Prestige hair care was a standout in the first half of 2026, with U.S. salesa up 11% and units up 8%, per Circana. Unlike fragrance, where the dollar-unit gap was driven by premiumization, hair care is seeing meaningful expansion in both measures.
Mass hair care tells a different story. Sales increased 7% in the first half of 2026, but units dipped, suggesting that consumers are becoming more value-conscious. One notable exception is shampoo-and-conditioner combo packs, which generated double-digit growth in both dollars and units—classic value-seeking behavior.
Given this divergent set of trends across mass and prestige, how are brands to pivot to meet the demands of either pricing tier?
Mass: Hair Care Gets Leaner, Smarter and More Efficient
As cost pressures encourage consumers to prioritize high-performing essentials over elaborate routines, hair care is moving toward streamlined products that deliver more value with less complexity.
Aptar’s HDP Pump supports the shift in consumer hair care habits with a high-dose 3.5 cc-per-stroke format designed for shampoos, conditioners and other products used in larger quantities. Aptar
Aptar’s HDP Pump supports this shift with a high-dose 3.5 cc-per-stroke format designed for shampoos, conditioners and other products used in larger quantities. Its compact 15 mm stack height maximizes shelf visibility, while the all-PP construction simplifies material composition and disposal; a metal-free spring positioned outside the dosage chamber also helps protect formula integrity.
E-commerce capability without an additional transport clip further reduces packaging complexity, making HDP a practical fit for efficient, high-volume hair care formats where performance, cost-conscious design and streamlined packaging all matter.
Hair Care’s Treatment Boom Puts Scalp Health, Longevity and Serums Center Stage
Meanwhile, on the prestige end of the spectrum, treatments are the star. Hair serums surged nearly 60%, while masks, oils, leave-in treatments and scalp-focused products also delivered healthy gains.
Recent notable serum launches have included K18, which is pushing hair care into the hair longevity space with FutureIQ biomimetic hair longevity serum, a $120 nightly treatment designed to address the biological drivers of hair aging before visible thinning, shedding and graying accelerate. K18
Recent notable serum launches have included K18, which is pushing hair care into the hair longevity space with FutureIQ biomimetic hair longevity serum, a $120 nightly treatment designed to address the biological drivers of hair aging before visible thinning, shedding and graying accelerate. Powered by proprietary MultiVital technology, the serum combines biomimetic peptides, a root-anchoring complex and antioxidants to support follicle anchoring, pigmentation, oxidative defense and scalp resilience. Clinical testing reportedly found up to 19,000 hairs retained, fewer grays in up to 70% of participants and improved scalp barrier function in 100% after three months, positioning the launch as a shift from correcting hair damage to proactively preserving hair health and longevity.
Aptar's Serumony offer controlled, dose-accurate dispensing.Aptar
Elsewhere, Biolage expanded the skinification of hair care with its Hydra Source Moisture Method Serum, a lightweight, water-based treatment designed to deliver 24-hour hydration to both the scalp and hair. The formula combines micro-filtered aloe vera, 11% fermented hyaluronic acid, glycerin and natural humectants to replenish moisture, support the scalp’s moisture barrier and seal the hair cuticle without the heaviness or buildup associated with traditional silicone- and oil-based serums. Positioned as a skin care-inspired, precision-dosed treatment, the launch reflects the growing convergence of scalp health, hair care and skin care routines.
Biolage expanded the skinification of hair care with its Hydra Source Moisture Method Serum, a lightweight, water-based treatment designed to deliver 24-hour hydration to both the scalp and hair. Biolage
On the scalp care front, Nutrire and Jupiter are both taking the category into specialty retail, underscoring the category’s shift from niche treatment to mainstream beauty. Nutrire is made its first retail move through an exclusive nationwide launch with Ulta Beauty; the scalp-first brand, developed with estheticians, trichologists and hairstylists, has also been named an Ulta Sparked brand.
On the scalp care front, Nutrire is taking the category into specialty retail, underscoring the category’s shift from niche treatment to mainstream beauty.Nutrire
Meanwhile, Jupiter expanded from DTC, Amazon and Target to Ulta.com and approximately 500 Ulta stores, with an assortment spanning anti-dandruff treatments, conditioners, scalp moisturizer and a new Day 2 Dry Shampoo, which combines oil and odor absorption with scalp-barrier and microbiome claims. Together, the moves show how scalp care is adopting skin care’s language of targeted treatment, prevention and barrier health—and gaining the retail visibility to make those concepts part of the everyday hair-care routine.
