About 11% of the world’s population has natural curly hair. This is approximately 880 million curly-haired individuals.

However, if we consider any type of curl (from light waves to tight spiral), the total percentage of people rises to about 41%.

As of 2024, approximately 15% of people in Russia have curly hair. Meanwhile, about 30% of the population has wavy hair (Figure 1).

Croda Beauty estimated in 2025 that 60–70% of the world’s population has textured hair—wavy, curly, or other distinct texture.Textured hair refers to any hair type featuring pronounced waves or curls, where strands naturally form unique shapes—curves, spirals, or zigzags.A multinational study published in Scientific Reports in 2025 revealed the following proportions in the sample: 29,9% straight, 44,4% wavy, 14,3% curly, and 11,3% kinky. Collectively, wavy + curly + kinky accounted for approximately 70% of the sample. (Figure 2)

Hair Ties
(basic ties, scrunchies, spiral ties, thin or elastic)
Clips and Barrettes
(large and small claw clips, hair clips, hairpins)
Pins and Bobby Pins
(classic bobby pins, pins, bun sets)
Headbands and Head Wraps
(fabric, satin, braided, and decorative, sports)
Decorative Accessories
(bows, ribbons, accessories with embellishments and decorative elements)

The global hair accessories market size for 2025 is $25.2 billion. Furthermore, the market is projected to grow by approximately 7%, reaching $50 billion by 2032.

Fashion Trends Hair accessories sit at the intersection of functional and fashion consumption. The user is simultaneously purchasing both a hold and a visual element for their look. Thus, clips and hair ties become integral to personal style and are constantly evolving.

Influence of Social Media and Digital Platforms Social media accelerates the spread of new hairstyles and aesthetics. Accessories are easily showcased in short videos, tutorials, and style lookbooks.

Demand for Functional Items Hair ties, bobby pins, clips, and headbands often get lost, worn out, or broken. This creates recurring demand and necessitates a more functional design approach.

Personalization There is a growing demand for unique and personalized items. Different hair types and densities require varying sizes and levels of hold. Segmenting by hair type allows for the creation of specialized accessories and increases relevance.

Demand for Quality and Comfort Buyers are willing to pay more for comfortable hold, durable mechanisms, high-quality hardware, and materials that maintain their appearance with regular use.

The Russian hair accessories market is divided into:

Mass Market Inexpensive hair ties, clips, bobby pins, and gift sets. Competition is based on price, volume, and purchase convenience. There is a high degree of substitutability among goods here.

Designer Segment The mid-tier segment. Accessories featuring a thoughtful color palette, recognizable shapes, high-quality materials, and branded packaging. A new brand has greater opportunities and higher demand in this segment.

Premium and Designer Items The focus is on artisanal style, metalwork, handcrafted elements, and limited-edition collections. In this case, the buyer acquires both a functional item and a piece of jewelry.

ASSOROA brand based on a wide variety of clips, though the line also includes hair clips with elastic bands.

POEM D’AMOURAccessories are crafted from universal-colored natural Mulberry silk. However, the brand is more frequently sought out for natural wooden combs with acetate inlays.

KISIMIElastics crafted from a silk and linen blend are designed to be gentle on hair. The brand’s assortment also includes standard alligator clips and barrettes.

The largest players in the Russian market remain major marketplaces (Wildberries, Ozon, Lamoda), apparel stores (Lime, Zarina, Love republic, etc.), and cosmetics retailers (Zolotoye Yabloko, Podruzhka, Letual), along with accessory sections.

The market merges two types of demand: functional and emotional.Hair ties and bobby pins are primarily purchased to solve a practical problem. Decorative clips, barrettes, and bows may be acquired for aesthetics and to complete an outfit.What this means for the brand: the basic line must ensure functionality, while the designer line should create differentiation from competitors and increase the perceived value of the product.Social Media InfluenceVisual trends can quickly boost interest in specific accessories and aid in brand recognition.What this means for the brand: special attention should be paid to trends circulating in the media, or the brand should create its own.Textured hairTextured hair is a significant global consumer segment—a fairly open niche.What this means for the brand: focus on the texture of the hair the accessory addresses. Hair care is a new trend.