As they say, an ounce of prevention is worth a pound of cure. Hair care emerged as a standout category in the prestige market during Q1 2025, with sales climbing 4% year-over-year, per Circanaa. Among the leaders of this growth were products touting heat protection benefits, reflecting awareness of the damaging effects of environmental and mechanical stressors like heat, pollution and UV exposure. As demand for solutions that address these challenges increases, so do launches from brands and ingredient suppliers.
“Hair care innovation is evolving to meet rising consumer demand for ‘total fiber health,’ addressing external stressors like heat, ultraviolet (UV) and pollutants, while also considering scalp wellness,” says Irena James, senior business development manager, beauty and personal care, ingredients and specialties, Univar Solutions.
Preventative solutions often work hand-in-hand with reparative technologies, such as advanced bond-building innovations. In many instances, both approaches are integrated into a single product, amplifying their overall effectiveness. Additionally, these solutions frequently include or complement claims related to scalp health, longevity and overall hair wellness, creating a holistic approach to hair care.
Here’s where innovation is driving new opportunities in hair care.
Heat Heroes: The Latest Brand Launches in Hair Protection
K18's HeatBounce, launched in July 2025, is a weightless conditioning heat protectant featuring the brand's ResiliCore heat-shielding technology, which is inspired by resilient proteins found in nature.K18
ResiliCore penetrates the hair cortex, where heat damage occurs, offering protection from temperatures up to 450°F (232°C), per K18. Unlike traditional heat protectants that sit on the surface, ResiliCore reportedly provides deep defense, reducing breakage by 85% during blow drying.
HeatBounce is designed for use on damp or dry hair and protects against heat, mechanical damage and UV exposure. Its lightweight cream-to-mist formula ensures conditioning without added weight, making it suitable for all hair types.
"HeatBounce reflects our commitment to pushing the boundaries of hair science," said Suveen Sahib, co-founder and CEO of K18. "Powered by our patented ResiliCore technology, it delivers intelligent heat protection that penetrates deep into the hair fiber—reinforcing inner bonds and preserving strength by dynamically responding to heat. It's a true breakthrough and the perfect complement to our molecular repair innovation."
Hairdresser Chris McMillan (known for the "The Rachel" and "CLB" haircuts) recently launched his own range of products at his own DTC site and at Sephora online and in-store. The product range merges interest in hair protection with the thriving prestige styler category, which grew 12% in Q1 2025, per Circana.Chris McMillan
The range is built on the foundation of the brand’s HS3 Complex of actives that “protects, strengthens and adds shine every time you style,” per the brand. The complex is designed to withstand hot tools up to 450°F, while reinforcing hair from within for stronger strands. Ultimately, the promise of the range is to offer styling without compromising one’s hair health.
While all of the brand’s SKUs feature the HS3 Complex, The Glassy Smooth Blowdry Spray ($36) is an explicitly protective product. This heat-protecting prep spray reportedly blocks out humidity and supports the achievement of long-lasting blowouts.
Dyson's Leave-In Conditioning Spray ($69.99 for 165 ml, refill $59.99) is an 8-in-1 multitasker that nourishes, detangles and reduces frizz.Dyson
Its Hydrating Hair Oil ($54.99 for 30 ml) is a concentrated, silicone-free oil that nourishes, smooths and seals in moisture for soft, manageable hair. Notably, it protects against heat and mechanical damage with antioxidant-enriched ingredients, which include the aforementioned sunflower oil, as well as olive, Abyssinian, corn, avocado, sesame and macadamia oil.
The Leave-In Conditioning Spray ($69.99 for 165 ml, refill $59.99), meanwhile, is designed to support detangling and reduce frizz while offering UV and heat protection.
The Hair Defense Tool Kit: Advanced Protection Against Heat, UV and Chemical Damage
A Senolytic Solution for Scalp Health and Hair Vitality
"Pollution, UV radiation and thermal styling can accelerate cellular fatigue and contribute to visible hair thinning by stressing follicle-supporting cells," says Irena James, senior business development manager, beauty and personal care, ingredients and specialties, Univar Solutions.boyloso at Adobe Stock
Eterwell Hair is a senolytic-based hair care ingredient designed to maintain a healthy scalp and support strong, vibrant hair. It targets visible signs of cellular fatigue caused by heat, UV, and pollution, promoting longevity and scalp wellness. It is therefore optimal for products focused on hair density and resilience.
Advanced Hair Protection Against Heat, Bleach, and Oxidative Stress
Provital’s Keradeep is a polyphenol-rich pine bark extract with strong antioxidant activity The ingredient technology prevents irreversible protein carbonylation and cysteine oxidation, damage that can weaken hair.
In this way it protects the hair’s keratin and keratin-associated proteins from oxidative stress caused by heat styling, UV and pollution exposure, and chemical treatments.
