Healthy hair starts with a healthy scalp. Tap into the $42 billion global hair care market by offering consumers solutions that support scalp health. As hair care routines change, consumers are looking for multitasking products that keep hair fresher for longer, and simplify their routines. Demand for haircare outside traditional categories shows consumers are willing to adopt innovative products that support overall hair wellness. Consumer data from Mintel and other industry sources shows:

“Discussions consistently associate (hair) dryness with cumulative stressors, such as frequent washing, heat styling, colouring, climate exposure and pollution, framing it as a multifactorial challenge, not an isolated issue,” says Mintel. Go beyond treating dryness by directly addressing and protecting against environmental stressors with versatile, multifunctional products that do more in one bottle. Here’s how brands can adapt to meet the market.

• Simplify Hair Care Routines
  70% of US consumers who use shampoo/conditioner products say their goal is to keep their hair care routine as short as possible, pointing toward white space for products that simplify routines while providing multiple benefits for hair and scalp. Products will stand out if they can also offer additional benefits to the scalp through ingredients and performance.

• Skinification of Hair Care
  Hair care is following skincare's lead by focusing on issues of redness, irritation, and dryness. 29% of US hair care product users are interested in skincare-inspired ingredients, says Mintel. Brands can win by incorporating ingredients like plant extracts and niacinamide to support marketing claims about treating the scalp and enhancing skin and hair health.

Scalp Screen Dry Shampoo SPF 45+ Sunscreen reimagines dry shampoo as a hero product that does dual work of protecting the scalp and streamlining daily routines. 2% niacinamide, alongside natural chickweed, helps soothe redness and inflammation, while award-winning, mineral-based Solésence Kleair™* protects the scalp from UV radiation and quenches damaging free radicals. Binchotan white charcoal and microzest bamboo absorb excess oil and perspiration, and witch hazel leaf extract soothes inflammation, helps to regulate oil production, and deodorizes, leaving hair feeling refreshed, oil-free, and looking its best.