From Scalp Care to Inclusivity: How Hair Care is Evolving

Feb 28th, 2025

The rise of clean hair care continues to reflect consumer demand for sustainable and non-toxic formulations, while the skinification of hair care brings advanced skin care-inspired technologies to the forefront of treatment options.

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The hair care industry is evolving at an unprecedented pace, paving the way for exciting trends that are reshaping how consumers approach their hair routines. Looking ahead to 2025, a few key movements will dominate the landscape, from the growing emphasis on scalp care as the foundation of healthy hair, to innovative styling trends that celebrate individuality and creativity.

The rise of clean hair care continues to reflect consumer demand for sustainable and non-toxic formulations, while the skinification of hair care brings advanced skin care-inspired technologies to the forefront of treatment options. Additionally, inclusivity is becoming a defining pillar of the industry, with brands expanding product offerings to cater to diverse hair textures, needs and cultural identities. These shifts highlight a comprehensive transformation in hair care, where wellness, sustainability and representation go hand in hand with performance and innovation.

Hair Product Sales Surge in the Prestige Market

According to a 2024 Circana report^a, hair product sales in the prestige market have experienced a 10% increase in dollar value, driven by growing consumer interest in high-quality, performance-focused solutions. Styling products and treatments are the fastest-growing segments within the category, reflecting a shift toward more specialized hair care routines.

Premiumization is playing a crucial role in this growth: hair products priced above $30 are seeing growth three times higher than lower-priced alternatives. These premium products now account for 25% of unit sales, a notable rise from 15% just three years ago, indicating a strong willingness among consumers to invest in elevated hair care experiences.

The prestige hair market also highlights a profound shift in sales channels. It is currently the only beauty category where most sales occur online, underscoring the importance of e-commerce in reaching today’s tech-savvy consumers. Online sales within this sector are growing at a double-digit pace, fueled by the convenience of digital shopping, personalized recommendations, and the availability of exclusive product lines.

This rapid growth shows no signs of slowing down, as consumers increasingly turn to online platforms to discover and purchase premium hair care solutions. These insights not only reveal changing consumer preferences, but also underscore the growing demand for innovative, high-end hair care products that deliver tangible results.

Top Hairstyles and Hair Concerns for 2025

The beauty industry thrives on innovation and evolving consumer preferences. Spate's 2025 trend forecast^b offers an in-depth analysis of emerging developments in the hair care and hairstyling segment. By examining billions of search signals and TikTok trends, Spate uncovers the intricate needs and priorities of today’s beauty-conscious consumers.

Key insights include:

Rising interest in trending hairstyles
Increased focus on scalp health and care

This comprehensive analysis provides valuable guidance for beauty professionals, brands and enthusiasts. Whether your goal is to refine product offerings, optimize content strategies, or stay ahead of the latest industry trends, this forecast serves as a crucial resource for navigating the future of hair care.

Top 5 Hairstyles Search Terms

From bold color experiments to effortlessly polished braids, here are the hairstyles poised to dominate in 2025 based on predicted search growth from Spate 2025 Beauty trend report.

1. Boho Knotless Braids (+50.8%)

Low-maintenance, stylish and protective, boho knotless braids take the top spot in 2025. Consumers love how these braids help retain hair length while offering a bohemian aesthetic that works for casual or formal occasions.

2. Cherry Cola Hair (+47.0%)

A nostalgic nod to the 1980s and 1990s with a modern twist, cherry cola hair involves deep burgundy hues with hints of red and brown. This striking hair color trend is as bold as it is versatile, suiting various skin tones beautifully.

3. High Burst Fade (+44.0%)

The high burst fade is emerging as a sharp, edgy haircut that combines precision and flair. Especially popular among younger men, this hairstyle's clean lines and tailored silhouette are designed to turn heads.

4. Mermaid Braids (+39.4%)

Mermaid braids echo the fantasy-inspired looks we’re seeing in pop culture. With creative braided patterns and accessories, this intricate hairstyle is gaining traction, particularly for special events and photoshoots.

5. Heatless Hair Curlers (+36.9%)

The push toward hair health has spiked interest in heatless curling techniques that prevent damage. Heatless hair curlers offer a no-heat solution to achieve luscious waves or curls at home, making them ideal for busy beauty enthusiasts.

