Kenvue prioritises scalp science as hair enters 'skinification' era

The beauty industry’s focus on the scalp is accelerating. In an exclusive conversation with Cosmetics Business, Kenvue executives outlined how the company is reorienting its hair portfolio around scalp science as brands such as OGX and Neutrogena introduce ranges that reflect the wider ‘skinification’ trend. For UK consumers and professionals, this signals a notable shift: haircare is being reframed as a dermatological concern as much as a cosmetic one.

What 'skinification' means for hair

‘Skinification’ describes the migration of skincare concepts—clinical actives, targeted routines and consumer expectations around measurable results—into haircare. Rather than treating hair alone, brands are increasingly designing products for the scalp as an organ that requires its own diagnostics, ingredients and care strategies. In the interview reported by Cosmetics Business, Kenvue’s leaders positioned the scalp at the centre of future hair innovation, emphasising research and formulation changes rather than purely marketing shifts.

How this changes product development and lab practice

Prioritising scalp science affects multiple parts of a product lifecycle: R&D, clinical testing, regulatory compliance and marketing. The move often means:

• More investment in clinical studies that measure scalp health outcomes rather than solely hair appearance.
• Formulations tested for scalp tolerability, microbiome balance and long-term comfort.
• Clearer consumer communications about use cases — for example, hydration, barrier support or sebum regulation — that mirror skincare language.

For salons and retailers, this evolution may require staff training and new consultative approaches. Instead of recommending products only for hair texture or finish, stylists may increasingly assess scalp condition and recommend targeted regimens or professional treatments.

Implications for consumers and professionals

There are practical benefits and potential pitfalls for consumers. On the positive side, a scalp-first approach can lead to:

• More effective long-term solutions for flaking, irritation or excess oil if products are validated for scalp outcomes.
• Routines that integrate scalp serums, gentle cleansers and barrier-supporting ingredients, aligning with familiar skincare rituals.
• Greater transparency from brands about clinical endpoints and product claims.

However, the trend also brings risks. Terminology borrowed from skincare can obscure meaningful differences between products, and consumers may encounter inflated claims if tests aren’t rigorous. Professionals and shoppers should look for evidence of clinical testing, clear ingredient rationales and independent validation rather than relying on marketing language alone.

What to watch in the market

As large consumer-health groups reconfigure portfolios, several industry dynamics will be important to monitor:

• R&D transparency: Are brands publishing study designs and endpoints, or only high-level claims?
• Ingredient stewardship: How are formulations balancing efficacy with scalp microbiome and barrier health?
• Professional partnerships: Will manufacturers deepen collaborations with dermatologists and trichologists to support product education and in-salon services?

These questions matter for buyers and salon owners who need to separate genuinely evidence-backed offerings from trend-driven launches.

Takeaway

Scalp science is no passing fad — it reflects a broader reappraisal of haircare through a dermatological lens. For UK consumers and professionals, the shift offers opportunities for more targeted, effective routines but also demands sharper scrutiny of claims and clinical backing. As Kenvue and other major players adapt, the most valuable developments will combine robust research with practical guidance for everyday use.