New data reveals a 28% spike this quarter as humidity drops disrupt the scalp’s microbiome
Searches for “dandruff” have surged to 4.6 million in the past month, according to new analysis from beauty and wellness booking platform Fresha, marking the highest winter spike in five years.
But despite what most people assume, it’s not a “bad shampoo” causing the seasonal flare-up; it’s the sudden drop in humidity and the knock-on effect it has on the scalp’s microbiome.
Why Dandruff Spikes in Winter: Expert Explanation
Danielle Louise, Hairstylist & Salon Owner on Fresha, explains:
“The scalp is its own ecosystem. When winter hits, humidity levels drop sharply and central heating starts blasting. That combination strips moisture from the scalp, disrupting the microbiome — the balance of good bacteria and yeast that keeps the scalp healthy.
When that balance shifts, dandruff flares almost overnight. It’s not dirty hair, it’s not your shampoo, and it’s not a sign you’re doing anything wrong. It’s biology reacting to the weather.”
Danielle Louise, Hairstylist & Salon Owner on Fresha adds:
“Most people treat dandruff as a ‘snowy scalp’ problem, but winter triggers both dry scalp flakes and oily, yellowish dandruff. Understanding which one you have is the key to calming it down quickly.”
The Real Culprits Behind Winter Dandruff
Sudden humidity drops
Cold outdoor air + heated indoor air = the scalp loses water faster than it can replace it.
Changes to the scalp microbiome
Yeast on the scalp (Malassezia) multiplies when the microbiome is disrupted, causing inflammation and flaking.
Hot showers
Heat swells the cuticle and strips natural oils, making flakes worse.
Overwashing
Trying to “scrub away” dandruff actually triggers more irritation.
Heavy winter hats
Traps sweat and oils, creating the perfect environment for microbial imbalance.
How to Tell Which Type of Flaking You Have
Dry Scalp Flakes:
– Small, white, dusty flakes
– Tight, itchy scalp
– Gets worse straight after washing
True Dandruff (Malassezia-related):
– Larger yellowish flakes
– Greasy or inflamed scalp
– Gets worse a few days after washing
Danielle Louise, Hairstylist & Salon Owner on Fresha notes:
“I see a lot of clients misdiagnose themselves. Dry scalp needs moisture; dandruff needs active ingredients. Mixing these up makes the problem last longer.”
Danielle’s Winter Dandruff Fixes
For dry scalp:
- Switch to a hydrating shampoo containing ceramides or aloe
- Add a weekly scalp oil treatment
- Avoid washing daily
- Turn the shower temperature down by two notches
For true dandruff:
- Use a shampoo containing salicylic acid, zinc pyrithione or ketoconazole
- Don’t layer on thick conditioners at the roots
- Avoid scratching, as it spreads irritation
- Clean hats and brushes more often
The Warning Signs You Need a Professional
Danielle recommends seeing a stylist or trichologist if you notice:
- Red patches or soreness
- Sudden hair shedding with the flakes
- Dandruff that persists after 2–3 weeks of active treatment
- A burning or stinging scalp
“A quick scalp analysis in-salon often solves what someone has been guessing at for months,” Danielle says.
With dandruff searches climbing year-on-year, the Fresha team expects winter scalp issues to remain one of the biggest beauty concerns heading into 2026.
“Scalp care is becoming the new skincare,” Danielle adds. “Clients want healthy hair from the root up, and winter is the season that exposes every imbalance.”