As scalp care increasingly mirrors skin care, the category is moving beyond basic cleansing and treatment toward prevention, longevity and long-term hair health. Advances in biotechnology, dermatology and personalized care are driving demand for science-backed solutions targeting thinning, hair loss, scalp aging and overall scalp wellness, with brands building holistic routines around high-performance serums, supplements, devices, treatment tools and targeted ingredients.
One such technology is Sabinsa’s Proscalpin, which takes a multi-targeted approach to fuller-looking hair, combining botanical actives with a selenium-based peptide derivative to support scalp and follicle health. Cococin delivers micronutrients and growth-promoting compounds to moisturize the scalp, while Saberry helps protect dermal papilla cells from UV-induced damage and inhibits 5-α reductase activity. Finally, PeptiSeLect leverages selenium’s role in normal hair maintenance to support fuller, healthier-looking hair. Together, the trio targets the scalp, follicle and hair-growth environment through complementary mechanisms, positioning Proscalpin as a holistic solution for thicker-, stronger- and healthier-looking hair.
“Proscalpin extends beyond traditional anti-hair-thinning applications by supporting a proactive approach to scalp and hair health, helping maintain a healthy scalp environment while improving the appearance of stronger, more resilient-looking hair,” says Shaheen Majeed, global CEO and managing director, Sabinsa. “That versatility makes it well suited for both leave-on formats, such as serums, sprays, creams, lotions, gels, and rinse-off formats like shampoos and conditioners.”
The ingredient's solvent-free format also has benefits.
“Formulating without harsh solvents matters because those solvents can contribute to scalp irritation and dryness, particularly for sensitive skin, so Proscalpin gives developers a gentler foundation to build on,” Majeed explains. “Performance does vary by format. Leave-on products, such as serums, perform best, since longer contact time with the scalp allows the actives to work more fully, while rinse-off formats, such as shampoos, see more limited benefit given they are quickly rinsed off, which may limit the overall benefit.”
He continues, “That difference showed up clearly in our 3-month study, where a leave-on hair serum containing Proscalpin showed improvements in hair growth rate and hair density, a reduction in the appearance of hair thinning, and support for healthier-looking hair, which is why I’d point developers toward leave-on formats first when performance is the priority.”
Scalp and hair treatments also require unique packaging solutions.
Packaging Delivers Precision: The New Tools for Targeted Hair & Scalp Care
An array of packaging formats from Aptar align closely with the rise of targeted hair and scalp treatments, where precision, hygiene and ease of application can be as important as the formula itself.
Aptar's NeoDropper Autoload offers controlled, dose-accurate dispensing.Aptar
NeoDropper Autoload, Star Drop and Serumony offer controlled, dose-accurate dispensing suited to concentrated scalp serums and leave-on treatments, while sealed, airless or low-contact designs can help protect sensitive formulas and minimize contamination.
Aptar's Star Drop offers controlled, dose-accurate dispensing.Aptar
For more expansive or hard-to-reach applications, BOV Meridian with Sprizzle combines 360° dispensing with a narrow spray pattern, making it well suited to scalp mists and treatments that require even, targeted coverage without overspray.
For more expansive or hard-to-reach applications, BOV Meridian with Sprizzle combines 360° dispensing with a narrow spray pattern.Aptar
Athena, meanwhile, is designed for foams, mousses and gels, offering pinpoint dispensing and one-handed control that could translate well to styling and scalp-treatment formats.
Athena is designed for foams, mousses and gels.Aptar
Collectively, the technologies point toward a new generation of treatment-first packaging that makes application more precise, hygienic, portable and experiential, helping brands differentiate increasingly sophisticated hair and scalp products beyond the formula itself.
Ingredient Briefing: Hair & Scalp Care’s Bio-Based Performance Push
As hair care moves toward lower-impact formats, bio-based performance and more efficient formulations, sustainability is increasingly being built into the technology itself—not simply added as a marketing claim.
“Consumers increasingly expect products that simplify their routines without compromising performance,” say Elizabeth Frabotta, marketing and business development leader, Ecopol America Inc., and Denis Ontumi, VP of R&D at Rita Corporation.Daniel's Richard at Pexels
From dissolvable surfactants and water-activated formats to plant-derived conditioning systems, multifunctional ingredients and bio-based film formers, these innovations aim to reduce packaging, water use and formulation trade-offs while preserving the sensory experience, efficacy and versatility consumers expect from modern hair care.
Drop, Dissolve, Lather: Rethinking the Shampoo Bottle
Rita Corp.’s pre-dosed, dissolvable surfactants, offered in partnership with Ecopol, deliver a more sustainable, user-friendly alternative to conventional liquid surfactant handling. The plant-based, biodegradable anhydrous surfactants arrive in ready-to-use doses that simply drop and dissolve, eliminating pouring and measuring while delivering consistent formulation performance. The format can help reduce mess, packaging and handling complexity while supporting refill and low-water product concepts—making it particularly relevant to solid, concentrated and water-activated beauty formats seeking to cut waste without sacrificing convenience or formulation precision.
