From healthy scalps to personalized hair care, and maintaining the natural state of hair,
the hair care trends in 2024 range from elaborate to simple,
with a focus on meticulous care for the scalp and hair texture
What new trends in scalp and hair care will emerge from 2024, and which trends may already be fading out of popularity? Let’s share the latest insights gathered from renowned experts and executives in the global hairdressing industry, as well as insights from hair care product professionals, hair salons, and SPA practitioners.
Fullness, movement, and volume
2024 marks the return of volume. We celebrate the natural texture of hair, encouraging the enhancement of one’s innate personality, moving away from the previous trends of smooth straight hair or flawlessly elegant curls. Whether it’s loose waves, messy curls, or voluminous blowouts, fuller and more natural native hair, even described as wild, is captivating attention.
This trend brings about two prominent demands: easy styling for voluminous hair. With careful observation, one can see the products related to this trend flying off the shelves, such as blow dryers and curlers that add volume to the hair, as well as volumizing sprays to keep the hair from clinging to the scalp. The goal is to make the hair appear more abundant with a soft, flowing movement.
This trend will inevitably lead industry experts and product developers to delve into natural hairstyles, aiming to showcase the authentic texture of hair and reduce the excessive use of heat tools. More people are accepting soft, natural blowouts and air-drying as the widespread knowledge of hair care promotes practices that contribute to healthier hair.
Natural healthy colors
In 2024, the global trend is towards minimalism, emphasizing “less is more” and the preference for “no-makeup hairstyles.” Consumers are more inclined towards natural colors and textures, striving to achieve better results through healthier and simpler means. From the industry’s perspective, bold and bleached hair colors seen in 2023 will be abandoned in favor of more natural, softer tones such as buttery blonde, bronze, caramel, and rich, vibrant deep brown.
Consumers will invest more in hair care products and treatments that bring their hair to its optimal state, becoming more discerning and rejecting products that can cause more damage to hair fibers.
Scalp health and scalp spa
In the field of scalp health and care, many exciting trends are emerging. Since 2023, scalp care has become a focal point, and in 2024, it will become even more prominent. Consumers will intensify their efforts to nurture their scalps, addressing hair texture and volume issues at the roots, focusing on preventive care for hair and scalp from the inside out.
2024 will continue to advocate treating the scalp as an extension of the face, emphasizing education that starts from the scalp and roots for the beauty and health of the hair. This includes scalp cleansing, essential nourishment, hydration, and targeted prevention of hair loss based on specific scalp and hair types. Scalp health will become a primary driver for having healthy hair.
A noteworthy trend is the rise of in-depth hair and scalp analysis services, along with specialized head and scalp SPA centers designed to address specific scalp issues. This analysis goes beyond understanding the health status of scalp pores and delves into the study of scalp microbiomes and their impact on hair health. Detailed hair and scalp analysis tools provide personalized care recommendations, paving the way for more effective and personalized scalp and hair care solutions.
The future of hair care will undoubtedly be closely tied to the ever-evolving support of biotechnology. The trend is apparent as consumers increasingly turn to trust and experience the exceptional efficacy of biotechnology in finding the best ingredients for different hair types, ensuring a more natural and efficient approach.
After the end of the pandemic, entering the Year of the Dragon today, the SPA and beauty industry is undergoing significant changes due to various factors. This shift, driven by the younger generation, not only involves aesthetics but also influences a broader perspective on beauty, including a focus on overall health. The message conveyed by the industry this year is, “Your scalp is an extension of your facial skin.”
It is anticipated that in the SPA and beauty salons, there will be an emphasis on the inner health of beautiful hair and hairstyles. Immersive scalp care and “ultra-luxurious”scalp experiences will become prominent. The focus will be on enhancing scalp immunity and improving barrier capabilities, with an emphasis on anti-inflammatory, repair, nourishment, and hair health.
Consumers will need to better understand their scalp health, and the scalp category will evolve in a way similar to skincare, with specific scalp products suitable for different scalp types and issues. This includes products for scalp cleansing, exfoliation, toning, moisturizing, and serums.
Decrease in hair extensions
As the emphasis on hair and scalp health continues to grow, people are paying more attention to the health of their natural hair. In Europe and America, consumers are gradually giving up on hair extensions as they can potentially damage the hair.
In the West, the past decade has seen the popularity of sleek straight strands and full hair extensions. However, hair extensions, once a quick choice for increasing length and volume, started declining towards the end of 2023, and it is expected to continue decreasing in 2024, shifting towards embracing natural beauty and personalization.
Many are beginning to prioritize health, choosing products that emphasize and enhance their natural texture. For those who have relied on extensions to increase hair volume and fullness, deciding to give them up is as challenging as no longer getting eyelash extensions. However, in the long run, this is the most beneficial choice for hair health. We are entering the era of natural and restorative hair care!
Personalized demands highlighted, emphasis on product technology and efficacy
2024 is a year without a one-size-fits-all approach, and the most important question will be, “Is this product effective?” Consumers will express specific demands for hairstyling issues such as dandruff, damage repair, texture, definition, scalp problems, volume, and heat protection.
We will move away from “marketing ingredients” that lack effectiveness and genuinely care about the efficacy of the products. Another emerging trend is that hair care brands will delve more into the professional field. Hairstylists will become like hair care doctors, and customers will trust hairstylists to guide them on what to purchase.
