Haircare, Salon Trends and Hair-Loss Science — 2026-10-24

Top developments

Japan’s Anti-Hair-Loss Market Hits ¥540.5 Billion

Recruit Holdings reported that Japan’s hair loss prevention market grew by 5% to reach ¥540.5 billion (approx. $3.6 billion) in 2026, an increase of ¥26.8 billion from the previous year. Despite inflationary pressures, spending on hair care rose among both men and women, with a notable increase in consultations at salons among men in their 20s and 30s. This growth underscores the resilience of the hair-loss sector as a key revenue driver for personal care companies.

Amazon Prime Big Deal Days: Prestige Brands Dominate

During Amazon's recent Prime Big Deal Days, beauty was the most-purchased category, with prestige hair brands like Dyson, Olaplex, and K18 accounting for approximately 27% of demand. The Dyson Airwrap was the fourth most-clicked prestige product, generating around 30,000 clicks, while Color Wow’s "Style on Steroids" topped the list with 35,000 clicks. These figures highlight the continued dominance of high-end tools and bond-repair treatments in e-commerce.

New Clinical Data on Extended-Release Oral Minoxidil

Dermatology Times reported on a Phase 2/3 trial of extended-release oral minoxidil for male pattern hair loss, which demonstrated robust hair growth outcomes and optimized pharmacokinetics. The study suggests this formulation could enhance efficacy while potentially reducing systemic side effects compared to standard oral minoxidil. This development is critical for clinicians seeking alternatives to topical treatments and existing oral medications.

K-Beauty "Skinification" Expands to Scalp Care

South Korean media reports a surge in "skinification" trends, where skincare ingredients like PDRN (polydeoxyribonucleotide) are being adapted for scalp serums and shampoos. Brands like MediCube are seeing success in the US with PDRN-based hair products, while retailers like Sephora and Ulta Beauty expand their K-beauty hair offerings to include scalp-specific treatments. This trend reflects a broader shift toward treating the scalp with the same precision as facial skin.

Local view

In Japan, the beauty magazine LDK the Beauty dedicated its December 2026 issue to solving hair concerns with new autumn/winter products, emphasizing moisturizing and scalp-focused items. Additionally, the brand BIOteA launched a new shampoo and treatment line explicitly marketed under the concept of "skincare for the scalp," aiming to bridge the gap between salon services and daily home care. In South Korea, News1 highlighted how K-beauty brands are leveraging their skincare reputation to capture the global scalp care market, with PDRN ingredients moving from facial serums to hair applications.

Context & numbers

• Market Size: The Japanese hair loss prevention market is valued at ¥540.5 billion (2026 estimate).
• E-commerce Demand: Prestige hair brands (Dyson, Olaplex, K18, Kérastase, etc.) comprised ~27% of prestige beauty purchase demand on Amazon during the recent Prime Big Deal Days.
• Product Clicks: Color Wow "Style on Steroids" received ~35,000 clicks, and the Dyson Airwrap received ~30,000 clicks on Amazon during the event.

On the radar

• Olaplex Acquisition: Henkel’s acquisition of Olaplex is expected to close in the second half of 2026, which may impact brand strategy and distribution in the premium bond-repair segment.
• Hair Loss Pipeline: Clinical trials for new hair loss drugs, including JAK inhibitors and exosome therapies, continue to progress, with Phase 3 completions anticipated in 2026.
• Seasonal Launches: Brands are releasing festive colorways for tools like the Dyson Airwrap, targeting holiday gift buyers.