7 Hair Trends for 2025 That Indicate Consumers Are Prioritizing Wellness and Cleanliness

As the end of the year approaches, Beauty Launchpad is looking ahead to what the top hair care trends will be for 2025 and how those trends will influence consumers purchasing decisions, and we aren't alone. Rahua, a rainforest grown hair and body care brand with 16+ years of authority in clean, high-performance beauty, is at the forefront of trends. Their expert insights suggest that consumers are looking for simplified, clean beauty trends that allow them to put their wellness first. Read on for a breakdown on each of the trends and what it means for the hair industry. 

1. Simplified Routines 
Much like the hair professionals that service them, clients are busy! They have a lot to manage on their plate in a world that is increasingly becoming more complex and stressful. When it comes to beauty, the last thing your clients want is a long-winded beauty routine. Vogue's recent Beauty Business Trend Tracker, created in collaboration with Spate, shows that 71% of consumers feel overwhelmed by the complexity of modern beauty routines.

In the new year, clients are favoring ingredient-driven, multifunctional solutions that deliver multiple benefits, eliminating the need for lengthy routines. Simplicity is no longer optional - it’s a necessity for the fast-paced, overstimulated world we live in.

“Consumers are being drawn to simplified routines that prioritize quality and function over complexity. By embracing efficient, multifunctional products that deliver exceptional results, brands can cater to a growing consumer desire for streamlined beauty routines," shares Rahua’s co-founder Anna Ayers.

2. Skinification of Hair 
Consumers are becoming more aware of the importance of scalp care and are incorporating products, services and treatments into their routine that address scalp health. The skinification of hair is going to continue to be a trend in 2025 — with clients placing the same priority in caring for their scalp as they do their skin, so they can have healthy, growing locks. 
One consequence of this trend is that consumers are becoming more interested in active ingredients that treat the hair like skin. According to Medihair, 56% of consumers prioritize active ingredients over brand names, packaging or scent when purchasing hair care products. 

"The ‘skinification’ of hair shows a significant transformation in the way consumers view beauty, recognizing the scalp’s role in overall hair health," explains Ayers. "With this shift, the industry is pivoting toward active ingredients - like biotin and botanical enzymes - that treat your scalp like skin, moving beyond surface-level solutions for longevity. This trend is driving innovation across haircare, especially across hybrid products like overnight treatments that save time while improving hair health." 

3. Healthy Hairstyling 
A hair routine isn't finished without styling; however, hot tools and aerosols can damage the health of the hair over time, which is something clients are no longer willing to sacrifice. Clients want styling options that put their hair health first without compromising on aesthetics. 

Specifically, anti-frizz treatments have been growing in popularity, with views on the #AntiFrizzHairTreatment hashtag increasing +2950% from May 2024 to August 2024, according to WGSN's TrendCurve. There's also been a shift away from aerosol-, alcohol-, and starch-free dry shampoos and hairsprays as consumers seek safer styling options. Clients are also looking for heat protection, investing in heat protectant and styling tools with UV protection. 

"The industry is undergoing a transformation as consumers seek out hair stylers that prioritize health as much as styling. This is a direct response to the rising awareness around harsh ingredients like aerosols and alcohol, which are being replaced with nourishing, plant-powered alternatives," says Ayers. 

4. Clean and Non-Toxic Beauty 
Clean beauty is a massive global trend, and it's only projected to grow at a CAGR of 14.8% from 2024 to 2030. Consumers are prioritizing products with natural components, with 40.2% considering natural ingredients as the most important attribute when shopping for beauty and personal care items. Gen Z actively seeks out hair care products labeled as natural or non-toxic, reflecting a broader trend towards health-conscious beauty routines. Sustainability is increasingly pivotal, with 62% of consumers finding it more important today than two years ago. Attributes such as environmental respect (17.6%) and recyclable packaging (15.8%) are significant factors in purchasing decisions.

The hair industry is quickly seeing the impact of the clean beauty trend and is getting on-board with more brands and salons prioritizing being eco-friendly to match the desires of their consumers and clients.

"The clean beauty market is growing rapidly as consumers prioritize transparency, efficacy and safety. This reflects a broader cultural awareness of the risks tied to synthetic chemicals and a heightened instinct to protect our bodies, families and environment. We call this the 'green gene,' which connects us to nature and supports a healthy, sustainable lifestyle," Ayers reflects. "At Rahua, we have carved the path of this movement from the start, crafting plant-powered products that not only meet the demand for clean, non-toxic haircare but also help preserve the Amazon Rainforest. Setting the highest standard for ourselves since our inception, we’ve seen the emergence and birth of this category and actively shaped its evolution, raising customer expectations with our unwavering focus on third-party verification and sustainability. For us, it’s in our brand DNA and our commitment to ethical beauty.” 

5. Hair Wellness as Self-Care
Wellness isn't just a talking point anymore; it's a necessity. Consumers are prioritizing their wellness in their routine in a way they haven't before, recognizing that caring for their physical, mental and emotional needs empowers them to be more successful in everything they do. Hair care is one way that people unwind, wanting to feel relaxed and soothed as they wash their hair. 

 Sixty percent of US women report wanting to feel calm after showering, according to an OLAY study, highlighting a growing preference for soothing and therapeutic hair routines.

"The rise of self-care has turned haircare routines into moments of wellness. From therapeutic ingredients to calming rituals, consumers are embracing haircare as an outlet to balance physical and emotional health," adds Ayers. 

6. Hair Perfume 
Hair fragrances are emerging as a functional, accessible alternative to premium fragrances. Hair mists and perfumes are being used as a hack to refresh hair between washes. Functional scents will offer hair health benefits through long-lasting and layerable fragrances.

In the United States, the fragrance market is expected to grow at a rate of 1.55% from 2024 to 2029. Younger consumers, particularly Gen Z, are contributing to the fragrance market's growth. In the U.S., penetration among the youngest consumers has quadrupled, indicating a shift towards owning and wearing multiple different fragrances. With over 12.8K posts, #HairPerfume trend has shown strong engagement on TikTok. Consumers are increasingly favoring healthy scents for hair and scalp, leading to an increase in alcohol-free formulations and products with added strengthening ingredients.

"Hair perfumes are rapidly gaining popularity as a functional and accessible alternative to premium fragrances, proving a broader movement toward multitasking beauty products that offer both sensory and wellness benefits," Ayers says. 

7. Household Haircare 
Environmental and economic challenges are prompting consumers to seek affordable essentials that maintain performance and efficacy, with a focus on family-friendly, sustainable formulas. The trend toward bulk sizes and refills continues to grow as consumers seek sustainable, multi-use options.

Ninety percent of US shoppers indicate they will not stop purchasing haircare staples despite rising prices, demonstrating resilience in demand for quality basics.

"Economic and environmental challenges are driving a shift in haircare consumption, driving consumers toward high-performing, sustainable solutions that deliver long-term value," Ayers reveals. "At Rahua, our refillable shampoos and conditioners, along with our versatile Rahua oil, provide eco-conscious families with inclusive, quality haircare options that meet these demands. Moms often introduce Rahua to their children, creating trust and loyalty that spans generations. Word-of-mouth momentum has become a chain reaction, bringing a new generation of shoppers who prioritize sourcing, packaging and results."

from BeautyLaunchPad