According to a recent Google/Spate analysis, rosemary is the top growing hair ingredient search term. This was likely related to the TikTok virality of Mielle Organic’s Rosemary Mint Scalp & Hair Strengthening Oil, a formulation intended for textured hair that was “discovered” online by straight-haired influencers.
Unsurprisingly, Mielle was among the most searched hair brands of 2022, per NPD. Also on that list were hair wellness brands such as bond-builder K18, ingestible hair wellness brand Nutrafol, scalp health brand Divi, waterless hair care brand Owa (despite being renamed Susteau) and Arey Grey, a brand that declares itself the “The Wrinkle Cream of Haircare.”
Are you detecting a pattern?
Even a casual scan of the hair care category’s growth dynamics reveals a consumer desire for products that offer benefits that wouldn’t be out of place on a list of skin care claims. Here, we break down the biggest hair wellness/health opportunities and the emerging ingredient technologies offering nature-derived benefits.