“Peptides are small molecules that serve as building blocks for proteins in our bodies,” explains Ellen Marmur, MD, a board-certified dermatologist in New York City and the founder of MMSkincare. The purpose of adding them to your hair routine, she says, is to “enrich the scalp and build a robust environment for strong follicles.” Peptides can also reduce inflammation caused by excess hormones and/or irritation that may lead to hair loss.
The desire for these benefits is reflected in what you and your friends are searching online. Addison Cain, an insights and marketing lead for trend-forecasting company Spate, points out that there are 9,200 average monthly searches for the word “hair” alongside “peptides” on Google. There are 64,500 weekly views for peptide-related #hairgrowth posts on TikTok, she continues, which indicates that consumers are seeking products infused with this ingredient to address hair loss (more on this later).
Good news: As Allure editors preview what’s to come next year, they’re observing more peptide-spiked scalp serums that promote scalp health and density-boosting shampoos and stylers. Can’t wait? Try The Ordinary Multi-Peptide Treatment for Hair Density, a serum that combines peptides with caffeine and zinc “to strengthen hair at the roots, exfoliate the scalp, and improve circulation,” Margarita Lolis, MD, a board-certified dermatologist, previously told Allure. We also recommend trying the K18 Peptide Prep Shampoo, which contains a chain of peptides that helps strengthen hair as you cleanse.
Consumers are seeking mirror-shiny hair more than ever.
Let’s first acknowledge the (slick, shiny) elephant in the room: Glossy hair is not a new trend. But that doesn’t mean the pursuit of it has waned. According to Cain, Spate’s data indicates a 13.2% rise, year-over-year, in searches for hair glosses on Google. She adds that TikTok posts about glossy-hair routines and reviews receive over 419,000 weekly views on average, with a 169.7% increase year-over-year in searches, as of mid-November.
Michelle Hong, a colorist in New York City, says she now sees clients who come in for weekly glazes to keep their hair as shiny as possible. New York City hairstylist and groomer Michael Dueñas says the most consistent goal he hears from clients is very shiny hair. But getting shiny hair doesn’t necessarily mean a trip to the salon; there are a plethora of at-home products that deliver smooth, glossy results in your in-shower and styling routines—with more to come in 2025.
