Modesta Cassinello at Infarma 2026: hair care trends

At Infarma 2026, we want to put forward an idea that is essential for us: the future of hair care is not just about treating the hair fiber, but about better understanding the scalp, formulating with more discernment, and communicating with more honesty.

This year, we also come with a concept that perfectly summarizes our way of understanding this evolution: Scalpology. A vision of hair care that focuses on the scalp as the foundation for healthy, beautiful, and higher-quality hair.

Consumer expectations are higher than ever today. They are no longer just looking for a pleasant product or an attractive promise. They are looking for efficacy, sensoriality, trust, and coherence. They want results, but they also want to understand what they are buying, how it fits into their routine, and what they can truly expect from it.

In parallel, the conversation around hair care is changing. The scalp is gaining prominence, skinification is consolidating, multifunctionality is valued more than accumulation, and sustainability is no longer an extra but an expected standard. At the same time, we are also witnessing greater scrutiny of claims, which forces brands to raise the level of rigor and clarity.

We spoke with Modesta Cassinello, Doctor of Pharmacy and founder of the brand, about the trends that are redefining hair care in 2026 and what they mean, in practice, for brands, formulators, pharmacists, and consumers.

If you had to summarize how hair care is changing in 2026 into one idea, what would it be?

I believe the big change is that hair care is no longer understood solely as "repair" but is increasingly seen as continuous, preventive care, and increasingly connected to well-being.

For years, much of the conversation has focused on correcting visible damage: dryness, frizz, lack of shine, or breakage. But today, consumers are beginning to understand that hair quality does not depend only on what is seen in the fiber, but also on the environment from which it originates. And that's where the scalp plays a central role.

For me, 2026 consolidates a very clear transition: we are moving from a more isolated vision to a more global, more constant, and more informed vision of hair care.

There's a lot of talk about "scalp care" or putting the scalp at the center. Is it really a solid trend?

Yes, undoubtedly. And I also believe it's not a passing fad, but a fundamental shift.
For a long time, we've learned to observe hair: if it's dry, dull, frizzy, fine, or damaged. But now it's time to learn to observe the scalp as well, because it's the foundation upon which higher-quality hair grows.

We are increasingly seeing interest in concepts like skin barrier balance, scalp comfort, well-designed cleansing, and routines that support growth. And I think that's very positive, because it introduces a more rigorous and realistic perspective.

At Modesta Cassinello, this way of understanding hair care has been part of our vision for years, and today we bring it together under a very clear concept: Scalpology. It's our way of reminding ourselves that the scalp is skin, that it deserves specific attention, and that properly caring for the foundation also changes the way we understand hair beauty.

How does this change the way a hair care routine is built?

It changes it a lot. In fact, more and more consumers are building their hair care routine in a very similar way to how they build a facial skincare routine.

They start asking themselves what their scalp really needs, what type of cleansing suits them, how often they should wash, what product helps them without irritating, weighing down, or causing buildup.

This change in mindset is very important because it forces brands to do two things better: formulate better and educate better.

It's no longer enough to just send general messages. You have to help people understand when to use a product, who it's for, and what to expect from it. Education, done well, stops being an extra and becomes part of the brand's value.

In parallel, there's a lot of talk about hair "skinification." How do you interpret it?

Skinification, when properly understood, seems positive to me. But it needs to be nuanced.

It doesn't mean simply copying the language of facial care and applying it to hair. It means applying a more precise, more dermatological, and more respectful approach to hair care. That is, better understanding the scalp's skin, its barrier, its balance, its tolerance, and its relationship with hair quality.

The risk is turning skinification into pure language or a marketing aesthetic. For me, it only has value if it's accompanied by formulating discernment and clear communication.

It's not about being sophisticated for sophistication's sake, but about adding more meaning.

Would you say today's consumer is more demanding?

Yes, and I think rightly so.

Today, a product is expected to work, to be pleasant to use, to fit into real life, and to be easy to understand and trust. An attractive promise is no longer enough if the experience doesn't follow through.

The current consumer wants results, but also clarity. They want to know what they are buying, why that product can help them, and where it fits within their routine.

Therefore, efficacy is non-negotiable, but clarity is not either. In fact, I believe that clarity is already part of the product experience itself.

You've strongly emphasized the need for clearer communication. Why is it so important now?

Because we are entering a stage where there is less room for gray areas.

In hair care, as in cosmetics in general, consumers are more informed and also more attentive. This forces brands to communicate more rigorously, more understandably, and more in line with what the formula can genuinely deliver.

