The trend of “skinification of hair”—treating hair with the same level of care and customization as skincare— will continue in full force as “hairtellectual” consumers seek out more personalized, concern-driven formulations. For the last two quarters, TikTok has become a powerhouse for launching and amplifying new haircare rituals. Among these, the #PreWashHairRoutine has emerged as a significant player, capturing the attention of beauty enthusiasts and industry professionals alike. This trend is not just a fleeting moment in social media; it represents a shift in how consumers approach hair health and care.

Table of Contents
● The rise of #PreWashHairRoutine on TikTok
● Understanding the Pre-wash Hair Ritual
● Key Products and Techniques in the Pre-wash Routine
● Market Opportunities for Beauty Brands
● Cultural Considerations and Consumer Insights
● Future of Haircare: Bridging Salon and Home Experiences

The Rise of #PreWashHairRoutine on TikTok

The #PreWashHairRoutine has seen a remarkable surge in popularity on TikTok, with view counts fluctuating but maintaining a strong presence throughout 2023 and into 2024. According to data from Exolyt, the trend experienced significant spikes in January and April 2024, with views reaching up to 1.4 million.

Recent data from TikTok’s 2024 What’s Next Trend Report indicates that beauty-related content, including haircare routines, has seen a 65% increase in engagement year-over-year. This aligns with the growing popularity of #PreWashHairRoutine and related hashtags such as #PreWashHairTreatment, #PreWashDay, #PreWashHairOil, and #PreWashOilTreatment.

While the trend is not overwhelmingly dominant, it has staying power in the beauty industry. The trend’s societal impact is particularly notable, as indicated by the STEPIC* index, which shows a strong lean towards social influence, highlighting the trend’s significant impact on consumer behavior. The stability and growth potential of #PreWashHairRoutine make it a trend worth watching for beauty industry professionals, retailers, and manufacturers.

STEPIC*: The STEPIC is an analytical model created by WGSN.com, encompassing the domains of Society, Technology, Environment, Politics, Industry, and Creativity. And the SEPIC index is an indicator created through qual and quant research on these topics.

From an investment perspective, the trend projection for #PreWashHairRoutine is highly positive. WGSN has identified it as a “Strong growth trend,” recommending that businesses should prioritize investment in products and services related to this area. This aligns with the growing consumer interest in multi-step hair health routines and targeted solutions. It’s not merely a social media trend—it’s a significant shift in consumer behavior toward more comprehensive hair care practices.

Understanding the Pre-wash Hair Ritual

The #PreWashHairRoutine is more than just a trending hashtag; it’s a comprehensive approach to hair care that focuses on preparing the hair and scalp before the traditional shampooing process. This ritual is rooted in ancestral wisdom, practices, and ingredients, drawing inspiration from hair oiling traditions in Southeast Asian cultures, Ayurvedic practices, and “wash day” routines common in the Black community.

At its core, the pre-wash hair routine comprises several key steps:

1. Hair oiling: Applying nourishing oils to the scalp and hair strands to moisturize and protect.
2. Scalp treatment: Using serums or targeted treatments to address specific scalp concerns.
3. Hair masking: Applying intensive conditioning masks to improve hair texture and health.

The primary goal of this routine is to prepare the hair for cleansing by providing deep nourishment and protection. By treating the hair before washing, users aim to minimize damage from the washing process itself and enhance the overall health and appearance of their hair.

This trend has gained traction due to its perceived benefits, which include:

• Improved hair moisture retention
• Enhanced scalp health
• Reduced hair breakage and damage
• Better manageability of various hair types
• Prolonged color vibrancy for dyed hair

The rise of the #PreWashHairRoutine aligns with the broader “skinification” trend in haircare, where consumers are applying skincare principles to their hair and scalp care routines. This approach emphasizes treating the scalp as an extension of the skin and addressing hair concerns at the root level.

As the trend continues to grow, TikTok users are sharing their personalized pre-shower prep steps and product combinations tailored for specific hair types. This user-generated content is not only driving engagement but also educating consumers about the importance of customized hair care routines.

Key Products and Techniques In the Pre-wash Routine

The #PreWashHairRoutine trend has sparked a surge in demand for specific products and tools designed to enhance the pre-wash experience. Here are the key components that have emerged as essential in this trending hair care ritual:

Hair Oils

Hair oils are the cornerstone of the pre-wash routine. Popular choices include:

• Coconut oil for deep moisturizing
• Argan oil for frizz control and shine
• Jojoba oil for scalp health
• Castor oil for promoting hair growth

These oils are typically applied to dry hair and left on for several hours or overnight before washing.

Scalp Serums

Targeted scalp treatments address specific concerns such as:

• Dandruff control
• Scalp exfoliation
• Hair follicle stimulation
• Balancing scalp pH

These serums often contain ingredients like salicylic acid, tea tree oil, or niacinamide.

Hair Masks

Intensive conditioning masks are crucial for:

• Deep hydration
• Protein treatments
• Color protection
• Repairing damaged hair

Many users are creating DIY masks using ingredients like avocado, honey, and yogurt, alongside commercial products.

Application Tools and Techniques

To enhance product distribution and efficacy, several tools have gained popularity:

• Scalp massagers for improved circulation and product penetration
• Wide-tooth combs for even distribution of oils and masks
• Microfiber towels or hair wraps for protecting treated hair

The #PreWashHairRoutine often involves specific application techniques too:

• Section-by-section application for thorough coverage
• Scalp massage to stimulate blood flow
• “Baggying” (covering oiled hair with a shower cap) for deeper penetration

According to Beauty Independent, 65% of consumers are now incorporating at least one pre-wash treatment into their hair care routine, with 30% using multiple products. To capitalize on this trend, brands are developing multi-step pre-wash kits that include various oils, serums, and masks. Some innovative products feature built-in applicators or paired tools like nozzles and scalp brushes to streamline the process.

