Beyond the face, looking at the ‘skinification’ of haircare
The rise in skincare has extended well beyond cleansers, toners and moisturisers, to haircare. This year’s hair launches point to a growing consumer focus on scalp care, cementing the trend for ‘skinification’ of beauty products beyond the face and neck. From Kérastase to Olaplex and Oribe, new professional haircare launches are increasingly catering to a range of concerns typically associated with the face, like dehydration, sensitivity and impurities.
What is skinification?
The last year revealed influence of skincare habits on the hair and scalp, particularly when it comes to ingredients. Those most in demand have long been trusted in traditional skincare and are increasingly being sought out by consumers to deliver the same benefits to their tresses. Popular ingredients include hyaluronic acid, glycolic acid, ceramides, and salicylic acid.
For many years, the focus of haircare was to repair existing damage. However, it’s since shifted to both the hair and scalp, with scalp health becoming the consumer’s primary priority.
Growing awareness and knowledge of the scalp microbiome among consumers is driving NPD. From products like Alterna’s Caviar Anti-Aging Intensive Ceramide Shots to entire brands rooted in scalp health like Briogeo, there’s evidently strong demand for scalp targeted products.
Even skincare brands are cottoning on, like luxury brand Augustinus Bader, which have launched a haircare line alongside their cult serums and creams, and The Inkey List’s Glycolic Scalp Scrub, available at Sephora.
Akin to 12-step skincare routines, haircare regimes are following suit with an all-encompassing line-up including everything from cleansers and exfoliators to masques, serums, oils, and protectants.
Skinification is expected to be among one of the overarching trends heading into 2023.