Self-care is a major trend (and necessity) right now and with it comes another consumer haircare trend – skinification. Studies show your clients are prioritising their hair and skin more than ever during the pandemic and, even before that, a general trend towards wellness means clients are looking for skincare properties in their haircare – from particular products, to treatment regimens and rituals and a professional approach to this vital beauty sector. It’s time to discover every aspect of skinification.

“Funnily enough, many people are already following this trend without even knowing it,” explained Belinda Keely of Chumba Concept Salon and Grow Haircare expert. “The skinification of hair is essentially looking after hair just like the face. It’s all about enhancing a beauty routine beyond just a basic shampoo and conditioner and moving towards intuitive products like scalp scrubs and hair masks. Skinification of hair means investing more time (and sometimes a little more money) into quality products that are going to not only enhance hair in the meantime but look after it in the long run. It’s getting serious about what ingredients to put on hair, and also mindful about what ingredients to not put on hair.”

COVID-19 has intensified the trend, with a spike in sales of hair treatments and masks, as well as hair and skincare itself. Consumers are focusing on their hair regimens and beauty routines with extra time on their hands, but it’s even been significant for a while before that.

“The skinification of hair is a culmination of consumers becoming more educated about their hair and the ingredients that they use,” Belinda said. “Skin and haircare also falls into the category of health and wellness, and people are now realising that if you nourish your hair it’s not only going to look better, but will be healthier too. Brands are also tapping into this fact by launching products with more skin-care-like ingredients and with better efficacy.”

Top-tier ingredients, total transparency, professionalism, scalp care and new and expanding product categories (think hair scrubs, detoxes and exfoliants) all work into this trend, which is great for professional hairdressing as salons can work this into their service menu and their retail shelf. Services such as scalp facials and hair health-based treatments should grace your menu, while products that are healthy, professional, clear and work extra steps – such as scalp care – into your clients’ haircare routines all tick the boxes. Many brands have worked skincare components into their innovations and have worked to understand the relevance of skincare in hair and scalp care.

So jump on board with a trend that prioritises health, wellness and self-care, while prioritising the salon’s expertise, knowledge, services and product offering. Skinification may just be the haircare word of 2020.