Hair Care 2026: Trends To Watch

Once, hair care was purely functional – wash, rinse, repeat. Now, it’s a self-care ritual. And brands are responding with products for everyone who wants their hair to look and feel next level.

But with new hair care trends and an abundance of new products popping left and right, how to know what your audience is actually looking for? We’ve done the research for you and in this article you’ll find the latest and most popular hair care market trends your customers are eyeing in the pursuit of healthy hair. 

It means that people are shifting their approach to hair care to resemble how they view skincare. This leads to interesting developments: shoppers no longer chase short-term results, instead, they prioritize long-term hair and scalp health.

Hair Care Trends (with Examples)

Now, let’s dive into the hair care market trends and see how you can tweak your product lines to appeal to the modern shopper. Along with the hair care trends of 2026, we’ll look at brands that have jumped on these trends the right way to get you inspired.

Scalp-First Approach

Now, more people are realizing that healthy hair starts at the scalp. That’s why the scalp-first approach is quickly becoming one of the biggest trends in hair care.

The overall wellness movement has both regular shoppers and beauty enthusiasts looking into taking better care of the scalp’s microbiome. This is the ecosystem of bacteria, fungi, and other microorganisms that create a protective barrier on the head of your skin. That’s why products like Selfnamed’s Hair & Scalp Strengthening Oil and Deep Cleanse Scalp Scrub are becoming more popular.

Keratin on the Rise

Keratin has been around the hair care industry for some time now, but it’s only recently had a deserved comeback. So, how have hair care industry trends impacted the outlook on keratin?

Back around the 2000s to 2010s, keratin treatments were an expensive procedure done in salons mainly for the purposes of straightening hair for up to 6 months and minimizing frizz. A lot of these treatments included formaldehyde-releasing chemicals that can cause skin irritation and headaches. So, in general, it’s quite a harsh process to go through, especially if your scalp is sensitive. 

Keratin itself is a protein that your body produces naturally, and it’s what helps form your hair, nails, and skin. Its resurgence in hair care now takes a more gentle and diverse form, aiding in repairing the hair’s structural damage, controlling frizz, protecting from heat damage, and strengthening the hair in the long term. 

Consumers are now seeking out keratin because of the modern developments and long-term advantages of keratin-infused products, like Keratin Shampoos and Leave-In Hair Mists.

Glass Hair and Shiny Finish

One of the hair care trends that has gained popularity due to social media, especially TikTok, is the glass hair or super shiny hair look. And for many, healthy and shiny hair essentially mean the same thing.

What’s interesting about this hair care trend is that rather than achieving this look with hair straighteners and heavy products, customers are looking to get there with deep nourishment and gentler formulas. Look how our product tranformed this client

Final Thoughts

For today’s customer, hair care isn’t just about looking good, it’s about feeling good, too. They want solutions that address the root of healthy hair for the long term.

SHOP TRACI K BEAUTY HAIR COLLECTION