Market Opportunities for Beauty Brands

The #PreWashHairRoutine trend presents significant market opportunities for beauty brands, retailers, and manufacturers. The consistent interest shown in TikTok views throughout 2023 and into 2024, with notable spikes reaching around 1.4 million views, indicates a solid consumer base for pre-wash hair products and treatments.

This trend aligns with the broader growth in the global haircare market, which is estimated to reach $96.43 billion by 2025, with a CAGR of 2.8% between 2024 and 2028.

Recent market research reveals:

• 28% of US consumers now use pre-shampoo treatments, up from 23% in 2022, according to Mintel.
• According to NPD Group, prestige haircare sales in the US grew by 32% in 2022, outpacing skincare and makeup.
• The US market leads global revenue, expected to hit $13.6 billion in 2024.

To capitalize on this trend, beauty brands can consider:

Product Development

• Create specialized pre-wash treatments targeting different hair types and concerns
• Develop multi-step pre-wash kits that include oils, serums, and masks
• Innovate with multifunctional products that combine multiple pre-wash benefits

Marketing Strategies

• Leverage TikTok and other social media platforms for product demonstrations
• Collaborate with influencers who are already promoting pre-wash routines
• Educate consumers on the benefits of pre-wash treatments through various content formats

Packaging and Accessories

• Design packaging with built-in applicators for easy use
• Include complementary tools like scalp massagers or application brushes with products
• Create travel-friendly sizes for on-the-go pre-wash treatments

Customization and Personalization

• Offer personalized pre-wash routines based on individual hair types and concerns
• Develop online diagnostic tools to help consumers choose the right pre-wash products

Sustainability Focus

• Incorporate eco-friendly ingredients and packaging to appeal to environmentally conscious consumers
• Develop refillable options for pre-wash products to reduce waste

By focusing on these areas, beauty brands can position themselves to capture a significant share of this growing market, meeting consumer demands for more comprehensive and effective hair care solutions.

Cultural Considerations and Consumer Insights

The #PreWashHairRoutine trend is deeply rooted in diverse cultural practices and is gaining traction among various consumer groups. Understanding these cultural nuances and consumer behaviors is crucial for brands looking to capitalize on this trend.

Cultural Origins and Influences

The pre-wash hair routine draws inspiration from several cultural traditions, including Southeast Asian hair oiling practices, Ayurvedic hair care rituals from India, and “wash day” routines common in Black hair care. These ancestral wisdom and practices have been adapted and popularized through social media, particularly TikTok, reaching a global audience.

Consumer Demographics

Recent market research indicates that Millennial and Gen-Z consumers are driving the shift towards multi-step hair health routines. According to Kyra’s Gen Z beauty report 2022, 60% of Gen-Z shoppers prioritize knowing their hair type when purchasing hair care products. The trend appeals to consumers across various hair types and textures, from straight to coily hair.

Consumer Motivations

The growing interest in pre-wash routines is driven by several factors. Consumers are seeking ways to improve hair health from the root, and the trend allows for personalized routines based on individual hair needs. Additionally, pre-wash routines offer a moment of relaxation and pampering, aligning with the growing emphasis on self-care. Many pre-wash treatments also align with the clean beauty movement, appealing to consumers looking for natural and sustainable options.

Trend Adoption Patterns

The TikTok views graph shows interesting patterns in trend adoption. There has been consistent interest throughout 2023, indicating a stable trend. Significant spikes occurred in January and April 2024, with views reaching up to 1.4 million. These spikes suggest seasonal interest, possibly tied to New Year’s resolutions and spring beauty refreshes.

Consumer Education and Engagement

TikTok has become a primary platform for consumer education on pre-wash routines. Users share detailed tutorials and product recommendations, facilitating the exchange of tips for specific hair types and concerns. This user-generated content drives engagement and trust in the trend.

Potential Challenges

While the trend is growing, brands should be aware of potential sensitivities. There is a risk of cultural appropriation if the origins of these practices are not acknowledged. There’s also a need for education on proper techniques to avoid misuse of products. Brands must balance effectiveness with convenience for time-conscious consumers.

Future of Haircare: Bridging Salon and Home Experiences

The future of haircare is set to transform significantly, with the #PreWashHairRoutine trend playing a crucial role. This trend aligns with the ongoing ‘skinification’ of hair, where consumers seek detailed and targeted products akin to skincare routines. As consumers become more knowledgeable, they demand salon-quality results at home, driving innovation in haircare tools and products. The global haircare market is projected to reach $96.43 billion by 2025, with the US market leading this growth.

Technological advancements will blur the lines between professional and at-home treatments. We can expect smart hair care devices that analyze hair and scalp conditions, recommending personalized pre-wash treatments. These innovations will likely integrate with mobile apps, allowing users to track their hair health. The trend will also see the rise of multifunctional products that combine benefits, increased focus on scalp health, and sustainability-driven innovations in packaging.

As the #PreWashHairRoutine trend continues to evolve, beauty brands have the opportunity to capture a significant market share by developing sophisticated, targeted, and user-friendly pre-wash solutions. This trend represents a blend of tradition, innovation, and personalization, catering to the evolving needs of hair-conscious consumers worldwide.