Scalp care is the brand new skincare.
Brands, retailers and salons are betting big on this category, as scalp care has turn out to be a hot topic for a slew of reasons, not least of which is hair loss attributable to effects of the COVID-19 pandemic.
Data from The NPD Group shows that scalp care is growing across each mass and prestige; the highest shampoo launch within the mass category in 2022 was a scalp care option from Head & Shoulders, for instance.
“It’s definitely been outpacing,” said Larissa Jensen, The NPD Group’s vice chairman of beauty. “It’s not only a prestige-only story.”
Inside the prestige market in 2022, scalp care products grew 47 percent and hair thinning products grew 29 percent,...
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