Rita Corp.’s pre-dosed, dissolvable surfactants, offered in partnership with Ecopol, deliver a more sustainable, user-friendly alternative to conventional liquid surfactant handling. Rita
“Consumers increasingly expect products that simplify their routines without compromising performance,” say Elizabeth Frabotta, marketing and business development leader, Ecopol America Inc., and Denis Ontumi, VP of R&D at Rita Corporation. “For product developers, dissolvable shampoo capsules offer an opportunity to rethink the traditional shampoo bottle by delivering a pre-measured, concentrated format that transforms into a rich, luxurious lather during use. Rather than asking consumers to trade convenience for sustainability, brands can deliver both, creating a premium cleansing experience while reducing packaging, improving portability, and introducing new refill concepts. This concepts also provide opportunity to customize dosages to deliver benefits such as shorter hair care routines and quick rinsing.”
The experts add, “Beyond performance, consumers are looking for products that fit seamlessly into increasingly dynamic lifestyles. Whether at home, traveling, at the gym, or simply running low on their favorite shampoo, they want products that are readily available without the inconvenience of carrying bulky bottles or making an extra trip to the store. By offering both single-use capsules and at-home refill formats, brands can create a connected product ecosystem that keeps consumers stocked with the products they already know and trust.”
Finally, they say, “Single-dose capsules provide convenience for travel, hospitality, fitness, and trial experiences, while refill capsules allow consumers to replenish existing bottles with a perfectly pre-measured dose. Together, these complementary formats extend brand accessibility, encourage repeat purchases, and create a more flexible, consumer-centric approach to everyday hair care.”
Ultimately, the opportunity isn't simply creating a new shampoo; it's creating a new product format that better aligns with how consumers want to use personal care products. The future of personal care isn't adding more products to consumers' routines. It's creating products that do more while asking less of the consumer.
Bridging Naturality and High-Performance Sensory
Biocogent’s Hedi Avocado is a plant-derived, water-based microdispersion designed to bring the rich conditioning benefits of avocado butter to lighter, more elegant formulations. Combining avocado butter with squalane, radish seed extract and vitamin E, it offers a silicone- and paraffin alternative with a soft, luxurious, sprayable milk-like feel while supporting moisturization, barrier care, frizz control, hydration and damage repair. Its ability to be cold-mixed and easily dispersed in water also gives formulators greater flexibility across skin and hair care, from serums and barrier treatments to hair milks, masks, leave-ins and detanglers.
Biocogent’s Hedi Avocado is a plant-derived, water-based microdispersion designed to bring the rich conditioning benefits of avocado butter to lighter, more elegant formulations. cottonbro studio at Pexels
“Hedi products represent a solution to the longstanding challenge of balancing ‘naturality’ with ‘elegance,’” says Paul Lawrence, PhD., executive director of bioscience research, discovery and scientific communications. “Natural butters and oils provide excellent biological benefits, but are often greasy, slow to absorb, and difficult to uniformly disperse. Silicones and paraffins have solved the sensory problems, but do not contribute much as far as biological activity. The Hedi technology allows natural substances to be used efficaciously and surmounts the longstanding trade-off, where consumers can now obtain the natural benefits without relying upon synthetic emollients for the sensory properties.”
He adds, “The means by which Hedi products are created allows for stable, homogeneous dispersions to be prepared that seamlessly blend high levels of lipophilic materials into water-based systems. These preparations have uniform particle sizes and impressive stability. This proprietary process allows downstream clients to cold-process and ‘infinitely dilute’ the Hedi products as active ingredients in finished formulations. This saves formulators precious time while being able to extol highly desirable features like the lighter feel, that the material is easily sprayable, spreads faster, and provides uniform skin coverage.”
Multitasking Tech: Protection, Foam and Viscosity
Symrise’s Mindera Euca is a 100% plant-based multifunctional ingredient designed for rinse-off personal care. It provides broad-spectrum product protection across a broad pH range while also improving foam quality, volume, viscosity and sensory feel, including in sulfate-free systems. The ingredient extends Symrise’s patented Mindera platform into rinse-off formulations, giving brands a way to combine product protection and enhanced cleansing aesthetics while responding to demand for natural-origin, wellness-oriented formulations.
