According to CNBC, Barclays said investors are overlooking the growth potential of Henkel's haircare business and raised its forecasts for the segment through 2028, with growth expected to accelerate further from the third quarter of 2027. The analysts said Henkel's hair business remains underappreciated after the restructuring of Consumer Brands, and noted that the company has been expanding beyond its traditional strengths in color and styling into the larger haircare market.

Henkel completed its $1.4 billion purchase of premium haircare brand Olaplex in July and closed the acquisition of haircare and styling brand Not Your Mother's in April. It has also added Vidal Sassoon and Shiseido Hair Professional in Asia-Pacific in recent years. Barclays said haircare and laundry each account for 40% of Henkel's Consumer Brands sales, and described haircare as the largest and most attractive segment in the category.