As the focus on hair health shifts to include the scalp, help consumers target the root of hair health with products designed to soothe, repair, and hydrate for optimal scalp health. By addressing moisturization concerns and highlighting key ingredients to target them, scalp products can be positioned as key steps in hair care routines, designed to repair irritation from hair care, styling, and the environment. As brands enter the $42 billion global hair care market, consumer data from Mintel and other sources shows:

Scalp treatment is a growing concern among consumers, with increasing numbers of Gen Z and Millennial consumers turning to specialized products for help with dryness, irritation and uneven texture. Sensitive-skin-friendly products with hero ingredients can win by creating a soothing daily experience that contributes positively to their daily skin care ritual and helps enhance their health and wellness. Here are ways brands can adapt to meet the market:

• Get to the root of the problem
  Brands can win by presenting solutions for making scalp care part of a healthy hair routine. 49% of US consumers aged 25-34 are interested in haircare products that treat a dry scalp. Hybrids that treat both the hair and scalp can satisfy that desire.

• Skinification of Scalp Care
  Consumers want the same level of care for their hair and scalp that the skin gets. “Claims of hydration, nourishment and protection and integrating well-established skincare ingredients into haircare products can attract the many adults who are interested in holistic self-care,” according to Mintel. Brands that focus on these claims will empower consumers looking for full body wellness.

Revitalizing Scalp Serum is the new, must-have product in your haircare routine that brings skinification to hair. This multi-benefit serum brings skin care to the scalp, delivering the soothing and moisturizing benefits of 2% Allantoin via Solésence’s patented WHSPR™* technology. 5% Niacinamide offers sebum control, hydration, and redness reduction claims. Formulated for all skin types, especially those with sensitive skin, this refreshing serum can be positioned as a leave-on or nighttime treatment, applied to the scalp pre-wash or post-wash with damp hair.