In the quest for healthy hair, consumers increasingly recognize that scalp care is the essential foundation. Over the past year, scalp health has emerged as a major trend in the US, with scalp serums and scrubs leading the charge as the fastest-growing products in this category, according to Spate’s Popularity Index.
Scalp Serums Surge in Popularity
Interest in scalp serums has skyrocketed, showing a 56.6% growth across platforms compared to last year. Google searches surged by 134.9%, while TikTok—a dominant force in beauty trends—saw a 25.6% year-over-year increase, accounting for 57.5% of the category’s popularity share. Currently, scalp serums generate an average of 12,600 monthly Google searches and 1 million weekly TikTok views.
Top search queries often feature established brands like Divi, Ouai, The Ordinary, and Nécessaire—pioneers in the scalp serum market who now dominate consumer awareness. Emerging brands can capitalize on this momentum by clearly addressing common consumer concerns such as hair growth and dry scalp on packaging and in marketing materials. Education also plays a critical role, as many consumers are still discovering the benefits of scalp serums in promoting scalp health, healthy hair growth, and overall hair density.
Peer reviews and influencer endorsements have proven highly effective for driving engagement, particularly on TikTok, where the hashtag #hairgrowth averages 202.5K weekly views. Additional hashtags like #scalphealth and #healthyhair each garner over 120K weekly views, highlighting the growing recognition that scalp care is key to total hair health.
Rising Demand for Scalp Scrubs
Scalp scrubs have also seen substantial growth, increasing 44.2% year-over-year across platforms. Google search interest rose by 28.2%, with scalp scrubs holding an impressive 79.1% share of Popularity on search. TikTok interest soared even higher, with a 173.6% increase compared to last year. Average monthly Google searches hit 35,000, and TikTok averages nearly 370,000 weekly views related to scalp scrubs.
Consumers frequently seek products from brands like Nexxus, Ouai, Christophe Robin, Drunk Elephant, and Kristin Ess, though DIY scalp scrub recipes also maintain notable popularity. For brands aiming to break through, educating consumers on the advantages of professionally formulated scrubs—such as advanced ingredients and ease of use—can differentiate products from homemade alternatives.
Dandruff remains the primary concern associated with scalp scrubs, as these products help address flakes and buildup effectively. However, there is growing interest in additional benefits, including shinier hair and enhanced absorption of subsequent hair care treatments. On TikTok, sensory-driven content performs well, with hashtags like #asmrsounds and #asmr drawing over 120K average weekly views each, demonstrating how engaging audiovisual experiences are influencing consumer preferences.
Hair Health Advice:
As scalp care becomes central to hair health routines, serums and scrubs offer targeted solutions to nourish the scalp and support vibrant hair growth. Staying informed about these trends can help consumers choose products that best suit their hair health needs and elevate their overall hair care regimen.
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