Category
Fashion
Scaled Restraint
Trend cluster
Category
Shampoo
Alternative
Brands are marketing haircare products that are "no-poo" or "low shampoo".
4.0
Trend score
Trend
What is the Shampoo Alternative trend?
Shampoo Alternative: The "No-Poo Routine" was popularized in recent years by bloggers who switched to using just water or homemade remedies when washing their hair. The movement originated from the fact that traditional shampoos are detergents that are harmful to one's scalp and hair. Brands are following suit by marketing shampoo-free or low-shampoo hair washes that work to cleanse and protect one's hair and scalp.
Insight
The consumer insight behind the Shampoo Alternative trend
The movement for wellness in the beauty industry has made consumers more conscious about what they expose their bodies to during their self-care routines. In this space, many are turning to more holistic approaches and making it a priority to stay away from chemically derived ingredients. This is partly due to possible bodily sensitivity or encouraged by an all-natural mentality, both of which create a demand for new and improved formulas that reimagine traditional options in holistic ways.
Trend themes
Themes within the Shampoo Alternative trend
Three behaviours holding the trend together01
Holistic Beauty
Consumers are turning to more holistic approaches and making it a priority to stay away from chemically derived ingredients, creating a demand for new and improved formulas.
02
Sulfate-Free Cleansers
Shampoo and conditioner alternatives are growing in popularity, especially in the form of sulfate-free cleansers.
03
Low-Shampoo Alternatives
Consumers with damaged hair or sensitive scalps are seeking no-poo or low-shampoo alternatives when it comes to hair care.
Industry implications
What the Shampoo Alternative trend means for industry
Where the trend changes the playbookFor
Personal care
The movement for wellness in the beauty industry has increased demand for more holistic and natural forms of personal care products.
For
Subscription services
Introducing reusable packaging and subscription services is becoming a new disruptive innovation opportunity in the personal care industry.
For
Sustainability and ethical ingredients
Consumers are increasingly conscious of the impact of their purchases and are seeking sustainable, ethically made, and good-for-you formulas.
Workshop question
How might your brand create a more holistic version of your product?
Trend signals
Trend signals for Shampoo Alternative
Trend score 4.0 out of 10, from popularity 57%, activity 53%, freshness 9%.
Popularity57%
Activity53%
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 Shampoo Alternative trend
4 featured examples from Aug 20, 2020CategoryEco
Non-Detergent Shampoo Alternatives
Hairstory's New Wash is a Wash-and-Conditioning Hair Cleanser
There is an opportunity for brands in the beauty and personal care industry to develop non-detergent hair care products that use natural ingredients and sustainable packaging.
CategoryEco
Nourishing Minimalist Hair Washes
Sans[ceuticals] Offers a Cruelty-Free Shampoo Alternative
The natural hair wash trend presents an opportunity for the beauty and personal care industry to develop and market more natural and eco-friendly hair care products.
CategoryFashion
Low-Shampoo Cleansing Masks
Christophe Robin's Cleansing Mask Offers Three-in-One Functionality
Disruptive innovation opportunity for the hair care industry to develop low-shampoo products that address different hair types and offer multiple benefits.
CategoryMarketing
Curl-Friendly Sulfate-Free Cleansers
CurlyWorld's Haircare Product is Infused with Botanicals
The personal care industry can capitalize on the demand for sulfate-free cleansers and specialized hair products for curly hair.
