Is Scalp Care the New Big Beauty Trend? NYT: Science By:Gina Cherelus 20 November 2025 at 05:00 Consumers are increasingly fixating on their scalps, turning to head spas, pricey treatments and products to combat thin hair and irritation. © Winnie Au for The New York TimesThe focus on scalps “took time until people were finally interested in it, maybe five or six years ago, when American people started the self-care trend,” said Ritsuko Borges, the founder of the Japanese head spa Masa.Kanai in Manhattan.
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