How Haircare Is Borrowing from Skincare’s Playbook
Haircare is entering its most scientific phase yet. Once dominated by shine serums and smoothing sprays, the category is shifting toward root-cause treatment as consumers begin to approach the scalp like facial skin. Consider it the ‘skinification’ of haircare.
Globally, sales of hair and scalp-targeting conditioners and treatments grew 4.2% in 2024, outpacing the overall haircare market at 3.7%. This is expected to continue through 2030, says Connor Spicer, consultant at market research firm Euromonitor. Multi-step routines, ingredients and product formats from skincare are being mirrored in haircare, he explains.
“The shift is driving innovation, enabling more targeted solutions and premium experiences across haircare,” Spicer continues. Premium offerings are moving away from one-size-fits-all formulas toward highly specific solutions tailored to age, hair texture, styling habits, color-treated hair and even environmental factors. US brand Living Proof, for example, has introduced a Clarifying Detox shampoo formulated with a naturally derived chelating agent to remove hard-water mineral build-up — a common but often overlooked cause of damage, frizz and dullness.
This new generation of products and services spans scalp serums, AHA exfoliants, microbiome-supporting mists and overnight treatments designed to repair the hair fiber in the same way retinoids and peptides target skin. New launches reflect the shift: Isima, the science-driven brand co-created with Shakira, has just entered the UK market at Selfridges; Aveda has expanded its Scalp Solutions line; and beauty-tech expert Currentbody has introduced a game-changing LED Hair Growth Helmet.
Growth is showing up in the product mix as well as sales. According to Circana, haircare was the fastest-growing category in the UK beauty market, up 16% in the first half of 2025. Products addressing hair wellness, such as scalpcare, thinning and strengthening, are outpacing the market, with hair-loss and hair-wellness ranges recording double-digit increases.