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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- 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
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