Hair care products are no longer just functional: they reflect growing expectations for naturalness, effectiveness, and healthy hair. This is revealed in a new report published by Revuze for the US CEW, based on an analysis of 1.19 million consumer reviews collected between June 2024 and May 2025 on Amazon, Sephora, Ulta, Walmart, Target, CVS, Walgreens, and Nordstrom.
“Consumer conversations show a shift towards more natural, holistic solutions focused on overall hair health,” Revuze points out.
Towards simpler routines
Discussions around heat protection (–11%), bleaching (–19%) and environmental claims (–16%) are on the decline. Conversely, natural and organic products (+23%), natural results (+18%), and hair loss or hair growth treatments (+10%) are growing significantly.
“This reflects a shift in hair care routines toward simpler, more transparent solutions in terms of ingredients,” notes Revuze.
Ingredients on the rise
Revuze highlights several ingredients that are experiencing strong growth in consumer reviews.
These include Kalahari melon oil, batana oil, matcha, peptides, pumpkin seed oil, onion extract, and rosemary oil.
To distinguish between passing fads and solid trends, Revuze applies its Hype vs. Trend Detector tool. Verdict: matcha and peptides appear to be “hypes”, while onion, rosemary, and pumpkin seed oil are gradually establishing themselves as underlying trends.
“Consumers are turning away from aggressive treatments in favor of natural, traditional, yet effective solutions, concludes Revuze.
