Context:

Increasingly, consumers are focusing on scalp health, driven by a surge in demand for treatments and products aimed at addressing issues like hair thinning and irritation. This trend, which has gained momentum through social media platforms, particularly TikTok, has seen significant growth in searches for scalp serums and treatments. Despite the rising popularity, dermatologists caution that many consumers may not require these products unless they suffer from specific conditions, as excessive scalp treatments could lead to irritation. The trend has led to the proliferation of head spas, such as Masa.Kanai in Manhattan, which recently expanded due to demand. Looking ahead, while scalp care is becoming a vital part of beauty regimens, it is essential to differentiate between self-care and medical necessity.

Dive Deeper:

• Mekalah El-Amin dedicated up to two hours daily this summer to massage her scalp, inspired by TikTok trends, to increase hair density and growth, showcasing the growing interest in scalp treatments.

• The term 'scalp serum' saw a significant rise in popularity, with over 910,000 combined searches and views across major platforms, reflecting a 77% increase from the previous year, while 'scalp massagers' and 'scalp treatment' also grew substantially.

• Despite the trend, a YouGov study found that only 41% of Americans experiencing hair changes use scalp treatments, indicating that severe hair problems are not widespread, casting doubt on the need for many products.

• Dermatologists like Maryanne Senna emphasize that while scalp care is beneficial, those without specific conditions should be cautious, as excessive product use may lead to irritation or inflammation.

• The increasing popularity of head spas, particularly Japanese models, has led to an expansion of facilities like Masa.Kanai in Manhattan, where prices for treatments can range from $300 to $330, reflecting the trend's commercial viability.