This is part of our 2025 Global Haircare Pulse article series:
For the last decade, the “Curly Girl Method” (CGM) had one golden rule: Ditch the Shampoo.
The philosophy was simple: Sulfates are bad, moisture is good, and you should “co-wash” (wash with conditioner) to get perfect ringlets. Millions of women threw away their shampoo bottles.
But in 2025, they are buying them back.
We analyzed the behavior of the internet’s most devoted hair community—r/curlyhair—and found a massive shift in priorities. The era of “Aesthetics First” is ending. The era of “Scalp First” has begun.
The “Shampoo” Rebellion
The most shocking data point in our 2025 report is the volume of “Shampoo” conversations.
Historically, in curly communities, Conditioner is the main character. But this year, the script flipped:
- Shampoo Mentions: 745 🥇
- Conditioner Mentions: 694 🥈
Why is a community that famously hates shampoo talking about it more than anything else?
The answer lies in the “Buildup Crisis.” Years of co-washing and heavy styling creams have clogged follicles, leading to a surge in demand for Clarifying Shampoos and “Detox” products. The “No Poo” experiment has failed for the mass market.
The Itch Factor: Scalp vs. Style
We compared the sentiment of “Scalp Issues” (Dandruff, Oily Scalp) versus “Aesthetic Issues” (Frizz, Split Ends).
While users talk more about Frizz (483 mentions), they feel much worse about their Scalp.
- Aesthetic Sentiment: -0.027 (Annoyed).
- Scalp Sentiment: -0.067 (Distressed).
The Insight: Users can tolerate frizzy hair. They cannot tolerate an itchy, flaky scalp. The pursuit of the “perfect curl” often came at the cost of scalp health (due to product overload), and now the pendulum is swinging back to hygiene.
The New Routine: “Skinification” Complete
The 2025 routine isn’t about “plopping” or complex styling techniques. It’s about biology.
The keywords rising in the curly community aren’t just “Hydration”—they are “Exfoliation,” ” pH Balance,” and “Microbiome.” The consumer isn’t looking for a stylist; they are looking for a dermatologist.
For Brands: If you are still marketing “Sulfate-Free” as your only benefit, you are behind. The new winner is the brand that offers a “Scalp Reset”—a product that promises to undo the damage of years of heavy product usage.
🪮 See the Full Haircare Pulse
This insight is just one strand of the story.
From the Rosemary Oil Debate to the Female Hair Loss Panic, we analyzed 5,700+ consumer conversations to map the entire 2025 Haircare landscape.
Don’t rely on 2025 trends. Get the fresh data.