Hairetic says new dandruff research complicates viral scalp-care advice

New 2026 research on the scalp microbiome and scalp lipids is pushing back on one-size-fits-all dandruff advice, according to British scalp-health brand Hairetic. The company says the findings matter as social media drives more interest in scalp training, oils, exfoliation and dry shampoo.

Why it matters: - New findings suggest dandruff and scalp care are more complex than viral beauty advice often makes them seem. - Hairetic says consumers may need different routines depending on whether the issue is dandruff, dryness, oiliness or another scalp condition. - The research lands as searches for “scalp care” are rising and social media is shaping more elaborate routines.

What happened: - Two 2026 studies examined the scalp microbiome and scalp lipids and added to scientific understanding of dandruff. - Research published in the International Journal of Cosmetic Science in July reported improvements in clinical signs of dandruff alongside changes in bacterial and fungal communities after use of a piroctone olamine shampoo. - Research published in the British Journal of Dermatology in September examined how microbial-targeted shampoo can affect scalp lipids. - Hairetic used the studies to assess five viral scalp-care assumptions, including scalp training, rosemary oil, dry shampoo, scalp exfoliation and aggressive cleansing.

The details: - Google Trends shows a 100% year-on-year increase in searches for “scalp care.” - Social media is pushing layered routines that include scalp training, hair oiling, dry shampoo, scalp serums and physical exfoliation. - Founder Andrew Rayner said the problem is not always the trend itself, but treating every scalp the same. - Hairetic says “scalp training” lacks evidence because sebaceous glands do not appear to be trainable in that way. - The brand says reducing wash frequency can be counterproductive for people with dandruff, seborrhoeic dermatitis or oily scalps. - The NHS says dandruff is not caused by poor hygiene, though flakes can become more noticeable when hair is not washed regularly. - Hairetic says flakes are often mistaken for dryness, which fuels interest in scalp oiling and rosemary oil. - The brand says dandruff and dry scalp are not the same thing. - Malassezia, a microorganism linked to dandruff and seborrhoeic dermatitis, is lipid-dependent. - Research on hair oils and seborrhoeic dermatitis has found laboratory evidence of Malassezia growth in the presence of several oils, but clinical trials directly studying hair oils and seborrhoeic dermatitis are lacking. - Hairetic uses rosemary leaf extract rather than rosemary oil in its formulations. - The company says dry shampoo refreshes hair and absorbs excess oil, but does not replace washing with shampoo and water. - The American Academy of Dermatology says dry shampoo absorbs oil rather than cleaning hair. - Boots UK reports searches for “scalp exfoliation” are up 27% year-on-year. - Hairetic says visible flakes can tempt people to use physical scrubs, but that approach may confuse the symptom with the cause. - The brand uses willow bark extract to help lift and remove dead surface skin instead of aggressive physical scrubbing. - The July piroctone olamine study reported improvements in itching, flaking and redness alongside scalp microbiome changes. - The September British Journal of Dermatology study examined the relationship between microbial-targeted dandruff treatment and scalp lipids.

Between the lines: - The key shift is away from treating dandruff as a simple hygiene problem and toward viewing the scalp as a living ecosystem with microorganisms, oils and a skin barrier. - Hairetic is positioning itself against blanket routines and in favor of more individualized scalp care. - The company is not telling consumers to abandon oils, serums, exfoliators or dry shampoo, but to match products to the actual scalp problem. - Rayner said viral advice can be useful for discovery, but social media is weaker on nuance.

What's next: - Hairetic expects more consumers to question whether a viral routine fits their own scalp condition. - The broader scalp-care conversation is likely to continue shifting as more research connects dandruff treatment with microbiome and lipid science. - The company says good scalp care starts with identifying the specific issue first, then choosing the routine around that problem.