I always say that promising less and explaining better builds more long-term trust. And trust, especially when we talk about pharmacy, professional recommendation, and continuous care, is one of the most important assets a brand can have.

Clear and well-founded messages are becoming part of the product experience, not just the marketing.

Another major trend is multifunctionality. What does it really mean in hair care? It means simplifying without compromising on results.

We live in a curious time: routines can get very long, but consumer patience is dwindling. Therefore, there is a growing demand for formulas that do more than one thing well, without causing irritation, heaviness, or buildup.

This is especially important for hair, because the fiber accumulates everything we put on it. And more is not always better. Often the opposite happens: too many steps, too many layers, or too many poorly chosen products end up worsening the feel and the result.

For me, the future is not about complicating the routine, but about making it smarter: fewer steps, less complexity, and more real efficacy.

Do you think consumers are starting to reject overly complex routines?

Yes, clearly.

People want to take care of themselves, but they also want practicality. They want to know what's worth keeping and what isn't. And that forces brands to be more honest when designing their portfolio and recommending routines.

Not everyone needs many products. What almost everyone does need is a well-thought-out, coherent, and sustainable routine. Sometimes the true luxury is not doing more, but doing better.

Let's talk about sustainability. What role do you see it playing in 2026?

Sustainability is no longer perceived as an added value; it is perceived as an expected standard. But that doesn't mean adoption is a given.

Concentrates, waterless formats, and solids are generating increasing interest, but the reality is that habit change is not always immediate. Often, perceptions of value, custom, or usage methods slow down that adoption.

Therefore, in sustainability, innovation alone is not enough. It needs to be accompanied by education. If you ask someone to change a gesture, a texture, a frequency of use, or a perception of value, you have to explain it very well.

The key is not just to develop more responsible alternatives, but to make the "why" and "how" easy.

What are the implications of all this for brands and formulators?

It has a very clear implication: standards must be raised.

Brands need meaningful formulas, better-supported messages, and a more coherent proposition. And those of us who formulate must think not only about the active ingredient or the trend of the moment, but about real use, tolerance, sensoriality, frequency, and compatibility with other products within the same routine.

Formulating well is not just about adding interesting things. It's about knowing what to put in, what not to put in, and why. And also knowing when to simplify.

I believe that in 2026, the way of formulating will be much more valued: products that are understood, that have internal logic, and that respond to a real need.

From a pharmacy perspective, what opportunity does this scenario open up?

A huge opportunity.

When consumers seek more clarity, discernment, and trust, the pharmacy has a privileged role. Because it can provide support, context, and recommendations from a professional perspective.

But to take advantage of this opportunity, something important is needed: learning to talk about the scalp, not just hair. For years, we have been very focused on the hair fiber, and now we need to better incorporate concepts such as skin barrier, comfort, balance, appropriate hygiene, and well-designed basic routines.

I believe there is a very interesting area of growth for pharmaceutical recommendations: offering a more complete, more useful, and more personalized vision of hair care.

What would you say to consumers who, in 2026, expect more from their hair products?

I would tell them it's okay to expect more.

It's okay to ask for better results. It's okay to ask for clearer messages. It's okay to want formulas that fit your real life and not just an advertising promise.

But I would also tell them something important: the best hair care is usually not built from anxiety or excess, but from consistency, discernment, and a better understanding of the foundation.

Hair doesn't start with the fiber. It starts with the scalp, with the balance of the follicular environment, with the quality of the routine, and with the consistency with which we care for that foundation over time.

Modesta Cassinello's vision for 2026

If hair care in 2026 were to be summarized in a few words, they would be these: more discernment, more honesty, and more attention to the foundation.

The conversation is moving towards scalp-centric benefits, more multifunctional formulas, clearer messages, and sustainability that must be understandable as well as desirable. In parallel, consumers expect more: better results, less noise, more transparency, and products that feel aligned with how they live today.

At Modesta Cassinello, we believe that future is not about promising more, but about doing things better: understanding the scalp, formulating with purpose, educating with honesty, and supporting consumers with solutions that truly work.

This is also the spirit with which we arrive at Infarma 2026 under the concept of Scalpology: an invitation to look at hair care from the foundation, with more discernment, more knowledge, and a more complete vision of scalp and hair well-being.

Because caring for hair is no longer just about repairing what's visible. It's about better understanding the foundation upon which everything begins.