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The Best of BoF 2024: Head to Health

In 2024, hair loss was the industry’s gain, as products targeting thinning and balding surged in sales. Consumers also began to focus more on their hair health starting at the scalp, leading to a proliferation of both scalp-focused products and education on how to use them.
Beauty brands like South Africa's Suki Suki Naturals use a network of multi-brand retailers across the African continent to supplement direct-to-consumer distribution channels.
2024 saw increased emphasis on scalp and hair health, as well as multi-step routines. (Suki Suki Naturals)

2024 may be remembered as the year that the “skinification” of hair went mainstream.

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