When it comes to hair and makeup, the grunge aesthetic is kicking into high gear 35 years after it was first popularized by the king and queen of the genre, Kurt Cobain and Courtney Love. 

Johanna Augustin, CEO and partner of brand and design agency Pond Design, said attitudes are shifting from a desire for perfection (think glass skin and collagen-injected pouts) to a “devil-may-care application” of smudges and smears (think Love’s signature crimson lips, circa 1994.)  A recent Pinterest report revealed Gen Z beauty lovers are embracing such 1990s beauty trends; and the same is spilling into hair care. Pixie cuts and bobs complement these looks with a modern twist.

“Politically and socially, young people feel powerless in the face of global issues like climate change and war, fueling an edgy mindset that is at the core of the new interest in the grunge aesthetic,” Augustin told Happi. “It’s about embracing imperfection while maintaining a sense of freshness and individuality.”

Hair’s Transformational Power

Celebrity hairstylist Rubi Talavera, who styles the luscious locks of Salma Hayek and Camila Coelho, is the epitome of the grunge aesthetic. After spending the summer with a honey-blonde balayage, this fall she rocked a wavy bob with dark roots and toned-down blonde at the bottom. Darker hair, she says, does more than give her appearance a lift. The makeover transforms her soul.

“It reflects back the villain in me, that badass,” she said, half-jokingly, during a Zoom. “Not a lot of people are comfortable with shorter and darker hair. Short hair is such a power move because women depend so much on their hair to feel good and look good. And I feel like short hair gives me the power back. I’m wearing the hair; the hair isn’t wearing me.”

HAIR CARE AISLE PERFORMANCE
Below is Circana’s hair care sales data for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Oct. 5, 2025.

Talavera took her new look and attitude to New York City’s Grand Central station in a recent activation with Method. The brand built a temporary salon inside the iconic transportation hub where it transformed the hair and confidence of 2,000 New Yorkers in one day with the help of creator Monet McMichael. 

In a new Method consumer survey, as many as 98% of Gen Z and Millennials said hair was the key to confidence. 

The activation, part of Method’s “Shift” campaign, drew attention to its hair care products, but also afforded busy New Yorkers a chance to slow down and prioritize self-care, Talavera said. 

“I think hair is so powerful,” Talavera asserted. “You can immediately notice the shift in somebody’s confidence the minute their hair looks exactly how they want to feel. It’s like they’re completely another person. I think that the most beautiful part about hair in ‘The Shift,’ in the transformation, is what it does to you internally. The confidence it brings to your body.”

Strands of Hope 

Yet, there’s another shift that rocks women’s confidence: menopause.

Millions of women enter perimenopause and menopause each year, and hair “issues” are one of the unwanted bodily changes that come along with hot flashes and brain fog.

Oscar-nominated actress Naomi Watts’ Stripes Beauty offers a range of hair care solutions that tackle menopause’s mane manifestation—shedding, scalp irritation and brittleness. 

“During menopause, you have a decline in estrogen, which can disrupt the hair growth cycle,” said Dr. Marnie Nussbaum, a board-certified dermatologist. 

According to Dr. Nussbaum, the growth phase is usually reduced, thereby increasing the shedding phase. 

“Due to a loss of estrogen and the relative increase of androgens, hair loss can be exacerbated. Lastly, there is a significant reduction in the scalp’s natural oil production, resulting in dry, brittle hair that is more prone to damage,” she said.

Declining estrogen and progesterone shorten the growth cycle and increase shedding, while reduced oil production leads to dryness, brittleness and texture changes. During shedding, women notice widening parts with “Christmas Tree” patterns, crown thinning and increased scalp sensitivity. 

Stripes The Root Of It Ectoine Thickening Scalp Serum uses a proprietary blend featuring ectoine, squalane, pea peptides, amla fruit actives and plant extracts to revitalize and rejuvenate dull manes for fuller, thicker, stronger and glossier strands, per the brand. Lightly scented with a blend of iris, beach rose, sandalwood, suede and musk, the Thickening Scalp Serum also hydrates dry scalps while reducing hair shedding and breakage caused by hormonal changes. 

Stripes The Crown Pleaser Ectoine Densifying & Hydrating Hair Mask transforms thinning hair with a blend of protein-rich amino acids to improve hair condition and quality while hydrating without the heaviness. A plant extract blend of soybean, wheat and Baikal skullcap root extracts help to improve hair density while conditioning follicles.

