Hair and scalp care are about to get more scientific, holistic, and ayurvedic this year – ancestral traditions will inspire new routines, while the cellular and scientific approaches to scalp care are on the merge.


The beauty industry loves science-backed superfoods which is why we are seeing a 360 approach to beauty routines incorporating diet, skincare, and hair care. Sea moss, cloves, and Ashwagandha are just some of the buzzy new ingredients to know.  


Thanks to wellness culture and TikTok, where #ashwagandha has 429.2 M views, #seamoss has already reached more than 235.9m views and #cloves have 135.7M views. Interest in these ingredients is driven by the multitude of beauty and holistic wellness benefits they can deliver ranging from easing anxiety and depression to antimicrobial, antiviral, anesthetic, anti-parasitic, and antioxidant properties.


Biology class is back in session this year, and it’s all about a cellular approach to scalp care. Microbiome is going to be a keyword to remember for scalp care, but what is it? A microbiome is a community of microorganisms that can usually be found living together in any given habitat, in this case, on the scalp. Microbiome-friendly formulations will be in demand to undo the chemical and environmental damage to hair as well as soothe flaking, itching, and irritated scalps. 


There are already brands focusing on this new scalp care approach such as sustainable startup Sk*p’s shampoo and conditioner featuring its proprietary G-HoneyBiome – bio-fermented honey. Jupiter, a DTC hair care brand that launched Its new Daily Scalp Essential Supplement is said to balance the scalp microbiome and encourage healthy hair growth. UK-based The Nue Co is tapping into 360° holistic haircare with inner and outer sets of a pro- and post-biotic scalp serum and daily nutrient-dense supplement, designed to be used together to reduce hair loss and support growth.


It is safe to say there is a lot to be excited about this year when it comes to innovation and product advancement in hair care. We will be on the lookout for more microbiome and holistic products popping up and following these trends.