Scrunchies

Scrunchies Market Outlook

The global scrunchies market is projected to reach a valuation of approximately USD 1.5 billion by 2025, growing at a CAGR of around 5.7% during the forecast period of 2025–2033. This growth is primarily driven by the resurgence of 90s fashion trends, along with the increasing consumer inclination towards hair accessories that are not only stylish but also gentle on the hair. The rising awareness of hair care among consumers is also contributing to the popularity of scrunchies as they help prevent hair damage compared to traditional hair ties. Furthermore, the expansion of e-commerce platforms has made these products more accessible, allowing consumers to explore various styles and materials conveniently. This increased accessibility is attracting a wider demographic, thus propelling market growth. The continuous innovation in designs and materials is also playing a crucial role in maintaining consumer interest and driving sales in this sector.

Growth Factor of the Market

Several factors are contributing to the growth of the scrunchies market. The revival of retro fashion trends has seen scrunchies making a significant comeback, especially among millennials and Gen Z consumers who are keen on nostalgic styles. Additionally, the rising emphasis on hair care and the harmful effects of conventional hair ties have led consumers to prefer scrunchies, which are designed to be more hair-friendly. The trend of customization in fashion accessories, including personalized scrunchies, is also gaining traction, providing consumers with unique options that reflect their personal style. Furthermore, the increasing participation in fitness and sports activities has amplified the demand for functional and stylish hair accessories that can hold hair securely without causing damage. Lastly, the booming e-commerce industry allows consumers to easily access an extensive range of scrunchies, enhancing purchasing convenience and diversity in choice.

Key Highlights of the Market

• The global scrunchies market is projected to reach USD 1.5 billion by 2025.
• Growing consumer awareness about hair health is influencing purchasing decisions.
• Fashion trends from the 90s are driving a resurgence in scrunchies popularity.
• Online sales channels are witnessing rapid growth, enhancing product accessibility.
• Innovation in materials and designs is fostering a competitive market landscape.

By Product Type

Velvet Scrunchies:

Velvet scrunchies have become a staple accessory, reflecting elegance and sophistication. The soft texture of velvet not only elevates the aesthetic appeal but also ensures that hair is held securely without causing breakage. The rise of luxury fashion trends has increased the demand for velvet scrunchies, especially among consumers looking for stylish yet functional hair accessories. They are often used for formal occasions or as part of chic everyday outfits, making them versatile in nature. Manufacturers are also focusing on introducing a variety of colors to cater to diverse consumer preferences, further driving growth in this segment.

Satin Scrunchies:

Satin scrunchies are favored for their smooth texture that helps minimize friction, making them ideal for individuals with curly or textured hair. They have gained traction due to their ability to maintain hairstyles while being gentle on the hair strands. Many consumers prefer satin scrunchies for overnight use, as they help reduce frizz and breakage. In addition, the availability of satin scrunchies in a multitude of vibrant colors and patterns has solidified their position in the market. The growing trend of self-care and hair health awareness among consumers has fueled the demand for these luxurious accessories.

Cotton Scrunchies:

Cotton scrunchies are appreciated for their breathable and soft material which makes them a comfortable choice for everyday wear. They are particularly popular among sports and fitness enthusiasts who value practicality alongside style. The cotton fabric allows for easy washing, making these scrunchies a favorite among consumers who prioritize hygiene. Furthermore, the growing trend toward sustainable fashion has increased interest in cotton scrunchies, as they are often made from organic or recycled materials. This eco-friendly appeal is attracting a conscientious consumer base, thereby expanding this segment of the market.

Silk Scrunchies:

Silk scrunchies have become synonymous with luxury and elegance, appealing to a niche market segment that is willing to invest in high-quality hair accessories. The natural properties of silk help in preventing hair breakage and maintaining moisture levels, making them an attractive option for individuals with delicate hair. The increasing awareness about hair care has led to a surge in demand for silk scrunchies, particularly among consumers who prioritize both style and hair health. Their delicate nature allows them to be used for special occasions or as a statement accessory, further enhancing their market appeal.

Chiffon Scrunchies:

Chiffon scrunchies offer a light and airy feel that is perfect for casual wear and summer styles. The flowing fabric adds a playful element to hairstyles, making them popular among younger consumers and fashion enthusiasts. Their lightweight nature makes them suitable for various occasions, from beach outings to casual hangouts, ensuring versatility in styling. Moreover, chiffon scrunchies are often available in various prints and colors, appealing to a broad audience. As consumers look for fun and vibrant accessories, the demand for chiffon scrunchies is expected to rise.

