Explore the Billion-Dollar-Sized Scalp Care Market: How Top Brands Design Best Sellers

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In recent years, with the increasing awareness of scalp care among consumers, the demand for related products has continued to rise, highlighting the potential of the scalp care market. According to a report by Grand View Research, the global hair and scalp care market is expected to reach $134.3 billion by 2028, with a compound annual growth rate of 6.6%. Well-known hair care brands such as Kerastase, L’OREAL PROFESSIONNEL, and Ryo have expanded their product lines to meet consumers’ advanced scalp care needs. Meanwhile, top skincare brands such as THREE, SISLEY, and Guerlain are entering the scalp care market to create new business growth through diversified product offerings.

How to catch opportunities in the scalp care market?

Scalp care products can be divided into cleansers and serums. According to data from Taiwan’s e-commerce platform-MOMO, the market competition for scalp cleansing products, such as scalp exfoliators, is fierce, as their average price is relatively low, mostly below NT$800.

In contrast, scalp serums with highly concentrated efficacy ingredients can effectively solve specific scalp problems, so most of them are priced higher than NT$800 and even above NT$1,600. Moreover, they can meet consumers’ personalized scalp care needs, which can help brands differentiate products efficiently and quickly seize the blue ocean market.

Unicare has sorted out the main competitors in the Taiwan market and analyzed their features to get market trend insights from four key aspects: product appeals, ingredient &formula, texture, and package. Brands can easily understand the scalp serum market, identify products’ selling points, and make market segmentation decisions.

01 Product Appeals

Among the scalp serums on the market, their main product appeals can be divided into strengthening hair and anti-dandruff. Some brands call to scalp skin conditioning for soothing sensitive scalps and revitalizing the aging scalp. For example, L’Oreal Professionnel Serioxyl Denser Hair Serum claims that modern people’s overloaded stresses and irregular routines may lead to sensitive scalps and hair breakage. The product features 5% Stemoxydine to activate the scalp and adds Resveratrol Polyphenols to maintain its skin’s defense.

Japanese Rohto Pharmaceutical’s 50 Megumi Hair Revitalizing Essence claims that, like facial skin, the scalp skin also ages due to modern lifestyles, especially frequent hair styling. The thinner, flatter, and more fragile hair signifies aging scalp skin. The product adds Pro-VB5 Booster, Potassium Glycyrrhizinate, and Ginseng Extract to enhance hair roots profoundly. It also applies 50 precious components such as Longleaf Garden Burnet, Reishi Mushroom, Poria Cocos, and Cordyceps to nourish the scalp skin.

At the same time, scalp microbiome balance is becoming a trendy concept. For example, KERASTASE Specifique Potentialiste Hair & Scalp Serum to balance the scalp’s microbiome, citing that an unbalanced scalp microbiome can cause scalp itch, dandruff, redness, and oily, flat and dull hair. It claims “High-Concentration Probiotics X Exclusive Microbiome Technology,” within 10% Probiotics releasing scalp-repairing power.

02 Ingredient & Formula

The efficacy of ingredients is the main selling point of scalp serum. Unicare found that some facial skincare-level ingredients, such as Edelweiss, Camellia, and peptides, create a luxurious scalp treatment. For example, KERASTASE Genesis Serum features Edelweiss Extracts, which promote scalp and hair collagen to prevent hair breakage. The Ordinary Multi-Peptide Hair Density Serum features Acetyl Tetrapeptide-3 and other peptides combined with Scutellaria Baicalensis Root Extract to help rejuvenate aging hair follicles.

International top brands use their classic ingredients directly, capturing brands’ loyal consumer base. L’OCCITANE Scalp Night Serum calls exclusive Immortelle Essential Oil from Corsica can guarantee scalp health. And Guerlain puts their exclusive Royal Jelly into the Abeille Royale Scalp & Hair Youth Oil in Serum. Pure Honey From Ouessant Island and D-Panthenol can repair hair deep down, promoting hair resilience.

Consumers care about the safety of scalp products, and brands try to persuade consumers further through endorsements like skin irritation tests in humans. Some brands also design natural and clean formulas, emphasizing a pure and safe user experience. For example, AVEDA Invati Advanced™ Scalp Revitalizer highlights its 94% naturally-derived ingredients, including Citrus Peel, Japanese Knotweed, and its patented yeast formula to create a healthier hair growth environment. It also includes Ginseng and Turmeric to revitalize the scalp and Indian Gooseberry to keep fluffy hair.

03 Texture Innovation

Scalp serums come in various forms, including creams, liquids, gels, and jelly. Unicare has also observed that some innovative textures of top skin care products are present in scalp serums. For example, L’OCCITANE Scalp Night Serum has thousands of crystal balls in which herbal oil is stabilized in a special water-based gel. The lightweight drops carry planting energy deep into the scalp’s skin. And the Soyxidil Foam from the Korean cosmeceutical brand Medicube is known as ” Korea’s First Hair Root Strengthening Nutrient Solution in the Form of Bubble,” which is easy to apply without dripping.

04 Packaging Design

Regarding packaging, most products on the market use a long-nozzle spray bottle to help users to target specific areas of the scalp. Secondly, professional lab-styled dropper bottles have become a common choice with the trend of efficacy skincare. Some brands have even launched mini-sized doses, such as Kerastase Specifique Cure Apaisante Anti-Discomfort Soothing Care takes advantage of tiny dosing bottles to ensure the activity of efficacy factors. To create a scalp massage experience, some products incorporate a massaging touch. For example, the Korean RIRE Miracle Hair Scalp Ampoule can massage scalp muscles to soothe tense scalp muscles and promote nutrient absorption.

With rich skincare ODM experience, Unicare has extended our facial skincare expertise to the scalp skincare area. We designed the Plant Fermentation Hair Care Set, including Scalp Purifying and Scalp Purifying Essence, with facial skincare-level formula, unique texture, and creative packaging to meet market trends. Welcome to contact us for more product information!