Table of Contents
I. The Introduction of Scalp Care Market Trends
The scalp is an extension of the facial skin and is also known as a person’s “second face.” Scalp care, starting from the soil that nurtures the hair, addresses scalp issues from the root through scientific maintenance.
As an “extension” of facial skincare, scalp care differs in that the scalp has a denser concentration of hair follicles and sweat glands, is more sensitive, and ages at a rate six times faster than the facial skin and twelve times faster than body skin. Scalp aging directly triggers a series of issues in facial skin, meaning that one small problem can affect the whole system. Therefore, conducting scientific and reasonable scalp care is crucial.
In recent years, the concept of scalp care has gradually become ingrained in consumers’ minds, and the scalp care market trends have seen a rise in popularity, leading to the emergence of numerous new scalp care products. Against this backdrop, how should brands break through the competition in the scalp care market trends? What are the new opportunities in the scalp care market trends?
II. The Rising Heat of the Scalp Care Market Trends
According to the latest data from 2024, global competition in the scalp care market trends has become increasingly fierce. While brand rankings are gradually stabilizing, there are still some changes in the market landscape. From the distribution of brands, the overall performance of the top ten brands remains stable, with international giants like Kérastase and Aveda continuing to hold leading positions, showing strong market control. At the same time, Western brands like Oribe and Briogeo also maintain a steady presence, particularly dominating the high-end scalp care market in Europe and America. Notably, the Japanese brand KOSÉ has performed exceptionally well, with a significant increase in market share in Asia, demonstrating strong growth potential.
In terms of category distribution, data shows that the global scalp care market trends in 2024 is dominated by “scalp care,” accounting for 75.8%, an increase from 2023, indicating the growing demand for scalp care from consumers. Scalp cleansing products account for 23.7%, with this category remaining an important segment of the market, particularly in product lines targeting oily and sensitive scalps. Scalp care kits hold a market share of 0.5%, although small in proportion, there is a notable growth trend in the high-end market, especially with the demand for holistic care solutions, as kits are increasingly favored by high-spending consumers.
Overall, the global scalp care market trends remain hot in 2024, with fierce competition between international giants and emerging local brands. Scalp care products remain the core of the market, especially as consumer awareness of health and personal care continues to rise, further expanding the market share. At the same time, scalp cleansing products and scalp care kits have also become innovation and growth points for brands. Driven by the trend toward high-end products, brands should actively adjust their strategic layouts to seize market opportunities.
III. The Diversity of Scalp Care Market Trends
A. Consumer Demand: Increasing Demand for Soothing and Anti-Hair Loss Products
According to the latest data from 2024, consumer demand for scalp care products with “soothing” and “anti-hair loss” effects continues to rise. Comparing the first and second quarters of 2024, products with soothing and anti-hair loss functions saw significant quarter-on-quarter growth, indicating that consumers are paying more attention to scalp health management. Especially in coping with external factors such as stress and environmental pollution, products with soothing and anti-hair loss benefits are increasingly favored.
For example, Aveda has launched a Invati Advanced™ anti-hair loss care series, using natural plant extracts, including turmeric root extract and ginseng, effectively improving scalp microcirculation, helping to reduce hair loss while soothing scalp discomfort. This series’ innovative formula combines traditional Ayurvedic methods with modern technology, emphasizing the use of plant-based ingredients to repair and soothe the scalp.
Additionally, Oribe’s Serene Scalp Series focuses on soothing and cleansing the scalp, using salicylic acid to gently exfoliate, combined with chamomile and mint extracts to effectively reduce scalp irritation and balance the scalp’s oil and moisture levels, catering to the increasing consumer demand for soothing scalp products.
Overall, consumer demand in the global scalp care market trends is developing toward diversification and premiumization. In formula research and development, brands are placing more emphasis on efficacy and innovation, particularly in the soothing and anti-hair loss categories. As consumer attention to scalp health increases, the market demand for such products will continue to grow steadily.
B. Product Forms: Diverse Development of Scalp Care Product Forms
As consumers become more aware of scalp health issues and their demand for scalp care products rises, many different forms of scalp care products have emerged, such as scalp care sprays, scalp cleansing pastes, scalp serums, and shampoo mousses. Brand players are racking their brains to take the lead in the scalp care market trends.
For instance, KIREINA has launched a carbonated shampoo mousse, designed with a head spa concept. This product uses an amino acid formula to reduce irritation while caring for both the scalp and hair, preventing hair dryness. With a single press, it generates foam with a carbon concentration of 5000ppm, and the fine foam clings tightly to the hair and follicles. The product offers a fun experience while also removing sebum dirt.
C.Product Trends: The Drive Toward Refined Care and Premiumization
As consumer awareness of scalp care grows, refined scalp care has become a trend. More and more consumers are willing to spend more on scalp care products. Based on the earlier analysis, we can easily see that the number of mid- to high-end products in the market is steadily increasing, highlighting the trend toward premiumization of scalp care products.
For example, brands like Kérastase, Shiseido, and L’Oréal have introduced scalp care products priced in the mid-to-high-end range. At the same time, their sales have shown a trend of rising both in quantity and value.
IV. Exploring the Direction of Scalp Care Products for Brands
The number of brands entering the scalp care track is surging, and product innovation has become the key for brands to break through. By reaching their target consumer groups through innovative formulas, concepts, and technology, brands can stand out in this competitive market.
A. Skincare-Inspired Scalp Care
The scalp is a part of the skin, just like facial skin, and requires proper cleansing and maintenance. Topics related to scalp care are consistently trending on social media platforms, and consumers have widely accepted the concept that healthy hair starts with a healthy scalp. The idea of “skincare-inspired hair care” is gradually taking root.