Unlike conventional “plex” systems, which work by repairing or reinforcing disulfide bonds after they are broken, Keradeep offers a preventative solution that protects existing bonds, maintains keratin organization to support strength and elasticity, and shields against antioxidants that can break bonds during chemical or heat exposure.
Per Provital, Keradeep offers as much as 97% protection from heat-induced protein carbonylation, as much as 71% protection from bleach-induced protein carbonylation and about 51% protection against disulfide bond breakage. It also offers 94% protection in maintaining keratin’s positional structure.
For these reasons, Keradeep is recommended for use in pre-bleach, heat styling and environmental protection products, perhaps in cooperation with bond builders.
Multi-Peptide Solution for Hair Protection and Longevity
SEM images reveal the damage caused by 20 days of UV exposure on type 2 virgin Caucasian hair that reportedly proves that FibraShield C protects hair cuticles. Left: FibraShield C conditioner. Right: control conditioner.Croda Beauty
Sourced from chickpea extract, FibraShield C can be applied in daily leave-in care, styling, thermal protection, anti-pollution, sun protection, well-aging and hybrid formulations to address dry and damaged hair, including chemically-treated and mechanically damaged hair, as well as fragile hair types such as textured, aged or gray hair.
Key benefits include: 95% reduction in ROS (reactive oxygen species); reversal of 20 days of UV-induced cuticle damage; reduction of UV-induced cysteine oxidation in the cortex, safeguarding the hair's internal structure; and preservation of hair strength and integrity (as confirmed by DSC and cyclic fatigue testing).
The biodegradable (OECD 301B) ingredient comprises 98.9% naturally derived content (ISO 16128) and is COSMOS approved, vegan suitable, halal certified, non-GMO and free from phenoxyethanol. It is also IECIC listed and EU and U.K. REACh compliant, per Croda.
UV Protection and Scalp Health in Hair Care Formulations
“With consumers viewing the scalp as an extension of facial skin, ingredients like Parsol SLX [from DSM-Firmenich] that combine UV protection with microbiome-respecting properties are gaining traction,” says James. “Coupled with modern silicones and multi-functional actives, they enable developers to formulate for protection, performance and long-term hair vitality.”
Parsol SLX is a photostable UVB filter designed to protect hair from sun damage and color fading while supporting the scalp's natural microbiome. Ideal for formulations promoting scalp health and barrier protection, it also enhances hair color retention and provides fiber UV defense. With its smart film-forming technology, Parsol SLX ensures effective UV performance, leaving hair soft, smooth and lightweight, per the supplier. Instrumental tests show up to 32% color retention for red permanent hair, making it a viable choice for maintaining vibrant, healthy hair.
Onion Shampoo: The Trending Hair Care Solution for Defense, Growth and Repair
In July, Spate reported that onion shampoo posts had grown more than 1,000% year-over-year, generating about 1.8 million weekly views.Mahnoor at Adobe Stock
Lightweight Hair Protection
Dow’s DowSil CE-7114 Si Quat Micro Emulsion is designed to create a lightweight, invisible shield that locks in moisture, smooths the cuticle and enhances shine. The ingredient technology reportedly helps defend hair against heat styling, UV exposure and pollution.
Damage Care for Smoother Hair
On the repairative front, DSM-Firmenich’s Phytantriol, a multifunctional active that boosts the deposition of conditioning agents and vitamins like panthenol, helps to strengthen, smooth and moisturize the hair. For this reason, the technology is recommended for damage care systems.
Advanced Hair Protection Against Environmental Damage and Aging
Zinbloq—from Assessa Indústria Comércio e Exportação Ltda and distributed by Rita Corp.—reportedly protects hair from environmental damage and oxidative stress. It strengthens hair, reduces breakage and preserves the cuticle, keeping it shiny and improving combability. It additionally prevents erosion of hair strands and reduces visible signs of aging.
The technology comprises: Zingiber officinale (ginger), an antioxidant with bioactive compounds like gingerols and shogaols that neutralize free radicals, reduce oxidative stress and prevent hair damage.
Meanwhile, its Kappaphycus alvarezii content acts as a natural coating agent, forming a protective barrier against pollution, UV radiation and harsh chemicals, while reducing breakage and split ends. Finally, sodium alginate functions as a chelation agent, detoxifying hair by binding to and removing heavy metals and pollutants that cause damage and dullness.
A Sustainable Antioxidant Ingredient for Skin and Hair Care
Ormesia, a natural and upcycled cosmetic ingredient from Expanscience Laboratoires, is derived from the seeds of Passiflora edulis, commonly known as yellow passion fruit. Timur Weber at Pexels
Initially created for skin care, Ormesia (INCI: Propanediol (and) Water (Aqua) (and) Passiflora Edulis Fruit Extract) has been shown to help skin defend itself against UV radiation and pollution by boosting its natural protective responses. This year, Expanscience extends its application to hair care, aligning with the rising trend of skinification in beauty routines.
