The haircare market had a fantastic year in 2024. According to Circana, for the first half of 2024, prestige hair product sales increased by nearly 10%, with treatments and styling products being the fastest-growing category. Notably, hair products priced at $30 or more grew three times faster than lower-priced products, comprising 25% of unit sales compared to 15% just three years prior. Online sales for these prestige hair products are growing by double digits, indicating that consumers are willing to spend more for better results.
Consumers couldn’t get enough of scalp care in 2024. The “skinification” of the scalp was one of the biggest trends of the year, along with hair health as a whole. Hair loss and thinning hair were two of the biggest consumer concerns in 2024, which likely led to an increase in products that promote scalp health. According to beauty trend tracker Spate, hair loss has an average of 4,500 monthly searches on Google and a +67.4% growth in searches compared to last year as consumers are seeking answers to questions regarding hair loss treatments, hormonal hair loss, and more.
As we look ahead to 2025, will scalp care continue to reign supreme, or are we on the cusp of a new haircare revolution? With consumers increasingly prioritizing the health and longevity of their hair, what products, treatments, and innovations will emerge to support their journey toward stronger, shinier strands? BeautyMatter tapped industry experts to forecast what trends will dominate the haircare category in 2025.
Minoxidil Goes Mainstream
Minoxidil was the first drug to be proven to promote hair regrowth and was approved by the FDA in 1988 as a treatment for hair loss under the brand name "Rogaine." The patent on minoxidil expired in 2019, which allowed other brands to freely make, use, and sell hair loss products containing minoxidil without infringement concerns. Tamar Kamen, a beauty product developer, predicts we’ll see minoxidil enter the mainstream in 2025. Brands like Virtue and Hers have already come out with products containing minoxidil, but Kamen expects to see other brands take advantage of the ingredient’s off-patent status.
Robbie Salter, co-founder of Jupiter, concurs with Kamen’s prediction that these over-the-counter (OTC) products are due for a much-needed facelift fit for the current era. “Consumers are coming to appreciate that the terms ‘OTC’ or ‘medicated’ actually translate to science-backed,” he says. “Now, they're seeking out science-backed products that are modern, made for them, and sexy.”
Heatless Hair Tools
In 2024, consumers prioritized long-term hair health over temporary styling results, which led to an increase in air-dry styles that helped them embrace their natural hair texture. Manessa Lormejuste, a beauty product developer, believes we’ll see continued expansion in nonheat tools in 2025. Coinciding with the popularity of the Dyson Airwrap and consumers being more fiscally comfortable spending money on tools, she predicts that more brands will launch heatless tools.
“There is a significant opportunity to refine product offerings and educate consumers on the benefits of heatless styling as a means to support hair health,” says Lormejuste. “For years, heat has been viewed as a damaging method for achieving styles, fueling much of the natural hair care movement among individuals with textured hair. Heatless tools hold some equity in the market and are likely to see expansion if executed correctly, delivering promising inclusive results for all hair types.”
Anti-Aging Haircare
Most consumers aren’t surprised to see the color of their hair changing with age, but what often surprises them are some of the other changes, including hair texture and density. Hair can also become drier and more brittle as the scalp's oil production decreases. Katie Echevarria Rosen Kitchens, co-founder of FabFitFun, predicts an uptick in functional products targeting graying and aging hair as the next big thing in haircare innovation. All Golden, a “pro-aging” beauty brand that aims to serve consumers ages 45 and up, launched in October 2024, with a collection of skincare and haircare products specifically formulated for this demographic, including Root Changer, a targeted treatment designed to minimize the appearance of gray hairs and even help reverse the graying process. Haircare brand VEGAMOUR’s GRO Ageless Collection also helps those looking to reduce the appearance of gray hair on new hair growth and renew shine and hair color to graying strands. Expect more innovation in this category in 2025, particularly regarding prevention. Millennials are already familiar with the concept of prevention when it comes to skincare and how it can help reduce or delay signs of aging, so we can expect this demographic to start seeking haircare products that can prevent changes in hair color, texture, type, and growth.
Hair Porosity
Consumers are still learning how to care for their natural hair and what products best suit their hair type and texture. One key element of healthy hair that many consumers are just starting to understand is hair porosity, which refers to how well hair absorbs and retains moisture. Understanding hair porosity can genuinely transform how consumers care for their hair, and according to beauty product developer Kristen Sgarlato, we’re going to see more brands market specific products for specific levels of hair porosity.
Low porosity hair means the hair cuticles are tightly closed, indicating that the hair might resist moisture initially but can hold onto it for a long time once fully absorbed. However, using products that are too thick can make low-porosity hair feel heavy or greasy and lead to unwanted buildup. High porosity hair has cuticles that are more open, like “open doors,” which indicates that hair absorbs moisture easily but also loses it quickly, leading to dryness or frizz. High porosity hair benefits from heavier products that seal in moisture and prevent frizz. Consumers can easily test their hair porosity at home. Sgarlato predicts these savvy consumers will seek products that cater to their specific hair type and porosity.
