# Matcha Haircare Brands use matcha as a prominent ingredient in hair care products. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Sep 17, 2019 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/matcha-haircare ## Key Figures - Trend score: 3.9/10 - Evidence articles: 5 ## What is the Matcha Haircare trend? **Matcha Haircare:** Matcha is an emerging ingredient in the hair care space, with brands offering both topical and edible products that feature the finely ground green tea powder as a prominent ingredient. High in antioxidants, matcha can now be observed in everything from lattes to shampoos that aim to benefit hair. ## The consumer insight behind the Matcha Haircare trend Consumers are often faced with overwhelming choices when it comes to skin and hair care products--and so many are now turning to natural ingredients that they already trust. The natural associations to "health" that matcha has resonates with the growing segment of consumers who prefer wellness-related labels on the products they purchase. The adoption of trendy natural food products into industries like haircare comes as consumers seek out ingredients they're already familiar with. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 21, 2017 to Oct 1, 2019 - Published: Sep 17, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Matcha Haircare trend ### Natural Ingredients Consumers are turning towards natural ingredients that they already trust and resonate with the growing segment of consumers who prefer wellness-related labels on the products they purchase. ### Functional Benefits Functional benefits are being seen as a significant aspect of the trend by adding biotin, anti-inflammatory turmeric, ginger, cardamom, cinnamon, black pepper, etc., and are benefitting hair health, skin, nails, organs, tissues, brain health, cognitive function clarity, and digestive system, among others. ### Wellness-oriented Ingredients Brands are adopting trendy natural food products such as kale, spinach, apple, and matcha into industries like haircare, helping consumers seek out ingredients that they're already familiar with that are good for the body as food and have plenty of benefits for hair and scalp health. ## What the Matcha Haircare trend means for industry ### For Personal Care Incorporating functional ingredients and familiar food products into hair care and personal care has the potential to revolutionize the market by appealing to the current wellness-focused customer. ### For Food & Beverage Consumers are looking towards natural and wellness-oriented ingredients in food and beverage industry, and brands can launch products with such wellness benefits and encourage an all-inclusive approach while promoting healthy living and stress-free lifestyles. ### For Supplements Functional benefits and wellness-oriented ingredients present an opportunity for supplement brands looking to target consumers who are looking for an easy way to obtain the necessary daily intake of these nutrient-rich ingredients. ## Workshop question How could your brand focus on natural products/services, or sustainability in general? ## Trend signals for Matcha Haircare Trend score 3.9 out of 10, from popularity 58%, activity 50%, freshness 9%. - Popularity: 58% - Activity: 50% - Freshness: 9% ## Examples of the Matcha Haircare trend 5 featured examples from Nov 21, 2017 to Oct 1, 2019. - [Enriched Matcha Lattes](https://www.trendhunter.com/trends/premium-matcha-latte): Jade Leaf Matcha's Premium Matcha Latte Infusions Boast Functional Benefits (Category: Lifestyle) Implication: Creating innovative functional beverages by infusing matcha lattes with ingredients that provide specific health and wellness benefits. - [Replenishing Superfood Shampoos](https://www.trendhunter.com/trends/superfood-shampoo): Briogeo’s Shampoo and Conditioner Features Kale, Spinach & Apple (Category: Fashion) Implication: The haircare industry can innovate by infusing superfood ingredients, like kale, apple, and spinach, into their products to provide enhanced nourishment and scalp health benefits. - [Matcha-Based Smoothie Boosters](https://www.trendhunter.com/trends/smoothie-boosters): Jade Leaf Matcha's Powders Enrich Blended Drinks with More Benefits (Category: Lifestyle) Implication: The smoothie booster trend offers opportunities for food and beverage companies to create new and unique products that cater to health-conscious consumers. - [Non-Toxic Mint-Infused Shampoos](https://www.trendhunter.com/trends/matcha-mint-shampoo): Graydon Skincare Recently Launched the New Matcha Mint Shampoo (Category: Fashion) Implication: The skincare industry can explore the development of plant-based products that offer natural and nourishing solutions for consumers. - [Beautifying Matcha Sachets](https://www.trendhunter.com/trends/instant-latte): Panatea's Single-Serve 'GLOW' Instant Latte is Enriched with Biotin (Category: Lifestyle) Implication: Innovative beverage companies can explore the creation of premium instant latte sachets with unique flavors and beauty-enhancing additives. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)