Haircare has evolved beyond simple cleansing and conditioning with consumers seeking products that combine performance, ritual and scientific credibility. From scalp health and precision-led solutions to ingredient transparency and clinically supported claims, the category is being shaped by skincare influence and wellness culture. In this Q&A, Kristal Goodman, Head of Product Innovation at THG LABS, shares her perspective on the trends redefining modern haircare development and what they mean for brands looking to innovate in the space.

Q1) What role does ritual play in the modern haircare experience, and why does it matter to brands?

Historically, skincare has long been the anchor in the self-care economy but what we’re observing is a profound elevation of haircare from hygiene routine to an intentional, emotionally resonant practice. Consumers are building multi-step rituals that mirror the sophistication of skincare. With pre-wash treatments, scalp massage protocols and post-wash layering, the bathroom becomes a wellness sanctuary with haircare vying for centrepiece positioning.

Q2) How does ritual translate into commercial advantage – what does it mean for brand loyalty?

Ritual is a structural retention strategy. Think of it as a loyalty engine and when a product earns a place in a ritual, that habit has emotional connection. Brands that architect step-based routines with those all-important sensory touchpoints and visible proof, would expect to see longer loyalty metrics.

Q3) Which ingredients are genuinely reshaping consumer demand?

The ingredients with durable traction are those with a credible science story underpinning them. Precision peptides, ceramides, hyaluronic acid and salicylic acid have all made the crossover from skincare fluency with consumers understanding how they work and actively seeking them out. Biotin and keratin remain category staples but we’re also seeing biomimetic actives from biotechnology as a fast-accelerating trend into the mainstream.

Q4) Beyond the ingredients themselves, what do consumers now expect from brands in terms of transparency?

The modern consumer wants full-formula transparency which means understanding the source, the concentration and the function. Brands leading with independent clinical, science-led substantiation will win credibility with the ingredient-literate cohort driving category growth.

Q5) How are consumer expectations around precision and performance changing and what does that demand from innovation?

We can expect more consumers demanding solutions that target their specific hair biology, so that broad hair type positioning will give way to more sophisticated diagnostic-led precision that will help consumers understand their scalp pH, porosity level and hair loss patterns. Ingredients that intelligently target and repair areas of damage resonate. This will mean brands at the cutting-edge of innovation will want to address to this and formulate accordingly.

Q6) Has skincare permanently raised the bar that haircare is now expected to clear?

Yes! Performance expectations have been recalibrated by consumers who have experienced clinically substantiated outcomes from their skincare routines and now want haircare that matches that rigour. Claims that are visible and verifiable with before and after data and measurable metrics demonstrating density, tensile strength etc.  Skincare has also influenced the care, routine and connection we have to haircare, extending routines beyond cleanse and treat with new formats and textures.

ABOUT THE AUTHOR 

Kristal Goodman  
Head of Product Innovation, THG LABS  

With over 25 years’ experience in the beauty industry and UK cosmetics manufacturing, Kristal Goodman has cultivated a unique blend of scientific expertise, creative vision, and strategic thinking to spearhead what are recognised as some of the beauty industry’s most much-loved, must-have products.   

In her role as the Head of Product Innovation, Kristal’s influence is best demonstrated in THG LABS dedication to pushing boundaries. She is the driving force behind the integration of upcycled ingredients, advanced biotechnology and other impactful emergent global beauty trends that ensure THG LABS remains at the cutting-edge of beauty innovation. Her knowledge of actives and their benefits is encyclopaedic which fuels her talent for translating ingredient ideas and science into concepts that give each product a formula and a story consumers fall in love with.

A member of THG LABS Eco Leadership Team and a devoted advocate for formulating sustainably, Kristal adopts a holistic approach to product development, believing that truly innovative beauty products are those that address the multifaceted needs of today’s consumers while better respecting the world around us.