#Japan #Tokyo #Hair Care #Vitamin C #Niacinamide

Understanding the Gap in Hair and Skin Care

Introduction

As spring arrives, many women start to reconsider their skincare routines, focusing on effective ingredients to combat the increasing ultraviolet (UV) rays and dryness. However, despite the skin and scalp being connected, consumer awareness around hair care ingredients significantly lags behind that of skincare. This article discusses the findings of a recent survey conducted by Magic Number Co., which highlights the dramatic difference in ingredient awareness between the skincare and haircare sectors.

The Study and Its Findings

Magic Number Co., based in Minato, Tokyo, recently undertook a study on the gaps in ingredient awareness between skincare and haircare products. Targeting women aged 20 to 40 and active hairstylists, the research aimed to uncover consumer attitudes about ingredients used in hair and skincare. The study took place between February 10-12, 2026, and surveyed over 1,000 participants, including 702 women and 303 hairstylists.

The results revealed that 60% of women actively consider ingredients when purchasing skincare products, with a notable focus on vitamin C for its antioxidant properties. Conversely, less than half of the respondents reported that they choose haircare products based on ingredients. This significant 15% gap indicates a much lower level of ingredient-focused purchasing behavior in haircare than in skincare.

Dominance of Vitamin C in Skincare

Among skincare enthusiasts, vitamin C emerged as the most popular ingredient, with 46.6% of participants using or wanting to use it for various skin benefits, particularly UV protection and antioxidant effects. Other notable ingredients included hyaluronic acid and retinol, which also received considerable attention from consumers seeking more than just moisturizing benefits. This trend suggests that consumers are increasingly empowered in their skincare choices, often correlating ingredient efficacy directly with desired outcomes.

The Misunderstanding in Haircare

In stark contrast, when asked about effective ingredients for hair products, only around 10% recognized the benefits of vitamin C and niacinamide. The majority of respondents felt hindered by a lack of understanding regarding which ingredients are beneficial for hair and scalp health. Up to 35.6% cited not knowing effective ingredients as the primary barrier to making informed choices in haircare.

Many consumers seem to gravitate towards brands based on fragrance or user experience rather than the efficacy of the ingredients. This highlights a serious gap in knowledge and understanding about haircare, where consumers still struggle with ingredient recognition.

Expert Insights from Professional Hairstylists

Interestingly, hairstylists possess a vastly different perspective. Over 90% of hairstylists acknowledged the efficacy of vitamin C and niacinamide for hair and scalp health. When prompted about the benefits, the most common responses were related to enhancing scalp barrier functions and reducing UV damage. This discrepancy showcases a 9-fold difference between general consumer awareness and professional understanding.

Hairstylists witness daily the damaging effects of heat styling, harsh chemicals, and UV exposure, further underpinning the need for effective haircare solutions. They advocate for choosing products based on ingredients—urging consumers to consider the quality of components as part of their purchasing decision. As heat damage became a widespread concern noted by 61.7% of respondents, the need for ingredient-based solutions comes to the fore in the conversation about hair health.

Moving Towards a New Standard in Haircare

The findings of this survey suggest that it is crucial for consumers to educate themselves about the ingredients in hair products. The staggering gap reveals potential opportunities for brands like Magic Number’s