This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.
Taboo-busting has been a striking trend in skin, body and hair care in recent years, with brands stepping up to normalise conversations around everything from acne to thinning hair.
As they have, more elevated, attractive products have appeared, changing the experiences that consumers can have when treating these common conditions.
And now it’s dandruff’s turn.
Out goes a category that follows prescriptive standards in everything from the ingredients to the packaging, where remedies start and end with clinical functionality.
Brands are turning dandruff care into a more approachable and normalised space through innovations that still focus on efficacy and results, but with branding and products that are more aligned with beauty and skin care, and with features such as enticing scents and chic packaging.
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