In our recent special broadcast about future hair product innovation, we spoke to Commercial Education Director for the EMEA region at Goldwell Brands at Kao Corporation, Claire Wilson, to find out more about what hair care shoppers want.
The professional hair care industry tends to influence what is going to happen in mass haircare too, as shoppers start to search out similar ingredients, concepts and technologies that they found at their salon but at a lower price point.
Wilson is on the ‘frontline’ in terms of what people are asking their hairdressers and colourists for right now Here’s what she told us...
#Trend 1: Multi-step routines
Multi-step routines are entering the hair care category. Ten years ago, Kao and Goldwell were developing specialised routines for the Asian market, where clients often used 8–10 products in one session and spending half a day in the salon. From exfoliation to cleansing, hair care routines were similar to a skincare regimen.
Now, this approach is spreading globally. Consumers are building hair care routines just like skincare routines, which can involve multiple products.
In salons, routines are customised to meet specific needs, often mixing brands. Online, however, consumers tend to buy complete sets from a single brand and follow steps 1–10. So, the approach differs between salon and e-commerce.
#Trend 2: Regulation & transparency
A big change at the manufacturer level is increased regulation, especially in the EU. Hair care is now being regulated similarly to cosmetics, which is great for consumer safety. We’re seeing bans on microplastics, restrictions in hair colour due to allergies, and fragrance allergy considerations. Digital product passports are coming, and QR codes on retail products already allow clients to scan and access full ingredient transparency.
#Trend 3: The impact of social media and influencer culture
Social media has transformed how people choose hair products, for better and worse.
The good? Consumers are more informed than ever, and they understand the difference between mass-market and professional products, ingredient quality, and technology. Social media has essentially democratised hair so that any stylist can now share their tutorials and advice, not just the celebrity stylists tied to big brands. This has opened the market to niche and startup brands, giving consumers more choice.
The bad? People can have unrealistic expectations. Edited videos and exaggerated claims make products seem miraculous. Also, influencers aren’t bound by brand claim regulations, so recommendations can be misleading. Consumers often end up with cabinets full of unused products, making hair care expensive. Ultimately, salon recommendations remain the most reliable and cost-effective option.
#Trend 4: Generational differences
Younger generations, Gen Z and Gen Alpha, are driving trends. They invest early in their future, value sustainability, and embrace personalisation. They’re proactive and preventative, building routines and experimenting with styles.
Boomers, by contrast, tend to stick to trusted brands, seek proof of performance, and start later, often expecting products to reverse years of damage. They’re less influenced by digital trends but increasingly researching solutions online.
Overall, all generations now show greater interest in hair wellness, partly due to Covid giving people more time to research and pamper themselves.
#Trend 5: Inclusivity and addressing diverse hair types
Historically, brands targeted specific hair types, Asian, African, or Caucasian. Today, mainstream brands are embracing diversity. Consumers with coily hair, for example, no longer rely solely on niche brands. This shift is positive and reflects a broader understanding that hair care should cater to all textures.
The old model of dividing hair into three categories, Asian, African, Caucasian, is outdated. Cities are more cosmopolitan, and hair textures are highly mixed. Consumers now focus on needs (moisture, hydration, oil control) rather than ethnicity. Niche brands are fading as mainstream brands cater to all textures.
However, salon education on textured hair remains low. Many stylists lack confidence with curly or coily hair, which needs to change. Training must focus on texture, not ethnicity, and break down silos. Mainstream products can work across all hair types, and salons must evolve to reflect this reality.
Our full broadcast on future hair care innovation included interviews with VP of Hair Care for R&D at Estee Lauder Companies, Christine Hall and Connor Spicer, Beauty & Consumer Health Care Consultant at Euromonitor International. Sign up here to watch it.
