Shifts in the Haircare Industry
In the haircare market, interesting shifts are occurring across several products from shampoo to scalp treatments. But where is it all coming from? Inspired by skincare, consumers begin to see the value in a specialized haircare routine, and interest for varying products is growing. Consumers now understand that the scalp holds the root of their hair follicle, and ultimately, the foundation for overall hair health. Based on the average monthly search volume this past year, hair oils and scalp treatments indicate a desire for hair treatment from the root. The rise in searches for scalp serums, scalp treatments, and even hair oil represent a concept known as the ‘Skinification of Hair’.
Defining the Skinification of Hair
For Vantage, the Skinification of Hair is a shift in focus in the haircare market from repairing existing damage to preventing damage, starting from the root of concern: the scalp! The scalp is an extension of the skin on the face, so it makes sense to treat it as such. As a result, haircare formulators are beginning to include popular skincare ingredients like hyaluronic acid, salicylic acid, niacinamide, and more in haircare products to treat the scalp and create healthy hair from root to tip. Additionally, the Skinification of Hair emphasizes the fact that not every haircare product will work for every single person. Much like a skincare routine, it is important to take the time to build a haircare routine that is right for you.
A Deep Dive into Haircare Trends
Using consumer insights and market data, Vantage has defined a few key trends that embody the Skinification of Hair from root to tip:
Great hair starts with a balanced scalp, free of excess dirt, oil, or dryness. This leading consumer concern birthed the rise of scalp exfoliating products and treatments. Scalp exfoliation provides many benefits from regrowth to strengthening of the hair follicles, allowing moisture to penetrate the scalp. ‘Scalp scaling’ is a Korean-based hair treatment that is an intense iteration of this process that uses exfoliating shampoos, gels, scrubs, and tools to deliver a deep exfoliation that supports healthy hair growth.
Deep moisturization of the hair can be tricky for some hair types to achieve. If the product contains too many emollients or butters for example, it may weigh the hair down, which is the opposite of what consumers want. Slugging is a trend that exploded in the skincare industry which uses hydrophobic ingredients to seal in moisture, soften skin, and support skin barrier function. So, if this winning trend can work for the skin, why not the hair? ‘Hair slugging’ is a new iteration of the popular skin trend in which one adds hydrating products into the hair at night, followed by wrapping it up with a silk scarf or bonnet to protect during sleep. There are two ways to try this trend. For fine hair or hair that is prone to oiliness, lightly coat the middle and ends of the hair in a lightweight serum or oil for leave-on applications. For thicker hair or hair that tends to be coarse and/or prone to dryness, apply thick layer of a heavier oil all over the hair, including the scalp, and then rinse in the morning. Alternatively, a hair oil followed by a hair mask can work to deeply condition and restore damage to the hair overnight.
Consumers want haircare products with premium skincare ingredients and are actively seeking out products that contain them. Actives in haircare are “skinspired”, effective, and address a multitude of top consumer hair concerns. From dryness to itchy, inflamed scalps to frizzy, damaged tresses, skincare active ingredients like hyaluronic acid, salicylic acid, and niacinamide can remedy top consumer concerns while delivering beautiful, healthy hair.
Vantage Skinification of Hair Formulation Teaser
Vantage customers can leverage our formulation expertise to achieve highly sensorial haircare formulations with ingredients that are equally potent and clean beauty friendly. We offer a variety of haircare-ready ingredients with benefits for all hair types. Using these ingredients, we have created a variety of haircare formulations including scalp-targeting shampoos, scalp treatments, silicone-free conditioners, and hair slugging balms to address consumer concerns while complementing the current and future trends in the haircare market:
- Balancing Scalp Scaling Shampoo
- Defining Scalp Scaling Shampoo
- Restoring Scalp Serum
- 3-in-1 Renewing Serum
- Luxurious Conditioning Concentrate
- Eco Conditioner Powder
- Recovery Balm-to-Oil Hair Mask