Hair Care in 2026: The New Standards Reshaping the Category

Scalp-first routines, higher expectations, sustainability as standard, and tighter claims scrutiny are reshaping hair care. Here’s what’s changing and what it means for brands and formulators.

Hair care is moving beyond “repair.” Consumers are treating it more like care, seeing it as ongoing, preventative, and increasingly tied to wellness. At the same time, expectations are rising: products must deliver results, feel great, and be easy to trust. In key markets, the rules around what you can claim (and how you support it) are getting more stringent.

A recent Global Cosmetics News panel discussion highlighted the emerging standards that will reshape the category as we move into 2026. Below are the trends and their practical implications for the industry.

1. Scalp-first is becoming the default: Scalp care, barrier support, retention, and growth-adjacent routines continue to gain momentum. Social platforms and peer recommendations are accelerating education, and many consumers now build hair routines the way they build skincare routines. What it means: Brands that educate clearly, and avoid overpromising, earn trust in a more informed market.
   
2. Performance is non-negotiable, and so is clarity: Consumers want results, but they also want to understand what they’re buying. That means straightforward claims, consistent outcomes, and fewer gray areas in ingredient communication. What it means: Clear, substantiated messaging is becoming part of the product experience, not just the marketing.
   
3. Multifunctionality is the shortcut consumers actually want: Routines are getting longer, but patience is getting shorter. Demand is rising for ingredients and formulas that do more than one job—without irritation, heaviness, or buildup. What it means: The winners will design performance that simplifies, with fewer steps, less complexity, and a better feel.
   
4. Sustainability is expected, but adoption still takes work: Concentrates, waterless formats, and solids are gaining attention, but habits and perceptions of value slow adoption. This is where education matters as much as innovation. What it means: Make the “why” and the “how” easy, especially when asking consumers to change behavior.
   
5. Claims and compliance are shaping the roadmap: As hair care pushes further into scalp-focused benefits, claims scrutiny increases, particularly in markets with stricter advertising rules. Being prepared early protects trust and keeps timelines intact. What it means: Compliance readiness supports speed-to-market and should be seen as a practical advantage.

The hair care standard in 2026 will be shaped by consumers who expect more, from better results and clearer communication to products that feel aligned with how they live now.

Listen to the full conversation below.