Hair is getting the skincare treatment.
On Top
Closely tied to identity and self-image, 65% of men see noticeable hair thinning by age 35, and 40% of women by 50. Fueling concern, searches for shedding are up 105% YoY, while 95% of first-time transplant patients are aged 20–35.
Tracing root causes, consumers are attributing loss to stress, diet, hormones, environmental exposures, and chemical additives.
Head Start
As longevity and beauty converge, brands are turning hair health into a structured system.
Shifting from cosmetic salves to clinical treatments, noninvasive scalp care—from drugs to devices—is projected to reach $24B by 2032.
Ingestibles. Hims and Ro destigmatized intervention, paving the way for pharmaceutical restoration as a service. Personalizing protocols, Happy Head uses DNA testing, while biotech Veradermics is trialing the first new oral therapy in 30 years.
Extending into daily routines, Nutrafol topped $1B in annual sales, Spain’s Olistic is scaling a nightly drinkable shot, and Folly launched gummiceuticals. Targeting GLP-1-related shedding, Wellbel created dual-benefit gut health blends.
Topicals. Acknowledging dermatological roots, new topicals target scalps over strands. Cosmo repurposes acne meds to combat male pattern baldness, KilgourMD tackles menopausal thinning with nonhormonal serums, and Act+Acre pairs stem cells with microneedling.
Beyond aesthetics, SickScience serums promise molecular gains, while Goddess Maintenance Co and K18 layer peptides into wash days. Rebranding medicated care, Jupiter modernizes dandruff treatment.
Scalp spas. Scaling IRL, Great Many is expanding PRP injections beyond NYC, while FaceGym added massage-driven scalp lifts. Blending Eastern and Western approaches, head spas like LA’s PureLux and NYC’s Hanare offer acupressure, tea baths, and diagnostics.
At home, new tools are scaling access — from gua sha-inspired scalp brushes to red light devices like CurrentBody’s helmet and HigherDOSE’s showerhead.
Biome builders. Looking beyond follicles, brands are targeting the scalp microbiome. Dyson’s Nural hairdryer adjusts for scalp health, and its leave-in foam blends aminos with farm-grown barley to address oil, flakes, and shedding.
Backed by Unilever, STRAAND emphasizes hydration through prebiotic formulations, while Hårklinikken’s clinics in NYC, LA, Copenhagen, and Dubai offer scalp resets.
Punchline: Turning products into protocols, hair care is now a longevity play. Brands that deliver consistent results will own the routine.