By Application

Everyday Wear:

Scrunchies designed for everyday wear are gaining popularity as consumers look for practical yet stylish options for casual settings. As people embrace comfort and utility, everyday scrunchies play a crucial role in maintaining hairstyles during daily activities without compromising style. This segment is particularly favored by busy professionals and students who seek quick and easy solutions for managing their hair while on the go. The variety of materials and designs available in this category caters to diverse tastes and preferences, ultimately driving sales in the everyday wear segment.

Sports & Fitness:

In the sports and fitness application segment, scrunchies are preferred due to their ability to hold hair securely during physical activities. The demand for scrunchies in this category has surged with the increasing focus on health and fitness trends, particularly among millennials and Gen Z. Consumers are now looking for functional accessories that not only support their active lifestyles but also add a fashionable touch. Brands are introducing specialized scrunchies made from moisture-wicking fabrics that ensure comfort during workouts, further enhancing their appeal in this segment.

Fashion Accessories:

Scrunchies have transcended their functional purpose to become prominent fashion accessories. As the trend of mixing and matching hair accessories with outfits grows, scrunchies are now available in an array of styles, colors, and materials that complement various fashion statements. Consumers are increasingly using scrunchies as statement pieces to elevate their overall look, particularly in social media-driven fashion culture. The continuous innovation in design, such as embellished scrunchies, has made them a staple accessory among trendsetters, ultimately driving growth in this application segment.

Hair Styling:

In the hair styling application segment, scrunchies are utilized to create various hairstyles while minimizing damage to the hair. Consumers are now more inclined to explore creative styles that incorporate scrunchies, making them a popular choice among hairstylists and beauty influencers. The increasing engagement with DIY hairstyles has led to a growing market for scrunchies that are designed to facilitate creativity and artistic expression. As more people experiment with their looks, the demand for versatile scrunchies that can be used in numerous hairstyles is expected to grow.

Special Occasions:

Scrunchies for special occasions cater to consumers who wish to enhance their formal or festive looks. These scrunchies often incorporate luxurious materials and intricate designs, making them suitable for events such as weddings, parties, and celebrations. The growing trend of personalized fashion has led to a spike in demand for custom-made scrunchies that align with specific themes or colors associated with special events. As consumers seek unique and elegant hair accessories for significant moments, this segment presents promising growth opportunities.

By Distribution Channel

Online Stores:

Online stores have emerged as the dominant distribution channel for scrunchies due to the convenience and accessibility they offer. Consumers appreciate the ability to browse a vast range of products from various brands and make informed purchasing decisions based on reviews and ratings. The growth of e-commerce platforms and social media marketing has greatly enhanced brand visibility, driving sales in the online segment. Additionally, promotional campaigns and discounts offered through online channels further entice consumers to purchase scrunchies online, thereby solidifying this channel's position in the market.

Specialty Shops:

Specialty shops play a vital role in the distribution of scrunchies by providing curated collections that appeal to specific consumer demographics. These shops often focus on unique or artisanal products, attracting consumers looking for distinctive and high-quality accessories. The personal touch offered by specialty shops, such as knowledgeable staff and exclusive products, enhances the shopping experience and fosters customer loyalty. As more consumers seek out specialty retailers for unique styles, this distribution channel is expected to see steady growth.

Department Stores:

Department stores continue to be a significant channel for scrunchies, catering to consumers who prefer the traditional shopping experience. These stores usually have dedicated sections for accessories, allowing consumers to explore various brands and styles in one location. The comprehensive product offerings and in-store promotions enhance consumer engagement, driving foot traffic and sales. As department stores adapt to changing consumer preferences by incorporating trendy and exclusive collections, they maintain relevance in the scrunchies market.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets offer scrunchies as part of their extensive product range, catering to consumers seeking convenience and variety in their shopping experiences. Positioned as everyday essentials, scrunchies are often located near hair care or personal grooming sections, making them easily accessible for consumers. The competitive pricing strategies in supermarkets and hypermarkets attract price-sensitive customers, bolstering sales in this distribution channel. As grocery shopping increasingly becomes a one-stop experience, the demand for scrunchies through these channels is expected to grow.

Beauty Salons:

Beauty salons are emerging as a niche distribution channel for scrunchies, particularly those that offer hair styling services. Salons often sell quality hair accessories that align with their branding and cater to their clientele's needs. The exclusive and personalized nature of beauty salons enhances the appeal of scrunchies as consumers trust the products offered by professionals in the beauty industry. As the relationship between hair care and accessories grows, beauty salons are expected to play a more prominent role in the scrunchies market.

