Category
Fashion
Scaled Restraint
Trend cluster
Category
Nourishing
Shampoo
Dry shampoo formulas are made with hair and scalp-benefitting ingredients.
3.4
Trend score
Trend
What is the Nourishing Shampoo trend?
Nourishing Shampoo: While standard dry shampoos are made only to absorb oils and improve the appearance of hair, some brands are breaking away from that sole purpose by including nourishing, scalp and hair-benefitting ingredients that actually improve the quality of hair over time.
Insight
The consumer insight behind the Nourishing Shampoo trend
As consumers face unprecedented choice in the self-care space, whether that's in skin, hair, or beauty industries, they seek out products that offer the most benefits. These products stand out in oversaturated markets for offering even more than what consumers are looking for, and help them make easy decisions on what to purchase.
Trend themes
Themes within the Nourishing Shampoo trend
Three behaviours holding the trend together01
Nourishing Dry Shampoos
Dry shampoos that include nourishing, scalp and hair-benefitting ingredients are becoming popular as consumers seek out products that offer the most benefits beyond just oil absorption.
02
Customized Dry Shampoos
Brands like Prose are creating customizable dry shampoo formulas specifically tailored to individual hair needs and goals using a survey-based approach.
03
Scalp-Caring Dry Shampoos
Dry shampoos such as Living Proof's PhD Advanced Clean Dry Shampoo that prioritize scalp care and cleansing without leaving residue are on the rise to address the concerns of consumers who don't believe dry shampoo actually cleans hair.
Industry implications
What the Nourishing Shampoo trend means for industry
Where the trend changes the playbookFor
Haircare Industry
Innovation opportunities for the haircare industry include creating dry shampoo products that focus on scalp health, customizable formulas, and offer nourishing benefits to the hair and scalp.
For
Beauty Products Industry
The beauty products industry can take advantage of the trend towards multi-functional products that offer consumers the most benefits by creating dry shampoo formulas that do more than just absorb oils, such as including nourishing, skin-benefitting ingredients.
For
Survey-Based Consumer Products Industry
Brands that offer survey-based approaches to create customized dry shampoo formulas like Prose could also expand into other consumer product categories such as skincare and personal care, offering tailored solutions to individual needs and goals.
Workshop question
How is your brand enhancing its product with additional benefits?
Trend signals
Trend signals for Nourishing Shampoo
Trend score 3.4 out of 10, from popularity 57%, activity 35%, freshness 10%.
Popularity57%
Activity35%
Freshness10%
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 Nourishing Shampoo trend
4 featured examples from Nov 2, 2019 to Jul 23, 2021CategoryArt & Design
Customized Dry Shampoos
The Prose Dry Shampoo Helps to Address Unique Hair Needs & Goals
The beauty and personal care industry has an opportunity to develop more innovative and personalized products, such as customized dry shampoos.
CategoryFashion
Nourishing Dry Shampoos
Act+Acre Created a Non-Chalky Dry Shampoo That Promotes Hair Health
Disruptive innovation opportunity for haircare brands to incorporate plant-based formulas and prioritize hair health in their dry shampoo products.
CategoryFashion
Scalp-Caring Dry Shampoos
Living Proof's PhD Advanced Clean Dry Shampoo Refreshes Without Residue
Opportunity for haircare brands to create and market innovative dry shampoo formulations, packaging designs, and application methods that address consumer concerns and preferences.
CategoryFashion
Micellar-Infused Dry Shampoos
R+Co Debuted the Spiritualized Dry Shampoo Mist
The haircare industry can explore the use of micellar water and develop specialized dry shampoos to meet different scalp needs.