Top 5 Hair Care Search Terms

Spate’s data also highlights the rising popularity of innovative hair care products, tools and treatments that blend functionality and fun.

1. Texturizing Powder (+50.7%)

Texturizing powders are a game changer for styling enthusiasts. Perfect for adding volume and grip, they’re frequently used to achieve tousled, effortless textures. Expect brands like Redken and Davines to continue innovating formulations to meet demand.

2. Scalp Spa (+47.2%)

The “scalp spa” concept has surged as consumers equate scalp health with better hair growth. Treatments such as exfoliating scrubs and hydrating scalp masks provide a luxury self-care ritual while promoting healthier roots. (See Scalp Care Takes Center Stage.)

3. Thermal Hair Brushes (+34.9%)

With efficiency at the forefront of consumer desires, thermal hair brushes are seeing a surge in interest. These tools combine heat and brushing to style hair faster, catering to the “effortless but polished” aesthetic dominating beauty trends.

4. Hair Loss Topical Solutions (+33.8%)

With baldness and thinning on the rise as key concerns, searches for topical hair growth solutions (like minoxidil) have also increased. Consumers are eager for scientifically backed products with visible results.

5. Micro Bangs (+33.0%)

While not for the faint of heart, micro bangs offer a bold, avant-garde statement. These ultra-short bangs are making a comeback, especially in creative and fashion-forward circles.

The Intersection of Clean, Sustainable and Effective Hair Care

Isfahan Chambers Harris, a biomedical scientist, trichologist and founder of Alodia hair care, speaks to changing consumer dynamics: "I think the shifts in consumer behavior are largely driven by the consumers seeking products that cater to a wide range of hair types, textures and needs. They are desiring products that solve their unique challenges. I also think that consumers are more informed about product formulations and demand clean, effective and cruelty-free products. Lastly, I’m seeing a big shift towards customization. There’s a growing expectation for personalized solutions."

The Quest for Sustainable Ingredients

Cocilova says, “Clean” doesn’t have a firm definition in the U.S.—which is why it’s left up to consumers to decide what “clean” means and how important it is to them.'

Erica Cocilova, global brand president at Ethique Beauty, shares the challenges of sourcing clean, sustainable ingredients for hair care formulations: "The challenge isn’t finding ingredients that work, it’s finding ingredients that work and live up to our standards as a brand. We are incredibly picky about what we put into our products."

Ethique's stringent criteria involve adhering to the strictest clean guidelines per EU standards. The brand dives deep into the supply chain and the origin of ingredients to ensure traceability and firm adherence to ethical practices.

A New Definition of Clean Beauty

Discussing how the clean beauty movement has influenced consumer expectations for hair care products, Cocilova suggests that while a clear definition of “clean” is lacking in the U.S. market, consumers are increasingly interested in a certain level of cleanliness in their products.

Cocilova says, “'Clean' doesn’t have a firm definition in the U.S.—which is why it’s left up to consumers to decide what “clean” means and how important it is to them. Despite the confusion and blurred lines, we know that consumers in the U.S. are increasingly interested (and demanding) a level of clean in their products. We see the effect of this desire in the outsized growth of clean beauty products vs. categories at large, and in the adoption of clean programs and standards by the largest beauty retailers in the world (e.g., Ulta’s Conscious Beauty Program).”

She adds, “We’re proud that we live up to these standards, and we’re continually challenging ourselves to improve our formulations to protect people and the planet without compromising effectiveness. And sit alongside the best curation of brands on Ulta Beauty’s shelves as they also pursue conscious beauty innovations, as the consumer comes to expect a clean product inside and out.”

The Effectiveness of Clean Hair Care

Addressing whether clean hair care can truly deliver salon-quality results, Cocilova says, "Absolutely! But it’s a battle that we are unfortunately still fighting every day–that it’s somehow impossible for products to be clean and sustainable, and also highly effective, to deliver an incredible result for your hair and skin."

Cocilova adds, “Beyond clean ingredient sourcing, we have gone one step further on a few key ingredients–and have found direct sourcing partners. Specifically, our coconut oil is super nourishing for hair and skin, without being heavy or overly greasy. It comes from a women’s cooperative in Samoa. They produce organic, virgin coconut oil through a network of small farmers all around their native island. Purchasing their oil ensures we pay a fair price for their product and that the money is reinvested back into their communities and environment.”