By Material Type

Elastic:

Elastic scrunchies are widely popular due to their stretchability and versatility. This type of scrunchy effectively accommodates different hair types and styles, making it a go-to choice for many consumers. Elastic scrunchies are typically designed to hold hair securely without causing discomfort, allowing for prolonged wear. Moreover, they come in various designs, colors, and widths, appealing to a broad demographic. The affordability and functionality of elastic scrunchies contribute significantly to their demand in the market, especially among younger consumers.

Wire:

Wire scrunchies are characterized by an internal wire that provides structure and support, allowing for a variety of hairstyles. This innovative design enables users to create more elaborate hairdos, appealing to those who enjoy experimenting with different styles. Wire scrunchies are particularly popular for formal events where intricate hairstyles are desired. The growing trend of creative hairstyling has led to an increase in demand for wire scrunchies, as consumers look for versatile accessories to enhance their looks.

Fabric:

Fabric scrunchies are available in a myriad of patterns and textures, making them a favorite choice among fashion-conscious consumers. The soft fabric ensures comfort while adding a stylish touch to any hairstyle. These scrunchies can be made from various materials, including cotton, satin, and chiffon, offering a diverse range of options. As consumers increasingly prioritize aesthetics alongside functionality, fabric scrunchies are witnessing a surge in popularity, particularly among younger demographics who value personalized accessories.

Rubber:

Rubber scrunchies are designed for durability and elasticity, making them suitable for various hair types and activities. They provide a strong hold, which is particularly appealing for individuals with thick or curly hair. The use of rubber material ensures that the scrunchies maintain their shape over time, even after extensive use. This practicality, combined with the increasing trend of sustainable fashion, has driven demand for eco-friendly rubber scrunchies that appeal to environmentally conscious consumers.

Metal:

Metal scrunchies are a unique addition to the market, offering a blend of style and edginess. These scrunchies often feature metallic elements or embellishments that enhance their aesthetic appeal, making them suitable for fashion-forward individuals. Metal scrunchies are often used as statement accessories that can elevate an outfit, especially in formal or festive settings. As consumers embrace bold styles and unique accessories, the demand for metal scrunchies is expected to grow, attracting a niche audience looking for something different.

By Region

In the North American region, the scrunchies market is expected to witness steady growth, driven by the increasing popularity of hair accessories among young consumers and the influence of social media trends. The market size in North America is projected to reach approximately USD 600 million by 2025, with a CAGR of around 5.5%. The United States leads in this market, fueled by the high disposable income and fashion consciousness of consumers. Retailers are actively expanding their online presence to cater to the growing demand for scrunchies, further enhancing market growth.

In Europe, the scrunchies market is also anticipated to grow significantly, with a projected market size of around USD 400 million by 2025. The European market is characterized by a diverse consumer base that values fashion and sustainability. Countries such as the United Kingdom, Germany, and France are leading the market, with a rising trend of eco-conscious consumers opting for scrunchies made from sustainable materials. As more brands focus on environmentally friendly practices, the European region is poised for dynamic growth in the scrunchies market.

Opportunities

The scrunchies market presents several lucrative opportunities for businesses and entrepreneurs. With the growing trend of sustainable fashion, there is a significant opportunity for brands to develop eco-friendly scrunchies using organic or recycled materials. By catering to environmentally conscious consumers, companies can differentiate themselves in a competitive market and establish a loyal customer base. Additionally, the potential for customization and personalization in scrunchies opens up new avenues for growth. Brands can offer bespoke designs or monogramming options, allowing consumers to express their individuality while enhancing brand engagement.

Furthermore, the rise of influencer culture and social media marketing offers substantial opportunities for brands to increase visibility and drive sales. Collaborating with fashion influencers can help brands reach a wider audience and effectively showcase their products in real-life settings. Innovative marketing campaigns that involve user-generated content can also boost consumer engagement and brand loyalty. Additionally, expanding distribution channels both online and offline can help brands tap into new markets and reach consumers who prefer traditional shopping experiences. By leveraging these opportunities, companies can capitalize on the growing demand for scrunchies and ensure sustained growth in the market.

Threats

Despite the promising growth prospects, the scrunchies market faces certain threats that could impact its overall performance. One of the primary concerns is intense competition among brands, leading to price wars that can erode profit margins. With numerous players entering the market, established brands may struggle to maintain their market share, particularly as consumers become more price-sensitive. Additionally, the rapid pace of fashion trends can create challenges for brands that may find it difficult to keep up with ever-changing consumer preferences. Failure to adapt to these trends could result in a loss of customer interest and decreased sales.

