Batiste London to open scalp health-focused UK pop-up

By Alessandro Carrara | Published: 27-Mar-2025
Hair Care

The Church & Dwight-owned hair care brand’s London pop-up follows its break into the scalp care market in January with its Sensitive Scalp Gentle Dry Shampoo range

Batiste will host a new London, UK, pop-up this April focused on scalp health. 

The space opens to the public on 2 April 2025 for one day between 9am to 3pm, and is designed to promote the dry shampoo brand’s new Sensitive Scalp range. 

Attendees will have the opportunity to have their hair styled by Batiste’s on-site stylists and to sample other products in its range. 

The hair care brand has also created several “interactive and engaging” experiences for guests to learn about the benefits of Batiste. 

Educating consumers on scalp health is also a key component of the pop-up, Rossana Doldi, Marketing Director at Church & Dwight, told Cosmetics Business.

“On-site stylists will share product knowledge on the new Batiste Sensitive Scalp range,” said Doldi.

“Guests will immerse themselves in the ‘sensitive scalp zone’, which features interactive displays highlighting product ingredients and product education.” 

Batiste has been exploring this space due to the rising trend of 'skinification' in scalp care. 

Batiste claimed that consumers have become more conscious of products and ingredients they apply to their scalps to support overall hair health. 

“With this increased awareness, people are looking for products with key ingredients that offer the same effectiveness traditionally reserved for the skin care market,” Doldi added. 

“Dermatologically-tested and specially formulated for sensitive scalps, Batiste Sensitive Scalp Fragrance Free and Lightly Scented offers a gentle yet effective solution for maintaining fresh, clean-feeling hair every day.”

Celebrity hair stylist Carl Bembridge, who has partnered with Batiste as their professional partner, will be in attendance during the event. 

Batiste broke into the scalp care market with its Sensitive Scalp Gentle Dry Shampoo range in January 2025.

The lightweight products are formulated and dermatologically-tested for those with sensitive scalps.

Lightly Scented is also infused with aloe vera to further soothe sensitised skin.

Creating a range to promote scalp health was a natural move for the Church & Dwight-owned hair care brand.

Some 22% of UK consumers avoid dry shampoo due to concerns about potential scalp irritation or damage, it reported.

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