Ethique leverages a specific manufacturing process that allows it to select and maintain the full benefits of each active ingredient in their products. The brand's commitment to clean and effective product development has been proven with third-party clinical tests, offering consumers an optimal option for their hair care needs.

Scalp Care Takes Center Stage

According to a report from Kline & Company^c, scalp care is emerging as a key focus in the hair care industry, driven by increasing consumer awareness of the scalp’s role in promoting healthy hair. Notably, per Spate data, top hair worries reveal a growing consumer focus on hair health, density and scalp issues.

1. Psoriasis Treatment (+3.4K searches)

Consumers are increasingly seeking products to manage scalp psoriasis and other related conditions. Searches for solutions that alleviate dryness, redness and irritation are spiking, creating opportunities for brands offering tailored medicated shampoos and ointments.

Hormonal fluctuations impacting hair thickness, particularly postpartum hair loss or menopause-related thinning, have become a major conversation point amongst consumers.

2. Baldness (+2.9K searches)

Hair thinning and baldness remain top concerns, with rising interest in preventative and restorative solutions. Scalp treatments, hair growth serums and styling products for thinning hair are all opportunities for innovation.

3. Sensitive Scalp (+2.0K searches)

Scalp sensitivity is leading consumers to search for gentle formulations free from harsh sulfates, parabens and synthetic fragrances. Products labeled hypoallergenic or designed for sensitive scalps are gaining popularity.

4. Hormonal Hair Loss (+1.7K searches)

Hormonal fluctuations impacting hair thickness, particularly postpartum hair loss or menopause-related thinning, have become a major conversation point. The demand for targeted solutions, including supplements and topicals, continues to grow.

5. Waxy Hair (+1.1K searches)

This lesser-discussed issue is becoming a significant concern. Consumers are looking for solutions to counteract product buildup or scalp imbalance, causing waxy film on hair strands. Detox hair masks and clarifying shampoos are poised for growth in this area.

Scalp Detoxing

Deep cleansing and exfoliation—collectively known as scalp detox—are leading this growth, targeting residue from products, dirt, oil buildup and dead skin cells.

Inspired by skin care, scalp detox incorporates both chemical exfoliation (using alpha-hydroxy acids or enzymes) and mechanical methods (such as brushes or scrubs with sea salt or coffee grounds). While these treatments are popular for at-home use, professional services are also expanding, with hair salons, scalp clinics and even medical institutions offering specialized treatments.

Cocilova says, “Generally, we’re continuing to see huge growth in scalp care across both premium, masstige and mass channels–and getting that feedback from retailers as well. There’s still so much growth to be had, but consumers are starting to really connect the concept of hair health to scalp health. And that having a balanced, healthy scalp creates the best environment for healthy hair to grow. Further, because scalp care is, in essence, skin care, consumers are really demanding clean ingredients that are better known in skin care: niacinamides and amino acids, to name a few. We lean toward a few interesting ingredients in our best-selling Scalp Shampoo Bar–neem seed oil and karanja oil–those that have natural properties to help balance the skin on our scalp and boost overall hair health.”

Viviscal has been helping millions of women achieve healthier, fuller hair for over 30 years.

Cocilova adds, “When it comes to repair, we see that this hair concern continues to be a top one among consumers–and we’re sure that many brands see and hear the same thing given the number of new products, brands and entrants into the space. True bond repair technology is rare, but there is a lot more consumer awareness around the simple ingredients and regimens that can promote true strength in your hair (more strength = less breakage): that the right mix/balance of moisture and protein is the unlock. For rinse-off products like ours, we focused on rice protein and shea butter to provide an optimal balance.”

Focus on Growth

On the emerging trends in hair and scalp care, Caitlin Dodd, director of specialty hair care at Church & Dwight (manufacturer of Topik and Viviscal hair care) stated, "We’ve observed that consumers are becoming increasingly invested in the overall health of their hair compared to a few years ago. One of the key indicators of hair health is hair growth. Viviscal, a trusted name for over 30 years, has been helping millions of women achieve healthier, fuller hair with our clinically proven supplement. We are excited to continue offering a powerful formula that meets this important trend in hair care."

