The hair care industry is continuously evolving, with 2024 poised to be a landmark year for innovation. Prestige hair sales soared by 14% in 2023, significantly outpacing the 6% growth seen in the mass market.
This growth is thanks to exciting advancements across various product categories and formulations. Hair launch volume more than doubled versus 2022. Hair was also the only beauty category to sell more online, with e-commerce accounting for 52% of the volume.
In this blog post, we’re exploring the top trends shaping the future of hair care in 2024.
The Skinification of Hair Care
Hair care brands are creating personalized products for different hair types to provide better experiences for users. The skinification of hair styling involves incorporating skincare ingredients and formats into hair care products. Skintification is about creating formulations that are as nourishing for the hair and scalp as they are for the skin. Products like serums, exfoliants, masks, and oils are becoming staples in hair care routines.
Michelle Chavez, VP of innovation at Cobalt Labs, says hair care is seeing an influx of skin care-inspired ingredients like fortified vitamins, hyaluronic acid, and fermented extracts. This trend extends to claims of heat, UV, and pollution protection.
Scalp health is becoming increasingly important as consumers are learning about how it correlates to hair health. Caring for your scalp-like skin promotes conversations about collagen, proper blood circulation, and nutrient deficiencies.
One brand exemplifying skinification is Garnier Fructis’ with their new Hair Filler product line inspired by skin fillers. The bonding collection has a Pre-Shampoo Bonding Inner Fiber Repair Treatment, a Strength Repair SKU, a Moisture Repair, and a Color Repair. All products have skincare ingredients and aim to protect and help with anti-aging. They even have a dermatologist influencer, Muneeb Shah, D.O..
Garnier’s innovation is supported by growing consumer interest in bonding treatments, with searches for “bond repair” seeing a 531.1% increase year-over-year, per Spate.
Breakthroughs in Dry Shampoos
Dry shampoos are experiencing a renaissance, with innovative formulations that address not just oil but also odor and scalp health. K18’s new AirWash dry shampoo features OdorBind technology, which eliminates odors for up to three days. This non-aerosol formulation uses biotech-derived Mediterranean microalgae and translucent microbeads to absorb oil without leaving residue.
The demand for products that extend the life of professional hair treatments is driving this innovation. Creating a style that lasts between washes is what consumers are looking for in a dry shampoo. Dry shampoos that refresh the scalp while absorbing oil and neutralizing odor are at the forefront of innovation.
Peptide-based Innovation
Peptide-based products are gaining traction due to their ability to repair, nourish, and improve elasticity and strength. In 2023, Exploding Topics reported that TikTok videos about hair peptides have surpassed 1.1 billion views, underscoring their popularity.
There’s a high search volume for thick hair, hair loss, and growth-related ingredients like minoxidil, ketoconazole, and dutasteride. Peptide-based innovation improves the size of hair follicles, creating thicker hair. Peptides also help improve blood flow to the scalp, which ensures better overall hair health.
BASF launched the natural PeptAIde 4.0 peptide in 2020 to deliver an aging solution for skin, scalp, and hair. Consumers who’ve tested the technology reported reduced appearance of scalp redness while maintaining healthy scalp oil and pH levels.
Packaging Innovation
As consumers become more eco-conscious, the demand for sustainable and multifunctional packaging in products is on the rise. Brands are innovating with packaging solutions that not only reduce environmental impact but also enhance user experience.
Packaging innovations often incorporate recycled plastics and biodegradable materials, aligning with the growing trend towards sustainability. Prioritizing eco-friendly practices and user-centric designs will help brands meet consumer expectations for products that are both effective and environmentally responsible. This shift is not only reducing the industry’s carbon footprint but also setting new standards for responsible consumption.
Conclusion
Get ready for a year of groundbreaking innovations, with products that blend skin care with hair care needs. From skinification to peptide-based treatments and advanced scalp care, these trends offer opportunities for brands to think outside the box to meet evolving consumer demands.
As these innovations develop, the future of hair care looks healthier, more personalized, and more effective than ever before.