5 Trends in the Hair Care Segment

A Fashionable Rethinking of Hair Growth Issues

Premium brands are discovering the category of products that help with hair loss and thinning. Formulations backed by evidence, plant-based ingredients, olfactory and sensory benefits, and appealing packaging—these are the factors that set new products apart from the traditional pharmacy products that have long dominated this segment.

1. Frizz Control Products There have been many innovative developments in ingredients, allowing brands to offer new-generation, long-lasting frizz control products. Most importantly, these products tackle the root cause of frizz—dryness and environmental factors.

2. The "Glass Hair" Effect According to a WGSN study conducted for TRESemmé, shine ranks first on the global list of what consumers seek in hair care. Brands have responded to this demand with a wave of new product lines designed to add shine.

3. Sensory Experience The search for new formats—foam, jelly, ASMR-style promotions, fragrances, and packaging design—are all becoming increasingly important for product differentiation.

4. Baobab, Sage, and Prickly Pear: The New Hero Oils for Scalp and Hair Care Baobab oil, an antioxidant long known for its beneficial properties for hair and skin, is becoming a new wonder ingredient due to claims that it stimulates hair growth and promotes scalp health. The popularity of sage oil and prickly pear oil has skyrocketed over the past year: NielsenIQ research showed that sales of hair and scalp care products containing or based on these oils increased by 84.4% and 25.4%, respectively, in the year leading up to May 2024.

Data courtesy of British magazine CosmeticBusiness.

Which trend resonates with you the most? What do you think about it?