On April 3, CosmeticsDesign’s recent Hair & Scalp Care: US Market Outlook webinar delved into some of the most compelling data, trends, and innovations driving the sector forward. Following a detailed and insightful presentation from Spate co-founder Yarden Horwitz, we were joined by Dr. Iris Rubin, dermatologist and founder of SEEN Haircare, to discuss consumer data and how brands are responding to the unique needs of today’s hair care shoppers.
For those who missed the live broadcast, the on-demand session is now available here for those interested in learning more about the current state of the US hair and scalp care market.
Following the presentation, we caught up with Horwtiz and Dr. Rubin for their insights into some of the most pressing burning questions raised during the webinar.
Question: Can we talk about consumers with curl care needs and how brands are better targeting the needs of the curly girls?
Dr. Rubin: Curly hair requires more moisture, gentler cleansing, and scalp-friendly ingredients. For example, SEEN is inclusive by design—fragrance-free and sulfate-free, with options for all hair types, including curly and coily textures.
We’ve seen positive feedback from the curly hair community because our formulas prioritize scalp and skin health without compromising curl integrity.
Question: What about scalp aging? Is it true that scalp skin ages faster than facial skin?
Dr. Rubin: Yes, the scalp is exposed to similar aging factors as facial skin—UV radiation, oxidative stress, and inflammation—but often receives less care. The scalp also has more sebaceous glands and is more prone to buildup.
Question: What’s the consumer interest in ingested solutions or “beauty from within” approaches to hair care?
Yarden Horwitz: Hair Vitamins is a highly popular trend, with 1.6K average monthly popularity and a +41.5% increase—reflecting both strong consumer interest and a growing share of voice. As a search-driven trend, engagement is happening directly through Google, highlighting active consumer intent.
Top searches include “vitamins for hair growth,” “hair vitamins,” and “vitamins for hair growth and thickness,” pointing to a focus on both growth and hair density. Ingredients like vitamin D and biotin are most frequently searched alongside this trend, particularly in relation to hair growth benefits and hair loss concerns—indicating that efficacy and results remain top of mind for consumers exploring beauty from within.
Question: How important is addressing frequency and application (tools or not) with scalp care?
Dr. Rubin: Important for sure. Over-washing, aggressive scrubbing, or using occlusive products can worsen scalp issues. We recommend a consistent, gentle routine that maintains balance.
Tools can be helpful, but the foundation for healthy scalp care involves the right products.
Yarden Horwitz: There is growing interest in scalp devices, with +34.3% YoY growth in combined popularity across Google Search and TikTok. Within this space, specific tools like scalp massagers (+32.2% YoY growth in popularity) and electric scalp massagers (+13.7% YoY growth in popularity) are gaining traction.
Consumer search queries such as “electric scalp massager for hair growth” and “head massager machine for hair growth” signal a clear intent to stimulate hair growth through scalp-focused tools. The trend is also deeply connected to hair health concerns, with top related hashtags including #hairgrowth (559.7K average weekly views), #hairloss (380.2K), and #rosemaryoil (346.6K), suggesting consumers are layering scalp tools with trending ingredients like rosemary oil to amplify results.
The emphasis on “hair growth” across both search and social signals this benefit is a key driver behind the rising interest in scalp devices.
Hair growth continues to be a top-of-mind concern and a recurring theme across both hair and scalp care categories. This is a key signal for brands. As skin care ingredients gain traction in the hair care space, we’re seeing consumers carry over familiar terminology—seeking products with claims that align with their expectations around growth and results.
The underlying idea of ‘healthy scalp, healthy hair’ is resonating more than ever, presenting a clear opportunity for brands to bridge categories and meet consumer demand.”
Question: Are we seeing skin care brands launching hair care products or hair care brands launching skin care products, and are consumers open to brands going across categories like this?
Dr. Rubin: To some extent, yes. Consumers are increasingly recognizing that their hair and scalp care are extensions of their skin care routine.
SEEN was built on this exact premise: a dermatologist-developed haircare line that supports hair, scalp, and skin health. Trust and transparency are what make cross-category expansions successful.
Question: Where are the best links to get efficacy data on actives mentioned for scalp care ingredients?
Dr. Rubin: Peer-reviewed journals like the Journal of Cosmetic Dermatology can be great sources. At SEEN, we also publish clinical study results on our website and ensure transparency around ingredient efficacy and safety.
Question: What kind of tests can be done to validate a product that helps with hair loss and thinning hair, and are there proven products that actually deliver results in this arena?
Dr. Rubin: The best validation is a clinical trial, with dermatologist assessments, photographic analysis, and hair counts in many cases. Proven ingredients include topical minoxidil and prescription treatments.
SEEN’s Fragrance Free Shampoo and Conditioner are clinically-proven to reduce hair shedding by 44% in women with female pattern hair loss in a 6 month Harvard clinical trial.* SEEN is not medicated, and helps set the foundation for healthy hair.
*A six-month randomized, controlled study of 22 patients with female pattern hair loss, including control patients.
Question: Are there any scalp issues that affect curly, coily, or kinky hair more?
Dr. Rubin: Yes—dryness, scalp buildup, and traction alopecia are more common due to hair structure and styling practices.
Question: Thinking of skinification of hair, how do you feel about chemical exfoliants like BHA and AHA’s for the scalp? Could dry shampoos lean towards this type of formula?
Dr. Rubin: Chemical exfoliants like BHA and AHAs could definitely have potential for the scalp, as they can help remove buildup and clarify the scalp. However, it’s important to ensure they’re used in a way that doesn’t disrupt the scalp barrier.
Question: Can we find universal scalp care products or are there too many differences between female/male scalps, or regarding ethnicity?
Dr. Rubin: While there are differences, the foundation for a healthy scalp for everyone involves using products that respect and support the scalp barrier.
Question: What was the ingredient that reduces hair shedding?
Dr. Rubin: Topical minoxidil is the only FDA approved topical ingredient for hair loss.
Question: What is the exact relationship between the scalp barrier and the scalp microbiome?
Dr. Rubin: They’re interconnected. A healthy scalp barrier protects against pathogens and supports a balanced microbiome. Disruption to either the scalp barrier or scalp microbiome can lead to scalp conditions.