Although serums are certainly not a new hair care subcategory, recent innovations have seen the product shift from an afterthought into a regular addition to many routines.
No longer just a frizz fighter, the product category has seen significant expansions, from scalp serums that address hair concerns at the root to styling serums.
The proof is in the numbers, with market research firm Circana reporting that the prestige hair serum market has almost doubled in size over the last year, seeing a 91% increase in unit growth for Q1 2026 compared with the previous year.
An increased appetite for serums combined with scientific advances and a little love and attention has turned the products into a potential high earner for brands, with consumers buying into the products, provided they have the backing to prove their efficacy.
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Adding a serum into a product offering “signals that a brand is serious about hair health and not just hair styling, and that matters enormously to the modern consumer”, explains Samantha Cusick, a hairstylist, podcast host and founder of Samantha Cusick London and Stā Studios.
“It also gives clients a daily touchpoint with the brand, something consumers are reaching for every single morning, which builds a really loyal relationship over time.”
How and why hair serums have evolved
This category elevation has seen a huge increase in consumer spend on serums, with Circana reporting the prestige hair serum market hitting £22.7m within the 12 months ending April 2026 – up from £12.1m in the year previous
“[The hair serum category] is almost unrecognisable from where it was even five years ago,” shares Cusick.
“Serums used to be a one-note product, something you grabbed to tame frizz or add a bit of shine before you left the house.
“Now the category has become genuinely sophisticated – we are talking multi-tasking formulas that work on a structural level, targeting bonds, moisture retention, and scalp health.”
Cusick notes how client interest in the science behind products has also bolstered the category.
“Clients are much more educated about ingredients and what they actually do, and brands have responded to that.
“The conversation has shifted from ‘this makes my hair look shiny’ to ‘this is actually improving the condition of my hair over time’, and that is a really exciting place to be.”
Skin care’s influence on hair serums
This surge is “driven by the continued ‘skinification’ of hair care”, explains Emma Fishwick, Account Director at Circana.
“Consumers [are] increasingly seeking targ
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