New values in hair care

Efficacy is not just a basic requirement; it’s intricately linked with trust. Consumers seek hair care products that deliver on their claims and are wary of false promises. This has given the rise to the De-influence phenomenon, where influencers on social networks share honest opinions about products and services, even when negative¹ . This trend intensifies the desire for consumers to understand product compositions, be more knowledgeable and be able to identify misinformation. They want to know not only about the purpose of ingredients in the formulation, but also about their safety and sustainability. Thus, following the path of Skintellectuals, self-educated consumers focusing on the efficacy of products and ingredients, Hairtellectuals are now driving demand for scientific data and proof of the efficacy of hair care products² . Some brands are already responding by highlighting active ingredients directly on product labels and providing details about ingredient functions on their websites^3,4. At-home salon-grade products have also become key solutions for Hairtellectuals. They allow consumers to achieve professional results at home at a reduced cost, including the high demand for bond-building products that are especially interesting for damaged hair. Tailored hair care products addressing specific hair concerns are also expected to increase, with associated science-backed ingredients and claims substantiation becoming more prevalent on the market.

The perception of beauty has changed, with Gen Z viewing beauty as synonymous with good emotional wellness, as revealed by Euromonitor in 2021⁵ . Being ones true self is now more important than achieving a subjective perfection, and consumers now seek holistic solutions to not only to make them look good, but also feel good. In this respect, having healthy hair has become crucial to both physical and mental well-being. Often seen as a visual expression of personality and identity, it can enhance overall confidence levels and self-esteem. For the same reason consumers want to have healthy hair for physical and mental well-being, they also seek a positive connection with their hair. Hair can serve as a powerful form of self-expression, a symbol of self-acceptance, personal identity, and even resistance in certain circumstances. Consumers expect brands to support and promote a positive relationship with their hair, encouraging individuals to embrace their unique characteristics, regardless of hair type. For textured hair, positivity is a good start but not enough: Education and empowerment are both critical. Brands need a better understanding of textured hair and the characteristics of different curl types to provide authentic, tailored solutions and routines. Guiding individuals in selecting the right products is also important, as confusion about hair type may hinder them in selecting the most effective solutions. The market is already evolving, providing more targeted solutions for various hair types, but there remains untapped potential for innovation to meet specific needs in textured hair care.

Amidst the surge in well-being and the emergence of Skintellectuals, the concept of ‘skinification’ has arisen. Increased awareness about hair follicles has highlighted the link between scalp care and hair health. Consumers realise that taking care of hair from the root can have a positive impact on overall hair condition. Scalp care has therefore become an extension of skin care and is now a driving factor for innovation in hair care. To illustrate this, 5 out of the top 8 features influencing hair care purchases in 2024 were associated with scalp care⁶ . Moreover, global interest in scalp serums nearly doubled between 2021 and 2022⁷ . While scalp care still occupies a niche market, there exists a substantial potential for growth and meeting consumer needs. This is particularly true for solutions addressing concerns such as dryness, oiliness, and itchiness of the scalp, while also prioritising aspects like fall prevention and promoting hair growth. In line with the ‘skinification’, ‘sunification’ is gaining momentum in the hair care market. Greater awareness of sun protection is leading to UV protection penetrating other beauty categories. Similar to the skin, UV rays can have adverse effects on both hair and scalp. UVA and UVB rays can harm hair cuticles, causing oxidation that leads to hair breakage and split ends^8,9. Additionally, these rays can negatively impact hair aesthetics, contributing to issues like colour fade¹⁰. Protecting the hair from the sun, similar to skin protection, is crucial for preserving healthy hair.