Advancements in the hair care industry have been a few steps behind those in skin care and other areas of the personal care sector for some time. However, as today’s consumers become more educated on the topic of active ingredients, they have started to become dissatisfied with merely functional hair care products, explains Jennifer Hermitage of Cornelius Group.
Since the Covid pandemic, there has been a rise in the number of online influencers who have been spreading an educational message about the active ingredients traditionally found in skin care formulations. Furthermore, with consumers finding plenty of spare time during lockdowns, the knowledge pool grew.
This shift in focus has not only changed formulations but redefined what ‘sustainability’ means in hair care.
In this article, I explore the main trends and advancements shaping the hair care industry and how they are being leveraged to grow a stronger market future.
Embracing the ‘skinification’ of hair care
Due to the increased knowledge consumers have gained, the hair care market has seen an increased demand for science-backed, scalp-first formulations. The skin, the body’s largest organ, has traditionally been the focus for personal care formulators.
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