Sixty-six percent of women would be very likely to try a product that claimed to improve their scalp health in a new way (with 25% saying they would be somewhat likely).
The Benchmarking Company’s August 2025 primary online study of 3,460 U.S. female and 239 male beauty and personal care buyers has uncovered the concerns consumers currently experience with their scalp, the products they’re using now to combat those worries, and the innovative solutions they’re seeking from the beauty and personal care industry to help solve them.
Based in sun-seared San Diego, Denise Herich is co-founder and managing partner at The Benchmarking Company. The Benchmarking Company provides marketing and strategy professionals in the beauty and personal care industries with need-to-know information about its customers and prospects through custom consumer research studies through its 250,000+ female PinkPanel database, focus group, and consumer in-home use testing (IHUTs) for claims substantiation and risk mitigation.
Log in to view the full article
The Benchmarking Company’s August 2025 primary online study of 3,460 U.S. female and 239 male beauty and personal care buyers has uncovered the concerns consumers currently experience with their scalp, the products they’re using now to combat those worries, and the innovative solutions they’re seeking from the beauty and personal care industry to help solve them.
Because females represent the majority of respondents, data will largely reflect the female point of view.
Common Scalp Health Issues, Solutions and Satisfaction Levels
To combat or prevent scalp issues, 48% currently use a clarifying shampoo, while 41% use dry shampoos/scalp refreshers.Kaboompics.com at PexelsIn the past 6 months, females have experienced itchy scalp (45%), thinning hair/hair loss (41%), dry scalp (41%), flaking/dandruff (30% vs. 41% for men), oily scalp and buildup on scalp (both 24%), and general scalp irritation (13%).
To combat or prevent these issues, 48% currently use a clarifying shampoo, 41% use dry shampoos/scalp refreshers, 35% use a sulfate-free conditioner, 30% use anti-dandruff shampoo (and 44% of men currently do so), 24% use scalp massage and cleansing tools, and 17% use hair growth treatments.
Thirty-five percent of women say they are somewhat satisfied with their current scalp products, and 38% feel neutral about them.
Rising Demand for Scalp Products: What Consumers Want
T-1. Scalp/hair care product use and interestsThe Benchmarking Co.The popularity of scalp products has skyrocketed (T-1), with myriad brand opportunities to engage a curious, if not fully satisfied consumer.
Seventy-seven percent of females are interested in trying detox scalp treatments, 78% are looking to try BHA/AHA exfoliating scalp products, 77% are interested in scalp tonics, 75% want to dry hydrating scalp serums/lotions and 75% wish to try moisturizing balms, among many others.
Sixty-two percent of men would like to try dry shampoos/scalp refreshers, with only 16% currently using them.
Top Scalp Health Innovations People Are Excited to Try
Sixty-six percent of women would be very likely to try a product that claimed to improve their scalp health in a new way (with 25% saying they would be somewhat likely).
New innovations that appeal to female consumers include:
scalp microbiome support (75%),
longevity-promoting scalp care (73%),
exosome-based scalp serums (72%),
stem cell therapies to stimulate scalp rejuvenation and hair follicle repair (67%),
epigenetic scalp therapies (67%),
barrier-repair scalp treatments (67%),
products with bioactive peptides (64%),
neurosensory scalp products (64%),
and scalp-focused wearable tech or LED devices (59%).
About the Author
Based in sun-seared San Diego, Denise Herich is co-founder and managing partner at The Benchmarking Company. The Benchmarking Company provides marketing and strategy professionals in the beauty and personal care industries with need-to-know information about its customers and prospects through custom consumer research studies through its 250,000+ female PinkPanel database, focus group, and consumer in-home use testing (IHUTs) for claims substantiation and risk mitigation.
![According to the Personal Care Products Council, 'Between 1990 and 2022, the [U.S.] personal care products industry generated a trade surplus every year, reaching $2.6 billion in 2022...'](https://img.gcimagazine.com/mindful/allured/workspaces/default/uploads/2025/08/adobestock-353393403.MryFiCWzOJ.jpg?auto=format%2Ccompress&fit=crop&h=191&q=70&w=340)
