Glossy+ members stay ahead of the rapidly evolving fashion and beauty industries with access to exclusive content, like our quarterly research reports. In our newest edition, we surveyed more than 150 beauty and wellness insiders to discover which trends will transform the industry in the year ahead. Here’s a snippet of what we found. Glossy+ members can read the full report here.

While both tech and pursuit of health have overhauled the beauty industry, hair products have been a bit late to the game. But recently, investors are backing products that are innovating both in formulations and in how the products get in the hands — and on the heads — of consumers.

Specialty omnichannel beauty stores have helped drive the shift toward online beauty buying, but hair-care product sales have been slower to move online, said Clara Sieg, who is a partner at Revolution Ventures. “The category has traditionally been dominated by lower-end, mass-market brands sold through drugstores, or high-end brands sold through salon networks and stylist recommendations. Recognizing this market vacancy, Sephora and other key third-party distribution channels (who already scaled significant businesses in skin care and color) are beginning to realize that hair care can be a growth channel,” she said.

After facial skin care and cosmetics, the hair and scalp were the top areas in which Glossy survey respondents reported centering product innovation, beating out eyes, lips or nails.

Read the rest of the report here.