Welcoming a new era of haircare.

Have you noticed that shabby chic is out and thick manes are in? The days of split ends have been replaced with fragrantly oiled hair—and we’re not at all mad about it. 

The beauty industry has merged with the health industry to birth a new era of voluptuous hair and wellness trends. We’ve realised that feeling beautiful because of your health has a satisfying permanence that finding false lashes stuck to your pillow does not. 

Luscious hair, like glowing skin, has become a beacon of authentic beauty. Radiance, vitality, and glow are now considered the pinnacle of glamour. Health and beauty are now so heavily entwined, that it has forever changed how we approach beauty and, more specifically, hair.

How health is changing beauty.

Until now, concerns like hair loss and scalp issues have been shoved below hats. However, since the advent of social media, three things have happened: we have begun to speak up about our issues, we have begun to do our own research, and we’ve been connected with a growing resource of exciting, medicalised solutions.

Medical-grade ingredients and scientific research have become a new industry standard, creating consumer trust in efficacy. We no longer simply shampoo and condition our hair; we apply topical solutions like serums and scrubs, take ingestibles like vitamins and probiotics, and undergo procedures like lasers and injections.

The rise of scalp health.

Looking lovely isn't enough, we want to know our hair has integrity. Hair is an extension of our beauty, and we want it to represent how well we take care of ourselves.

We now see notable brands like Kerastase, Schwarzkopf and ROH by Nak Hair offering scalp products, beauty retailers like MECCA dedicating entire sections of their websites to scalp health, and scalp-related language like scalp microbiome and healthy scalp environment becoming part of the broader beauty lexicon.

The emphasis we’re now placing on scalp health reflects the beauty industry’s shift to treating the root cause (ha) of hair concerns, rather than just aiming for 'pretty'.

Hair Loving Ingredients

Brands are also infusing skincare ingredients into their haircare products (think hyaluronic acid and niacinamide). Kevin Murphy has led the charge for including skincare ingredients in haircare for the last 20 years, and now many high-end haircare brands are offering skincare in a standard shampoo. Consumers crave efficacy, and what works wonders for their skin will often do the same for their hair.

Hair today, gone tomorrow; hair loss.

It might be genetics, increased stress, or the heightened focus on health as beauty, but the searches for hair loss treatments are increasing. Naturally thick, long hair is the goal.

Brands like Boldify specifically focus on supporting those experiencing hair loss through efficacious products and empowering confidence.

Branding in this new era.

As the beauty and health industries merge and consumer demands evolve, an outpouring of new brands, influencers and experts have responded. We don’t need to look any further than the palm of our hand for advice from biotechnicians through to veteran hair stylists, and we enjoy a limitless scroll of product recommendations, DIY solutions and jaw-dropping proofs of transformation.

To thrive in this new era, a clear and consistent brand identity is non-negotiable. Particularly as a new player, you need to establish your consumer base and build trust with them. A strong brand identity will cut through the noise and speak to the right people, giving them a clear idea of who you are and why they can rely on you. St Louis Says is an excellent example of a new brand entering the market in their own lane, promising hair paradise, wicked jokes, and dreamy products.

Making hair-story.

Holistic haircare is more than just a trending moment. It’s a product of the larger shift towards solving the underlying cause of issues. This industry will only continue to grow, and brands addressing haircare holistically are well-positioned to succeed—provided they have an edge to stand out amongst the masses. 

If you're looking to strand out from rest, we have been riding the (blow) wave since day one.