# Shampoo Alternative Brands are marketing haircare products that are "no-poo" or "low shampoo". By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Aug 20, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/shampoo-alternative1 ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 20, 2020 - Published: Aug 20, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Shampoo Alternative trend ### 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. ### Sulfate-Free Cleansers Shampoo and conditioner alternatives are growing in popularity, especially in the form of sulfate-free cleansers. ### Low-Shampoo Alternatives Consumers with damaged hair or sensitive scalps are seeking no-poo or low-shampoo alternatives when it comes to hair care. ## What the Shampoo Alternative trend means for industry ### For 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 for Shampoo Alternative Trend score 4.0 out of 10, from popularity 57%, activity 53%, freshness 9%. - Popularity: 57% - Activity: 53% - Freshness: 9% ## Examples of the Shampoo Alternative trend 4 featured examples from Aug 20, 2020. - [Non-Detergent Shampoo Alternatives](https://www.trendhunter.com/trends/shampoo-alternative): Hairstory's New Wash is a Wash-and-Conditioning Hair Cleanser (Category: Eco) Implication: 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. - [Nourishing Minimalist Hair Washes](https://www.trendhunter.com/trends/hair-washes): Sans[ceuticals] Offers a Cruelty-Free Shampoo Alternative (Category: Eco) Implication: 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. - [Low-Shampoo Cleansing Masks](https://www.trendhunter.com/trends/lowshampoo): Christophe Robin's Cleansing Mask Offers Three-in-One Functionality (Category: Fashion) Implication: Disruptive innovation opportunity for the hair care industry to develop low-shampoo products that address different hair types and offer multiple benefits. - [Curl-Friendly Sulfate-Free Cleansers](https://www.trendhunter.com/trends/sulfatefree-cleanser): CurlyWorld's Haircare Product is Infused with Botanicals (Category: Marketing) Implication: The personal care industry can capitalize on the demand for sulfate-free cleansers and specialized hair products for curly hair. ## 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)