Rising concerns about hair health are driving consumers to choose solutions that improve scalp condition and promote healthy hair. They are increasingly seeking products that support beneficial microbes, helping to create a sustainable scalp environment and support hair growth or regeneration. Consequently, consumers are focusing on improving scalp microbiome to enhance hair health. This is substantiated by a 2025 Q4 survey†, wherein 59% of consumers stated that their health and beauty product purchases are either always or often influenced by how well the product is tailored to their needs and personality, according to GlobalData, a leading intelligence and productivity platform.
Naveed Khan, Consumer Analyst at GlobalData, comments: “Consumers are focusing on the scalp microbiome, as imbalances in the scalp environment have been linked to hair loss, inflammation, and other disorders. They are also paying closer attention to daily hygiene practices and choosing the right shampoo or conditioner to support a healthy scalp, which helps prevent dryness and dandruff and promote normal functioning of hair follicles, crucial for strong and better hair.”
In line with the trend, manufacturers are launching haircare products designed to support the scalp microbiome. For example, in July 2025, Kiwabi Global launched the Deep Sea Scalp Cleansing Treatment under its Root Beauté brand in the US. According to the company, the product is a pre-shampoo detox gel that helps balance scalp pH and supports a healthy microbiome. It is claimed to contain natural ingredients, including seven types of seaweed extracts and mineral-rich deep-sea water.
Similarly, in South Korea, LG H&H introduced the Microbiome BioExosome line of hair care products under its Dr.Groot brand in April 2025. The line includes shampoo, conditioner, an ampoule treatment, and a hair tonic. The company claims that the range helps manage scalp environment and targets the root causes of hair loss.
Additionally, in Mexico, Unilever launched the Dove-branded Derma Care range of hair care products in April 2025. The company states that these products contain glycerine and niacinamide, which promote a healthy scalp microbiome. Unilever also introduced its ScalpCeuticals Pro range worldwide under its Clear brand. These products are claimed to contain selenium disulfide, which treats severe dandruff by activating at the cellular level.
Khan concludes: “Consumers will continue to choose products that help maintain a balanced scalp microbiome and will increasingly adopt microbiome-friendly hair care routines. The skinification of hair care will gain popularity, with consumers seeking skincare ingredients such as niacinamide and hyaluronic acid in hair care solutions. Rising demand for scalp-safe haircare products will create ample opportunities for innovations and will mark a new frontier in hair wellness. Manufacturers need to focus on introducing products with naturally derived extracts that strengthen the skin barrier and restore the scalp’s natural balance.”
†GlobalData 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries.
