Hair care brand SWAIR is known for offering an alternative to dry shampoo, tailored explicitly to gym-goers. By tapping into a growing interest in healthy hair, while tackling taboos around working out and cleanliness, the brand has found a growing audience willing to invest in its products.

Despite tightening beauty budgets, sales of at-home hair care are showing no signs of slowing down amid economic uncertainty. No longer a nicety and increasingly a necessity, the shift speaks to how the rise of at-home beauty is transforming essentials for beauty buffs.

Critiques of Eurocentric beauty ideals are on the rise, and hair care is increasingly recognised as something that represents an individual's culture and identity. Hair discrimination is being called out in the industry and wider society, and people are pushing for better representation and products tailored to their needs.

Various beauty trends emerged during the pandemic as people sought creative ways to feel better about themselves in lockdown – and it’s not just skincare routines that they’ve been honing. How are hair care innovations appealing to a growing desire for personalization and holistic wellness?