Michiru, a Japanese scalp-care brand, is coming to Target. The Unilever hair-care brand is expanding to the U.S. amid a boom in the scalp-care industry. The name Michiru means “fullness” in Japanese, and the brand is said to be “for the minimalist who wants to start their [hair-loss] prevention journey.” Michiru currently offers eight products for sale, “including three shampoo-conditioner pairs for strengthening hair, adding volume and clarifying the scalp, plus a scalp tonic to nourish roots and an OTC minoxidil topical treatment for hair regrowth.” The idea behind young consumers’ recent obsession with the “skinification” of hair and “crown care” is going more mainstream, which is inspiring more brands to get into scalp-related products and according to NPD Group, “prestige hair-care sales grew by 23% in the third quarter of 2022, pushing the category to over $853 million.” (Glossy)
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