We did a deep dive into the world of hair loss prevention With Biancamaria Mancini from the Helvetico Sanders Institute

Scalp care is finally on everyone's lips. Niche brands had thought about it before, but 2024 was the year when everyone decided to jump into the fray. Some examples? Dove introduced a new collection dedicated to scalp and hair care, while L'Oréal relaunched its CeraVe anti-dandruff line. Even Beyoncé and Rihanna have launched haircare lines, Cécred and Fenty Hair. Along with scalp care products come those for hair health and... for hair loss and thinning. As often happens, sales followed the trend: according to Circana, sales of hair thinning and hair loss products grew by 34% in 2024 compared to 2023. The hottest innovations? Hair oils and products with fermented ingredients, which rebalance the microbiome.

Consumers Are Interested in Hair Care and Hair Loss Prevention

In the United States, however, as reported by Business of Fashion, industry regulations are not keeping up with this growth, while consumers, on the other hand, are becoming increasingly informed and aware. Among the key topics in this market are relaxing and smoothing products for curly and very curly hair, as well as those designed to slow down hair loss. We focused on this last point by speaking with Dr. Biancamaria Mancini, R&D at Istituto Helvetico Sanders, which has been developing protocols for over 35 years to strengthen hair and stimulate regrowth through innovative technologies. Starting with the basics.

As a result, has there been economic growth in the market for men's hair treatments?

Currently, around 30% of those experiencing mild to moderate hair issues (7.1 million Italians) are interested in starting a trichological treatment for prevention or care. Those most inclined to take action are individuals showing early signs of hair loss (3.6 million Italians). Without a doubt, this is a growing market, both economically and in terms of available services. Scientific research and developing technologies will further fuel this expansion.

What does the future hold for hair loss treatments?

The future lies in prevention and weekly scalp care routines. At Istituto Helvetico Sanders, we’ve developed a scalp routine that maintains hair and scalp health over time. Advanced technology will enable more precise diagnostics and personalized treatments, incorporating epigenetics, inflammation markers, oxidative stress analysis, and regenerative medicine—leading to scar-free hair transplants with natural results.