10 New Inspiring Trends in Hair Care for 2025

Introduction:

The hair care market in 2025 brings us news related to AI, personalization, sustainability and technology. Differentiation in hair products is key to success in the market, as well as the connection with specific consumer needs and a global market with a potential growth rate of 2.69% (CAGR 2025-2030), with an average spending per person of 16.3 USD by 2025 according to Mintel [1]. Let’s look at the trends of this new year that will inspire the creation of new proposals and possibilities for this leading market in the cosmetics sector.

AI SCIENTIST

AI is the new formulator. The use of AI will allow us to obtain formulas in less time, more stable, effective, environmentally friendly and aligned with market trends ​[2]​. In 2025 NIST (National Institute of Standards and Technology) combined AI with robotics for the design of cosmetic products through a database of raw materials generating formulations that a robot later makes in the laboratory. In this way, the best formulation or combination is determined, which allows to accelerate the design and development process ​[3]​. The vision for the near future is the use of AI in the development of hair products with fewer laboratory tests, cost optimization and solutions more aligned to each need and type of hair.

BASF is another company implementing AI. By updating its D’Lite virtual platform with new tools such as the SFA formulator focused on surfactants for shampoo formulation, it has identified the behavior of up to 800 cleaning agent mixtures, including data on viscosity, cost, and foam performance, based on a database fed by the different tests carried out in its laboratories [4].

HAIR TAXONOMY

Personalization is predicted to be one of the biggest continuing trends in hair care. For example, ethnic hair types such as 4C (kinky curls) are sometimes marginalized as segments for many consumers due to beauty standards and texture, as they have unique characteristics that require specialized products and care. A recent study addressed the development of a new taxonomic concept of curly hair that includes classification by hair morphology and chemistry combined with consumer desires and perceptions, opening the door to developing more focused and specialized hair products and routines [5]. The future of personalized formulation is to consider the emotions tied to the state and chemistry of each hair type.

GENOMIC PERSONALIZATION

Genome-wide association studies (GWAS) have identified genes that may contribute to hair fiber and scalp shape variations in different ethnic groups [6]. Straight, Caucasian, and Afro hair have a different genetic profile. Afro hair has specific needs; its transverse appearance is elliptical, with variable shapes and diameters, and it presents a retro-curvature in the hair bulb, resulting in an asymmetric S-shaped hair follicle, making it less resistant to mechanical extension and more prone to failure and premature breakage. These phenotypic characteristics are related to some genes identified in curly ethnic hair. For example, the biomarkers LCE3E, TCHHL1, FRAS1, and KRTAP control hair structure and ensure the mechanical resistance of the follicle and hair shaft. The biomarkers PRSS53, EDAR, PAD13 and PEX14 are the genes responsible for the formation of the pattern of the follicle, hair shaft and its diameter. Finally, the biomarkers HOXC13, WNT10A, TGFA, LGR4, PTK6, ERRFI1 and GATA3 are the genes that regulate cell proliferation and innate immunity during the hair follicle cycle [6]. Developing hair active ingredients that favor differentiated genes according to hair type will cover the specific needs of consumers who feel neglected, and with a simple DNA analysis, they will be able to have a personalized and more effective treatment for hair strengthening, densification and loss.

HORMONAL BEAUTY

Throughout the menstrual cycle, women go through different hormonal changes that affect their hair health: from a dry or sensitive scalp and dull hair to a healthy scalp with shiny, full of life hair in just a matter of days. However, the menstrual cycle is affected by other events that bring with them more hormonal changes such as pregnancy, the postpartum period and menopause that can cause hair loss and weakening. According to Mintel [7], creating shampoo formulas with active ingredients that address these needs presented during the different cycles will not only help the user feel better about themselves, but will maintain their hair health during and after their hormonal changes, ensuring stronger, healthier hair. We will see new hair lines on the market aligned with this trend that accompany the different stages of a woman’s life.

SUSTAINABILITY AND UPCYCLING

From 2024 to 2023 there was a 20% increase in research on upcycling ingredients applied to hair care according to Google Academics. The use of waste from other industries is a source of new ingredients with specific properties for hair care that offer disruptive innovations. Some interesting research carried out in the last year that we can consider, beer wort has been implemented in shampoo formulations due to its high vitamin content that contributes to the reduction of hair loss and thickening [8]. Mangosteen peel, another waste from the agricultural industry rich in bioactives, helps inhibit the growth of the fungus that causes dandruff thanks to its microbial activity, generating alternatives for anti-dandruff active ingredients [9]. Waste from the seeds of Tamarindus indica L., has a great application in the hair care industry since a quaternized carboxymethyl of tamarind can be obtained, which is superior in performance to polyquaternium 10 [10]. The development of new active ingredients with an upcycling approach is boosting the hair industry!

