Until relatively recently, the hair care category was largely dominated by cleansing and conditioning basics and the goal of surface-level shine.
We are now seeing it grow into a sophisticated space where skin science, biotech innovation, and whole-body wellness intersect.
Speaking to a more beauty tech-savvy audience, there is a deeper consumer awareness that issues such as hair thinning, flaking, and excess oil production are often symptomatic of scalp imbalances, whether microbiome, sebum, barrier, or circulatory-related.
In the first half of 2024, European sales of leave-in scalp treatments were up by 51% (source: Circana).
Hair is now part of the longevity conversation
According to UK Spate data in March 2025, there were 24 million Google searches and 12 million views on TikTok for ‘scalp treatment.’
This is predicted to grow in popularity by 15% in 2026.
On the cusp of becoming a multi-step, ritualised space, there is a huge opportunity for brands to build trust and longevity by addressing genuine biological needs with sensorially engaging, science-led solutions that frame the scalp not only as skin, but as sensitive skin with unique needs.
Here is a closer look at some of the most exciting, formulation-forward trends redefining the category.
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