Category
Fashion
Scaled Restraint
Trend cluster
Category
Natural
Cleanse
Dandruff-fighting products adopt natural ingredients.
3.6
Trend score
Trend
What is the Natural Cleanse trend?
Natural Cleanse: Dandruff-fighting products are now including and highlighting their natural ingredients, functioning as less-harsh alternatives to common anti-dandruff ingredients like salicylic and zinc pyrithione.
Insight
The consumer insight behind the Natural Cleanse trend
When it comes to skin and hair care, more consumers are turning to ingredients they consider "natural"--often fruits, vegetables, and various plants. Due to their familiarity, these ingredient are considered more trustworthy for consumers who prefer gentle formulas.
Trend themes
Themes within the Natural Cleanse trend
Three behaviours holding the trend together01
Natural ingredients
Dandruff-fighting hair care products are including natural ingredients instead of common anti-dandruff ingredients like salicylic and zinc pyrithione.
02
Unique scalp care products
Consumers are investing in uniquely formatted scalp care products, like detoxifying scalp sprays, outside of their regular shampoo and conditioner to address specific concerns.
03
Accessible natural hair care
Natural hair care products with affordable prices and naturally sourced ingredients are being offered by major manufacturers.
Industry implications
What the Natural Cleanse trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
The beauty and personal care industry can explore natural ingredients, unique scalp care products and accessible natural hair care products.
For
Retail
Retail can explore the availability of natural hair products by offering them in various categories apart from beauty.
For
E-commerce
E-commerce can focus on providing access to various natural hair care products to consumers with convenient and discounted prices.
Workshop question
How is your brand creating trust with its customers?
Trend signals
Trend signals for Natural Cleanse
Trend score 3.6 out of 10, from popularity 52%, activity 45%, freshness 12%.
Popularity52%
Activity45%
Freshness12%
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 Natural Cleanse trend
5 featured examples from Apr 27, 2020 to May 17, 2022CategoryMarketing
Accessible Natural Haircare Products
Super Nature Hair Care Products are a Costco Exclusive
The grooming industry can benefit by incorporating natural and cruelty-free ingredients to develop high-quality haircare products.
CategoryFashion
Detoxifying Turmeric Hair Treatments
Bounce Curl's Turmeric Detox Fights Dandruff
Developing innovative products like Turmeric Detox can lead to a disruption in the hair care industry by providing high-quality, natural treatments that can cater to a wider and c…
CategoryFashion
Onion-Based Haircare
Nykaa Natural Haircare's Shampoo & Conditioner Pairs Onion & Fenugreek
The haircare industry can explore sulphur-rich ingredients like onion and fenugreek, and create customized formulations to cater to specific hair conditions.
CategoryFashion
Soothing ACV Shampoos
RE-fresh's Anti-Dandruff Shampoo Harnesses the Power of ACV
The beauty and personal care industry can innovate by integrating ACV and using more natural and eco-friendly ingredients and packaging
CategoryFashion
Detoxifying Scalp Sprays
Re-Fresh's Scalp Spray Offers Cooling Relief with Eucalyptus
The haircare industry can leverage the trend toward scalp care solutions to create innovative new products that meet the evolving needs of consumers.
