Importantly, Villena said a fundamental principle driving this revolution is the recognition that the scalp is an extension of facial skin, and health hair begins with a healthy scalp.

 

Hair care brands, today, she said, are therefore targeting scalp heath with actives like hyaluronic acid, ceramides and AHAs–ingredients traditionally associated with skin care. “What distinguishes this new wave is its foundation in the science of longevity,” she said, “which segments hair into prevention, optimisation and regeneration, rather than just repair.”Several companies are due to showcase hair longevity innovations next month at Cosmoprof Worldwide Bologna–from lotions and toners to serums, active shampoos and even cryo tools.

 

Spanish lab Rofersam S.A., for example, has developed an anti-ageing hair lotion under its Beauté Mediterranea brand that incorporates plant-based PDRN derived from turmeric exosomes, along with peptides and vegan keratin. The active lotion, applied directly to the scalp via a cannula spray applicator, has been designed to work simultaneously on the scalp and hair fibers to reactivate hair growth and improve density whilst restoring strength, shine and elasticity. According to the company, the hair lotion takes a “unique holistic approach to promoting hair longevity by treating both the scalp and existing hair fibres simultaneously”.

Hungarian R&D specialist Hightech Natural Zrt has also developed a product targeting the scalp under its Dr. Hazi brand–an active serum made with peptide complexes, deuterium depleted water and botanical bio simulators. The lightweight serum has been designed to work directly on the scalp to strengthen hair roots, improve hair density and support long-term hair growth, with a colloidal crystal delivery system working to enhance cellular signalling. According to the company, the product works on a “multi-level approach” to regenerate the scalp environment and reactivate hair follicle vitality.

UK hair care brand Lunesi Ltd has developed a product that also works on the scalp–a leave-in scalp toner blending biomimetic peptide complexes, botanicals extracts and active ingredients. The premium product is designed to support hair vitality, strengthen roots, prevent hair loss, and improve scalp condition for consumers with thinning hair and stressed scalp conditions. According to the company, the product works to “soothe the scalp and promote balance” which, in turn, supports hair follicles.

Korean hair loss brand Grabity has developed a strenghtening and lifting shampoo using a patented, naturally derived polyphenol technology that targets hair proteins and adheres to hair fibers, even after rinsing. Developed by a team of MIT scientists and chemistry professionals from the Korea Advanced Institute of Science and Technology, the product works to prevent thinning and hair loss by reducing hair shedding and reinforcing weakened, ageing hair fibers. According to the company, the shampoo delivers a “longer-lasting performance” compared to conventional rinse-off shampoos and is suited to consumers aged 40+ who are experiencing progressing hair ageing and loss.

 

Dutch hair growth brand Neofollics Hair Technology has also developed a shampoo–an “anti grey shampoo” designed as a follow-up to its anti grey hair serum. The product works to preserve hair colour whilst caring for the hair and scalp, using gentle and high-quality colourants that gradually adhere to grey hairs and blend them with the natural hair colour, alongside antioxidants and botanical extracts. According to the company, the product takes a “multifunctional approach” and integrates both aesthetics and scalp care into a daily shampoo routine.

Budapest-headquartered European beauty brand Kallos Cosmetics will also showcase its KJMN hair mask line that uses a blend of vitamins, botanicals and active oils to target different needs–from nourishing to shine through to regenerating, fortifying, revitalising and energising. According to the company, the line adds “accesible” and “honest” products to the hair protection category.

US-Korean specialist scalp care spa K-Headspa has developed a tool that the company said carves out an entirely “new category in hair restoration”. Its CryoKera ChillBar hair tool uses cold temperatures of -3°C to -5°C to contract the cuticle, stabilise keratin bonds, preserve internal moisture and seal active ingredients deep within the cortex. Integrated blue LED therapy then works on the hair to enhance absorption and structural recovery. With a design similar to a regular heating device, the tool can be used by professionals or consumers at-home. According to the company, it “sets a new benchmark for non-thermal sealing, cuticle alignment and long-term resilience–something not achievable with traditional heat styling or repair tools”.

Looking ahead, Nolte said hair care is expected to follow a similar trajectory to skin care in the longevity space. “We anticipate a stronger focus on scalp longevity as the foundation of healthy hair growth; increased use of biotech, peptides and bio-fermented actives, diagnostic-driven personalisation based on biomarkers and epigenetic data; and preventative routines that start earlier in life, rather than corrective solutions later.”

 

As suppliers, manufacturers and brands work to tap into growth in the hair longevity space, he said there are several learnings that can be taken from the skin longevity market–the main one being to “shift from anti-ageing to pro-health positioning”.

 “Instead of promising to reverse visible signs of age, brands are increasingly framing hair care around resilience, density, vitality and long-term performance,” he said, which is a good strategy to take.

 

Villena said there are also opportunities in addressing “life-stage specific needs” in hair longevity. From age 40 onwards, for example, concerns such as scalp itchiness, stress-related thinning and hair changes tied to periomenopause, menopause and even GLP-1-related hair loss are becoming focal points, she said.

 

Overall, hair care brands can capitalise on future growth by working with ingredients and technologies that address “root causes of ageing” such as cellular damage, inflammation and nutrient supply; segmenting products by life stage and biological needs versus cosmetic effect; leveraging science-led claims and clinical validation; innovating around delivery systems like microneedles, exosomes and AI diagnostics; and expanding the narrative from 'anti-ageing' to 'healthy ageing', 'prejuvination' and 'slow ageing'.