Airports, as microcosms of consumer education, are also ideal for showcasing diagnostic-led innovation in haircare. Prominent haircare brand Kérastase’s K-Scan service, for instance, offers travelers bespoke consultations and customized routines on the spot.

Beauty-tech tools such as scalp and hair diagnostic scanners are also playing a role in driving the education and uptake of clinically led haircare.

Mehta has found that speaking in skincare language helps consumers understand why more sophisticated formulas carry higher price tags. “Fable & Mane maps its routine accordingly: shampoo = cleanser; treatment serum = leave-in or mask; oil = pre-cleanse.”

Customers are more informed than ever. They are questioning what ‘clean’ really means and asking for clarity, purpose and proof, says Anna Teal, CEO of Grown Alchemist

“There are younger consumers, who are extremely ingredient savvy and influenced by Asian rituals and TikTok routines, and older consumers in their 50s and 60s, who are dealing with menopause and stress-related hair thinning,” she says.

According to Circana, haircare was the fastest-growing category in the UK beauty market, up 16% in the first half of 2025.