The beauty industry is witnessing a significant shift as consumers prioritize scalp care over traditional beauty routines. With the rise of head spas and high-end treatments, individuals are actively seeking ways to combat thinning hair and scalp irritation. Ritsuko Borges, founder of the Japanese head spa Masa.Kanai in Manhattan, notes that this trend emerged as part of the broader self, care movement in the U.S., which gained traction approximately five to six years ago.