Glass Hair
Tracy Kline, Bluemercury’s Head of Merchandising and Spa, predicts we’ll see more brand innovation in spring 2025 that helps consumers achieve a post-salon gloss treatment at home, including in-shower care products such as shampoo, conditioner, and masks, as well as styling products that emphasize shine and promote hair health. “Glass hair products are formulated with proteins that help lock in hydration and moisture and this gives a healthy outer glow to the hair,” says Kline. “This trend highlights a shift towards hair wellness, showcasing the continuing convergence between beauty and wellness.”
Fermented Haircare
Krupa Koestline, a cosmetic chemist and founder of KKT Innovation Labs, says she’s seeing an uptick in haircare brands incorporating ferment-based actives derived from rice or kombucha, which deliver soothing and antimicrobial benefits. The synergy of these ingredients helps to tackle scalp inflammation and reduce sebum production without stripping the scalp of its natural oils. Brands like The Rootist, Prose, and Cécred already use fermented ingredients in their haircare products, but expect more brands to follow suit throughout 2025.
Microbiome-Centered Scalp Care
If 2024 was the year of the scalp, 2025 will be the year of the scalp microbiome. Koestline predicts the scalp microbiome will take center stage next year, focusing on balancing microbial diversity and promoting a healthy foundation for hair growth. Ingredients like probiotics, prebiotics, and postbiotics reduce scalp irritation while addressing dandruff, dryness, and thinning hair.
“Beyond addressing visible concerns, these formulations are laying the groundwork for long-term hair health by fostering an optimal scalp environment,” says Koestline. “Advanced diagnostics for scalp health are also emerging, allowing consumers to better understand their microbiome and choose targeted products for rebalancing.”
Jessica Trieber, Vice President of Brands at Credo Beauty, agrees. She says that brands must emphasize the importance of education around the scalp microbiome and treating the root cause of issues. Consumers are slowly starting to realize that the scalp needs targeted actives, just like the face.
Sustainable Biotech-Derived Active Ingredients and Innovations
According to Koestline, biotech is replacing silicones and synthetic conditioners with marine-derived polysaccharides and algae extracts, which offer high-performance smoothing and hydration benefits while reducing environmental impact through sustainable aquaculture and fermentation methods.
“These ingredients also contribute to enhanced scalp and hair shaft care by forming protective barriers against environmental stressors like pollution and UV damage,” says Koestline. “We also might see biotech playing a role in the development of newer bond building and straightening ingredients, expanding those existing categories, too.”
Scalp Care Spas
Dafina Smith, founder and CEO of premium salon professional hair extensions Covet & Mane, predicts new players will enter the franchise beauty space that are entirely focused on scalp care. Scalp spas are wildly popular in places like Japan, but we have yet to see them gain widespread traction in the US market. These new franchise concepts will likely combine cutting-edge treatments, such as scalp facials, exfoliation, and microcirculation therapies, with targeted delivery systems and high-quality, personalized hair care based on individual scalp microbiome analysis. As consumer interest in self-care and personalized beauty solutions grows, scalp care could become a lucrative niche within the franchise beauty landscape.
Customer-Driven Personalization
The demand for tailored hair solutions is on the rise as consumers prioritize products and treatments that address their unique hair types, textures, and concerns. According to Fable & Mane co-founders Akash and Nikita Mehta, personalization will be a key driver in 2025, with customers leading the charge. Brands that embrace customization—through personalized formulations, virtual consultations, and tech-driven tools—are poised to thrive as advancements make individualized haircare more accessible and effective.
Holistic Wellness in Haircare Inspired by Food Ingredients
With a growing focus on scalp health and hair nourishment, food-inspired ingredients like turmeric, coconut, amla, and adaptogens will become more prevalent in haircare, reflecting the convergence of the beauty and food industries. Driven by the belief that what nourishes the body can also nurture the hair, consumers will seek products that feature natural, edible-grade ingredients. The Mehtas believe this trend aligns with the broader wellness movement of promoting beauty from within and making mindful ingredient choices.
Color Trends: Expensive Reds, Warm Browns and Blondes, and a Return of the Ombré
Thanks to Dua Lipa, cherry cola was one of the most popular hair colors of 2024, along with copper cowgirl, which contained more muted and natural hues. In 2025, Lormejuste expects this trend to shift darker and deeper into expensive-looking reddish/brown blends like burgundy, titian, and rich coppers.
Sarah Potempa, a celebrity stylist and CEO and co-founder of The Beachwaver Co., is betting on warmer-toned hair colors, which are flattering for both blondes and brunettes. “With this trend, you can embrace your natural hair but highlight and warm the tone a little bit more,” she says. “This style comes from Ariana Grande’s recent Wicked press tour, where she bumped up the contrast on her color by warming the base tone.”
Pantone just announced that the color of the year for 2025 is Mocha Mousse, which Aveda’s Global Artistic Director for Hair Color, Ian Michael Black, says is perfectly on trend for 2025. This rich, dimensional shade has a hint of warmth that is beautifully flattering to most skin tones. “This versatile hue can be tailored to reflect individual style, whether as a perfect base for subtle highlights or as an all-over expression of the shade,” says Black.
Hairstylist and Schwarzkopf Professional Global Ambassador Brendnetta Ashley predicts 2025 will see the return of the ombré. “It’s a lower maintenance color service with the roots remaining darker,” she says. “To make it current, I think it will have more of a blend instead of a hard line of demarcation.”