“For too long, women experiencing perimenopause and menopause symptoms have been told to just deal with it,” Stripes Beauty President Cara Kamenev told Happi. “These life-altering symptoms include hot flashes, night sweats, vaginal dryness, brain fog, disrupted sleep, mood swings, and changes in skin and hair. They affect emotional, physical, and mental well-being every single day, yet many women struggle to get validation or solutions within the traditional healthcare system. Stripes was created to put these symptoms at the center of the conversation, and to provide women with real, effective tools to support them through this stage of life.”

Since its launch three years ago, Stripes has seen “incredible momentum” as the national dialogue around menopause and longevity has been far-reaching with Watts at the helm, talking about menopause on national stages from Oprah to The Today Show. 

Kamenev said demand has grown year-over-year, driven by new customers entering the category and repeat-users who view Stripes as an essential part of their daily routine. 

“What excites me the most is that we’re not just riding a trend, we’re helping to build a long-overdue category that’s proven it’s here to stay,” she said. 

Another menopausal brand with hair health at the core is Brooke Shields’ Commence. On the market for 18 months, Commence is designed for women ages 40 and older, with products that strengthen and nourish hair from root to tip. Its secret sauce is the brand’s proprietary blend of peptides, pre- and post-biotics, plant stem cells, and alfalfa sprout extract which address myriad midlife hair concerns from thinning to dryness to scalp sensitivity. Safe for color-treated hair, the collection is free from phthalates, sulfates, talc and benzene, empowering women over 40 to “age fearlessly” while maintaining healthier, fuller and more vibrant hair, per brand officials. 

“Menopause wreaked havoc on the health of my scalp and consequently the quality of my hair,” Shields said in a news release. “After looking everywhere for products that addressed people over 40, there was nothing there that was comprehensive and not in the pharmaceutical sector. So, I decided to create a line myself targeting scalp help for people over 40. I created these products out of my own real needs. Lab-tested with clinical trials, Commence creates a healthy environment at the roots so my hair grows stronger from the get-go. Thus, was born Commence, the beginning of better hair at any age.” 

Commence’s hero product is The Root Serum, a multi-tasking treatment for roots, scalp and strands that is formulated to address the unique challenges of menopausal hair. Alfalfa extract and quinoa peptides nourish follicles, fortifying strands from the root out; lactobacillus ferment calms irritation and rebalances the scalp’s microbiome, which can become more reactive in midlife; and acai stem cells deliver antioxidants that fight oxidative stress, a factor that accelerates hair aging.

“During menopause, the hormonal shifts can also induce a state of inflammation,” explained Dr. Nussbaum. “The Root Serum delivers powerful antioxidants and other topical nutrients to the scalp to strengthen the follicle and restore the scalp’s natural state.”

This past spring, curly hair care expert Ouidad expanded its best-selling Advanced Climate Control collection with the launch of Curl Miracle Treatment. The anti-frizz treatment is clinically proven to deliver frizz-free, “glass curls” for up to three washes, without requiring heat. The Curl Miracle Treatment is of a creamy serum texture that combines Ouidad’s Anti-Frizz Nano Technology formulated with sericin, a silk-derived protein that forms an invisible shield against humidity, while locking in moisture. What’s more, its Glass Curl Complex, a botanical-based polymer blend that strengthens, adds shine and shields against frizz for 24 hours without silicones, parabens, sulfates, mineral oil and petroleum.

Striking It Rich with Hair Oils

Another hair care product format that champions restoration is hair oil. In fact, the category has been dripping in popularity for the past two years. According to Spate, chebe, a type of natural hair oil made from chebe powder (a traditional African ingredient known for hair moisturizing and strengthening) and ayurvedic oils ruled as the top-growing hair care ingredients in search in the US. Hair oils continue to pique the interest of beauty consumers who value vibrancy, dimension and shine.

This summer, Pureology released Hydrate Glow Catcher Oil. As its name suggests, the lightweight leave-in vegan hair oil, lightly scented with calming lavender, quenches thirsty strands while boosting shine and moisture without a greasy residue. Celebrity hairstylist Gregory Russell and the brand’s global artistic ambassador, whose clients include Kate Hudson, trumpeted the benefits of this frizz savior. Pureology’s Antifade Complex formula of vitamin E and sunflower seed oil maintains the vibrancy of color-treated hair and provides essential conditioning benefits, including up to 72 hours of hydration and shine, 10 times more moisture and double the shine. What’s more, the formula—infused with vitamin B5 and camellia seed oil—has a velvety-smooth, clear texture that protects against heat up to 450°F.

Another brand banishing frizz with the power of oil is Aveda. Its Miraculous Hair Oil concentrate instantly delivers 195% more shine, two times smoother strands, and all-day frizz protection, per the brand. The brand’s pure-fume aroma calms with 25 plant and flower essences including lavender, ylang-ylang and petitgrain.

