WHAT CONSUMERS WANT FROM HAIR CARE IN 2024: From serums to scalp care to microbiome solutions, shoppers want more from their products.

The article discusses the evolving preferences of consumers in the hair care market, highlighting their desire for products that address specific concerns such as damaged hair, dryness, and lack of shine, as well as their interest in innovative solutions like scalp care and microbiome-focused products. It also emphasizes consumers' spending patterns, retail preferences, and the importance of scent and ingredients in their purchasing decisions.