83.5% of Women's Hair Concerns Are About 'Hair Surface' — Only ~14% Have 'Good' Scalp Scores, Faview Survey Finds

ViewBE Inc. (Headquarters: Chuo-ku, Tokyo; CEO and hair diagnostician: Haruna Suzuki) has published a research report on women's hair concerns based on self-reported data from female users of its women-focused health & beauty app "Faview" and chart diagnosis records by hair diagnosticians.

The report reveals a structural gap: while self-reported concerns are strongly biased toward "hair surface texture" such as frizziness and waviness, chart diagnoses by hair specialists show that only about 14% of women have "good" scalp scores. This indicates that for many women the scalp—the real foundation of care—is not being visualized as a target of concern.

[Survey Overview]

*Self-reported data are user inputs from Faview; scalp scores are aggregated from hair diagnostician chart records (internal survey). Sample counts and percentages are reference values based on the aggregation period and extraction conditions.*

1. Self-reported concerns focus on the "hair surface" — "frizz/waviness" ranks first in all age groups

Analysis of self-reported data by age group found that "frizzy hair/waviness/volume" was the top concern among women in their 20s, 30s, and 40s. Concerns about the hair's surface texture and shape—such as "frizz/waviness," "fine/thinning hair," and "gray hair"—accounted for approximately 83.5% of all reported issues. By contrast, only about 9.4% of women listed the scalp itself—the foundation of care—as a concern.

- Top concern for people in their 20s: frizz/waviness/volume

- Top concern for people in their 30s: frizz/waviness/volume

- Top concern for people in their 40s: frizz/waviness/volume

*Detailed cross-tabulations by age (including second place and below) are available in the free B2B report.*

2. Chart diagnoses reveal the "scalp as a foundation" — only about 14% have "good" scalp scores

To examine actual scalp conditions relative to these "surface concerns," Faview applied its proprietary scoring based on hair diagnosticians' chart records, grading scalp color on a five-point scale (5 = blue/healthy, 3 = yellow/oxidized tendency, 1 = reddish tendency).

Among women who received chart diagnoses (approximately 830 valid cases), only about 14.4% had scalp scores classified as "good" (4 or above), while about 85.6% fell into the oxidized or reddish-tendency side (scores 3 or below). Only about 4.0% reached the highest rating (score 5 = blue/healthy). Even when focusing only on women who reported surface-related hair concerns, roughly 89.1% had scalp scores of 3 or lower, confirming that the scalp itself is a "care blind spot" for many women.

*This score is Faview's own index for visualizing scalp condition and does not represent a medical diagnosis of specific diseases (internal research).*

3. Comment from CEO and hair diagnostician Haruna Suzuki

"When reviewing actual scalp charts, we frequently see cases where people in their 20s who are troubled by 'waviness' have overused oils to treat the hair surface, resulting in an unbalanced scalp environment. Many tend to focus on the 'hair surface' and thus fail to notice the scalp as the underlying foundation that is not visible to the naked eye.

In interviews with those with poor scalp scores, we also observed tendencies to cite disrupted sleep or stress in their lifestyles. Hair and scalp truly reflect lifestyle. That is why making the invisible scalp 'visible' to raise awareness is the first step toward appropriate care."

4. Growing personalized market and the "inner × outer" proposals manufacturers need

Personalization demand is expanding from skincare into haircare. The global haircare market is expected to grow at a CAGR of about 8% toward 2030, with personalized care and scalp/hair wellness seen as high-growth segments. While the market expands, companies face common challenges: inability to propose tailored offerings that increase LTV, rising customer acquisition costs (CPA), and lack of primary hair data from customers.

*The haircare market growth rate is a reference based on Grand View Research's "Hair Care Market Size & Outlook" (2023–2030, CAGR about 7.9%).*

Because customers themselves may not recognize their scalp condition or the mismatch in their focus of concerns, product development and promotions based only on conventional web surveys (self-reporting) may fail to deliver truly necessary care and can lead to brand switching.

By integrating Faview's "image assessment × expert data" into e-commerce sites and in-store environments, companies can visualize latent issues customers themselves may not notice and develop higher-priced, higher-repeat LTV proposals and product development that go beyond outer care like shampoo to encompass inner care such as sleep and supplements. What future beauty and healthcare require is education-driven marketing that gives customers new awareness.

[Contact — For planners and marketing representatives]

Faview offers detailed age-specific insights from this data, customer analysis tailored to your brand's target group, and discussions about API integration. If you are a planner or marketing representative interested in the "gap between survey results and actual customer issues," please feel free to contact us.

[Free] Download the B2B report

'Faview Customer Insight Report 2026' (URL: https://forms.gle/8BsW7uxA4N7Y4kGE8)

[Limited to first 5 companies] Free data discussion and API integration consultation

We offer consultations on data analysis tailored to your brand's target audience and PoC (proof of concept) consultations for API integration. Please indicate your interest via the checkbox in the form above.

Company profile

Company name: ViewBE Inc. / CEO: Haruna Suzuki (hair diagnostician)

Location: Chuo-ku, Tokyo / Business: Development and operation of the women-focused health & beauty app "Faview"

Corporate site: https://viewbe.jp/

ViewBE provides the women-focused AI hair-check service "Faview," offering lifestyle proposals based on hair and scalp condition. We are pursuing partnerships with cosmetics and food manufacturers in the beauty and health fields to create new value using data.

[Survey notes]

Survey body: ViewBE (internal research) / Self-reported data: Faview users' own inputs (female) / Scalp scores: hair diagnosticians' chart diagnosis records (female / approximately 830 valid cases). The scalp score is Faview's proprietary indicator and does not represent a medical diagnosis for specific diseases.