Head & Shoulders Launches BARE Itchy Scalp Relief Serum to Prevent Recurring Itch and Flakes Between Washes

Breakthrough scalp serum with only 9 ingredients delivers instant itch relief and maintains anti-dandruff protection on non-wash days

CINCINNATI--(BUSINESS WIRE)--Head & Shoulders, the world's #1 anti-dandruff shampoo, introduces Head & Shoulders BARE Itchy Scalp Relief Serum, a breakthrough scalp care solution designed to extend dandruff protection and itch relief beyond traditional wash days.

Today's hair care routines are anything but predictable. With endless product options and a wide variety of washing habits and routines, consumers often switch between shampoos or skip washing for days – giving dandruff-causing microbes the opportunity to return. Head & Shoulders BARE Itchy Scalp Relief Serum fills this critical gap, providing clinically proven dandruff protection and immediate itch relief between washes. In fact, 90% of consumers surveyed reported that their scalp was instantly soothed after using the product.*

For those prone to dandruff, consistent treatment with active anti-dandruff ingredients is essential. Without it, uncomfortable symptoms like itch, dryness, and flakes quickly resurface. Current anti-dandruff shampoos are highly effective when used regularly, but non-wash days can leave the scalp vulnerable.

"Many consumers experience dandruff flare-ups on days they don't wash their hair," says Eliscia Turner, North America Hair Care Brand Director. "BARE Itchy Scalp Relief Serum is specifically formulated to maintain effective dandruff protection and provide instant itch relief during those critical in-between days."

DUAL-ACTION FORMULA WITH ONLY 9 INGREDIENTS

Head & Shoulders BARE Itchy Scalp Relief Serum combines two powerful benefits in one lightweight, minimalist formula:

• Instant Itch Relief: Formulated with mint essential oil, the serum provides a cooling sensation for immediate itch relief, a common dandruff symptom. Daily use helps soothe the scalp and prevent itch from returning.

• Non-Wash Day Dandruff Protection: Deposits Zinc Pyrithione (ZPT), the clinically proven active ingredient, directly to the scalp to fight dandruff-causing microbes. Regular use between wash days helps maintain effective dandruff protection.

"The BARE Itchy Scalp Relief Serum was born from a real consumer insight: people are washing less frequently, and their scalps need protection on non-wash days,” says John Scarchilli, Director of Scientific Communications for Head & Shoulders. “The product combines mint essential oil and clinically proven zinc Pyrithione to soothe itch symptoms and help fight dandruff. Importantly, it’s delivered in a lightweight, non-greasy formula so it can be used anytime, anywhere.”

Head & Shoulders BARE Itchy Scalp Relief Serum works quickly without leaving greasy or oily residue, ensuring it won't interfere with hairstyles. The scalp feels cool and protected throughout the day. It is also dermatologically tested and clinically proven.

Head & Shoulders BARE Itchy Scalp Relief Serum launches nationwide January 2026 at major retailers nationwide. For more information, visit www.headandshoulders.com or follow along on Head & Shoulders’ Instagram (@headandshoulders) and TikTok (@headandshoulders).

*Percentage of consumers surveyed about the BARE Itchy Scalp Serum in a study over 2 weeks
**Based on total awards from US Beauty, Grooming, and Lifestyle publications/websites in the Nielsen scalp-care segment between 2017–2026

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, the number 1 most-awarded scalp-care brand*, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

About Head & Shoulders, The #1 Most Awarded Scalp Care Brand**

With over 60 years of trailblazing innovation on scalp care, Head & Shoulders has established itself as the leader in dandruff protection and is the world’s #1 anti-dandruff shampoo, used by 1.3 billion people across 140 countries. Head & Shoulders provides a broad range of cosmetic benefits and offers custom solutions for different hair types and scalp concerns.