The future will see the rise of more hair products beneficial to both the scalp and hair. Additionally, customers are becoming more savvy, wanting to understand the science behind the ingredients or know what data supports the actual effectiveness of the product. Consumers now expect brands to use naturally derived ingredients while addressing specific issues. Therefore, more companies specializing in hair and scalp products are relying on science and innovation.
In recent years, we have seen the frenzy of single essential oils, such as rosemary oil, on platforms like TikTok. However, this is a very “one-size-fits-all” situation, as pure essential oils may potentially clog pores or irritate the scalp, making them unsuitable for a large portion of the audience. Nevertheless, the crazy marketing on TikTok will likely continue. This doesn’t mean that SPAs and beauty salons will succumb. We will see SPAs and beauty salons favoring more scientific and complex formulations, including professional hair and scalp products like shampoos and conditioners, realizing that single ingredients cannot solve complex hair loss issues.
In terms of innovation in small household appliances, focus on heat-free curling technology for soft hair texture will rise to achieve a natural flow of hair while minimizing heat usage. Consumers will pay more attention to hair health, potentially reducing reliance on straighteners, curlers, and blow dryers. This will drive the development of heat-free styling tools and technologies to meet consumers’ demands for gentler and more hair and scalp-friendly hairstyling methods.
Packaging innovation and environmental demands
Another evolving trend is product packaging innovation. In 2024, advanced and sustainable packaging solutions are expected to emerge in the field of hair care and the entire beauty product industry. All of these innovations aim to reduce adverse environmental impacts and cater to the demands of young people pursuing social contributions and aspiring to be environmentally conscious individuals.
As consumers, they have a stronger focus on product packaging and sustainability than ever before. They demand to know the source and efficacy of each ingredient, wanting to be precise about what they put on their scalp and hair.
Any brand seeking consumer favor in the future must further commit to introducing more environmentally friendly, recyclable, and sustainable packaging solutions. This involves considering the naturalness and effectiveness of product ingredients.
Revival of hair accessories
Another bold trend making a statement is the revival of hair accessories, with these adornments making a comeback on fashion runways and red carpets. Hair accessory trends include various materials and styles to cater to every taste and occasion. Luxurious satin bows add charm to evening hairstyles, while velvet bows create a soft and romantic atmosphere.
Hair accessories are no longer limited to casual or special occasions; they are becoming versatile and stylish complements to everyday styling. Whether opting for a fashionable and sleek look or catering to a more casual and effortless style, a skillfully placed hair accessory can instantly turn hair into a fashion statement.
Consumer Willingness Survey Brief Report
SpaChina’s February 2024 survey on mainland China’s SPA industry reveals a rapid increase in business models and establishments related to scalp and head SPA. However, these are mostly not extensions or upgrades of existing scalp and head projects in traditional SPAs and beauty salons. Instead, they are mostly small franchise stores and new establishments, with a focus on scalp and head treatments. In the Jiangsu, Zhejiang, and Shanghai areas alone, 374 such establishments were found during the survey period, with new stores in this region accounting for around 40% of national new stores. These scalp and head SPA stores range in size from a minimum of 60 square meters to a maximum of approximately 250 square meters. The majority of owners are self-starting entrepreneurs aged 25-40, with about 80% actively involved in management or as therapists within their own establishments. The reasons for opening these stores include low entry barriers, increasing demand for scalp and head treatments in the market, and the availability of mature brands offering franchising opportunities, complete with products and training, making the project operation relatively simple. Compared to the foot massage trend that swept the country 30 years ago, there seems to be a rising trend in scalp and head SPA.
Regarding the goals of opening stores and the desired effects, one category focuses on improving scalp health and hair growth using traditional Chinese medicine formulas. The other category minimizes mention of hair and emphasizes relaxation, improving blood circulation in the head, or using holistic treatment principles to enhance overall health. This latter category constitutes about 70%.
The treatment programs at these scalp and head SPA establishments mainly revolve around manual massages, including deep scalp cleansing, washing, and blow-drying. Massage techniques cover not only the head but also parts of the forehead, neck, shoulders, and upper chest. Products mostly use domestically produced essential oils and herbal ingredients. Treatment prices range from approximately 250 to 400 yuan, with additional revenue generated from products used during the treatments, including shampoos, scalp essences, and hair care oils.
Concerning consumer willingness to spend on scalp and head SPA treatments, SpaChina collected opinions from 2,036 consumers aged 25-50 in the Jiangsu, Zhejiang, and Shanghai regions, including 814 males. The research results are summarized below.
Research indicates that hair loss remains the most sought-after issue for improvement, resolution, and prevention. In terms of the male-female ratio, 68% of men are concerned about whether their hair will become thinner, while women account for 43%, with an overall ratio of about half.
Regarding prices, 80% of consumers express a desire for value for money, including service processes, details, and treatment efficacy. In the selection of treatment products, 98% of respondents require natural and safe products. 33% opt for traditional Chinese medicine products, as TCM has many formulas for hair growth and care, and they do not reject traditional formulations as long as they are effective. 46% want biotechnology products with high-tech content, and 21% express indifference. In terms of choosing domestic or imported products, the ratio is approximately 4:6. Consumers choosing domestic products are more price-sensitive, with all opting for single-session consumption prices below 600 yuan.