Haircare is continuing to build on its gains. While its growth hasn’t matched fragrance’s explosive trajectory, market research firm Circana has reported steady year-over-year dollar increases in haircare across most major channels in both 2024 and 2025, outperforming the broader beauty market in the United States and demonstrating strong appeal despite widespread consumer caution.

Scalp care, a subcategory that surged during the pandemic as stress and health concerns fueled hair thinning and shedding, has remained a leading engine of growth. Circana estimates scalp care has registered double-digit jumps in recent years, underscoring the broader “skinification of hair” movement as skincare-inspired ingredients, claims and routines migrate into haircare.

Taking stock of where the category stands and where it’s heading (pun intended), for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 22 brand founders and executives the following: What trends will rise in haircare next year? What trends will be over?