Consumers’ Top Hair Care Concerns Point to Brands’ Next Innovation Opportunities

“As we get older, there are biological changes that being to happen to our hair,” says Michelle Chavez, vice president of innovation, Accupac/Cobalt Labs. “The scalp gets dehydrated faster, oil glands slow down sebum production and the skin has trouble holding on to moisture, leading to thinner, flatter skin on the scalp. Simultaneously, the length of the hair growth cycle gets shorter, and the follicle diameter gets smaller, resulting in hair thinning and loss.”
“As we get older, there are biological changes that being to happen to our hair,” says Michelle Chavez, vice president of innovation, Accupac/Cobalt Labs. “The scalp gets dehydrated faster, oil glands slow down sebum production and the skin has trouble holding on to moisture, leading to thinner, flatter skin on the scalp. Simultaneously, the length of the hair growth cycle gets shorter, and the follicle diameter gets smaller, resulting in hair thinning and loss.”
Kostiantyn at Adobe Stock

Hair wellness is everywhere, which has Global Cosmetic Industry asking: what’s next? Diving into consumer hair care search data, emerging ingredients with new and updated claims and functions, and a survey of recent brand launches, we've surfaced a wide array of opportunities. This includes white space in well-established and highly competitive categories as well as emerging issues that are still seeking dominant players. In this report, we’ll break down the most actionable trends and the innovation advancements and consumer sentiments driving them. Let’s get started.

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