Hair care formulations are growing in sophistication to reflect the demand for products that fit into people’s lifestyles and views on health and the environment. This has helped to create demand for “hairceuticals” based on clinically proven actives, and the creation of new hair care segments such as:
- Scalp care and
- Vegan formulations
In addition, the demand is growing for ethically produced products that minimize the use of water and are not harmful to the environment.
Let’s discover the current trends driving the hair care market…
#1. Importance of Scalp Health
The fastest growing hair care claims on-pack, according to Mintel include:
- Prebiotic
- Probiotic, and
- Scalp microbiome
The importance of keeping the scalp microbiome healthy through the use of targeted products is a relatively new idea. But one that is catching on with formulators who are developing innovative actives that stand out through clinically proven, “hairceutical” claims.
One example is Alban Muller’s Amiperfect ER.
- It aims at balancing the scalp microflora for anti-dandruff control.
- It is a purified wintergreen extract.
- An alternative to synthetic salicylic acid, which is used widely in hair care products as an exfoliator.
Among scalp-related hair care launches, Mintel notes that many are often in the form of multi-benefit shampoos, such as
Nanogen’s 7-in-1 shampoo, formulated with prebiotic beta-glucan and salicylic acid to actively exfoliate the scalp to help prevent itchiness and flaking.
Meanwhile, Unilever owned prebiotic beauty brand, Gallinée, has brought its expertise in skin and scalp microbiome into hair care with the launch of
Gallinée Hair and Scalp Care.
Living Proof, another Unilever brand, has also entered the scalp care space with
Restore Dry Scalp Treatment, which contains a microbiome-balancing complex, said to provide lasting relief from dry scalp flaking, itching and irritation.
Andrew McDougall, Associate Director of Beauty and Personal Care at Mintel believes that scalp health and microbiome claims are a significant trend waiting to happen. “A lot of big industry players are looking into research and the effects of dandruff and hair loss,” he says, adding that Mintel’s monitoring of patent activity highlighting the use of probiotics to treat scalp problems and hair loss and patents for inventions relating to scalp microbiome have risen in the last three years.
» Continue reading to explore more about the other key trends like anti-pollution, veganism and ethical credentials that are driving the hair market. Also, find out the ethically produced products that minimize the use of water, waste and are not harmful to the environment.