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Heat, Humidity, & Hair Chaos : What’s Behind the Summer Haircare Shift?

As India heats up, so do haircare routines. In this edition of #PulseFinds, Smytten Pulse uncovers how Indian women are rethinking their summer hair rituals and what brands can do to meet them at this moment of switch. We surveyed 1000+ women across age groups to identify the patterns, preferences, and priorities shaping their seasonal choices.


From scalp SPF to frizz-fighting frenzy, the data reveals real shifts and even bigger opportunities.


Summer Means Switching Gears


90% of women change their haircare routine in summer

🔍 PulseFind


Summer sparks a clear behavioral shift - 9 in 10 women actively modify their hair cair routines. The change is driven by rising temperatures, increased sweat, and more time outdoors.


What Brands Can Do


  • Treat summer as a strategic product switch opportunity and prime moment for routine resets.

  • Launch "Summer Switch Kits" that include lighter, season-friendly versions of popular products.

  • Reinforce the need for a seasonal update through social storytelling, reels, and influencer-led challenges (e.g., #MySummerSwitch).


Layering is the New Norm


88% of women use multiple haircare products in a single day

🔍 PulseFind


Women aren’t sticking to one product, they’re layering up. Leave-ins have become staples, especially when paired with traditional rinse-offs for an all-day routine.


What Brands Can Do


  • Build product ecosystems that support layering - pairable by concern (frizz + UV) or hair type.

  • Offer combo sets and discounts to encourage routine building.

  • Add clear "Layer Me With" labels to products to guide mix-and-match usage across your range.


Scalp SPF is on the Radar but Not for All


1 in 3 women skip or are unaware of scalp sun protection


🔍 PulseFind  


Despite growing awareness, 1 in 3 women either skip or are unaware of SPF for their scalp and hair. Younger women in particular are under-informed.


What Brands Can Do


  • Introduce SPF-focused solutions with on-pack education: where, how, and why to apply.

  • Partner with experts for sun-care awareness campaigns tied to scalp health.

  • Position SPF products as daily essentials, not just vacation accessories - “SPF for Skin & Scalp.”


Frizz is a Daily Summer Battle for Nearly Half


43% of women increase frizz-control product usage in summer

🔍 PulseFind  


Frizz is still a top enemy - nearly half of women ramp up their frizz-control usage as humidity spikes. The need is consistent and growing, especially in younger and metro audiences.


What Brands Can Do


  • Position your frizz-fighting range as daily defense, not damage control.

  • Create regional frizz playbooks (e.g., “Mumbai Monsoon Kit,” “Bangalore Breeze Bundle”) to tap hyper-local concerns.

  • Use frizz-proof icons and proof of performance claims to earn consumer trust: “Frizz-free for 12 hours even at 90% humidity.”


Ease is the New Essential


72% of consumers find current product choices too complex or incomplete

🔍 PulseFind  


From decoding ingredients to complex routines - consumers are fatigued. A combined 72% want simpler, smarter solutions: easier instructions, fewer steps, or products that multitask.


What Brands Can Do


  • Launch intuitive 2-in-1 or 3-in-1 products to reduce decision fatigue.

  • Create "Simplify Your Shelf" campaigns that teach consumers to declutter their routines.

  • Make instructions visual, icon-based, or app-integrated for clarity and ease of use.


Heat Damage Tops Summer Hair Worries


41% of women rank heat protection as their #1 concern

🔍 PulseFind


Heat is the enemy and consumers know it. Protecting hair from UV and styling damage is priority one this season, especially for younger demographics exposed to more sun and styling tools.


What Brands Can Do


  • Develop or repackage products with clear heat-protection claims and tech-backed validation (e.g., “Guards up to 230°C + UV”).

  • Educate on layering SPF with heat protectants as a summer combo.

  • Run campaigns around common lifestyle moments - “Before the Beach,” “Post Pool,” or “Prep for the Flat Iron.”


Final Takeaway: Summer is Your Season to Win Loyalty


This isn’t a niche trend, it’s a seasonal shift in mindset and behavior. Indian women are rethinking their entire haircare stack. If you're a brand in this space, summer is your golden window to innovate, simplify, and lead.


Want to See More of What India is Thinking?


Smytten Pulse to access real-time insights and decode what drives consumer decisions - season after season.



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