A deep dive into emerging hair care trends in APAC

Key trends shaping APAC hair care innovation 

1. Hair damage repair: beyond traditional treatments 

The rise in at-home chemical and heat treatments has spurred demand for bond-repairing technologies, deep-conditioning solutions, and strengthening formulations. In response, brands are shifting focus toward rebuilding the hair structure at a molecular level targeting broken chemical bonds and reinforcing keratin fibres. (1) The graph below demonstrates how bond repair has evolved from a niche solution to a global standard, marking a clear shift toward science-led damage reversal and long-term hair health. (2) 

Fig 1. Bond repair goes global, driven by the demand for advanced damage reversal and healthier hair. Graph data is provided by SemRush and is global. (2) 

Commercial examples: Olaplex-style bonding treatments have expanded from salons into the mainstream consumer market, while leading APAC brands like Kao, I-ne, Amorepacific, and Milbon have developed technologies that not only repair hair but also protect the cuticle against future stress. 

Croda’s technologies that address this trend include: 

• KeraBio™ K31: A biotech-driven keratin booster that rebuilds hair strength from within, restoring resilience and protecting against future damage. 
• Crodabond™ CSN: A naturally derived solution that seals lifted cuticles and repairs split ends, resulting in smoother, healthier-looking hair. 
• Keravis™: A multi-functional, vegetable-derived peptide that strengthens hair fibres from within, enhancing flexibility and reducing breakage. 
• KeraMatch™ V: A vegan keratin alternative that helps restore damaged hair fibres and improve resilience.

2. Frizz control and hair manageability: combatting environmental damage 

UV exposure, high humidity, and pollution are key frizz triggers across many APAC climates—driving strong consumer demand, with the global frizz-control market projected to grow at a CAGR of 7.1% through 2030. (3)-(4) Frizz control has become increasingly important as hair in urban environments, is put under strain from environmental aggressors, and consumers are increasingly seeking solutions that offer long-lasting protection against these environmental stressors.(5) 

Commercial insight: Research by Kao Corporation revealed that UV rays break disulphide bonds in hair, weakening its structure and increasing frizz (6). This has led to a rise in UV-protective treatments and humidity shields, with brands like Kao and I-ne releasing season-specific products. 

Croda’s supporting solutions: 

• FibraShield™ C: A vegetable-derived, vegan-suitable peptide shield that neutralises free radicals, protecting hair from environmental aggressors. 
• ChromAveil™: Absorbs UVA and UVB rays, preserving hair colour and strength. 
• Crodasorb™ UV-283: Enhances UV protection and reduces combing force in UV-exposed hair. 

3. Anti-hair loss solutions: holistic and preventative approaches 

With rising awareness around scalp health, APAC consumers are shifting toward holistic regimens that prevent hair thinning while promoting scalp balance. (5) In China, over 250 million people experience hair loss, with onset now averaging just 30 years old. As younger consumers seek early solutions, 81% purchased anti-hair loss products in 2022—driving a surge in APAC product launches, which more than doubled since 2020 and remain strong through 2024.(7) 

Commercial trend: Brands are formulating scalp oils with ingredients such as ginseng, probiotics, and peptides, addressing hair loss at the root. Botanical-based DHT blockers and encapsulated actives are also gaining traction. 

Croda’s scalp health innovations: 

• Procapil™: A powerful peptide complex that strengthens hair at the root, delays follicle ageing, and promotes fuller, healthier growth. 
• Apiscalp™: Soothes and purifies the scalp, reducing irritation and flakiness. 
• Phytessence™ Hazel Leaf: Revitalises the scalp for improved follicular function. 

4. Hair shine and smoothness: embracing natural gloss 

Glossy, smooth hair remains a beauty standard in markets such as China, Japan, and South Korea, where sleek finishes are associated with health and refinement. Shine has emerged as a top priority in hair care, with WGSN research highlighting it as a leading consumer demand—prompting a surge in innovation around shine-enhancing formulations. 

Commercial trend: Brands are shifting to silicone-free glossing serums formulated with natural and next-gen ingredients—offering weightless shine with a naturally radiant finish. 

Croda’s shine-enhancing solutions: 

• Crodamol™ GTS: A high-performance, naturally derived emollient that delivers luminous shine and silky smoothness—honoured with the 2025 C&T Allē Award for Best Hair/Scalp Base Ingredient. 
• Incroquat™ OSQ: A multi-functional, oil-soluble quat that leaves hair soft, sleek, and tangle-free with a weightless, conditioned feel. (Message your local office for more information)
• Crodazosoft™ DBQ: Delivers visible softness, colour protection, and smoother combing by reinforcing and protecting the hair cuticle.

5. The rise of multi-functional hair oils and minimalist routines 

Time-conscious consumers are opting for hybrid products that deliver multiple benefits in fewer steps. Today’s multi-functional serums—blending heat and UV protection with conditioning and styling—align perfectly with the rising demand for minimalist, high-performance routines.(8) 

Commercial example: Products like Botanist Rooth by I-ne exemplify this shift, combining scalp cleansing and moisturising benefits in one formula. 

Croda’s multifunctional naturals: 

• Cropure™ Tomato Seed Oil: A lightweight, antioxidant-rich oil that smooths, nourishes, and leaves hair effortlessly shiny and manageable. 
• Cropure™ Meadowfoam: Offers a luxurious touch of lasting hydration, shine, and suppleness for visibly revitalised hair. 
• Cropure™ Macadamia: Packed with essential fatty acids to deeply nourish, restore bounce, and leave hair irresistibly soft and silky. 

6. Natural ingredients and biotech innovation: trusted efficacy 

Growing consumer scepticism towards synthetic additives is pushing brands towards natural ingredients, though APAC formulators recognise that efficacy, stability, and sensory appeal must not be compromised.(9)  

Industry approach: Brands are using encapsulation, fermentation, and biomimetic design to maintain the stability and potency of natural ingredients. 

Croda’s offerings in this space: 

• Sphingo Hair™ Drypure™: A dual-action active that soothes scalp inflammation, boosts hydration, and enhances hair softness, shine, and thermal protection—while reducing surface friction. 
• Hydrosolanum™ SB: A sustainably sourced, upcycled protein that deeply hydrates and strengthens dry, damaged hair for a visibly healthier look and feel. 

7. Personalisation by hair typology 

Consumers increasingly expect hair care tailored to their individual hair types—from straight to curly—with benefits that go beyond general claims. 

Regional trend: In Korea and Japan, brands are launching typology-specific ranges that combine personalisation with targeted claims such as "volumising" or "manageability." 

Croda’s solutions for diverse hair needs: 

• KeraDyn™ HH: Transforms hair with fluid movement and natural bounce by aligning fibres for a sleek, flowing finish. 
• Voluminis™: Lifts hair from root to tip with airy volume and touchable body—without sacrificing smoothness or softness. 

The APAC hair care landscape continues to evolve, shaped by discerning consumers who seek efficacy, sensory delight, and customisation. From damage repair to scalp care, shine, and minimalism, Croda offers a proven portfolio of ingredient technologies that empower brands to innovate with confidence. 

To explore how we can support your product development with trend-aligned solutions, please contact your local Croda sales representative. 
 

References:  

1- Mordor Intelligence 

2- SemRush 

3- OpenPR 

4- Data Intelo 

5- Cosmetics Business 

6- Kao News Release: Mechanism of hair frizz on the outer layer of the head revealed UV protection found to be effective for prevention of frizz

7- Daxue Consulting 

8- Research and Markets 

9- Cosmetics Design Asia