What’s Shaping Hair Care: A Holistic Shift Toward Scalp Health, Protection & Performance...

Current hair care trends reveal a shift toward foundational health and proactive maintenance...

The emphasis on scalp care and moisturizing & conditioning treatments reflects growing consumer awareness that healthy hair begins at the root. At the same time, heat and environmental protection solutions are gaining traction, driven by lifestyle stressors and increased exposure to damaging elements. The strong interest in hair loss and growth products indicates a desire for long-term results and prevention, while innovations in styling, texture, and smoothing highlight the continued need for effective, high-performance products that deliver visible results without compromising hair health.

1. Moisture remains a cornerstone of healthy hair care

2. Scalp care goes skin deep

3. Heat protection solutions gain traction amid concerns over hair aging and damage

4. Hair growth moves to the forefront as consumers search for solutions

5. Consumers prioritize treatments that boost volume, refine texture, and strengthen hair from within

Brands on top: Winning across growth, hydration & heat defence

From scalp care to styling innovation, these brands are outperforming in today’s in-demand hair care categories...

Hair health from within: Supplements surge as a core part of hair care routines

Consumers are increasingly turning to hair supplements as a proactive solution for strengthening, growing, and maintaining healthy hair. This shift reflects a growing belief in holistic beauty — where internal wellness supports external results — and highlights demand for science-backed, nutrient-rich formulations targeting concerns like thinning, breakage, and scalp health.

These ingredients are driving the rise of hair supplements, aligning with key hair care priorities...

1. Moisturizing & Conditioning: Providing nourishment and softness with Wheat Germ Oil

2. Scalp Care: A Focus on improving scalp environment and circulation

3. Heat & Environmental Protection: Protecting hair from oxidative and external damage

4. Hair Loss & Growth: Supporting follicle function and nutrient delivery for growth

5. Styling, Texture & Smoothing: Improving manageability and strengthening hair structure

When it comes to TikTok, 73% of hair supplement views focus on growth with rosemary oil & ashwagandha leading the supplement buzz

On TikTok, the hair supplement conversation is dominated by growth-focused content, capturing 73% of video views. Rosemary oil and Ashwagandha are emerging as the hero ingredients, driving 62% of those views.

Wellness-driven hair care on the rise, fueled by spa-inspired rituals and soothing scalp solutions

Wellness is experiencing a surge, with Google searches up +142% YoY, driven by consumer fascination with spa-inspired treatments and the viral slugging trend. On TikTok, wellness accounts for 20% of hair care video views. This shift reflects a growing demand for restorative, sensorial hair care that prioritizes soothing experiences and long-term scalp and strand health.

Scalp therapy rises as a go-to ritual for stress relief

Consumers are turning to scalp treatments as tension-busters. By prioritizing relaxation and circulation alongside hair health, this trend elevates hair care into a self-soothing ritual, marrying functional benefits (improved blood flow and reduced irritation) with mood-boosting, sensory experiences.

6 strategic moves for brands to meet evolving hair care priorities

1. Reposition hair care as wellness care
Position products within a wellness ecosystem, emphasizing benefits like stress relief, hormonal balance, and scalp-soothing. Use language from skincare and wellness to frame routines.

2. Create multi-functional, sensorial products
Combine treatment + experience—like conditioning masks that hydrate and calm the senses, or scalp oils that reduce irritation and improve growth conditions.

3. Highlight scalp and strand synergy
Bridge skincare and haircare by focusing on scalp-first formulas (microbiome-balancing, anti-inflammatory, antioxidant-rich) while reinforcing their impact on strand strength and texture.

4. Support the “prevention mindset”
Address concerns like heat damage, aging hair, and early thinning with preventative care messaging—not just solutions after damage occurs. Educate around daily protection (e.G., UV, pollution, oxidative stress).

5. Embrace ingredient transparency & functionality
Use familiar, wellness-forward ingredients (e.G., Rosemary oil, ashwagandha, omegas, B vitamins) with clear benefits. Lean into science-backed storytelling and clean formulations.

6. Build rituals, not just products
Encourage routine-building behavior through bundled systems (e.G., Scalp exfoliate → hydrate → protect), guided tiktok-friendly tutorials, and content that ties hair care to mood and mindset.