Kenvue, the maker of Neutrogena, is advancing the skinification of hair with a brand-new Neutrogena Hair Restore system powered by peptides. This five-product haircare collection, developed with dermatologists, includes proven actives within products like the detoxifying Triple Action Scalp Cleanser and the Advanced Growth Support Serum with patent-pending Micro-Peptide XP technology.
"Scalp care is not just a new trend—82% of women believe that healthy hair growth starts with a healthy scalp," says Andrew Stanleick, President of Kenvue Skin Health & Beauty, North America, Europe, the Middle East, and Africa. "We are treating the scalp like skin—bringing advanced skincare to haircare—while also making premium aesthetics, fragrances and packaging accessible to all."
Neutrogena Hair Restore is now available exclusively at Walmart and is set to expand to additional retailers as of early 2026.
What's Driving This Trend
- Skinification of Haircare
- The integration of skincare principles into haircare products is transforming how consumers address hair health.
- Peptide-based Products
- Leveraging peptides in haircare formulations is emerging as a powerful method to enhance scalp and hair vitality.
- Premiumization of Mass Market Haircare
- The move towards premium aesthetics and packaging in widely accessible haircare products is reshaping consumer expectations.
Who This Affects Most
- Haircare Industry
- Disruptions are happening as brands like Neutrogena incorporate dermatology-developed ingredients into their haircare lines.
- Retail Industry
- Exclusive retail partnerships, such as Neutrogena's with Walmart, are shifting the dynamics of product launches in the consumer goods market.
- Beauty and Personal Care Industry
- Innovative product formulations that blend skincare and haircare are spurring new growth opportunities in this sector.
