Scalp and hair care demand rises amid skinification trend

The beauty and travel retail sectors are seeing a significant rise in demand for specialized scalp and hair care products, a trend often referred to as the ‘skinification of hair’. Data from trend forecasting platform Spate indicates that consumers are moving beyond basic shampoo and conditioner toward sophisticated treatments. Hair serum, for instance, saw a 56.4% year-on-year growth, with increased interest in hair density, thinning, and specific ingredients like caffeine and niacinamide.

In the travel retail sector, Shinsegae Duty Free reported a 65% month-on-month increase in scalp and haircare sales in August. This shift reflects a growing consumer interest in targeted routines that address environmental stressors, such as UV exposure, during travel. The expanding category includes scalp tonics, massage tools like gua sha, and intensive hair treatments designed for convenience and home use.

Brands are responding to this evolution by expanding their toolkits. K-beauty brand Benton has introduced scalp-care massage duos, while other companies are focusing on products that bridge the gap between long-term hair health and immediate styling needs, such as volumizing powders and root-lifting sprays.