HAIR SCALPBIOTA

Novel studies have been developed that demonstrate the effectiveness of probiotics in balancing hair microbiota, promoting hair growth and anti-dandruff activity. With this mechanism, new peptides and metabolites have been discovered that will allow the development of new active hair ingredients. Probiotics improve the production of ceramides in the scalp, improving hydration and reducing inflammation, creating new microbiota-friendly products. Some of the most studied strains in hair care have been found, such as L. paracasei, L. plantarum, and B. lactis [11]. Additionally, new studies propose the use of fermented fruits as active ingredients for shampoos with high antioxidant properties focused on hair thickening and densification, these being a promising ingredient for future developments [12]. This trend will allow the creation of new specialized hair lines with high efficacy.

EVOLUTION OF SKINIFICATION

For the past three years, skinification has been the buzzword in the haircare market, focusing on ingredients. For 2024, this trend will bring the most complete and sophisticated skincare-inspired routines. These include double cleansing (oil and water), masks, serums, and even sunscreen, just like a facial routine. Each routine is focused on a specific need: growth, hair loss, repair, shine, nutrition, among others. Routines from the simplest, such as shampoo and conditioner, to a more complex one with pre- and post-rinse products. There are “pre-shampoo” masks that are applied to dry hair and left on for hours, or overnight masks that are applied and left through the night. “Hair Oiling” oils are making a comeback in the form of scalp-focused serums. Products complement cleansing routines, such as rinse-off masks, with different objectives: color protection, nourishment, hydration, and frizz reduction. Additionally, there are finishing products for styling and defining hair fiber.

This trend knows no age barriers; everyone from the youngest to the oldest is joining the “skincare mindset,” giving hair care more importance. Influenced by social media, marketing campaigns from major companies, and celebrities, consumers are identifying the most suitable products for their hair type, new formats, packaging, and claims, allowing themselves to be guided by the packaging’s communication, which highlights the use of active ingredients, concentrations, and benefits like a skincare routine. [13]

CLIMATE CHANGE ADAPTATION

One of the world’s biggest problems is climate change and its inevitable consequences on hair, for example, rising temperatures and different humidity conditions can cause frizz and changes in the hair’s oil content, making it get dirty faster. Additionally, there is a growing need for the use of products that protect hair from the damage of UV rays on both the hair fiber and the scalp. For these reasons, the hair care industry is providing solutions focused on frizz control and alternatives to shampoo with new textures [14]. On the other hand, rising energy prices and water consumption influence consumer behavior, where new formats of hair products such as dry and powder shampoo, which are water-free and cost-effective solutions, are becoming relevant. Therefore, brands are adapting and providing consumers with solutions that meet the specific needs of hair and scalp caused by extreme weather conditions, adopting key strategies such as understanding consumer concerns and implementing energy-efficient processes [15]. This concern for climate change will allow the development of new formats such as, for example, shampoos with a Low-energy concept, which can be removed without water [16], some more disruptive ones such as hair-washing caps and endless possibilities.

REINVENTING SHAMPOO

Classic shampoo is evolving towards new textures seeking practicality, water savings, new user experience and effectiveness. Kao developed a “3D-space shampoo” for astronauts, designed to clean hair in space, consisting of a fabric sheet impregnated with hair cleanser with reliefs that remove dirt and sebum from the scalp without water, so astronauts can wash their hair without worrying about drops of liquid flying out in the weightlessness of space [17]. This innovation will allow for new disruptive concepts.

Other shampoo formats include single-use tablet, spray, biphasic, anti-hair loss foams with Minoxidil, concentrated bars with natural ingredients with specific benefits such as repair and dandruff control, powder formats with clays and starch, among others. These new presentations change the experience of using the product and make us reconsider the concept of shampoo in the future. Cosmetic innovation has the opportunity to expand formats and textures to allow consumers to create their own products, allowing them to choose the one that best suits their routine and needs [18].

EXOSOMES IN HAIR CARE

Exosomes are extracellular vesicles derived from stem cells that contain bioactive molecules such as proteins, lipids, RNA, and growth factors. These trending active ingredients have great potential for use in hair care. They act on communication between the hair follicle and the scalp, providing benefits such as hair loss control, strengthening, activation, and improved hair health [19]. Innovations in plant-based exosomes have emerged, with companies such as Vytrus Biotech developing high-concentration exosomes from cell cultures of Curcuma longa and Centella asiatica [20]. These structures have demonstrated potential to improve hair hydration, regeneration, and growth, offering an alternative solution to natural extracts that also have activity on hair.

Conclusion:

Finally, we will see more active ingredients in 2025 with this technology and new efficacy studies for both the scalp and the hair fiber. As formulators, we’ll be inspired by these 10 trends that are sure to be very present in 2025 and beyond, with new haircare launches that will impact consumers and the market.

References

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