The skinification of haircare has fundamentally raised the bar for what consumers expect from their shampoos, conditioners and treatments, and Korean beauty brand TOUN28 introduced four skincare-inspired solid haircare products in response. Eight years of research went into readying the skincare-driven shampoo and treatment bar formulas, which feature ingredients like proteins and peptides in a sensorial format.
TOUN28's CICA PDRN Volume Lift Shampoo & Conditioner Bar duo was crafted for oily, fine, flat and low-volume hair, and addresses key concerns like high-purity PDRN—an in-demand skincare ingredient of the moment—and soothing centella to support scalp health. For curly and coily tresses, there's the Rice Protein Strength & Length Shampoo & Conditioner Bar set, formulated to create a rich, sulfate-free lather that supports breakage care.
Key Themes Behind This Trend
- Skincare-grade Haircare
- Advanced actives such as peptides, PDRN, proteins, and centella are turning shampoos and conditioners into targeted scalp and strand treatments with premiumization potential.
- Solid Beauty Formats
- Waterless bars create room for concentrated formulas, reduced packaging waste, and sensorial product experiences that can differentiate everyday personal care routines.
- Texture-specific Treatment Bars
- Formulas designed for oily, fine, curly, and coily hair reflect a shift toward specialized solid care that serves underserved hair needs with science-led positioning.
Where This Applies
- Haircare
- The category is expanding beyond cleansing into treatment-driven systems where scalp health, volume, strength, and breakage care can define new product segments.
- K-beauty
- Korean beauty brands are extending skincare authority into adjacent categories, creating crossover innovation that blends ingredient trends with global haircare demand.
- Sustainable Packaging
- Compact solid formats support plastic reduction and lower-shipping-weight models, giving packaging suppliers and retailers new ways to connect sustainability with premium beauty.
