The rapid rise of scalp care and the trend of “skinification” of hair remain popular topics among consumers seeking solutions to improve their scalp health. Brands are now capitalizing on the sustained interest by creating haircare products that cater to the needs of the scalp and address common issues like dandruff and alopecia.
Primary hair care claims track skin care
The haircare category is undergoing a prestige boom driven by formulations and ingredient technologies inspired by skincare. Per trend-spotting agency Spate’s data, top growing search terms by year-over-year search volume as of November 2022 included clarifying, exfoliating, nourishing, and strengthening among others. The growing interest in turn allows brands to focus on skincare-inspired claims when it comes to marketing and product innovation.
One example to illustrate the connection to scalp care is that dry shampoo searches are increasingly accompanied by skin/scalp-friendly ingredients like rice, charcoal, arrowroot, and apple cider vinegar. The consumer response of placing equal importance on haircare as skincare depicts the growing recognition that scalp health needs to be prioritized to achieve healthier locks.
Top scalp health concerns include:
- Itchiness
- Build up
- Dryness
- Flaking
- Oiliness
- Dandruff
- Psoriasis
- Seborrheic dermatitis
- Postpartum hair loss
According to Ron McLaughlin, Senior VP, R&D at high-end hair care brand Living Proof, not only does market data show scalp care to be a growing product sector globally, but “demand for different types of scalp products has increased, aligned with consumers desiring varied benefits based on their specific scalp and hair needs”.
This demand presents an opportunity for brands to build products around ingredients that can solve haircare issues, with rosemary oil becoming a standout ingredient thanks to benefits like hair growth and treating inflammation. A TikTok viral product built around rosemary includes Mielle Organics’ Rosemary Mint Scalp & Hair Strengthening Oil, so it’s no surprise that Mielle Organics is still a top searched haircare brand.
The rise in scalp health concerns also hasn’t gone unnoticed by hair professionals either. In the first three quarters of 2022 “there was a more than 5% increase in the number of in-salon scalp treatments.” Additionally, Spate reported in January 2023 that searches for scalp facials rose 28.5% year-over-year – reflecting deep clean treatments designed to remove excess oil, impurities, and product build up.
The conversation around the “skinification” of hair and scalp health is here to stay as we see emerging ingredient technologies from raw material suppliers paired with clinical testing to show benefits to the scalp and roots.