Symrise's Mindera Euca is a patented, plant-based product protection technology for rinse-off applications.Symrise
“As a multifunctional, Mindera Euca (INCI: piperitone) delivers, among other properties, broad‑spectrum product protection in rinse‑off systems through a multi-modal antimicrobial mechanism typical of monoterpenes,” says Steffen Nordzieke, director microbiology research, global innovation, Symrise. “It disrupts bacterial cytoplasmic membranes in both Gram‑positive and Gram‑negative organisms, leading to loss of membrane integrity, ATP depletion and reduced cellular energy. In Gram‑positive bacteria, piperitone additionally supports the downregulation of genes involved in cell wall synthesis, quorum sensing and virulence, further limiting microbial survival and adaptation. Because this membrane‑active mode of action is non‑ionic and chemistry‑driven, efficacy is maintained across a wide pH range and in sulfate‑free surfactant systems common to modern rinse‑off formulations.”
Sabine Lange, director functional efficacy and application, global innovation, Symrise, adds, “Building on its multifunctional profile, Mindera Euca functions as a foam‑structuring viscosity modifier. As hydrophobic molecules preferentially partition into surfactant micelles instead of the aqueous phase, driving micelle swelling and increasing aggregation number. More importantly, their insertion between surfactant headgroups reduces effective headgroup repulsion and lowers micellar curvature, promoting sphere‑to‑rod or wormlike micelle transitions. These structural changes significantly enhance bulk viscosity and contribute to creamier, more stable foam. The effect is indirect and structure‑driven, resulting from micellar reorganization rather than direct surface activity.”
Making the Case for High-Performance Bio-Based Hair Care
Solabia USA’s Oleoveil is a 100% bio-based, vegan film former designed to deliver silicone-like slip and a comfortable “second-skin” feel in natural and mineral formulations. Its amphiphilic structure improves spreadability and wear while reducing pilling, streakiness, tackiness, greasiness and heaviness associated with botanical-rich formulas, and it also provides water and transfer resistance plus a soft-focus finish.
“We believe the key opportunity here is for brands to shift the conversation from just a natural alternative to a high performance technology that happens to be natural and biobased,” says Tim Cuneo, Ph.D., NPD functionals group leader at Solabia USA. “Materials like OleoVeil represent the next generation of bio-based materials which leverage more advanced chemical feedstocks developed over decades of green-alternative initiatives."Beyzanur K. at Pexels
“We believe the key opportunity here is for brands to shift the conversation from just a natural alternative to a high performance technology that happens to be natural and biobased,” says Tim Cuneo, Ph.D., NPD functionals group leader at Solabia USA. “Materials like OleoVeil represent the next generation of bio-based materials which leverage more advanced chemical feedstocks developed over decades of green-alternative initiatives. Oleoveil demonstrates that sustainability and performance can coexist without compromise. Rather than asking consumers to trade efficacy for sustainability, brands can position OleoVeil as a next-generation film former that delivers the conditioning, manageability and styling performance consumers expect from traditional ingredients while supporting growing demand for bio-based solutions at accessible prices.”
As for how OleoVeil’s multifunctionality shapes product development and claims strategy across hair care, Cuneo notes, “Multifunctionality has become an important part of both product development and claim strategy. Consumers are looking for products that solve multiple concerns in a single step, while brands are challenged to create efficient, high-performing formulations. Oleoveil supports both objectives by enabling a broad range of consumer-facing claims, including curl retention, frizz prevention, cuticle sealing, and reduced split-end appearance without buildup. It also enables clear formulations without compromising foam performance, helping brands deliver more benefits with a single ingredient. Its compatibility across both rinse-off and leave-on applications also gives brands the flexibility to extend the same technology throughout a complete hair care routine.”
According to Cuneo, OleoVeil’s strongest opportunity for curly and textured hair is its ability to maintain curl definition, shape and volume control in high-humidity conditions. Testing showed more defined curls, less frizz, reduced shrinkage and better shape retention versus controls, while also limiting unwanted volume expansion. The ingredient’s lighter, less greasy and less tacky feel compared with traditional oils and bio-based derivatives adds another point of differentiation, giving brands a performance story centered on long-lasting curl integrity without sacrificing sensory quality.
Solabia’s data suggests OleoVeil can be used across shampoos, conditioners and leave-in styling products.
“When designing a product line, a great deal of effort is put into matching the desired marketing and technical briefs that are crucial for creating differentiated products and reproducible success,” says Cuneo. “If an ingredient is able to deliver the right sensory, benefits, and experience, it can be an integral part of multiple products in a line. For example, traditional materials like amodimethicone and dimethicone can be found across a routine, often in ratios designed to give a brand their signature sensory. If a material must be excluded from some formulations, it can be less attractive as a choice if it introduces the dilemma of having to lose part of the designed aesthetics in one or more products. The flexibility allows the adoption of materials that can become part of a brand’s core technology platform which establishes their unique edge.”
FOOTNOTE
