Category
Fashion
Scaled Restraint
Trend cluster
Category
Exfoliated
Scalp
Brands offer scalp scrubs designed for people with curly or textured hair.
2.8
Trend score
Trend
What is the Exfoliated Scalp trend?
Exfoliated Scalp: Many scalp scrubs on the market are designed for people with oily hair and scalps, however people with natural, curly and/or textured hair also require scrubs to remove product buildup and deep clean. Brands are increasingly catering to individuals with these hair types by offering more hydrating and moisturizing options.
Insight
The consumer insight behind the Exfoliated Scalp trend
When it comes to personal care, brands understanding individual needs is crucial in order to support the routines of as many consumers as possible. People with varying skin and hair types require different products and ingredients, and many find themselves turning to DIY options in order to target their specific needs. Brands that are able to address these varying needs are inevitably appealing to more consumers.
Trend themes
Themes within the Exfoliated Scalp trend
Three behaviours holding the trend together01
Hydrating & Moisturizing Scalp Scrubs
There is a growing demand for scalp scrubs that address the specific needs of individuals with natural, curly and/or textured hair types. Brands that are able to offer more hydrating and moisturizing options are likely to attract more consumers.
02
Plant-Based & Nature-Inspired Formulations
Many new scalp exfoliators have natural ingredients that benefit the skin's surface without harmful effects. Shea Moisture has launched its 'Purifying and Hydrating Exfoliating Hair Mud' made with activated charcoal and green coconut extracts to treat oily roots and dry ends.
03
Cruelty-Free Scalp Exfoliators
As consumers continue to demand ethics in every aspect of their purchase, cruelty-free scalp exfoliators that are vegan and color-safe, such as Never Salty's sugar-based scrub, are poised to become popular among consumers.
Industry implications
What the Exfoliated Scalp trend means for industry
Where the trend changes the playbookFor
Personal Care
Understanding individual needs in personal care is crucial, as people with varying skin and hair types require different products and ingredients. Brands that are able to address these varying needs will inevitably appeal to more consumers.
For
Ethical Consumerism
As consumers increasingly demand ethics in every aspect of their purchase, ethical scalp exfoliators that are vegan, cruelty-free, and free from harmful chemicals are likely to become more mainstream options.
For
Marketing and Advertising
As consumers' focus shifts towards the ethics, values, and unique needs in every aspect of their lives, businesses that can create effective marketing campaigns to showcase the features of their products along with their commitment to sustainability, ethics, and diversity are likely to succeed in the current climate.
Workshop question
How is your brand addressing the varying needs of its customers?
Trend signals
Trend signals for Exfoliated Scalp
Trend score 2.8 out of 10, from popularity 44%, activity 31%, freshness 9%.
Popularity44%
Activity31%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Exfoliated Scalp trend
4 featured examples from Aug 4 to Aug 5, 2020CategoryFashion
Moisturizing Scalp Scrubs
Monpure's Clarifying Scalp Scrub Alleviates Psoriasis Symptoms
The personal care industry can leverage these trends by creating personalized and eco-friendly scalp care products that effectively target common scalp issues, such as psoriasis a…
CategoryLifestyle
Exfoliating Hair Mud Treatments
Shea Moisture's Hair Mud Utilizes Green Coconut Ingredients
Opportunities for incorporating natural and multi-functional ingredients into hair care products to appeal to consumers who prioritize ingredient quality and convenience.
CategorySocial Good
Clean Pre-Wash Scalp Exfoliators
The African Black Soap Pre-Shampoo Scalp Scrub Relieves Itching
Opportunity for beauty and personal care brands to prioritize scalp health and offer unique, effective scalp treatments.
CategoryFashion
Cruelty-Free Scalp Exfoliators
The Never Salty Sugar-Based Scalp Scrub is Vegan and Color-Safe
Innovative beauty companies can tap into the growing market for cruelty-free and natural scalp scrubs, like the Never Salty product.
