The brands driving the skinification of haircare

Since the ‘skinification’ of haircare, consumers have become more cognisant of scalp health, and caring for it is big business for brands.

The general UK haircare category is valued at around £2.2 billion, with shampoo and conditioner remaining the primary products used by 83% of the population (94% of women and 70% of men). However, it’s the scalpcare sector that is growing the fastest within this category, according to a recent report from Mintel.

Consumers are now savvier than ever with their haircare regimens and demand more than just shampoo, conditioner and styling products. Brands have developed an array of innovative products to keep up with consumer demand in this growing category.

Cécred, the brand created by global megastar Beyoncé, has developed a collection designed to cleanse, rebalance and nourish the scalp while supporting healthy-looking hair from the root.

Cécred Clarifying Shampoo & Scalp Scrub behaves like skincare for the scalp, using gentle exfoliants alongside tea tree oil, fermented purple willow bark and niacinamide to remove build-up while helping to improve the scalp's overall appearance.

To replenish hydration, the Cécred Moisturizing Deep Conditioner helps nourish both the scalp and hair, making it ideal for those experiencing dryness around the roots.

Cécred Scalp Refreshing Spray has been created to offer a refreshing moment for the scalp after workouts or during hot summer weather, without disrupting your hairstyle.

Innersense True Enlightenment Scalp Scrub is a pre-cleanse exfoliation treatment using volcanic clay and Hawaiian red salt, which gently removes impurities while apple fruit restores hydration and works for all hair textures.

Philip Kingsley has been educating consumers on the importance of caring for their scalp and hair for over 65 years. According to Brand President at Philip Kingsley, Anabel Kingsley: “Whilst scalp care may be one of beauty's fastest-growing categories, it's a space we at Philip Kingsley have owned and championed for more than 65 years. Our approach has always been rooted in the understanding that hair health begins with a healthy scalp, and at our Trichological Clinic in London, we deliver over 600 appointments for scalp treatments annually alone.

"Education has always been central to our mission. With so much misinformation surrounding hair and scalp health online, and even within the industry itself, we believe empowering consumers with credible, science-led advice is just as important as developing effective products. My book Haircare condenses everything I wish people knew into a simplified guide, as hair and scalp health shouldn’t feel like a mystery.

"As consumer understanding continues to grow, we're seeing more people recognise the importance of caring for their scalp proactively and investing in products that support long-term scalp health as protection and prevention, rather than simply treating concerns as they arise.

"Year to date, our scalp-focused portfolio, including our best-selling Flaky/Itchy Scalp Anti-Dandruff Shampoo, is up 5%, our Density range, designed to address hair shedding, has grown by 14%, and sales of our Overnight Scalp Barrier Serum have increased by 11%. There is a shift - rather than waiting for concerns to arise, consumers are investing in products that protect and maintain the scalp as part of a preventative, long-term approach to hair health.

"Whilst increased industry focus naturally brings greater competition, we welcome it. The more the category is championed, the greater the opportunity to raise awareness of scalp health, encourage informed conversations and help more consumers understand that a healthy scalp is the foundation for healthy hair. Ultimately, that's a positive step forward for both the industry and consumers alike.”

Kat Burki Skincare, the award-winning luxury skincare brand renowned for integrating the biochemistry of how the body heals through the gut into its innovative skincare line, is now applying its unique approach to support protein synthesis and renewal for scalp and hair health. The Bop-Ferment Scalp & Hair Treatment focuses on hair loss prevention and regrowth.

Key functions of Kat Burki's Hair Regrowth technology:

• Phase 1: Reactivating Stem Cells: Polyphenols from larch trees stimulate bulge stem cells, the primary cells responsible for hair follicle regeneration.
• Phase 2: Extending the Growth Phase: Copper peptides and Pro-B vitamin complex, including niacin, block hormones that inhibit new hair production and stimulate blood flow to the scalp, promoting hair regrowth.
• Phase 3: Reducing the Shedding Phase: Bioferments enhance scalp health, optimising cell turnover, scalp biodiversity and absorption. Plant stem cells and amino proteins provide hydration, support keratin formation and strengthen hair strands.

OUAI, the hair and bodycare brand founded by hairstylist-turned-entrepreneur Jen Atkin, is no stranger to creating skincare-inspired hair products. OUAI’s scalp serum balances and hydrates the scalp to help create an ideal environment for thicker, fuller hair and is clinically proven to improve the look of fuller, thicker hair:

• 100% of users showed improvement in the look of fuller, thicker hair*
  90% of users showed improvement in the health of their scalp*

Based on a 16-week expert grading study performed on 32 subjects.

• 91% of users reported that their hair feels healthier*
  87% of users reported a visible improvement in the appearance of their hair*
  86% of users reported that hair feels less prone to shedding*

*Based on a 12-week expert grading study performed on 115 participants.