The popularity and acceptance of gray, silver, and white hair is rising as pro-aging garners ground, marking a moment for beauty to step up, innovate, and invest in this developing haircare movement.Worldwide, haircare generates a lot of sales, across shampoos, conditioners, hair masks, styling products, and hair colorants. And according to Euromonitor International, it's a market that is growing, with a global retail value of $94 billion in 2024—up 5.5% from 2023 and up 10% from 2022.So, as haircare continues to grow–Statistica forecasts the global category will grow at a CAGR of 2.9% over the next five years—where are the opportunities? Gray or “silver” hair is certainly turning heads, as consumer and media sentiments shift from anti-aging to healthy and pro-aging. Enter gray haircare.The Pro-Aging Philosophy“The pro-aging movement is gaining popularity for a number of reasons,” said Magda Starula, consultant at Euromonitor International. “First, as a society, we are living longer and healthier lives. Second, the pro-aging philosophy is more inclusive than the anti-aging approach, which can be exclusionary and even negative.”And in haircare, consumers across all age groups are prioritizing health over aesthetically driven factors like gray camouflaging and color protection, according to a 2023 Euromonitor beauty survey. Hair health and scalp health have been central over the past five years, “boosted by greater wellness pursuits and the establishment of haircare routines post-COVID.”Mintel data matches this shift, with research showing 66% of US consumers believe embracing natural grays is a good idea.