Fueled by biotechnology, advanced testing methods, and rising consumer expectations for efficacy and transparency, hair care formulation requires more than clean labels. It demands clinically-proven results. This shift drives formulators to rethink traditional approaches and adopt strategies that integrate skincare principles, biotechnology, and advanced testing methods.

From the “skinification” of hair to personalized biotech beauty and protection against environmental stressors, the latest trends show a movement toward efficacy, transparency, and long-term hair and scalp health. At the same time, tools like biomarker testing for hair care are becoming essential for product developers who want to validate claims, uncover mechanisms of action, and build consumer trust. 

Key Trends Industry Trends in 2025

Key trends and innovations driving growth in the hair care industry in 2025 include:

• The skinification of hair
• A focus on scalp care
• The rise of biotech beauty
• Protection against environmental stress

The Skinification of Hair

The skinification movement is reframing how we think about hair care. Skinification refers to utilizing proven skincare actives, including hyaluronic acid and niacinamide, in hair and scalp products (1). Additionally, consumers are increasingly adopting multistep regimens for their hair, just as they do with skincare, and expect the same evidence-based results. 

Formulation Tip: Adopt a skin-first mindset in hair care formulation. Using clinically supported skincare ingredients can deliver multifunctional benefits for both scalp and hair health.

A Focus on Scalp Care

Healthy hair starts with a healthy scalp. Consumers and formulators alike recognize the scalp as the foundation of hair health (2). 

A healthy scalp supports:

• Stronger, thicker hair
• Improved product absorption
• Reduced irritation and inflammation
• Balanced microbiome and oil production

Consumers want products that proactively support these functions and contribute to long-term scalp health. Formulators are responding with products that contain functional ingredients, like antioxidants, vitamins, hyaluronic acid, and DHT-blocking components, to support scalp function and overall hair vitality (2). 

Formulation tip: Prioritize scalp-first formulations. Include high-quality actives and anti-inflammatory ingredients to promote scalp balance and hair health.

The Rise of Biotech Beauty 

Biotechnology is driving the next wave of personalized hair care. Informed, ingredient-conscious consumers are researching formulations before purchasing, giving products with validated mechanisms of action a strong competitive edge. Biotechnology allows formulators to target specific scalp and follicle pathways, delivering precision and personalized results for concerns. With the rise of biotech-derived ingredients and formulations, product developers are taking new approaches to tackling dryness, irritation, excess oil, and hair thinning (3).

Formulation Tip: Incorporate biotech-derived ingredients supported by mechanistic data to create personalized, multifunctional hair care solutions.

Protection Against Environmental Stress

Just like the skin, the hair and scalp are bombarded by environmental stressors, including UV radiation and pollution. These stressors generate reactive oxidative species (ROS) and trigger inflammation (4). Forward-thinking formulators are developing products containing antioxidants, protective proteins, and anti-inflammatory actives to defend against environmental stress and restore scalp and hair integrity.  

Formulation Tip: Develop multifunctional products that protect, prevent, and repair hair and scalp damage from daily environmental exposures.

The Role of Biomarker Testing in Hair Care Formulation

In an increasingly competitive market, biomarker testing provides the scientific validation formulators need to create efficacious products that stand out. Biomarker testing at both the gene and protein levels provides molecular-level insights into how ingredients and formulations impact scalp and follicle biology, enabling you to optimize your product formulation and development.

Benefits of Biomarker Analysis for Hair Care

Including biomarker testing in hair care formulation helps to:

• Identify mechanisms of action for active ingredients
• Validate product safety and efficacy
• Generate data needed for science-backed formulations and marketing claims
• Build consumer trust with transparent, data-driven results

Formulation Tip: Incorporating biomarker analysis into your product development pipeline early can help accelerate timelines and reduce the need for costly reformulations in later stages of development.

How Genemarkers Supports Hair Care Innovation

At Genemarkers, we specialize in advanced molecular testing solutions that accelerate innovation in the consumer products industry. Our expertise in protein and gene expression analysis enables formulators to evaluate the biological impact of hair care ingredients and formulations with precision. Genemarkers’ dermal papilla cell gene expression panel tests 52 genes involved in key hair functions, including growth, development, pigmentation, and oxidative stress, to help you create science-backed hair care products that stand out.

Sources

1. Jun MS, Kwack MH, Kim MK, Kim JC, Sung YK. Particulate Matters Induce Apoptosis in Human Hair Follicular Keratinocytes. Ann Dermatol. 2020 Oct;32(5):388-394. doi: 10.5021/ad.2020.32.5.388. Epub 2020 Sep 29. PMID: 33911773; PMCID: PMC7992589. 
2. CosmeticsDesign-Europe. (2024, February 15). What’s new in the ‘skinification of hair care’ CosmeticsDesign-Europe. https://www.cosmeticsdesign-europe.com/Article/2024/02/15/Skincare-ingredients-for-hair
3. Global Cosmetic Industry. (2025, May 2). The science behind scalp care: Key ingredients and technologies. https://www.gcimagazine.com/ingredients/hair-care/news/22938928/the-science-behind-scalp-care-key-ingredients-and-technologies
4. Cosmetics & Toiletries. (2025, May 7). Hair and scalp care: Lipids, algae solutions, self-esteem, bond-building, scalp health, personalized, biotech-derived, and more.https://www.cosmeticsandtoiletries.com/research/consumers-market/article/22932898/hair-and-scalp-care-lipids-algae-solutions-selfesteem-bond-building-scalp-health-personalized-biotech-derived-and-more