Scalp Care & the Skinification of Hair Care

Nutrire is a new line dedicated to skin-centric hair care. It is reportedly the first to offer a personalized system that addresses scalp and strand needs. It features two treatment scalp serums, three shampoos and four tailored conditioners. As a nod to the brand’s Italian roots, Nutrire means “to nourish,” and represents the brand’s commitment to nurturing hair from follicle to tip through a customizable regimen.

Developed in collaboration with estheticians, trichologists and hairstylists, the core of Nutrire’s formulas is the proprietary Complex8 technology, a blend of science-backed and naturally derived ingredients that block DHT, the hormone that weakens hair that causes it to shed, allowing hair follicle and strand to remain open to receiving nutrition for healthier, stronger hair. Each formula was developed to target specific concerns using skin care ingredients such as niacinamide and lactic acid, naturals such as red clover and mango butter, and clinical actives such as Peachcalm and Nutrinvent Balance.

Clariss Rubenstein, celebrity hairstylist and Nutriere brand ambassador, says, “This is how everyone should be caring for their scalp and strands. I fell in love with the concept of the line when I first learned about it and the second I tried the scalp serums, shampoos and conditioners, I was sold. In my experienced, professional, product loving, hair-health obsessed opinion, Nutrire is what has been missing from hair care.”

Beauty Tech and Color

The latest innovative hair care technology leverages Next Gen AI to provide consumers with hyper-realistic, interactive hair color experiences.

Revieve, a specialist in AI-powered beauty and wellness solutions, has launched Hair Color Artist, a virtual try-on solution that changes how consumers explore and experience hair color transformations. Powered by Revieve’s proprietary BeautyML and Google Cloud’s robust infrastructure and Vertex AI platform, the Hair Color Artist delivers hyper-realistic, personalized and interactive hair color experiences.

Sampo Parkkinen, CEO of Revieve, says, “At Revieve, we’re focused on driving meaningful impact for consumers and brands. Hair Color Artist transforms how consumers explore hair color by delivering an engaging and confidence-boosting experience. For brands, it’s an opportunity to increase conversions, grow customer loyalty and stand out in a competitive market.”

Paul Tepfenhart, global director of retail industry strategy and solutions, Google Cloud, says, "Generative AI has the power to create highly personalized experiences that help organizations foster deeper customer relationships and boost engagement. With Revieve’s expertise and Google Cloud’s leading AI technology, organizations can deploy powerful solutions that solve industry challenges and significantly improve business performance.”

Inclusive Hair Care Expanding into Bigger Markets

Alodia Haircare is expanding its reach with products now available in 650 Target stores nationwide.

Alodia Haircare, a Black-owned brand specializing in scientifically formulated natural hair care products, is expanding its reach with products now available in 650 Target stores nationwide. This move demonstrates the growing demand for clean, inclusive hair care solutions that cater to diverse hair types and concerns. With its range of products designed for textured hair and scalp health, Alodia is making waves in the beauty industry as a brand that truly prioritizes consumer needs.

The Evolution of Inclusivity in Hair Care

Harris says, "Inclusivity in hair care was once seen as a niche market focused on ethnic or specialized hair types, often limited to smaller brands or ethnic beauty stores. However, now, it is a bigger priority, with brands and retailers expanding their product offerings to address a broader spectrum of hair textures and concerns, acknowledging that diverse needs are not niche at all but are universal."

Targeting Underserved Communities

When asked which demographics to target, Harris emphasizes inclusivity: "Individuals with textured hair (curly, coily and kinky hair types), consumers with scalp problems, and aging consumers (45+ years) can all benefit from a brand that focuses on solving their problems."

Finally, Harris shared her insights on how brands can effectively educate their consumers: "Being authentic in the way that you speak to consumers is critical in getting your message across about the products you are designing. If there is a founder story that is relatable, this always goes a long way in gaining customers' loyalty. Also, educating consumers about products designed for different hair care needs is essential for building trust, fostering loyalty and ensuring customers can make informed choices."

