On average, the hair care category receives 9.9M searches each month. Over the last year, though, growth has been impacted by declining consumer interest in beauty. Because of this, brands are encouraged to expand their understanding of consumers’ deepest desires to seize growth opportunities.

In the latest Hair Care Trends Report, Spate dives into the trends and brands driving the most significant positive change in search volume and year-over-year growth within the hair care space. The trends that make the cut are heavily treatment focused, introducing the idea that during times of economic downturn, consumers are less likely to experiment with their trusted basics — i.e., their favorite bargain shampoo and conditioner combo — and more likely to treat themselves by adding a supplementary serum, oil, or treatment.

The continuation of the skinification of hair trend is indicated by growing interest in hair slugging — a spinoff of the popular facial care trend where consumers finish their skincare routines with an occlusive product, often Vaseline. The hair version encourages the use of more lightweight oils, though consumers are searching for the trend without specifying ingredients, revealing a way for brands to come in and own the space.

“While we see significant interest in treatment-focused products, It’s not all serious business. Consumers also want to experiment with glitter hair sprays and color depositing masks. Although brands should continue to focus on the skinification of scalp care, they should also take cues from the makeup category to add fun visual elements for hair health,” says co-founder Yarden Horwitz.

“Brands driving hair care interest — including K18, Nutrafol, and Divi — are demonstrating that a treatment focus is essential to today’s hair brands’ success. Consider incorporating treatment elements into those look-enhancing products like glitter hair spray and vice versa,” says Yarden.

To learn all about the most recent hair trend be sure to download Spate’s Hair Care Trends Report.