Hair loss is a global condition—and so is the market to treat it. According to Grand View Research, the global hair growth supplement and treatment market size was estimated at $7.73 billion in 2023. The segment is projected to grow 6.15% a year and will reach nearly $11.6 billion by 2030. 

Hair loss doesn’t discriminate. It affects 85% of men and 33% of women. But women face unique challenges caused by hair loss. According to a Medihair study, 40% of women suffering from alopecia had problems in their marriage due to their hair loss. Around 63% claim to experience problems related to their career.

Rogaine’s US Sales Top $100 Million

But before consumers turn to expensive hair transplant procedures, they usually try topical solutions. The world’s most popular topical treatment is Minoxidil. Kenvue owns Rogaine, the brand name for Minoxidil. Rogaine sales reached $101 million in the US and its share is up 21% during the past year, according to Kenvue. To keep expanding its reach and its sales, Kenvue reaches out to health care professionals in a variety of ways. One of them is the EADV Congress.

The European Academy of Dermatology and Venereology (EADV) Congress brings together global leaders in dermatological science. EADV has more than 12,000 from all around the globe. It is committed to building an international community that develops, shares and adopts best practices within dermatology and venereology.

EADV 2025

At last month’s EADV 2025, Kenvue presented posters on a range of topics. One of them, focused on women’s hair loss, and the patient’s experience and emotional journey. The authors surveyed 1,200 participants, among them 800 American women ages 25-65, who reported seeing increased hair loss in the past 12 months.

“Hair loss is an area of strong growth; it is growing at a double-digit rate year-on-year in the US,” explained Adam Ricciardone, global head of R&D, Skin Health & Beauty, Kenvue, who attended his first EADV Congress. “There is more awareness of hair loss—especially among women. We are talking about women’s health now. We’re talking about genetics, lifefstyle and hormones. People, in general, are becoming more aware of hair loss. They realize there are treatments that work.”

Negative Emotions Surround Hair Loss

The Kenvue poster highlighted that many participants have strong negative emotions about hair loss.  

The survey results revealed widespread denial:

• Over 80% of women with increased hair loss don’t admit they have a problem:  

• 19% admitted having a hair loss problem;  

• 46% called it “shedding;”  

• 22% said they’re not sure; and   

• 13% denied having a problem.

Among the emotions felt, subjects reported:

• Fear (68%),

• Insecurity (62%),

• Shame (59%), and

• Guilt (50%) about hair loss, which contributed to denial.

Further, many had self-treated their hair loss:   

• 50% of women who admit they have a hair loss problem try ineffective over-the-counter hair loss products; and

• 23% of women who deny having a problem still try these products. 

“What we are finding is that consumers want a range of solutions to manage hair regrowth. Shampoos, serums and ingestibles are all in the toolbox,” said Ricciardone. “But we know Rogaine is effective.”

He pointed out Rogaine has 35 years of history as a safe, effective treatment.

“Within 2-4 months you see fine hairs grow back. In 4-6 months, you can really see it,” said Ricciardone.

Two Options and Two Strategies

Women’s Rogaine is available in two forms. Foam is easy to apply to larger areas and is less likely to drip. It won an Allure Best of Beauty Award in 2023. The solution delivers a precise amount of product. It is recommended for long hair.

In order to lessen women’s emotional burden around hair loss, Kenvue researchers offered two strategies for change. One, dispel stigmas about hair loss. Women reported feeling scared, insecure, ashamed and guilty about hair loss. To create a journey from denial to acceptance to effective treatment, Kenvue recommends providing evidence-based information about this common problem and decreasing the emotional burden that blocks women from getting help. 

Two, encourage women to seek early treatment from their doctors. Respondents using Minoxidil said they wish they’d started an average three years earlier. Strategic education can bridge this gap. Women need to know that a dermatologist can prescribe minoxidil and lay out a realistic timeline for their hair’s regrowth, according to the authors.

“For us, as a leader in the hair loss space, we have a responsibility to talk about hair loss in a destigmatizing way,” concluded Ricciardone. “(Hair loss) drains confidence and negatively impacts one’s life. W acknowledge that it happens and for a variety of causes. There are safe and effective treatment to raise awareness in a positive way. You don’t need to suffer. Rogaine works.”