By and  on December 4, 2017

The lather-rinse-repeat era has officially come to a close.

These days, consumers are treating hair more like skin, and incorporating scalp scrubs, serums and masks into their regimens. Like many beauty trends, the shift underscores the modern customer’s penchant for wellness. And hair-care brands are rushing to introduce products to take advantage of the trend — and boost a category where growth has stalled.

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