Pfor yearshaircare she focused mainly on the lengths of the hair. Today, however, attention increasingly shifts towards the roots. The scalp is experiencing a real conquest of the beauty scene through targeted treatments, specific active ingredients and personalized routines. Klarna data also confirms this, the global digital bank and flexible payments provider, which show a significant growth in sales of products dedicated to the scalp and preparatory treatments, a sign of an increasingly inspired approach to skincare.
Scalp, haircare aimed at the roots of the hair
For Italian consumers, beautiful and healthy hair starts from a balanced scalpand the data shows that investment in this direction is increasingly conscious. Sales of scalp treatments on Klarna in Italy they grew by +180% year on yearthe most relevant data of the entire report.
Even the anti-fall vialstargeted and concentrated treatments that have always been highly appreciated in Italian pharmacies, recorded an increase of +36%while the anti-dandruff shampoo they grow by +57% they purifying shampoos of the +94%.
Even i scalp massagersaccessories with a strong ritual value and increasingly popular on social media, mark + growth20%.
The message is clear: the scalp should be treated like the skin of the face. It grows like this the philosophy of “skinification” of the hair, on the assumption that a healthy, balanced and cared for scalp is the indispensable basis for beautiful hair.
First it is treated, then it is nourished
Once a healthy foundation is built, the focus shifts to the hair fiber. Here too, research emerges that is increasingly oriented towards the well-being and quality of the hair, rather than towards exclusively aesthetic results.
In fact, the data shows a +96% growth in sales of hair oils, products that perfectly embody the return to slow and intentional care rituals. No longer simple styling products, but real treatments dedicated to the nourishment, softness and shine of the hair.
The success of oils also reflects a broader trend across the beauty world: the desire to dedicate time to oneself through daily gestures that combine effectiveness and well-being.
(Credits: Instagram @mirandakerr)
Increasingly targeted shampoos
Sales of volumizing shampoos increased by +86%, ssignals that tell a consumer who is increasingly attentive to the protection of the hair fiber and the construction of hair with a healthy, full-bodied and shiny appearance.
Dry shampoo also continues its rise, with an increase of +117%. A fact that tells of a new care philosophy: wash your hair less frequently to preserve its natural balance and prolong the benefits of treatments.
Hair care: fare less, but better
Behind these numbers lies a deeper cultural change. The goal is no longer to accumulate products or build endless haircare routines, but to choose targeted treatments and use them consistently.
As Karin Haglund explains, Consumer Insights Expert by Klarna: «Italians are approaching hair care with a level of intentionality and competence that, until recently, we associated above all with skincare. What emerges particularly strongly from the data is an inside-out logic: first the treatments, then the scalp care, finally the finishing products. It is a real philosophy, not a simple purchase of a product.”
A philosophy that seems destined to consolidate in the coming years. Because if skincare taught us that beauty comes from consistency, today haircare is following exactly the same path. And it all starts from the roots.