Patent Insights: Innovation in Shampoo and Conditioners
Recent patents for shampoos and conditioners focus on scalp health, the 'skinification' trend and the use of traditional remedies.
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- What you need to know
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WHAT CONSUMERS WANT AND WHY
- Moisturising, damage repair and hair growth benefits are top priorities for consumers
- Graph 1: benefits consumers prioritise the most when shopping for shampoo and conditioner products, 2025
- Consumers focus on scalp care, ingredient innovation and natural safety
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PRODUCT INNOVATION TRENDS
- Exfoliating and anti-hairloss claims suit niche markets with education and premium positioning
- Graph 2: % share of shampoo and conditioner launches with selected claims, by region, 2020-25
- Recent launches target oil control, hydration and hair growth
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THE PATENT LANDSCAPE
- A sharp rise in patents indicates increased innovation in the shampoo and conditioner category
- Graph 3: patents related to active ingredients or compositions in shampoos and conditioners, published each year, 2015-25
- Innovation in shampoos and conditioners is particularly strong in East Asia
- A competitive landscape of global and regional players advancing shampoo and conditioner innovation
- Graph 4: top 10 organisations with granted patents for shampoos and conditioners, 2025
- Prioritise scalp health to prevent dandruff
- A significant gap in consumer awareness and education regarding scalp health
- Shampoo launches feature sebum-controlling ingredients to tackle dandruff effectively
- Recent innovations incorporate sebum-controlling ingredients to overcome dandruff issues
- Target scalp health with soothing and microbiome-balancing actives
- Maintain a balanced scalp microbiome to prevent or address dandruff
- The ‘skinification’ trend intensifies in haircare
- Skincare-inspired shampoos and conditioners could be the next haircare obsession
- Graph 5: % of shampoo and conditioner launches with selected skincare ingredients, 2020-25
- Brands use skincare ingredients to repair damaged hair
- Recent patents reveal the use of collagen and camellia in haircare
- Exosomes are a cutting-edge technology offering targeted solutions
- From traditional remedies to shampoo aisles
- Traditional remedies redefining shampoos and conditioners
- Graph 6: % of launches with selected fragrance profiles* in shampoo and conditioner launches, 2020-25
- Launches featuring traditional remedies enhance scalp health and boost hair shine
- Herbal innovations are driving hair health
- Innovators are integrating mushroom and ginger into shampoos and conditioners to deliver enhanced haircare benefits
- Fenugreek: a timeless remedy in haircare
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patent examples for shampoos and conditioners
Recent patents for shampoos and conditioners focus on scalp health, the 'skinification' trend and the use of traditional remedies.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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