New campaign spotlights teenage scalp health as research reveals impact of dandruff on confidence

New research commissioned by Head & Shoulders suggests that dandruff may have a significant impact on the confidence and behaviour of UK teenagers, with some young people changing their routines or appearance to conceal visible flakes.

The study, which surveyed UK parents and teenagers aged 13-16, found that 8% of teenagers affected by dandruff said they had missed school to hide the condition. Based on the study's findings, this could equate to an estimated 140,000 teenagers across the UK.

It comes as research indicates that changes to the hair and scalp can become noticeable during early adolescence. Parents reported increased greasiness (37%), rapid oil production (30%) and uncomfortable or painful itching (21%) among their teenagers.

Among teenagers who had experienced dandruff, the study found that:

• 50% checked their appearance in a mirror or camera more frequently.
• 38% had changed their hairstyle specifically to conceal flakes.
• 28% avoided wearing dark clothing because they were concerned about flakes being visible.
• 23% wore hats, hoods or headscarves more frequently to conceal their scalp.

The research also points to an emotional impact. Parents reported that their teenagers felt self-conscious (51%), embarrassed (45%) and uncomfortable (45%) as a result of experiencing dandruff.

Social media may add to these pressures, particularly as teenagers encounter beauty advice and DIY remedies online. The study found that 21% of parents believed dandruff was caused by poor hygiene, despite dandruff being associated with factors including changes in the scalp microbiome and sebum production rather than simply cleanliness.

The research also found that 71% of parents felt scalp health receives less attention than other areas of self-care. Meanwhile, 38% of teenagers were said to lack confidence in identifying reliable information about scalp health online.

"Pubertal hormonal shifts directly impact sebum production and the scalp microbiome, making dandruff incredibly common at this developmental stage," said Dr Faye Bate, UK-trained medical doctor and digital content creator.

"From a clinical perspective, we're seeing the psychological impact of this condition rival its physical symptoms; teens are experiencing genuine distress that affects their confidence and behaviour."

Head & Shoulders is using the findings to launch Scalp Health Awareness Month in September, aiming to encourage more open conversations about scalp health and reduce some of the stigma surrounding dandruff.

As part of the campaign, the haircare brand plans to launch a digital Scalp Health Quiz on its website. The quiz is designed to help teenagers and parents understand different scalp types and access personalised care recommendations.

It will also host an 'Ask Me Anything' session on Reddit with a celebrity doctor, giving parents an opportunity to ask questions about teenage scalp health and the physical and emotional changes that can occur during adolescence.