Hair Care in 2025: Scalp Health, TikTok & Targeted Treatments Drive Explosive Growth
Breaking: The haircare landscape is undergoing a dramatic shift, according to Spate’s latest Hair Care & Styling Trends report (August 2025). Analyzing over 20 billion Google searches and 60 million TikTok videos, the report reveals that scalp health, viral styling hacks, and solutions targeting specific hair concerns are the key drivers of a booming market.
Spate has introduced a new “Popularity Index” – a metric combining data from Google, TikTok, and Instagram – to help brands understand what’s truly resonating with consumers. The findings demonstrate that while core haircare staples continue to perform strongly, niche categories are experiencing extraordinary, even triple-digit, growth. This dynamic environment allows both established brands and emerging indie companies to thrive by building trust, offering specialized products, and capitalizing on viral trends.
The rise of scalp Care & Targeted solutions
Consumers are increasingly focused on addressing the root of their hair problems – literally. The report highlights a surge in interest around scalp health, fueling demand for targeted treatments. This trend is coupled with a desire for products that deliver specific benefits, moving beyond general “healthy hair” claims.
TikTok’s Influence is Undeniable
TikTok isn’t just a platform for entertainment; it’s a powerful engine driving haircare trends. The report demonstrates the significant impact of viral styling hacks on product revelation and consumer behavior.
Category Performance: A Deep Dive
Here’s a look at how key haircare categories are performing, based on Spate’s Popularity Index:
* Shampoo: Remains the dominant force, with a Popularity Index of 336.1 million – a 17.3% increase year-over-year (YoY), representing 49.6 million additional searches.
* Conditioner: A consistent performer, achieving a Popularity Index of 80.3 million, with a 20.7% YoY growth (13.8 million new searches).
* Hair Oil: Showing strong momentum, reaching a Popularity Index of 89.5 million, up 17.0% YoY (13.0 million additional searches).
* Dry Shampoo: Experienced a significant surge, with a Popularity Index of 31.6 million – a sharp 33.0% increase YoY (7.8 million additional searches).
* Hair Masks: Trending upwards, recording a Popularity Index of 31.5 million, representing a 31.7% growth rate YoY (7.6 million additional searches).
These numbers paint a clear picture: the haircare market in 2025 is dynamic, driven by informed consumers seeking effective, targeted solutions, and heavily influenced by the power of social media. Brands that can adapt to these shifts and deliver on these demands are poised for success.
