In a similar narrative to the skin care category, hair care consumers are now demanding increasingly high-tech products, while also taking a more holistic approach to hair health and wellness. As these trends merge we are seeing even more ‘skinification of hair care’.
As the category places more emphasis on efficacious ingredients; showcasing what they do and exactly how they work, we’ve explored some of the key innovator hair care brands that are currently trailblazing in this space…
#1 Happy Hair People
The outside-of-the-box brand has created hair care products using mood-boosting fragrance technology: MoodScentz, which it stated is "scientifically proven to enhance happiness and create a positive frame of mind."
It offers three ranges for different hair types – Straight Talkin', Ride the Waves and Yes Curl – and is working with non-profit Project Healthy Minds to help make mental health services more accessible to all.
The outside-of-the-box brand has created hair care products using mood-boosting fragrance technology: MoodScentz, which it stated is "scientifically proven to enhance happiness and create a positive frame of mind."
It offers three ranges for different hair types – Straight Talkin', Ride the Waves and Yes Curl – and is working with non-profit Project Healthy Minds to help make mental health services more accessible to all.
When creating her hair care range, global superstar Beyoncé shared that she had “began by creating the essentials for hair and scalp health” and prioritised the needs of textured hair types.
The range includes Clarifying Shampoo & Scalp Scrub, which is made with purple willow bark, tea tree oil, lactic acid and microcrystalline cellulose beads, and Hydrating Shampoo, which features hyaluronic acid.
Another of its product innovations is the Reconstructing Treatment Mask, which claims to replace depleted proteins in hair by using a patent-pending bioactive keratin ferment made with keratin from natural wool protein, along with lactobacillus ferment and honey.
British hair colour brand Glaze has carved out a niche for itself with a hybrid colour/conditioning product, which it described as: “like a tinted moisturiser for your hair.”
The disruptive hair brand, which was incubated by Waldencast Ventures, said this hero product is easy-to-use and suitable for all hair types, textures and tones. It’s also 100%-vegan, and free from parabens, sulfates and silicones.
K18 uses biomimetic ingredients in its formulations. It said its first novel molecule K18Peptide™ mimics the human keratin structure and reverses chemical damage on all hair types in minutes, to give instant results.
Co-founder and CEO of K18 Suveen Sahib said of the thought process behind the brand: “Nature is the best designer, and we’ve found that by understanding the biology of hair you can achieve true hair health and hair expression with less product, less time, and less frustration.”
Living Proof has always prioritised scientific innovation. The brand was founded by a group of biotech scientists and has 20 different patents across 50 different products, with a plethora of unique ingredients and technologies.
Its most recent launch, Scalp Care Density Serum is a lightweight scalp serum designed to “visibly minimise the appearance of grey hair, reduce shedding, increase hair density, and promote healthier hair growth” The brand claimed the product has clinically proven results in as little as 90 days.
Garnier Fructis has recently launched its Hair Filler product line, which was inspired by the power of skin fillers – as the mass hair care brand moves toward offering “professional-strength technology” that it claimed “reverses up to one year of visible damage.”
It has worked with TikTok influencer Charli D’Amelio and a dermatologist for the marketing campaign, to draw attention to the science and efficacy.
The new line’s standout product is the Pre-Shampoo Bonding Inner Fiber Repair Treatment – a five-minute pre-shampoo rinse-out treatment formulated to repair the hair cuticle's damage to smoothness.
The treatment is the first step in a customisable system of shampoo, conditioner, and repair serum, that’s designed to cater to individual hair types and needs. The line features three collections: Strength Repair with Vitamin Cg, Moisture Repair with Hyaluronic, and Colour Repair with Ceramide.
