HAIR CARE MARKET TRENDS, PRODUCTS, AND INGREDIENTS IN 2024

Current and Future Hair Market Trends

The way consumers value their hair care has changed in the last few years. 

Previously the focus was just on achieving a "WOW effect”, while today people are paying more and more attention to the health of their hair, how it is cared for, and how hair care products and treatments can affect it. 

Not only that. Younger generations are becoming more and more aware of the importance of saving the planet. This is why today the health of the environment has become a priority for consumers, who value products according to their environmental impact.

So… How to combine self-care with care for the planet? 

These are the main trends that are dominating the hair care world in 2024.

SCALP CARE

A growing emphasis on the scalp has emerged in recent years. Consumers are recognizing that a healthy scalp is the basis for strong and healthy hair. That's why today we talk about “Scalp Care" - it includes all those treatments that care for and nourish the hair starting from the roots: moisturizing treatments, anti-frizz treatments, and volumizing treatments are some examples.

All this can be encapsulated in the concept of Skinification. Have you ever heard of it?

Hair Skinification is another emerging trend inspired by skincare routines. This trend involves incorporating skincare-inspired ingredients, textures and techniques into hair care products. 

The result? More beautiful, nourished ... but most importantly, healthy hair!

HAIRCEUTICAL AND SCIENCE-BACKED PRODUCTS

Hair care meets pharmaceuticals in the rising trend of "hairceuticals." These products combine scientifically-backed ingredients with hair care formulations to address specific hair concerns. From hair growth serums to anti-aging treatments, hairceuticals offer targeted solutions for various hair issues.

What do we mean by “science-backed” products?

It means that these products are developed based on scientific studies and use innovative technologies. From hair repair treatments to advanced hair color formulations, science-backed products provide effective solutions based on evidence and research.

This is the secret of their success: with advancements in hair research, science-backed products are gaining more and more credibility, and consumers are more aware of what’s inside their products and can concretely understand the effect they have on hair.

Discover more about the latest hair care market trends! Download our e-book!

CONSCIOUS AND CLEAN HAIR CARE

As environmental awareness grows, consumers are seeking hair care products that align with their values. Sustainable packaging, eco-friendly formulations, and ethically sourced ingredients are becoming essential criteria when buying products. 

Brands committed to sustainable practices are gaining traction, and consumers are demanding transparency in their hair care choices.

Speaking of transparency, the Clean Beauty concept is another trend that has taken the hair care world by storm. As today's consumers are increasingly conscious of the ingredients they put in their hair, it is fundamental to offer them clean and non-toxic formulations. 

Products free from ammonia, sulfates, parabens, and other potentially harmful chemicals are gaining popularity, leaving more and more room for the "Less is more" mindset.

TEXTURIZATION

Texturization in hair care is all about creating innovative and unique textures in hair products to enhance both their performance and the user's sensory experience.

This trend for 2024 focuses on making hair care routines more enjoyable and effective by introducing products with novel forms like bubble gels, sorbet creams, foams, and gummy textures. These new textures not only perform well but also provide a distinct visual and tactile satisfaction.


The aim is to elevate the everyday hair care routine, making it more engaging and delivering superior results. It's about combining creativity with functionality to surprise and delight consumers.

HYBRIDITY

Hybridity in hair care for 2024 refers to the fusion of different product benefits into one innovative solution.

This trend focuses on creating multi-functional products that blend the immediate enhancements of makeup with the long-term benefits of treatments.

Hybrid products might combine the nourishing properties of skincare with the styling capabilities of hair products, offering both cosmetic and therapeutic effects.

The goal is to streamline beauty routines, providing convenience and superior results by delivering comprehensive care in a single product. It's about versatility and efficiency, catering to the diverse needs of modern consumers.

SPECIFIC PRODUCTS TRENDING IN THE HAIR CARE MARKET

Now that we have seen which are the dominant hair care market trends for 2024, let's take a look at how all of these innovations have been transformed into actual products.

Here's the trending hair products that should not be missing from your clients' hair care routine:

• Rebirth treatments: thanks to the combination of HSA’s magical “3 Forces” based on the Clean Beauty approach, you can obtain a great formula that gives hair a new life. How? By combining our Rebirth Spray, Shampoo, and Mask.
• Lux Restructuring shampoo and mask: these products are designed for gentle, moisturizing, and strengthening care suitable for all hair types, including treated and damaged hair. The shampoo adds shine and protects color, while the mask deeply strengthens the hair fiber, enhances manageability, and provides natural shine.
• Lamellar Fluid Conditioner: it features an innovative water texture that delivers immediate hydration and shine for all hair types. Formulated with prickly pear oil and a fruit complex, it provides conditioning, purifying, and regenerating effects. 
• Fermented Green Coffee, Fruit Acids and Mineral Salts: these are the three forces that ensure prevention, immediate protection, and repair from chemical and mechanical treatment damages
• Ammonia-free products: ammonia can be dangerous for both people's and the environment’s health. This is why today, according to the Conscious Hair Care mindset, brands must manufacture products without this ingredient. Shampoos, conditioners, masks, balms, serums…2024 is still the year of the “Free from” revolution, where chemical ingredients give way to natural and healthy solutions
• Detoxifying Treatments: Remember what we said about scalp care? Well, you can offer your customers three special treatments that help remove impurities, excess oil, and environmental pollutants: Hair Reconstruction, Metal Detox, and Waterless Shampoo, for a refreshed and revitalized scalp.
  • Hair reconstruction: butter, shampoo, mask, lotion… thanks to the combination of minerals, biopolymer, plant collagens, and probiotics, hair is completely nourished and revitalized
  • Metal Detox: say goodbye to all damaging metals normally contained in hair products and say welcome to new, clean, and natural solutions with great antioxidant effects for fabulous hair
  • Waterless Shampoo: Did you know that there is a way to save water as well as hair? This shampoo is produced without using water with a super concentrated formula that ensures more effectiveness, but also less packaging and less plastic. It is sustainable, science-backed, and free from chemical ingredients. It is the perfect representation of all 2023-2024 hair care trends.
• Hair Color and Special Hair Dyes: Hair color products, both natural and vibrant, continue to be in high demand. As for 2024, the Hair Color Shampoo revives and maintains fashion colors, while Hair Color Drops allow for customizable shades when mixed with other products. The Intense Black Shampoo & Mask provides deep black color, nourishment, and strength. Consumers are embracing their individuality and using hair color as a form of self-expression.

These are just some of the trending hair care products of 2024. Find out more about our must-have products! Download our latest e-book.

Trending ingredients in hair care products

As products adapt to trends, the same is obviously happening with ingredients, which are becoming less and less chemical and more and more natural. 

Here are some of the trending ingredients that are winning over consumers in 2023:

• Jojoba-based silicone alternative: This trending ingredient provides moisturizing benefits similar to traditional silicones without the potential drawbacks
• Sunflower emollient: Nourishes and hydrates the hair, leaving it soft and manageable
• Moisturizing technology: Incorporates advanced formulations that deliver intense hydration to combat dryness and promote healthy-looking hair
• Plant-based keratin alternative: Offers a vegan and sustainable option for strengthening and repairing damaged hair
• Bio-derived cosmetic butter for hair: Provides deep conditioning and nourishment for great locks, emerging as a luxurious ingredient in hair care products.

Don't get left behind! Manufacture your line and take your place in the hair care industry with HSA.