Haircare, Salon Trends and Hair-Loss Science — 2026-10-30

Top developments

Rinvoq Approved for Adolescent Alopecia Areata

The FDA has approved Rinvoq (upadacitinib) for the treatment of severe alopecia areata in adults and adolescents aged 12 and older. Clinical data indicates that 55% of patients in the 30mg group achieved a SALT score of ≤20 (less than 20% hair loss) after 24 weeks, while 46.2% of adolescent patients achieved complete hair regrowth (SALT=0). This approval expands treatment options for younger patients with autoimmune hair loss, offering an alternative to daily oral treatments.

Global Professional Hair Care Market Growth

The global Professional Hair Care market, valued at $23.58 billion in 2025, is projected to grow to $39.52 billion by 2035, with a CAGR of 5.30% during the 2026–2035 period. Key growth drivers include premium salon treatments, scalp care innovations, and personalized hair care solutions. This expansion underscores the industry's shift toward high-value, science-backed treatments over basic commodity products.

Japan’s Thinning Hair Market Surges

Japan’s thinning hair care market is estimated to reach 540.5 billion yen in 2026, a 5% increase from the previous year, according to Recruit estimates. This growth reflects a broader trend where consumers increasingly treat scalp health as an extension of facial skincare, prioritizing specialized serums and treatments for density and volume.

Local view

Japan: "Skinification" of Scalp Care

Japanese media highlights the "skinification" trend, where scalp care is approached with the same rigor as facial skincare. AndUS, a Japanese beauty company, recently launched a "Skinification" campaign for its BIOteA line, emphasizing dialogue between stylists and clients to tailor scalp treatments. The campaign promotes the idea that the scalp requires a skincare-like routine, including shampoos, treatments, and boosters, to maintain hair health beyond the salon visit.

Korea: K-Beauty Expands into Scalp Wellness

South Korean media reports that K-beauty brands are aggressively expanding into the scalp care and wellness sector, moving beyond traditional hair styling. Brands like Mediquip are leveraging PDRN (Polydeoxyribonucleotide), a popular skincare ingredient, in hair serums and shampoos. This cross-category strategy is gaining traction in Western markets, with US retailers like Sephora and Ulta Beauty expanding their K-beauty hair care offerings to include scalp-focused products.

Context & numbers

Hair Tool Competition Intensifies

The hair tool market remains highly competitive, with Shark’s new FlexStyle being positioned as a direct rival to the Dyson Airwrap. Recent reviews highlight the FlexStyle’s ability to deliver long-lasting curls and shine, challenging Dyson’s dominance in the premium styling segment. Meanwhile, Dyson continues to maintain its market presence through frequent deals and new colorways, such as the recent festive Airwrap release.

Amazon Expands Hair Care Marketplace

Amazon is actively onboarding 50 new sellers in the hair care and wellness category, signaling a push to expand its third-party marketplace in this high-growth sector. This move aligns with the broader trend of specialized, ingredient-focused brands seeking direct-to-consumer channels to compete with established beauty conglomerates.

On the radar

• Stem Cell Therapy for Hair Loss: Researchers, including Professor Maxim Plekus from UC Irvine, are advancing treatments that reactivate dormant hair follicle stem cells. These therapies, potentially administered via micro-injections similar to Botox, aim to treat long-standing hair loss by leveraging AI and sequencing technology to identify growth signals.
• RNA-Based Hair Loss Treatments: EpiBiotech and Seoul National University researchers published a review in Expert Opinion on Drug Discovery outlining new therapeutic targets for RNA-based hair loss treatments. This research explores mechanisms beyond traditional JAK inhibitors, offering potential pathways for more durable regrowth.