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SEARCHClients are asking for more than just great color and cuts—they’re focused on scalp health, strength, and long-term care. A new YouGov survey reveals how shifting consumer priorities are reshaping the professional beauty industry.
Hair concerns are common – Thinning and shedding affect about 1 in 10 Americans “to a great extent” and about one-third to a lesser degree.
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From scalp-care tutorials on social media to drugstore aisles packed with products, hair health is a hot topic. A new YouGov survey digs into how Americans approach hair care in 2025 — revealing big differences by age, gender, and race.
Most have a routine – 86% use shampoo/conditioner, but only 5% take no action at all.
Age gap in experimentation – Younger adults (18–34) are nearly twice as likely as those 55+ to try oils (23% vs. 12%) or serums/masks (25% vs. 11%).
Gender divide – 93% of women use shampoo/conditioner vs. 79% of men. Women are much more likely to oil (25% vs. 7%) or use serums (31% vs. 4%), while men are more likely to skip hair care altogether (8% vs. 2%).
Distinct racial patterns – Nearly half of Black respondents (47%) oil their hair, compared to 10% of White respondents and 17% of Hispanics. Black consumers also lead in salon treatments (15%) and home remedies (21%).
Why Americans care – Hygiene tops the list (66%), but women cite healthier/better-looking hair (72%) and stress relief (33%) more than men (42% and 21%).
Hair concerns are common – Thinning and shedding affect about 1 in 10 Americans “to a great extent” and about one-third to a lesser degree. Other widespread frustrations include frizz, dandruff, and premature greying.
Budgets are modest – 42% spend $1–$50 monthly on hair care. Only 5% go over $100. Men are more likely to spend nothing (15% vs. 4% of women).
This data offers a fresh look at consumer behavior across demographics — and where the gaps and opportunities lie for brands in the $100B+ U.S. hair care market.
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