Diet affects hair health
Hair, mirroring skin, is impacted by diet and supplements. Just as some people need certain vitamins or supplements, they also have specific needs for hair, said Juan Morillo, marketing director of Xtreme Beauty, makers of the Okay brand.
“A major hair care trend I have seen in 2022 is building a hair care regimen specific to the individual on an internal and external level,” Morillo said. “In this information era, we have and know more information about ourselves and our health than ever before, and this includes hair health.”
“We now know that there are many things that we must eat in order to maintain optimal hair and scalp health, not just the products we put on our heads,” he explained. “There are vitamins and minerals that we ingest every day to help our hair and scalp thrive. Internal hair care is just as important if not more than external hair care.”
Okay developed a line of gummies that help with hair health from the inside out. “We have 21 varieties of gummies including biotin gummies for hair,” Morillo said, adding that the gummies also provide benefits to skin and nails.
Reserveage from Twinlab subscribes to the power of supplements to promote healthy and strong hair. The company’s core merchandising planogram highlights its Keratin Boosters, Keratin for Men and Keratin Gummies. Keratin is a booming market poised to grow by $1.3 billion from 2019 to 2023, said Yamit Sadok, senior director of marketing at Twinlab. The combination of keratin and biotin results in thicker, fuller hair with less shedding while offering protection against heat and styling damage, she said.
Nutrafol, which debuted a supplement in 2016, expanded this year into topicals that balance the scalp’s microbiome. Three new products include the Build-Up Blocker (an exfoliating mask), the Root Purifier (a cleansing shampoo) and the Stress Reliever (an essence for the scalp). The company has spent years studying and researching the impact of scalp microbiomes on hair health. The brand said it also has a serum, the Nutrafol Growth Activator, that harnesses the technology of Ashwagandha Exosome to deliver thicker and stronger hair without sticky residues associated with traditional serums.
As part of its stepped-up strengthening assortment, CVS stocks BosleyMD products. Formulated for thinning hair, BosleyMD was created with the input of physicians and endorsed by professional stylists. The CVS lineup includes women’s and men’s hair growth supplements and hair regrowth with minoxidil.
“We find consumers are really looking for clinically supported products,” said CVS Health’s vice president of beauty and personal care Andrea Harrison.
Among brands falling under scalp care/hair strengtheners carried by major chains are Keranique, Viviscal, hers, The Mane Choice, OGX, Roman Revive, Alikay and, of course, Rogaine, the innovation that kicked off the trend.
