While facial routines are now well established, a new concern is emerging: the scalp. According to a recent study conducted by the American firm The Benchmarking Company, women today are as attentive to the health of their scalp as they are to that of their skin.
To conduct this study, The Benchmarking Company surveyed 3,460 American women in August 2025.
Facial skin remains the priority
The majority of women surveyed consider their facial skin to be healthy.
65% describe it as “fairly healthy” and 23% as “very healthy”. However, 84% continue to use skincare products to prevent or correct skin problems as soon as they appear.
The concern: only 59% say they are satisfied with the products they use to treat their facial concerns, and barely 42% are satisfied with their scalp care products.
Focus on hair
Nearly one in two women (45%) report suffering from itchy scalp, 41% mention hair loss or thinning, and 41% mention persistent dryness or dandruff.
This growing awareness is reflected in the adoption of targeted measures: 48% use clarifying shampoos, 41% use refreshing dry shampoo-type products, 35% use sulfate-free formulas, and 30% use anti-dandruff treatments.
When frustrations pile up
When it comes to skin or scalp problems, the main complaints are about perceived lack of effectiveness.
56% of respondents find that results take too long to appear, 54% are confused by the abundance of options, and 53% find treatments too expensive or ill-suited to …