Moreover, fluctuating raw material prices can pose a risk to scrunchies manufacturers. The cost of materials used in scrunchies, such as fabrics or elastic, can vary significantly based on market conditions. This unpredictability can impact production costs and ultimately affect pricing strategies. Brands need to implement effective supply chain management practices to mitigate these risks and maintain a stable production process. Furthermore, the increasing awareness of counterfeit products in the fashion industry raises concerns about brand authenticity and consumer trust. Brands must prioritize quality control and consumer education to combat the threat of counterfeit scrunchies in the market.

Competitor Outlook

• Scrunchie Co.
• Urban Outfitters
• Forever 21
• H&M
• Anthropologie
• Free People
• Etsy
• Goody Products Inc.
• L. Erickson
• Silk & Willow
• J.Crew
• Banana Republic
• Madewell
• Revolve
• ASOS

The competitive landscape of the scrunchies market is characterized by the presence of both established brands and emerging players. Major companies are investing in innovative designs and sustainable materials to differentiate themselves and capture consumer interest. Companies like Scrunchie Co. and Urban Outfitters have established themselves as trendsetters, continuously updating their product offerings to align with current fashion trends. Additionally, collaborations with influencers and fashion designers are becoming increasingly popular as brands look to enhance brand visibility and appeal to younger consumers. The market is also witnessing a surge in small businesses leveraging e-commerce platforms to reach niche audiences and offer unique products that stand out in a crowded marketplace.

As the market evolves, it is essential for companies to stay ahead of trends and consumer demands. Brands such as Goody Products Inc. and L. Erickson emphasize functionality and quality, targeting consumers who prioritize hair health alongside style. The growing trend toward personalization has prompted many companies to explore custom options, allowing consumers to select styles, colors, and materials that resonate with their individual tastes. Moreover, sustainability is becoming a focal point for many brands, as consumers are increasingly drawn to eco-friendly products. Companies like Silk & Willow are positioning themselves as leaders in this area by offering scrunchies made from organic materials while promoting ethical manufacturing practices.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 H&M
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 ASOS
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Etsy
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 J.Crew
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Revolve
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Madewell
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Forever 21
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Free People
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 L. Erickson
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Anthropologie
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Scrunchie Co.
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Silk & Willow
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Banana Republic
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Urban Outfitters
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Goody Products Inc.
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Scrunchies Market, By Application
    • 6.1.1 Everyday Wear
    • 6.1.2 Sports & Fitness
    • 6.1.3 Fashion Accessories
    • 6.1.4 Hair Styling
    • 6.1.5 Special Occasions
  • 6.2 Scrunchies Market, By Product Type
    • 6.2.1 Velvet Scrunchies
    • 6.2.2 Satin Scrunchies
    • 6.2.3 Cotton Scrunchies
    • 6.2.4 Silk Scrunchies
    • 6.2.5 Chiffon Scrunchies
  • 6.3 Scrunchies Market, By Material Type
    • 6.3.1 Elastic
    • 6.3.2 Wire
    • 6.3.3 Fabric
    • 6.3.4 Rubber
    • 6.3.5 Metal
  • 6.4 Scrunchies Market, By Distribution Channel
    • 6.4.1 Online Stores
    • 6.4.2 Specialty Shops
    • 6.4.3 Department Stores
    • 6.4.4 Supermarkets/Hypermarkets
    • 6.4.5 Beauty Salons

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Scrunchies Market by Region
  • 10.3 Asia Pacific - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 India
      • 10.3.1.2 China
      • 10.3.1.3 Japan
      • 10.3.1.4 South Korea
  • 10.4 Latin America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 Brazil
      • 10.4.1.2 Argentina
      • 10.4.1.3 Mexico
  • 10.5 North America - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 USA
      • 10.5.1.2 Canada
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Scrunchies market is categorized based on

By Product Type

• Velvet Scrunchies
• Satin Scrunchies
• Cotton Scrunchies
• Silk Scrunchies
• Chiffon Scrunchies

By Application

• Everyday Wear
• Sports & Fitness
• Fashion Accessories
• Hair Styling
• Special Occasions

By Distribution Channel

• Online Stores
• Specialty Shops
• Department Stores
• Supermarkets/Hypermarkets
• Beauty Salons

By Material Type

• Elastic
• Wire
• Fabric
• Rubber
• Metal

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Scrunchie Co.
• Urban Outfitters
• Forever 21
• H&M
• Anthropologie
• Free People
• Etsy
• Goody Products Inc.
• L. Erickson
• Silk & Willow
• J.Crew
• Banana Republic
• Madewell
• Revolve
• ASOS