By Hannah Muehlberger

There’s something that’s been on our mind, or perhaps on our scalp. Call it Skinification…call it Skinfluence…but don’t call it a “trend,” because customized, multi-step skincare routines – and now, scalp-care routines – have become a hardwired part of Gen Z and Millennial self-care.

Did you know… There are more than 824K searches for the word “scalp” on Instagram alone. That’s because advanced, holistic regimens that focus on treating the root of the problem are now a popular and integral tool in beauty and hair care.

Self-Care Has Changed…
Joico’s brand-new Scalp Vitality Collection embraces the wellness movement. For Joico, the company that has been redefining healthy hair for over 50 years, introducing Scalp Vitality, an integrated “barrier-care routine,” is a natural progression in creating beautifully healthy, shiny, and manageable hair. “I frame scalp care as the “facial for your follicles,” says Joico Brand Storyteller and Blonde Specialist, Olivia Thompson. “It’s not just self-care; it’s smart haircare.”

Similar to the skin on your face, the skin on your scalp needs to be exfoliated once in a while too! Exfoliating your scalp helps to remove build up of products, oils and dead skin, making your scalp feel less congested, and your hair feel more lightweight. First, Joico’s Scalp Vitality Refreshing Shampoo gently – yet thoroughly – cleanses hair and scalp with a rich lather and a cool, refreshing sensation. This shampoo leaves hair with a healthy look and feel, with a bit more volume for an extra pep in your step! Itching for a solution to dry, tight scalp? Like skincare that does double-duty, Joico’s Scalp Vitality Exfoliating Foaming Scrub is a dual-action exfoliant that turns into a luscious foam to gently exfoliate your scalp while leaving hair beautifully clean. Effectively removes excess oil, sebum, product buildup, and loose flakes, leaving your scalp refreshed and clean. Rinses away impurities while soothing and maintaining a healthy feel. Plus, it’s color-safe, making it perfect for all hair types.

The Scalp Vitality Replenishing Essence is a microbiome-friendly formula goes right to the roots to hydrate and nourish the scalp leaving your scalp feeling calm, replenished, and blissfully comfortable. It hydrates, nourishes, and rebalances dry scalp, reducing itchiness while leaving it calm and comfortable. It helps preserve the scalp’s microbiome balance, improving barrier integrity. Clinically and dermatologist-tested for optimal care.

Buy your new Scalp Vitality products designed to tag-team with any haircare ritual at Ulta or Amazon!