Aveda’s exclusive Camelina oil ferment, rich in omega 3, 6 and 9, reinforces hair’s internal structure while enhancing softness. Tsubaki oil, sustainably sourced in part from Jeju Island and traditionally used in East Asia, promotes luster, manageability and a radiant, healthy look, per the brand. Daikon seed oil controls frizz and enhances radiance. The oil is responsibly harvested from over 50 regenerative farms in Oregon to smooth the cuticle and reflect light for long-lasting polish. This sustainability component extends to its packaging. The Leaping Bunny-approved oil is housed in a 100% post-consumer recycled PET bottle.

Another hair oil that keeps frizz at bay while serving as a heat protectant is Amika’s Superfruit Star Lightweight Hair Styling Oil. The oil can be applied prior to heat styling to protect tresses and post-styling to add smoothness and shine while taming frizz. Plus, it’s clinically proven to produce seven times stronger, two-times smoother and 86% less breakage after one use, per the brand. Sea buckthorn berry is the key ingredient ideal for fine to thick hair types 1-3c. Containing vitamins C and A, fatty acid omega 7 and antioxidants, it grows at high altitudes in the northwest Himalayan region enduring harsh environmental conditions and fortifying itself against the elements. Dubbed a “strand champion” creating a protective barrier around the cuticle to shield hair from breakage, heat damage and frizz for silky-smooth results, the Superfruit Star Lightweight Hair Styling Oil can be used dually, as a prep before heat styling or post heat styling on dry hair. The product shields hair from heat styling and blow drying up to 450℉.

AI IN HAIR COLOR

The hair category continues to innovate by way of technology, with artificial intelligence (AI) being deployed in customer-facing operations.

This past fall, Madison Reed launched a suite of AI tools. A self-professed steward in leveraging technology since its launch 12 years ago, the company rolled out agentic AI tools to elevate customers’ end-to-end journey with the brand and streamline its brick-and-mortar operations.

“From precise color matching to faster service and a more seamless user experience, they are integrating advanced technology into one of the most high-touch, emotionally resonant consumer categories,” said Jon Callaghan, co-founder, True Ventures. “In doing so, Madison Reed continues to elevate the hair color journey while driving meaningful business outcomes and setting new standards for personalization and efficiency.”

In 2016 Madison Reed first launched AI by offering guests a personalized and digital color match quiz, which has since delivered more than 20 million virtual color matches. A virtual reality hair color try-on experience ensued; technologies, officials said, were pivotal in disrupting the industry with hair color as a direct-to-consumer business.

Most recently, Madison Reed partnered with Sierra to build an AI agent that delivers three distinct capabilities via its chat function, Madi. These include enhanced product discovery; customer support and facilitation of subscription management; and online scheduling and cancelations across the company’s 97 Hair Color Bars. Following successful product and experience testing, Madi is now handling up to 100% of the brand’s web traffic, improving Madison Reed’s lifetime customer support value while increasing efficiency, per brand officials. With round-the-clock chat availability, Madison Reed is seeing a 30-time increase in chat interaction with a two-time increase in guests’ likelihood to book an appointment, while subscription cancelations are cut in half for customers working with Madi.

Another brand elevating the hair color journey is Moroccanoil. The brand’s Color Rhapsody 10 Permanent Cream Color, introduced this past spring, delivers up to 100% grey coverage and multi-dimensional, radiant color in 10 minutes—purportedly three times faster than traditional permanent color treatments. 

Powered by the brand’s ColorKinetic Booster Technology, the formula accelerates the color process while helping to protect the hair. The technology works by binding to the dyes to enhance absorption and delivery, while also binding to the ProArginine and ArganID to provide essential protection for the hair. 

ProArginine is a type of amino acid that is naturally found in hair fiber. In its original state, arginine is highly alkaline. When used at higher, active levels, it becomes a powerful alkalizing agent that supports the hair color chemistry. Next, it works to patch up weakened areas with necessary proteins to provide healthier-looking hair and long-lasting color. 

ArganID technology features positively charged micro-particles that are attracted to the negatively charged hair fiber, infusing the antioxidant and moisturizing powers of argan oil deep into the cortex, according to the brand. After 10-15 minutes, the proprietary formula shuts down the chemistry and neutralizes the dyes, preventing unwanted darkening.  Moroccanoil officials report that it provides more than nine weeks of “salon-vibrant” color; 82% increase in shine; scalp comfort in 90% of clients; and up to 2.8 times less damage. 

Vibrant color, shine, scalp care and damage control will remain high on consumers’ list of demands into 2026 and beyond. Haircare brands must keep NPD focused on improving results in these key areas.