Safe, Healthy Alternative to Traditional Chemical Hair Straightening Treatments

Magic Sleek, Inc. claims its products are the first and only on the market approved by the Occupational Safety and Health Administration (OSHA), Food and Drug Administration (FDA) and European Union (EU), setting a new standard for safety and efficacy in the beauty and hair industry.

Magic Sleek sets itself apart by prioritizing safety, transparency and effectiveness. While many hair treatments on the market may contain potentially harmful or irritating ingredients, Magic Sleek is formulated with a focus on clean, sustainable alternatives. This makes it a safer and more environmentally conscious choice for consumers seeking long-lasting results without compromising their health or well-being.

While many hair treatments on the market may contain potentially harmful or irritating ingredients, Magic Sleek is formulated with a focus on clean, sustainable alternatives.

"Magic Sleek is free of formaldehyde and harsh chemicals,” says Cynthia E. Vona, M.D., executive director of Pansophy Medical Consultants. “It is a safe and effective hair treatment. Personally, I am delighted with my results. As a board certified internal medicine physician, health and safety are fundamental to me."

OSHA found that some hair smoothing products may contain formaldehyde, release formaldehyde at levels above permissible limits during use, and be mislabeled—all of which can pose health risks. Based on air testing and product sampling, OSHA, the FDA and department of health agencies in various states across the United States have issued warnings to manufacturers that violated rules for formaldehyde labeling, or have issued health warnings to salons and consumers about formaldehyde in hair smoothing products.

Olga Isakov, founder and CEO of Magic Sleek, says, “At Magic Sleek, our mission has always been to provide a safer, healthier alternative in the hair industry. I'm deeply committed to ensuring that our hair products not only deliver exceptional results, but also meet the highest safety standards. We're proud to be the only hair treatment brand that is fully compliant with FDA, OSHA and EU regulations, offering customers peace of mind along with beautifully smooth, manageable hair.”

Bond Treatments & Serums

Hair bond treatments are significantly growing in popularity as consumers are increasingly looking for ways to repair damaged hair and reduce breakage by strengthening the hair's internal bonds.

"As we all know," begins Dina Rosenbloom, CEO of Hairstory, "there has been a growing trend toward the 'skinification' of hair care."

Rosenbloom attributes this surge in popularity to an increased understanding of hair care and the need to nurture our scalps and hair like we do our faces: "Also, there have been massive advancements in innovation in the bond repair arena, so many more brands are taking advantage of the unique formulations that offer solutions for clients."

The Longevity of Hair Bond Treatments

Rosenbloom is firm in her stance that hair bond treatments are not a temporary fad, but a long-term development in hair care.

"I definitely see bond treatments as a long-term, here-to-stay innovation," she says. "Broken bonds are a reality in the chemical treatment process, and, with the rise in air pollutants and other external aggressors, hair gets damaged and dry. Bond Repair products aid in the repair of these broken and damaged bonds."

The Impact of Hair Bond Treatments on Salon Services and At-Home Care

Discussing bond treatments further, Rosenbloom explains their benefits for both salon services and at-home care routines: "Bond Treatments, like ours, aid in the salon service and provide optimal visible results. Dozens of our network Hairdressers and Colorists helped us test these products as aids during the salon service as this was one of our objectives." At home, she says, "these same products can be used separately or in combination for repair, softness, shine and color retention."

The Crucial Role of Consumer Feedback

'Hair cosmetics' have been growing in popularity as an easy an affordable way to hide the effects of hair loss.

When asked how important consumer feedback is to the brand, Dodd emphasizes, "Consumer feedback is incredibly important to us, not only in the development of our hair care products but also in how we engage with our audience. We understand that there can be a stigma surrounding hair thinning and we aim to inspire hope in our consumers. Our Toppik Fill Me In was specifically developed in response to consumer requests for a hair product designed to precisely fill in and perfect areas along the hairline. We listened to our customers' needs for precise application and created a product dedicated to addressing this issue."

Footnotes:

^ahttps://www.circana.com/intelligence/press-releases/2024/us-prestige-beauty-industry-sales-grow-by-8-in-the-first-half-circana-reports/

^bhttps://www.spate.nyc/2025-predicted-beauty-trends

^chttps://klinegroup.com/articles/top-trends-to-watch-in-beauty-and-wellbeing-for-2025-and-beyond/