Crown care
A Black woman with a coily hair texture is centred amongst various scalp care tools such as combs, scalp-targeting brushes and hydrating oils and masks.

If you want to get a head start on hair care in 2023, go back to your roots. ‘Skinification’, or a focus on the scalp and crown of your hair, will be come into focus this year. Searches from Gen X and Boomers such as ‘scalp treatment’ and ‘clean scalp’ show an uptick in care for the scalp. This is your chance at a root revival. Now, who wants a scalp massage?

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Crown care

Scalp massage techniques

+55%

Clean scalp

+55%

Scalp treatment for dry scalp

+70%

Natural hair mask for growth

+80%

Clean scalp build up

+45%

Scalp massage techniques

+55%

Clean scalp

+55%

Scalp treatment for dry scalp

+70%

Natural hair mask for growth

+80%

Clean scalp build up

+45%

Behind the trend

Skincare has dominated the beauty sector in recent years. But with all the global stress that has impacted us from head to toe, it’s no surprise that scalp care is exploding. This shift has resulted in a slate of new products inspiring people to develop multi-step self-care routines for their scalps.²

A centred photo of a Black man dropping scalp oil onto his hand, surrounded by three images of various scalp masks and oils.

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