#Project - “Haircare 2026” - The evolution of hair care

Notes from the stage of the Foyer Health & Beauty Summit, in collaboration with Hair Rituel by Sisley

Context

Before speaking of actives, routines or technology, one must go back. There is no credible communication about hair that does not begin with the oldest question humanity has asked its mirror: what does this strand, at the crown, say about me?

The answer has shifted from century to century, from sacred to political, from aesthetic to economic, yet the question itself has never wavered. And it is precisely that permanence that makes hair one of the richest territories for anyone working, as I do, at the intersection of science, clinical practice and communication. To tell a haircare brand's story without telling the story of hair itself is to tell only half the truth.

Content: Five axes shaping haircare in 2026

1. Science

There is no credible communication without a biological foundation. Discussing anagen, catagen and telogen, keratin and disulphide bonds, is not an exercise in erudition, it is the ground beneath any cosmetic promise, without which the promise itself collapses.

2. Scalp-first

The scalp is skin. It should be self-evident, yet much of the industry still overlooks it. Microbiome, inflammation, immune response and sebum production belong to the same clinical framework we apply to the face, and the industry is, at last, beginning to treat it accordingly.

3. The skinification of hair

Niacinamide, acids, peptides: skincare actives have migrated into hair formulas, sometimes on solid scientific ground, sometimes as pure trend effect. Telling one from the other is, itself, an act of communication.

4. Minimalism versus maximalism

Between the hyper-routine that promises to control, predict, correct and optimise everything, and the minimalism born of fatigue with information overload and the pressure to get everything right, the 2026 consumer moves between two poles that speak more of mental wellbeing than of haircare.

5. Technology

Technology keeps advancing, red-light devices, next-generation dryers, yet biology holds its own limits. Evidence, consistency and lifestyle still outweigh any single device.

Outcome

This is where my own work takes shape. My role is not to choose between science and narrative, but to make the two speak the same language: the ability to scientifically validate a claim through scientific communication, education and scientific affairs, and, at the same time, to shape it into editorial content and social media strategy that moves people without ever betraying the clinical data. This was the invitation that Foyer, and Hair Rituel by Sisley, extended to me.

I closed the talk on this triad, which also sums up the essence of A Pele Comunica®. The future of hair care does not lie only in the next patented molecule. It lies in how well we can integrate every layer, scientific, cultural and commercial, and truly understand what is used, and by whom.

Science explains. Culture shapes. Communication amplifies.

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