Scalp care, 2024 trends

The scalp, new territory in hair care

A link between hair fiber and scalp

Consumers are increasingly aware of the link between hair quality and scalp health. 93% of Chinese hair care consumers are aware that scalp care can improve the appearance and health of their hair¹.

In the past, scalp care was mainly limited to anti-dandruff solutions. Today, scalp care is more widely recognized as a form of skin care, with expectations for scalp balance and health. Proven effective ingredients and gentle formulas reassure consumers. The scalp is the link between skin and hair. We are therefore seeing greater innovation in scalp care, as it tackles the root of specific hair problems.

A new territory that will last

This new trend in scalp care, as we know it, began ten years ago in Japan and is now global. The pandemic had the effect of reinforcing the interest in well-being and self-care, with an increase in the consumption of high-end products for the body, but also for the hair. In 2020, this sector saw a 27% increase in sales, according to The NPD Group. The scalp market is still a dynamic one: 23%² of hair care launches in 2023 claim "scalp" in the product name. It is still led by APAC, with one in every 2 scalp care products launched in this zone in 2023². With an estimated value of 20.79 billion US dollars in 2030, and growth of +7.1% between 2023 and 2030³, this is a market with a promising future.

Scalp care is very popular, as consumers consider the scalp to be an extension of their skin. They understand the benefits of investing in the health of their hair, just as they have done for their skin for years. 

Hair care routines can be diversified in the same way as skin care, offering opportunities for further products segmentation. Brands have every interest in extending the facial care approach to the scalp, and making scalp care a central part of the hair routine

What is skinification trend in hair care ?

Definition

Hair "skinification" refers to the tendency to treat the scalp and hair like the skin on the face by adapting skincare routines and ingredients. It emphasizes the importance of taking care of scalp health to achieve healthy hair and improve overall appearance. The hair product takes on a new dimension: it moves from a functional role to that of expert care, with ingredients and promises borrowed from high-performance face ranges. This trend has been reinforced by consumers' new concern for their scalp, having come to understand that the scalp is a skin ecosystem which, when healthy, produces beautiful hair. According to Mintel, 49% of American hair care consumers aged between 25 and 34 are looking for dry scalp care, while 52% of Chinese consumers are attracted by scalp care with anti-hair loss benefits, 41% of German women who buy haircare/styling products plan to purchase products that support their scalp health.

Offer new hair care experiences

Innovations that promote scalp care benefits on pack are most prevalent in the shampoo category, above-average anti-dandruff claims. Scalp-care-focused is less established in hair treatments and conditioner, representing an opportunity area on hair care market.

Nevertheless, skinification creates new products for the hair care industry: scalp scrubs and masks, micellar shampoos, scalp toners, hair serums and a wide range of leave-in galenic products (sprays, balms, gel-creams, jellies, etc.). 

Routines are also diversifying with inspirations from the skincare world, such as bedside beauty trends and spa rituals. 

This multiplication of textures and new gestures can easily add one or more products to consumers' hair routines, or even lead to the creation of new ranges.

Diversify your ingredient offering with skincare inspiration

Products are becoming increasingly expert in terms of their skincare approach and associated claims. In terms of active ingredients, our hair care products now include hyaluronic acid, salicylic acid, vitamins, collagen, pre- and pro-biotics, fermented active ingredients, etc. It's easier for brands to convince consumers of the safety and efficacy of new hair care routines whose communication strategy is based on these active ingredients, which are well-known to consumers for their various properties.

The more expert the hair care claims, such as anti-aging, the more premium the active ingredients and fragrances (caviar, black truffle extracts, etc.).

Be inspired with our routine to address scalp care trend.

As with the hair fiber, the scalp's needs differ from one individual to another: moisturizing, soothing, purifying, energizing, oxygenating... 

On the market, products dedicated to the scalp have multiplied and come in many forms and galenics (shampoo, scrub, mask, hair bath, serum, oil, lotion...). Formulators draw on the galenics of skincare to create these dedicated products.

To create scalp-friendly products, it's important to understand the challenges faced by this specific zone. In fact, the biology of the scalp presents a number of particular characteristics, even if it remains very similar to the biology of the skin.

Thanks to its formulation expertise, Seppic has developed several formulas to illustrate new and trendy product concepts involving the scalp, and to inspire formulators.

Sea salt scalp cleansing scrub (AS40186A)

The first is a salt scrub, a trendy texture for detoxifying the scalp and gently ridding it of hair product build-up. It contains PROTEOL™ APL HEF, an apple-derived surfactant that's gentle and respectful even for sensitive scalps, but also LIPACIDE™ C8G, a glycine-derived biovector that helps rebalance the skin ecosystem, preventing seborrheic dermatitis.

Scalp & hair multi-serum (AS40227)

The second is a biphasic serum which, thanks to its fluid texture, reaches the scalp to protect it while moisturizing the lengths. It contains BIOENERGIZER™ P BG PF, a 3-in-1 cocktail of panthenol and seaweed extracts designed to boost scalp metabolism, as well as XYLISHINE™, a complex of natural plant sugars and seaweed, to moisturize and repair hair fiber.

The hair care market is undergoing a major transformation, driven by consumer expectations in terms of scalp care. Many now know that beautiful, natural hair comes from a healthy scalp. Added to this, the hair care "Skinnification" trend is opening up the field of possibilities with new textures and new products for scalp care which become more premium. Be creative to meet consumer expectations!

Sources

<sub>¹KuRunData/Mintel, november 2020, décembre 2021

²Mintel data base, 2023

³Coherent market insights, 2023</sub>