On April 3, CosmeticsDesign’s recent Hair & Scalp Care: US Market Outlook Webinar delves into some of the most compelling data, trends and innovations that drive the sector forward. Following a detailed and insightful presentation from Spate co-founder Yarden Horwitz, dermatologist and founder of Seed Haircare, Dr. Iris Rubin joined in to discuss consumer data and how brands respond to the unique needs of today’s hair care shoppers.
On-demand sessions are now available for those who missed the live broadcast here For those who want to know more about the current state of the American Hair and Scalp Care Market.
Following the presentation, we caught up with Horwtiz and Dr. Rubin about insights into some of the most pressing and fierce questions raised during the webinar.
Question: Can I talk about consumers with curl care needs and how the brand targets the needs of curly girls?
Dr. Rubin: Curly hair requires more moisture, mild cleansing, and scalp-friendly materials. For example, what you can see is comprehensive with phrase-free, sulfate-free designs with options for all hair types, including curly and hard textures.
We saw positive feedback from the curly hair community as our formula prioritizes scalp and skin health without compromising curl integrity.
Question: How about scalp aging? Is it true that scalp skin ages faster than facial skin?
Dr. RubinYes, the scalp is exposed to aging factors similar to the facial skin (UV radiation, oxidative stress, inflammation, etc.), but in many cases it requires less care. The scalp also has more sebaceous glands and tends to accumulate.
Question: What is the consumer’s interest in the “internal beauty” approach to ingested solutions and hair care?
Jarden Holwitz: Hair Vitamins are a very popular trend, with an average monthly popularity of 1.6k and an increase of +41.5%, reflecting both strong consumer interest and increased voice. As a search-driven trend, engagement comes directly through Google, highlighting the intentions of active consumers.
The number one search includes “vitamins for hair growth”, “hair vitamins” and “vitamins for hair growth and thickness”, focusing on both growth and hair density. Ingredients such as vitamin D and biotin are most frequently searched along with this trend, particularly in relation to hair growth benefits and hair loss concerns.
Question: How important is it to address frequency and applications (such as tools) in scalp care?
Dr. Rubin: It certainly is important. The use of cleansing, aggressive scrubs, or obstructive products can exacerbate scalp problems. I recommend a consistent, gentle routine that maintains balance.
The tools can be useful, but the foundation for healthy scalp care includes the right products.
Jarden Holwitz: Interest is growing in Scalp Devices, with a combined popularity across Google Search and Tiktok growing by +34.3%. Within this space, certain tools such as scalp massagers (popular +32.2% growth) and electroscalp massages (popular +13.7% growth over the previous year) have gained traction.
Consumer search queries such as “Electroscalp massager for hair growth” and “Head massager machine for hair growth” show clear intent to stimulate hair growth through scalp-focused tools. The trend is deeply related to hair health concerns, including the best hashtags including #HairGrowth (559.7K average view), #Hairloss (380.2K), and #RoseMaryOil (346.6K).
This advantage of focusing on “hair growth” in both search and social signals is a key factor behind the growing interest in scalp devices.
Hair growth continues to be the highest concern and recurring theme of the mind, across both the hair and scalp care categories. This is an important signal for the brand. As skincare ingredients gain traction in the hair care space, consumers are taking over familiar terms. They seek products with claims consistent with expectations about growth and outcomes.
The underlying ideas of “healthy scalp, healthy hair” resonate more than ever, offering brands a clear opportunity to bridge categories and meet consumer demand. ”
Question: Have you seen skincare brands launch hair care products and hair care brands and launch skincare products? Are consumers open to brands that span these categories?
Dr. Rubin:To some extent, yes. Consumers are increasingly aware that hair and scalp care is an extension of their skin care routine.
What was seen was built on this exact premise. This is a spray line developed by a dermatologist who supports the health of your hair, scalp and skin. Trust and transparency are what makes cross-categorized successful.
Question: What is the best link to get effectiveness data on actives mentioned about scalp care ingredients?
Dr. Rubin: Peer-reviewed journals like The Journal of Cosmetic Dermatology It could be a great source of information. When we see it, we also publish clinical research results on our website to ensure transparency regarding the efficacy and safety of the ingredients.
Question: What tests can you do to validate products that can help you remove hair and thin your hair? Also, are there any products that have proven to actually produce results in this arena?
Dr. Rubin: The best validation is often clinical trials with dermatologist evaluation, photo analysis, and hair counting. Proven ingredients include topical minoxidil and prescription treatment.
Seed’s fragrance-free shampoo and conditioner is clinically present to reduce hair loss in women with female pattern hair loss by 44% in a six-month Harvard clinical trial.
* A 6-month randomized controlled study of 22 patients with female pattern of hair loss, including control patients.
Question: Are there any scalp issues that affect curly, collie, or kinky hair?
Dr. RubinYes – Dialysis, scalp buildup, and traction zona are more common due to hair structure and styling practice.
Question: Considering the skin of the hair skin, what do you think about chemical exfoliants like BHA and Aha on the scalp? Can dry shampoos tilt towards this type of formula?
Dr. Rubin: Chemical stripping agents like BHA and AHAS can certainly have the potential for scalp as they help remove buildup and clarify the scalp. However, it is important to make sure you use the scalp barrier in a way that does not confuse.
Question: Can you find universal scalp care products, or are there too many differences between female/male scalps, or is there any ethnicity?
Dr. Rubin: While there are differences, the foundation of a healthy scalp for everyone involves using products that respect and support scalp barriers.
Question: What ingredients did you reduce hair loss?
Dr. Rubin: Topical Minoxidil is the only FDA approved topical ingredient for hair removal.
Question: What is the exact relationship between scalp barrier and scalp microbiota?
Dr. Rubin: They are interconnected. A healthy scalp barrier protects against pathogens and supports a balanced microbiota. Destruction into either the scalp barrier or the scalp microbiota can lead to scalp conditions.
