It's Not Just Flakes: New Research Reveals How Dandruff Affects Australians' Confidence and Daily Life
Key Pharmaceuticals
Sydney | Thursday, 16 April 2026
Key Pharmaceuticals has unveiled Heads Up, Australia!, a national Australian survey examining the emotional and social toll of dandruff 1, highlighting how a common scalp condition can quietly impact confidence, relationships and day-to-day life.
While dandruff may be common - with around half the global population experiencing it at some point in their lives2 - its broader emotional impact is rarely talked about and often dismissed, which is why Heads Up, Australia! sets out to better understand what Australians are really experiencing.
Often dismissed as “just flakes”, the study found that the reality can feel deeply personal, with many Australians managing symptoms quietly - changing routines, second-guessing what they wear, and worrying about how they come across day to day.
The study shows suffering from dandruff can take a real toll - 87% say it negatively impacts their confidence and 74% worry it makes them look unhygienic 1. Even so, 57%1 avoid talking about it, suggesting an ongoing stigma around scalp health.
Dandruff Changes the Small, Everyday Decisions
For many Australians, dandruff shapes daily choices in ways others may never see. Around half (51%) avoid wearing black or dark clothing because of their dandruff 1, and more than a third (37%) have avoided going outside before because of their dandruff 1. It can take a deeper emotional toll too, with 78% saying dandruff negatively affects their mood 1.
Confidence and Closeness
Dandruff can also influence dating and intimacy in subtle but meaningful ways. Nearly two-thirds (63%) say it has affected their relationships 1, and 41% share that they’ve pulled back from physical closeness because of their symptoms 1.
The Workplace Impact
Dandruff can also affect how people show up at work. Three in four (76%) say it impacts their professional confidence, with many describing the quiet stress of self-monitoring, feeling distracted, or worrying about how they’re perceived in everyday moments1.
Encouragingly, many respondents reported that improvements in their symptoms were associated with greater confidence. Three in five reported higher self-esteem after their dandruff symptoms improved, and 62% noticed a positive shift in how they feel about their appearance1.
When Dandruff Improves, Confidence Follows
Among those experiencing moderate to severe dandruff symptoms, respondents were three times more likely to report improvements to their dating life and relationship confidence once their symptoms improved1.
Meelian Hoh, Chief Executive Officer at Key Pharmaceuticals, said the research highlights the need to normalise conversations about scalp health: “Dandruff is often dismissed as a minor cosmetic issue, but Heads Up, Australia! suggests it can affect how people feel about themselves and how they show up day-to-day. The most important first step is to reduce the stigma and encourage open conversations, so people know support is available.”
The report found that only 1 in 5 dandruff sufferers speak to a pharmacist, yet 9 in 10 find it helpful. This means that pharmacists are highly effective when engaged by sufferers but underutilised as a first point of care. ¹
Visible conditions can increase self-consciousness and affect how people show up in everyday situations.¹
Dr James Kirby, Self Compassion Psychologist, said self-compassion can help people respond to these moments more constructively. “When we’re feeling embarrassed or worried about how we’re perceived, it’s easy to become self-critical or withdraw. Self-compassion involves responding to yourself with the same understanding and practical support you’d offer someone you care about. That mindset can make it easier to reach out - whether that’s speaking with a pharmacist or GP about treatment options. Research shows self-compassion supports emotional wellbeing and helps people take practical steps toward change.”
Consultant Dermatologist Dr. Emily Shao, said: “Dandruff is common and treatable. If you’re dealing with an itchy, flaky scalp, your pharmacist is an excellent first point of contact to discuss initial over-the-counter management options, which can be quite effective. For more complex scalp conditions some people will require a medical review from a GP or Dermatologist for further assessment, as other treatments could be more appropriate.”
The data shows that for many dandruff sufferers, the most effective step toward treatment can start with a simple chat to your pharmacist, empowering you to access the right advice and solutions sooner.
Fast facts from Heads Up, Australia! research highlights:
- 57%1 avoid talking about their dandruff with others.
- 87%1 say dandruff impacts their confidence.
- 76%1 say dandruff negatively impacts their overall health.
- 51%1 avoid wearing black or dark clothing because of flakes.
- 37%1 have avoided going outside due to their dandruff.
- 63%1 say dandruff impacts dating or relationships; and 41%1 have avoided physical closeness due to their dandruff.
- 76%1 say dandruff negatively impacts work or professional confidence.
- 3 in 51 report higher self-esteem after symptoms improve.
- Only 1 in 51 say that they have spoken to a pharmacist, yet 9 in 101 of those who do find the interaction helpful.
Ends
About us:
Additional resources:
· Heads Up, Australia! consumer website
References:
1. Key Pharmaceuticals and Alliance Pharma. (2026) Heads Up, Australia! A , national Australian study into the emotional and social toll of dandruff. https://www.nizoralshampoo.com.au/download-report/
2. Newton Fenner, A., Roberts, H., Scott, M., Jones, T., Collins, L. Z., Godbehere, A., & Giesbrecht, T. (2024). Clear scalp, clear mind: Examining the beneficial impact of dandruff reduction on physical, emotional and social wellbeing. International Journal of Cosmetic Science, 466-475 https://doi.org/10.1111/ics.13041
About the Research:
The Heads Up, Australia! National Dandruff Study 2026, commissioned by Key Pharmaceuticals and Alliance Pharma and conducted by Edelman Data and Intelligence, examines the emotional and social toll of dandruff among Australian adults.
Released in March 2026, with fieldwork conducted in December 2025, the research surveyed 1,069 Australians aged 18–59 who currently experience, or have experienced in the past six months, dandruff or scalp flaking symptoms. The 15-minute online survey was nationally representative by age, gender and region, including a minimum of 300 respondents with moderate to severe symptoms. The study examined stigma, wellbeing impact and treatment behaviours.
About the Heads Up, Australia! Campaign
Heads Up, Australia! is a national awareness and education initiative led by Key Pharmaceuticals in partnership with Alliance Pharma. The campaign aims to destigmatise dandruff, normalise scalp health conversations in pharmacy, and equip healthcare professionals with evidence-based insights to better support patients.
By combining national research, professional education and consumer awareness activity, the initiative highlights an under-recognised but high-prevalence condition and the important role pharmacists can play in its management. Alongside supporting pharmacy teams with tools and training, the campaign also encourages Australians to view pharmacy as an accessible and trusted first step for advice and treatment.
This is an awareness initiative to support a chronic condition. No specific product is named or promoted in this release.
About Key Pharmaceuticals
Key Pharmaceuticals is a leading independent Australian owned and based consumer healthcare company marketing and distributing a wide range of consumer healthcare products in pharmacy, grocery and independent retail channels. Key’s products have been trusted by Australian and New Zealand families since 1985.
About Alliance Pharma
Alliance is a science-led consumer healthcare company focused on driving growth in high-potential, overlooked categories. Alliance specialises in skin, scalp and condition-specific vitamins, minerals and supplement (VMS) brands that address persistent, often stigmatised conditions. Alliance’s scientifically designed products deliver effective results that empower consumers to restore their confidence. Headquartered in the UK, Alliance employs around 290 people based in locations across Europe, North America, and the Asia Pacific region.
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