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From Root to Ritual
Hair longevity is now the biggest idea in beauty. Here is what it actually means — and where the products being sold under that name fall short of the science.
Premium hair care is up 24% in Europe. Hair growth products are the fastest-growing category in the UK, up 32%. Search interest in hair shedding rose 105% year over year. The beauty industry has landed on "hair longevity" as its next organizing idea — and it is right about the concept and wrong about most of the execution. Here is a clear-eyed read of what hair longevity actually is, what the science supports, and what most products in the category are quietly not delivering.
Your scalp has a microbiome. What lives there is directly connected to how your hair grows — and most hair routines are quietly disrupting it.
#scalpcare has 268 million views on TikTok. Dermatologists have been talking about the scalp microbiome for years. The research connecting microbial balance to hair growth is newer, more specific, and more actionable than the wellness conversation suggests. Here is what is actually happening on your scalp — and what you are doing that is helping or harming it.