A deep dive into the slow ageing trend in hair care
The age of longevity
The global population is ageing faster than many realise, prompting a growing focus on maintaining health into older age. In 2021, 761 million people were aged 65 or older worldwide, a number projected to more than double to 1.6 billion by 2050. The share of older adults is expected to rise from 1 in 10 in 2021 to 1 in 6 by 2050. (1)
Slow ageing explained
Amid this demographic shift, the focus has moved beyond the conventional idea of “anti-ageing” that has long been a mainstay of the beauty industry. Today, consumers are embracing the philosophy of “slow ageing.” But what does slow ageing really mean?
Slow ageing is a beauty philosophy that promotes healthy, natural beauty without viewing ageing as negative. Unlike anti-ageing, which often implies a battle against ageing or reversing it as though it were undesirable, slow ageing embraces it as a natural and valuable part of life. It focuses on enhancing longevity and vitality through self-care, mindfulness, and sustainable habits, celebrating the wisdom and experiences that come with age.
This difference is reflected in the claims made by each approach:
- Anti-ageing claims: "Reverse the look of ageing," "erase fine lines," "visibly reduce wrinkles."
- Slow ageing claims: "Supports skin’s natural renewal processes," "nourishes and protects for long-term vitality," "promotes resilience and elasticity over time."
The slow ageing trend in hair care, inspired by skin care, is gaining momentum as consumers focus on hair longevity and preventive measures. Like skin care's move from reactive anti-ageing treatments to proactive regimens, hair care now emphasises strong, healthy hair by addressing early damage and building resilience against future wear and tear to delay the hair ageing process.
From skin care to hair care: the rise of preventative strategies
The slow ageing trend reflects a shift from simply treating visible damage to fortifying hair against signs of ageing such as thinning, dullness, and brittleness. With age, hair naturally experiences structural changes, becoming more prone to breakage and losing its ability to retain moisture. Factors such as oxidative stress, hormonal fluctuations, UV exposure, and thermal styling can accelerate this process, leading to what is often referred to as "aged hair".
Hair care hero ingredients for hair longevity
To address these concerns, consumers are turning to products that incorporate powerful ingredients like antioxidants, peptides and ceramides —widely used in skincare for their protective and regenerative properties. These ingredients work together to prevent and repair damage, strengthen the hair shaft, and deliver youthful and healthy-looking hair.
- Antioxidants: Known for their ability to neutralise free radicals and protect against oxidative stress, antioxidants such as vitamin C, vitamin E, and green tea extract are becoming staple ingredients in hair care formulations. They help protect the hair and scalp from environmental damage caused by UV, pollution, and other external factors that contribute to premature ageing and weakening of the hair structure.
- Ceramides: Since ceramides are natural lipids found in the hair's cuticle, they play a key role in maintaining the hair's moisture balance and barrier function. When used in hair care, ceramides help restore damaged hair by sealing the cuticle, locking in moisture, and enhancing smoothness. Similar to how they are valued in skin care for strengthening the skin's protective barrier, ceramides in hair care work to improve the hair's resilience, reduce frizz, and protect against environmental stressors.
- Peptides: Since hair is primarily composed of keratin, adding proteins to hair is a popular strategy to restore the integrity of weakened or damaged fibres. Hydrolysed keratin, collagen, and silk proteins are often used to reinforce the hairs’ structure, reduce breakage, and make hair more resistant to daily wear and tear. Traditionally, hydrolysed proteins in hair care were called “proteins,” even when they included smaller peptide-sized molecules. However, the term "peptide," which is widely used in skin care, is now being increasingly adopted in hair care.
Brands leading the way
Several hair care brands have embraced the slow ageing trend, formulating products that leverage these key ingredients:
- Kérastase’s Chronologiste Line: This line focuses on revitalising damaged and ageing hair with a blend of hyaluronic acid, vitamin E, ceramides, proteins and peptides. Additionally, the luxurious formulations provide a sensory experience, transforming hair care into a rejuvenating ritual that promotes both physical and emotional well-being.
- Better Not Younger: This brand explicitly targets the changes that come with ageing hair, such as thinning, dryness, and decreased volume. Their hair masks and serums are designed to enhance hair resilience and reduce breakage. The brand also offers customisable hair care solutions that cater to individual needs. By providing options for different hair types and concerns, the brand empowers consumers to choose products that best support their hair's longevity and health.
- Monpure: The brand emphasises "hair longevity" by using skincare-inspired ingredients to support hair and scalp health. Monpure’s focus on clean, sustainable beauty caters to the rising demand for eco-friendly hair care, appealing to consumers who seek products that deliver results while minimising their environmental impact.
Three emerging themes from consumer insights
Beyond anti-ageing, the focus on longevity is the next frontier in hair health, with three key themes emerging:
- Resilience reinvented. Resilience is emerging as a key benefit in hair care, with the core strength claim evolving into advanced high-tech concepts like bond repair. However, consumers now seek resilience as part of a proactive approach, favouring products and ingredients that not only repair but also prevent future hair damage by increasing its tolerance to external aggressors.
- Empowered wellness. Holistic wellness is gaining traction in hair as consumers seek products that link hair health with mental wellbeing. Solutions need to cater to various life stages and allow individuals to express their unique hair identity without being limited by age. Regardless of their hair journey or style, consumers want to maintain the glow of youthful hair and feel good throughout their lives.
- Show me the science. Consumers are looking for authenticity and visible outcomes, transparency in ingredient lists, and solutions with proven benefits. They prefer brands that blend the latest scientific advancements with natural, safe, and clean ingredients. Plus, those that help to decipher the science by offering clear concise information, by leverage resources such as infographics and explainer videos.
Future perspectives of the slow ageing movement in hair
So, what does the future of the hair care category in the context of the slow ageing movement look like? Here are our top predictions for the future:
Biomimetics will elevate the science of hair care by integrating technologies that mimic, and are inspired, by natural materials and processes, offering strong efficacy and long-lasting results. Innovations in biomimetic solutions will enable tailor-made products that adapt to individual hair needs, enhancing claims and boosting consumer trust.
Scalp health is becoming a focal point for hair care, with a shift from products that only offer curative benefits to those that also provide preventive care. Future segmentation will increasingly differentiate products by scalp type, recognising that a healthy scalp varies from person to person.
Devices combined with targeted products, are set to revolutionise the industry. This combination provides a comprehensive approach that builds consumer loyalty by delivering highly effective, personalised solutions. Devices that support hair health through precise treatments, such as laser therapy and scalp massagers, cater to the demand for targeted, efficacious results.
Supplements play an increasingly important role in the future of hair care, offering a holistic, inside-out approach to beauty. These products can be tailored to individual needs, providing essential nutrients that support hair health and promote slow ageing from within. Personalised supplement regimens align with the growing consumer desire for proactive measures that contribute to hair longevity and overall wellness.
Conclusion
As the global population continues to age, the slow ageing trend in hair care is ushering in a new era of longevity-focused solutions. Consumers are increasingly prioritising preventive and holistic approaches that promote hair health throughout their lives. From biomimetic innovations and targeted scalp care, the future of hair care lies in comprehensive, science-driven methods that cater to individual needs.
At Croda Beauty, our mission is to share consumer-driven insights and develop innovative ingredients with proven results. Learn more about our new protective multi-peptide that fights oxidative stress inside and out to preserve hair longevity. For deeper insights into emerging trends from our Global Head of Hair Category, Stephanie Neplaz, register for the Cosmetics Business Roundtable on Hair Trends.
Join us in embracing these future-focused solutions to ensure beautiful, healthy hair at every stage of life.
(1). World social report 2023: leaving no one behind in an ageing world