Haircare is entering a new phase of premiumisation, defined by precision, performance and prevention. Consumers are more informed than ever, and as they demand outcome-driven products they want targeted solutions that work, with measurable lasting results they can see and sustain.

This report explores what’s driving that change. We look at how every day formats like shampoo are being repositioned at a premium level, why efficacy-led and clinically credible language is gaining traction and how science, behavioural data and consumer demand are collectively redefining how haircare is formulated, positioned and experienced.

Foundational hair and scalp health is becoming an increasingly important consideration, supporting more preventative and long-term approaches to care. Ritual and repeat use are also becoming key markers of success, reinforcing the need for formulations that perform consistently while delivering a rewarding user experience.

Drawing on insight from our Product Innovation and Data teams, we’ve translated these trends into practical direction for brands that sets out where the real opportunities are and how to go after them.