region's growth potential.

Europe Market Trends:

The hair scrunchies market in Europe has maintained a notable presence, characterized by moderate growth driven by evolving consumer preferences and a burgeoning emphasis on sustainability. This region is significant due to its diverse demographic landscape, which fosters a wide range of styles and usage occasions, appealing to both fashion-conscious consumers and those seeking functional accessories. Recent shifts towards eco-friendly materials have been underscored by organizations like the European Commission, which highlights a growing regulatory focus on sustainability in textiles. Additionally, advancements in digital retailing have facilitated greater accessibility, allowing brands to reach a wider audience, thereby enhancing competitive intensity. With a resilient economy and a trend towards personalized fashion, Europe presents substantial opportunities for innovation and market expansion in the hair scrunchies sector.

Germany plays a pivotal role in the hair scrunchies market, reflecting strong consumer demand for both stylish and sustainable products. The country’s commitment to environmental responsibility is evident, as seen in initiatives from the German Federal Ministry for Economic Affairs, which promotes the use of recycled materials in fashion accessories. This regulatory backdrop aligns with increasing consumer awareness and preference for eco-conscious brands, driving moderate growth in this segment. Notable brands like Scunci have capitalized on these trends, launching collections that emphasize sustainability while catering to diverse consumer tastes. As Germany continues to embrace these values, it reinforces its position as a key player in the regional market, presenting opportunities for brands that prioritize innovation and sustainability in their offerings.

France, another major player in the hair scrunchies market, illustrates how cultural influences shape consumer behavior and preferences. The French market is characterized by a blend of classic elegance and modern trends, with consumers increasingly gravitating towards accessories that reflect their personal style while also being environmentally friendly. The French Ministry of Ecological Transition has initiated policies aimed at reducing textile waste, further fueling demand for sustainable scrunchies. Brands like L’Occitane have responded to this shift by introducing eco-friendly hair accessories, aligning with consumer expectations for responsible fashion. This cultural inclination towards sustainability and style positions France as a vital contributor to the overall growth of the hair scrunchies market in Europe, creating a fertile ground for brands that can effectively blend tradition with modern values.

Regional Market Attractiveness & Strategic Fit Matrix
Parameter	North America	Asia Pacific	Europe	Latin America	MEA
Innovation Hub	Advanced	Developing	Advanced	Emerging	Nascent
Cost-Sensitive Region	Low	High	Medium	High	High
Regulatory Environment	Supportive	Neutral	Supportive	Neutral	Neutral
Demand Drivers	Moderate	Strong	Moderate	Moderate	Weak
Development Stage Hannah	Developed	Developing	Developed	Developing	Emerging
Adoption Rate	High	High	High	Medium	Low
New Entrants / Startups	Dense	Dense	Moderate	Sparse	Sparse
Macro Indicators	Strong	Stable	Stable	Weak	Weak

Segmentation Analysis

Analysis by price range

The hair scrunchies market in the price range segment is led by medium-priced scrunchies, which captured over 58.8% share in 2025. This dominance can be attributed to the balanced cost that appeals to a wide demographic, allowing consumers to access quality products without overspending. Trends indicate a strong preference for affordability paired with style, as evidenced by findings from the Fashion Institute of Technology, which highlights the increasing demand for products that offer both value and aesthetic appeal. Established brands can leverage this segment's growth by optimizing their supply chains to maintain competitive pricing, while new entrants have the opportunity to innovate within this price bracket. Given the current consumer inclination towards budget-friendly yet fashionable options, the medium price segment is expected to maintain its relevance in the near term.

Analysis by size

The hair scrunchies market's size segment is also dominated by medium-sized scrunchies, representing more than 49.5% of the market in 2025. This leadership is largely driven by the universal fit that appeals to a diverse range of hair types and styles, as noted by the American Hair Loss Association, which emphasizes the importance of versatility in hair accessories. Consumer preferences favor products that can cater to various styling needs, and medium-sized scrunchies fulfill this demand effectively. Established companies have the chance to enhance their product lines with customizable options, while emerging brands can focus on niche marketing strategies. With ongoing trends favoring adaptable and inclusive products, medium-sized scrunchies are likely to remain a staple in the market.

Analysis by color type

In the hair scrunchies market, the printed color type segment held a commanding 41.2% share in 2025. This segment's success is primarily driven by evolving fashion trends that favor bold and expressive styles, as reported by the Fashion Institute of Technology, which outlines the rising popularity of unique and personalized accessories among younger consumers. The demand for printed scrunchies reflects broader cultural shifts towards individuality and self-expression, allowing brands to capitalize on creative designs. Established players can enhance their offerings by collaborating with designers to create exclusive prints, while new entrants can explore sustainable printing techniques to attract eco-conscious consumers. Given the continuous evolution of fashion and personal style, printed scrunchies are expected to sustain their appeal in the foreseeable future.

Report Segmentation
Segment	Sub-Segment
Material Type	Fabric, Satin, Crystal, Velvet, Others
price range	Low, Medium, High
size	Small, Medium, Large
color type	Single colored, Multi-colored, Printed

Competitive Landscape

Key players in the hair scrunchies market include notable brands such as Lululemon, Anthropologie, Urban Outfitters, Free People, Scunci, Kitsch, Slip, France Luxe, Ganni, and Lele Sadoughi. Each of these companies holds a significant position, leveraging their unique brand identities and customer engagement strategies to capture consumer interest. For instance, Lululemon’s focus on high-quality athletic accessories complements its activewear line, while Anthropologie and Urban Outfitters appeal to a younger demographic with their trendy and eclectic styles. Scunci and Kitsch are recognized for their innovative designs and affordability, making them popular among a broad audience. Meanwhile, European brands like Slip and Ganni emphasize luxury and sustainability, catering to niche markets that value premium materials and ethical production practices.

The competitive landscape of the hair scrunchies market is characterized by dynamic interactions among these leading players, who continually adapt to shifting consumer preferences. Many of these brands have engaged in strategic collaborations and product innovations that enhance their market presence. For example, partnerships with influencers and fashion designers have allowed companies like Free People and Lele Sadoughi to introduce limited-edition collections that resonate with fashion-forward consumers. Additionally, investments in R&D have led to the development of scrunchies that incorporate advanced materials, enhancing functionality and appeal. As these players navigate the competitive terrain, their ability to launch new products and adapt to trends plays a critical role in maintaining their market positions.

Strategic / Actionable Recommendations for Regional Players

In North America, tapping into the growing trend of sustainability could be beneficial for market players. Collaborating with eco-conscious influencers or integrating recycled materials into product lines may resonate well with environmentally aware consumers. Enhancing online presence through targeted digital marketing campaigns can also attract a wider audience, particularly among younger demographics who prioritize brand values.

For those in the Asia Pacific region, exploring partnerships with local fashion designers can open up avenues to introduce culturally inspired designs that cater to regional tastes. Emphasizing the fusion of traditional aesthetics with modern functionality could capture the interest of consumers looking for unique accessories. Additionally, leveraging e-commerce platforms can facilitate access to a broader market, tapping into the increasing online shopping trend.

In Europe, focusing on premium quality and artisanal craftsmanship can differentiate brands in a crowded market. Engaging in collaborations with luxury retailers or fashion houses can elevate brand visibility and attract discerning customers. Furthermore, responding to the growing demand for personalized products through customization options may enhance customer loyalty and drive repeat purchases.