In ex vivo tests simulating environmental stress with UV radiation and Arizona dust, Ormesia helped red-dyed hair retain color, strengthened hair fibers to reduce breakage, and preserved shine and gloss, per the company.
Multifunctional Scalp and Hair Care Actives for Stronger, Healthier Hair
Chemyunion has introduced a range of multifunctional actives specifically crafted to protect the scalp, address imbalances and enhance hair strength. These include Polluout, a biopolymeric film-forming agent that reduces the adhesion of pollutants using plant-derived polysaccharides, panthenol, xylitol and green tea. Polluout Detox, meanwhile, provides detoxifying and soothing benefits, enabling deep cleansing and improved hair resistance through molecular purification.
H-Vit Plus NP, on the other hand, combines plant extracts, biotin, panthenol and menthol to revitalize the scalp, control oiliness and deliver a refreshing sensation. Finally, Hygeaphos is a xylitol phosphate ester that restores the skin microbiome, controls oiliness and prevents folliculitis.
These ingredients address common scalp issues such as dryness, flaking, excess sebum and hair shedding, offering comprehensive care for consumers seeking stronger, healthier hair alongside prevention.
In June 2025, Spate noted increased interest in preventive scalp care, reporting, “That shift has led to a rise in scalp-centric products designed to support a healthy scalp before any issues even start.”
This has led to a boom in interest in scalp serums and scrubs. Serums are most closely associated with concerns like hair growth and health and dry scalp, per Spate, while scrubs were most closely associated with dandruff.
Advanced Scalp and Hair Barrier Care
Croda Beauty Actives' Sphingo’Hair Drypure is designed to "cement" both the scalp barrier and hair barrier structures to soothe, moisturize and reduce flaking of the scalp, while restoring hair smoothness, moisture balance, shine and combability.
The ingredient technology comprises a bio-fermentation-derived long-chain fatty acids ceramide NP and addresses the similarities between and interdependencies of hair and scalp barrier structures.
By supporting these barriers, Sphingo’Hair Drypure defends the scalp and hair from external aggressors and thereby boosts their longevity. Per Croda, preclinical and clinical evaluations conducted with the ingredient showed that Sphingo’Hair Drypure:
- reinforces the skin’s barrier function
- increases scalp hydration
- reduces scaling
- soothes inflammation
- maintains proper hair fiber moisture balance
- smooths hair fiber cuticles for a boost in luster and manageability
From SkinTok to HairTok: How Hair Care Brands Can Achieve Marketing Virality
TikTok has transformed the beauty industry into a platform-driven landscape, where short-form content entertains, educates and drives consumer behavior, according to a wide-ranging reportb from Spate x YipitData. Virality-driven brands, often born or accelerated on TikTok, use creator partnerships, unfiltered tutorials, and digital fluency to quickly build trust and gain massive visibility. These brands thrive on speed and relatability, breaking into top engagement rankings and leveraging the platform to turn attention into real-world sales at an unprecedented pace.
"The brands that convert short-term buzz into lasting market share have been staying relevant by continuously launching products in exciting new formats or alongside new innovative techniques," says Yarden Horwitz, cofounder of Spate. "They pair these launches with strategic influencer partnerships to create momentum, amplify reach and keep consumers engaged beyond the initial viral moment."
Hair care often focuses on dramatic before-and-after transformations. But does this make it harder for more practical, results-driven brands to stand out? And what insights can we take from SkinTok to help bridge the gap?
"The hair category looks to be mirroring skin care’s content evolution," says Horwitz. "Karseell’s before-and-after videos recall early-pandemic viral hits like the Green Tea Face Mask Stick, but with a seemingly more credible and effective product. Over the years, SkinTok has shifted from before-and-after content to ingredient efficacy, derma-backed authority, and—as seen with Medicube and Anua—influencer partnerships and commission-eligible content."
She adds, "While brands like Wavytalk are leveraging some of these strategies, brands like Karseell have a clear opportunity to adopt them to expand reach and sustain growth."
Beauty Marketer & Product Developer Playbook
Focus on Heat and Environmental Protection
Products emphasizing protection against heat, UV exposure and pollution are driving growth, reflecting consumer demand for solutions that combat external stressors.
Emphasize Holistic and Multi-Benefit Care
Consumers want multifunctional products that address total hair health, including scalp wellness, hydration, shine and damage repair, merging preventative and reparative benefits.
Leverage Advanced Technology
Innovative technologies like K18's ResiliCore and FibraShield C are gaining attention, highlighting the importance of cutting-edge science in creating high-performance, standout products.
Position for Premium Appeal
Prestige offerings and collaborations with trusted retailers like Sephora are key strategies for building credibility and reaching health-conscious, high-spending consumers.
Footnotes
awww.gcimagazine.com/brands-products/fragrance-home/news/22941513/us-consumers-embrace-beauty-in-uncertain-q1-2025
bwww.yipitdata.com/resources/blog/virality-driven-brands
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