NANACOSTAR has launched a scalp serum containing rare plant extracts, as well as apple fruit cell culture extract and hydrolyzed keratin, which moisturizes the scalp to prevent dryness, creating a healthy scalp environment. It strengthens the hair roots to make the hair elastic. At the same time, this product has a mild and safe formula, containing 12 types of 100% natural essential oils with a soothing fragrance.
B. Herbal Therapy for Nourishing the Scalp
Herbal ingredients are gentle and natural, with no additives or chemicals. Compared to other chemical ingredients, herbal ingredients are less likely to cause irritation.
At the same time, the characteristics and functions of different herbal ingredients vary, meeting the needs of various scalp issues. Some herbal ingredients can even promote scalp blood circulation, improving nutrient supply to the hair follicles and thereby helping to address hair loss problems. As a result, many brands like to use herbal ingredients in their scalp care products to achieve gentler and more effective results.
For instance, the brand LUSH has launched a scalp care balm specifically for oily scalps, featuring herbal therapy. The product is formulated with peppermint oil, rosemary oil, lavender oil, and avocado oil, rich in vitamins that restore scalp balance, nourish the scalp, and give off a citrusy and herbal scent. It smells like refreshing mint with a hint of fruit, leaving you feeling mentally refreshed.
C.Balancing the Microbiome for Precise Scalp Care
The scalp also has a microbiome, primarily consisting of bacteria and fungi. Under normal circumstances, these microorganisms coexist harmoniously with the scalp. However, when the scalp’s microbiome balance is disrupted—such as by excessive sebum production or an overgrowth of microorganisms—scalp problems can arise. As consumers gain a deeper understanding of scalp care, the demand for balancing the scalp’s microbiome has grown.
For example, the brand Nutrafol’s Stress Reliever Scalp Essence aims to balance the scalp microbiome, reducing sebum and inflammation while boosting hydration. It uses natural ingredients like rosemary and neem oils, known for their antimicrobial and soothing properties, to support a healthier scalp environment. Regular use can improve scalp health and foster better hair growth.
D. Innovative Technology for Hair Follicle Care
Scalp hair follicles are the foundation of hair growth, responsible for producing new hair and maintaining healthy hair. Every hair follicle can produce one hair, and there are tens of thousands of hair follicles on the scalp. Therefore, maintaining the health and normal function of the scalp hair follicles is crucial for hair growth and density.
When hair follicles are healthy, the hair is stronger, healthier, and shinier. However, when hair follicles are damaged or blocked, the hair may become weak, dry, and prone to breakage. Therefore, hair follicle care is a critical aspect of scalp care.
Kérastase has upgraded and launched the second-generation “Ginger Genesis” serum, which uses cell-level anti-hair loss technology to reshape scalp hair follicles. Hair loss is noticeably reduced in two weeks, and new baby hairs grow in six weeks. The ginger root extract provides effective ingredients for the health of hair follicle cells, reshaping the vitality base, strengthening hair roots, while the Aminexil softens the collagen fiber network of hair follicle cells, preventing follicle blockage and extending the hair’s life cycle.
E. Focusing on the Needs of Niche Groups
As the scalp care track continues to develop, the needs of niche groups, such as newborns and pregnant women, have gradually been explored, and developing new products for these consumer groups has become an innovative strategy for brands.
For instance, Mustela has developed a specialized Cradle Cap Foam Shampoo for newborns, formulated to gently cleanse and prevent cradle cap, a common scalp condition in infants. It uses ingredients like avocado extract and salicylic acid to soothe and hydrate delicate scalps while helping prevent the recurrence of cradle cap. Mustela’s products are also hypoallergenic, making them ideal for the sensitive skin of newborns.
V. Conclusion
In the future, as the concept of scalp care continues to spread, the market demand for scalp care products will further expand, presenting both new opportunities and challenges for brands.
In the increasingly competitive market, Ausmetics, as a Professional Cosmetics Contract Manufacturer, will be more precisely understand consumer demand, innovate in formulas and technology, explore more differentiated and effective scalp care solutions, and use cutting-edge marketing strategies to accurately reach their target consumers, gradually building your brand moat.
VI. People Also Ask
1. What is scalp care, and why is it important?
Scalp care involves maintaining the health of the scalp through proper cleansing and treatment, as it plays a critical role in hair growth. The scalp ages faster than facial skin, and scalp issues can affect overall skin health. Therefore, scientific scalp care is crucial for preventing hair and skin problems.
2. How has the scalp care market evolved in recent years?
The scalp care market has seen significant growth, with consumer demand for products addressing issues like soothing and anti-hair loss increasing. Brands have responded with a wide range of innovative scalp care solutions, including high-end products, scalp cleansing products, and holistic care kits.
3. Which brands are leading in the global scalp care market?
Leading international brands like Kérastase, Aveda, Oribe, and Briogeo dominate the scalp care market. Regional brands like Japan’s KOSÉ are also gaining significant market share, especially in Asia.
4. What are the current consumer preferences in scalp care products?
Consumers are increasingly interested in products that offer soothing effects and anti-hair loss benefits, especially those with natural and plant-based ingredients. There is also a growing demand for premium and refined scalp care solutions, as well as products that address specific scalp concerns like oil control and microbiome balance.
5. What innovations are shaping the future of scalp care products?
The future of scalp care is driven by innovations such as microbiome balancing, herbal therapies, and cutting-edge technologies for hair follicle care. Many brands are incorporating skincare principles into scalp care, offering specialized treatments to meet the growing demand for health-focused and effective products.