The May 2025 hair care industry is having a moment—one that’s rooted in science, self-expression, and a serious shift toward conscious beauty. From skinification-inspired formulas to scalp-first routines, consumers are treating their locks with a whole new level of care and intention.
Shaping the industry is waterless beauty brand Olive Tree People, which has introduced the H90 Hydroxytyrosol Hair Oil Serum. This scalp-to-strand treatment is powered by a highly potent antioxidant. As the first haircare formula to feature hydroxytyrosol—a polyphenol shown to be over 12 times more powerful than Vitamin C in ORAC testing—this innovation offers robust defense against environmental stressors while promoting optimal scalp and hair health.
Another product marketed towards Gen Z consumers is the blinger Gem Z Starter Set, which offers a safe, heat-free way to add elevate your hair using a pastel-colored, patented styling tool and 75 precision-cut glass crystals. Designed for everything from events to everyday flair, the tool uses a proprietary adhesive—no glue, heat, or power required—making application easy and removal as simple as a brush-through. The crystals are offered in Twinkle Blue, Sea Lavender, and Pale Pink.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
