Forecasts are in for the beauty world in 2025, and experts have many interesting trends for the year. Haircare is about to get smarter as “hairtellectualism” is gaining serious momentum. Shoppers are becoming experts on their hair health, texture, and type, focusing on products that deliver real, visible results with minimal effort.
Gone are the days of complicated routines. Consumers, especially those feeling stressed, crave wellness-focused solutions that simplify their lives. Quick hacks, effective treatments, and multitasking products will lead the way.
Think shampoos, conditioners, treatments, scalp serums, styling tools, hair tech, and even supplements—all designed to give maximum impact with minimal fuss. Keep reading to learn more about the key trends beauty brands must know ahead of 2025.
Table of Contents
Future of haircare: 5 trends to watch in 2025
Bottom line
Future of haircare: 5 trends to watch in 2025
1. Curly hair boom
Curly hair is making a global comeback, not just for one type. From people with afro-textured hair embracing their natural curls to the perm revival in APAC, curls are taking over. Perms are back, but with a softer touch. Global searches for “wavy perm hair” jumped 7% in 2023, and even men are getting into it. The trend is catching on because Korean perm techniques add volume and texture.
Brands must develop products that nourish post-perm hair—think gentle shampoos and deep conditioning masks. #JBeauty brand Arimino’s Poppin’ Fig is already leading post-perm care. And for those who want to test the waters, perm-in-a-bottle salt sprays offer easy, low-risk experimentation.
When it comes to curling definition, the buzz isn’t slowing down, either. With more people seeking the best ways to make their curly hair routines easier, it’s no surprise that more of them keep talking about curl-defining products on social platforms, which helps increase demand for such items. One that is gaining a lot of momentum, particularly, is curl creams—they help consumers keep their curl definition past their regular wash day.
The best part is businesses only need to do a few things to leverage this trend. First, they must stock products focusing on proper cleansing, especially curl-specific shampoos and pre-washes. Second, they should cater to the next generation of mixed-race kids (one of the fastest-growing demographics today), as their unique hair needs present a huge opportunity for profit.
2. Back to basics
With trend fatigue setting in, the haircare world is shifting toward simple, extraordinary tools that make daily routines feel like luxurious rituals. Google searches for hair brushes jumped 14% in 2023, with people asking for the best brush for their hair type.
It’s no longer just about brushing—it’s about elevating a basic task into something special. Consumers are viewing niche hairbrushes as better investments than “premium” options. Speed and protection are still the main priorities for hair dryers and coils. However, brands like Dyson are upgrading existing favorites rather than reinventing the wheel.
For brands, it’s all about creating empathetic, easy-to-use products. Think waterproof tools that can be used in and out of the shower—perfect for capitalizing on the #EverythingShower TikTok trend.
3. Lazy haircare
With burnout on the rise, people are turning their beds into wellness sanctuaries, embracing the art of doing absolutely nothing. This shift is accompanied by a new focus on indulgent haircare treatments that transform self-care into a luxurious experience.
Silk pillowcases and hair care-infused bedding are leading the charge, offering beauty benefits while consumers sleep. Hair sheet masks and head wraps are also gaining popularity, delivering deep treatments without damaging consumers’ pillows.
But there’s more. The #HairPerfume trend is taking over TikTok, with over 643 million views and counting. People love these affordable alternatives to high-end fragrances, and even alcohol-free hair scents are getting a buzz from those with sensitive scalps.
Nevertheless, shampoo is still the ultimate lazy-girl hair hack, with U.S. sales rising 7.3% from 2021 to 2022. Now, dry shampoos are multi-tasking, granting consumers oil control, styling, and odor-fighting. #HeatlessCurls, which has racked up over 11 billion TikTok views, is also here to stay.
Brands can capitalize on this trend by offering companion products like treatment mousses that hold curls longer or hydrating mists to dampen hair before setting the curls. Multifunctionality is also a big selling point. Consumers want products that do it all, like no-rinse shampoos or overnight hair masks that leave their hair looking fab with minimal effort. Easy-to-use, effective solutions are the ultimate overnight hair hack for the lazy-girl trend.
4. Longevity haircare
The global longevity market is on track to hit a jaw-dropping US $33 trillion by 2026, and haircare is hopping on board as more people feel the pressure of aging. Like skincare, people want their hair to look fuller, healthier, and more youthful for longer. But daily stress is making that harder.
Stress is taking a toll on most consumers’ hair, and hair loss is becoming more common across all ages and genders. Even in East Asia, where hair loss used to be less of an issue, a 2022 survey found that 36% of Korean men now deal with thinning hair. This growing concern leads to a fusion of wellness and medicine, with holistic #HairLoss solutions on the rise. Think everything from vitamin B12 supplements to LED scalp masks, scalp-stimulating brushes, and expert-backed serums.
The beauty world’s obsession with “tweakments” also creeps into haircare. Treatments like hair transplants, PRP injections, and scalp facials are gaining serious attention. One in thirteen men worldwide has already gotten a hair transplant.
The good news is brands are catching on, speaking the language of tweakments by focusing on scalp health and long-term hair growth. Businesses should consider selling innovative tools like micro stamp applicators and advanced ingredients like NAD+ and spicules. These items can effortlessly push nutrients deeper into the scalp—a necessary benefit for hair thinning.
But there’s more. Since more people opt for aesthetic hair treatments, the demand for scalp recovery products is also increasing. In the “maintenance phase,” consumers will search for shampoos, conditioners, and masks with specific formulas to help the scalp heal and lock in those long-term results.
5. Hair enrichers
The “no-make-up make-up” trend is making its way into haircare, with the rise of “my hair but better” products that enhance natural shades. Consumers focus on richer tones that celebrate their unique hair color. One of these tones gaining serious attention is gray.
Grey hair is a beauty topic that transcends age. By 50, half of us will have about 50% gray hair, with a noticeable drop in melanin by the time we’re 30. But today’s haircare industry is rethinking how it approaches gray hair, crafting products for a younger crowd. UK brand Ruka Hair is creating a great example with its GreyScale Hair extension range, designed for “generation R”—the romantics, the rebels, the resilient, and the risk-takers.
Nostalgic ‘80s hair bleaching is also returning, thanks to the “faux sun glow” trend. Expect new formulations that use heat or the sun to lighten hair without damaging it or reducing its strength, like dyes. For example, Hally’s Lighten Up Hair Mist naturally lightens hair by two shades without the harshness of traditional bleach.
Hair glosses are also worth considering. These products help make hair care rituals more impactful by adding more steps to consumers’ routines. Beyond that, they also help lengthen the time between salon visits, and consumers quickly notice this benefit.
Loyalty also runs deep in the haircare world—only 5% of women in the UK say they regularly try new shampoo brands. Focusing on niche, community-driven products, especially those catering to underserved needs, is one of the best ways to stand out in this tight market. Businesses should also consider community co-creation—it can help unlock new audiences.
Bottom line
Shoppers want maximum results with minimal effort. That means multifunctional products they can use in the shower or even while napping—without sacrificing results. Also, businesses should consider whether their products are quick and easy to apply and remove, as options that fit this criteria are more likely to attract orders.
Consumers are also becoming more aware of their hair needs, whether in texture, porosity, or scalp conditions. So, they will need products that treat the scalp like skin—specific care for specific needs. Keep all these trends in mind, as 2027 will change the way many consumers see beauty and self-care, so businesses must be ready to keep up with the changing demand.
