Trending Hair Products: What's Hot in Haircare?

Haircare has become an integral aspect of modern beauty routines, with consumers investing significantly in products to maintain and enhance their hair. The US haircare market is currently valued at $16.73 billion and is projected to grow at a CAGR of 3.49%. This article delves into the trending hair products, brands, and influencers that are currently capturing consumer interest.

Top Haircare Brands of 2024

Cosmetify's 2024 Haircare Report analyzed annual Google searches, year-over-year search differences, and social media posts to determine the most popular haircare brands. The findings reveal a mix of established and emerging brands dominating the market.

Kérastase: With 12,849,000 annual searches and a 25% year-over-year increase, Kérastase leads the pack with an overall score of 8.26. This long-standing, trusted brand continues to resonate with consumers.

Gisou: Gisou has quickly gained consumer attention, being named the number-one trafficked haircare brand on Sephora.com in June 2023, and number-one haircare brand at Sephora in July 2023. The brand quickly gained consumer attention, being named the number-one trafficked haircare brand on Sephora.com in June 2023, and number-one haircare brand at Sephora in July 2023. The brand's popularity is reflected in its 3,417,000 annual searches and a remarkable 117% year-over-year growth, earning it an overall score of 7.71. This indie-focused brand has captured the "brand of the moment" status.

K18: K18 has 5,272,000 annual searches and a 78% year-over-year growth, with an overall score of 7.19.

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Pantene: Pantene has 2,637,000 annual searches and a 9% year-over-year growth, with an overall score of 7.06.

GHD: GHD has 5,950,000 annual searches and a 4% year-over-year growth, with an overall score of 6.89.

Wella Professionals: Wella Professionals has 3,947,000 annual searches and a 2% year-over-year growth, with an overall score of 6.85.

Schwarzkopf: Schwarzkopf has 3,947,000 annual searches and a 33% year-over-year growth, with an overall score of 6.77.

Redken: Redken has 3,027,000 annual searches and a 33% year-over-year growth, with an overall score of 6.77.

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Ouai: Ouai has 2,512,000 annual searches and a 43% year-over-year growth, with an overall score of 6.64.

Dyson: Dyson has 964,500 annual searches and a 7% year-over-year growth, with an overall score of 6.53.

The Enduring Popularity of Olaplex

Olaplex's dominance in the haircare category is evident, with the brand holding three places in the top ten, despite a decrease in searches for some products. Olaplex's success can be attributed to its innovative marketing efforts, including its Oladupe product.

Influential Haircare Personalities in 2024

Influencers play a significant role in shaping consumer preferences and driving trends in the haircare industry. Cosmetify's report highlights the top haircare influencers of 2024:

Chris Appleton: British hair stylist Chris Appleton is the most searched influencer overall, with 1,984,000 annual searches and a 123% year-over-year growth, earning an overall score of 8.37.

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Tessa Peay: Tessa Peay has seen her annual searches almost quadruple, giving her the most growth within the top 10 influencers. Tessa Paey has seen her annual searches almost quadruple, giving her the most growth within the top 10 influencers. The influencer is popular for her artistic flair, and the educational elements of her videos. Paey has an impressive Instagram engagement rate of 6.48% and a YouTube engagement of 6.28%. She has 51,820 annual searches and a 313% year-over-year growth, with an overall score of 8.34.

Brad Mondo: Brad Mondo has 886,500 annual searches and a 2% year-over-year growth, with an overall score of 7.93. The most followed influencer, Brad Mondo, solidifies his place in the top 10, coming third.

Negin Mirsalehi: Negin Mirsalehi has 314,100 annual searches and a -6% year-over-year growth, with an overall score of 7.86.

Nyane: Nyane has 24,700 annual searches and a 0% year-over-year growth, with an overall score of 7.86.

Joyjah Estrada: Joyjah Estrada has 5,250 annual searches and a 23% year-over-year growth, with an overall score of 6.99.

Sarah Bryant: Sarah Bryant has 140,800 annual searches and a 68% year-over-year growth, with an overall score of 6.74.

Ben Brown: Ben Brown has 186,500 annual searches and a -1% year-over-year growth, with an overall score of 6.53.

Sarah Angius: Sarah Angius has 14,260 annual searches and a 13% year-over-year growth, with an overall score of 6.53.

Kayley Melissa: Kayley Melissa has 13,280 annual searches and a -26% year-over-year growth, with an overall score of 6.10.

Celebrity Hairstyles That Inspire

Celebrity hairstyles continue to influence consumer choices and set trends in the haircare industry. The most popular celebrity hairstyles of 2024 include:

Jennifer Aniston (368,600 annual searches)
Hailey Bieber (208,100 annual searches)
Selena Gomez (146,800 annual searches)
Catherine, Princess of Wales (129,900 annual searches)
Billie Eilish (122,900 annual searches)
Margot Robbie (121,500 annual searches)
Blake Lively (118,000 annual searches)
Emily Ratajkowski (117,400 annual searches)
Beyoncé (112,000 annual searches)
Kim Kardashian (106,600 annual searches)

From '90s icon Jennifer Aniston whose Friends character Rachel Green is constantly cited as styling inspiration on social media, to royal figures such as the Princess of Wales, the most popular celebrity hairstyles suggest that consumers are looking for variation among their searches.

The Comeback of Styled Hair

Styled hair is making a resurgence, with upgraded cleansers, gels, tools, and creams that can bend and shape hair without compromising its overall health. Bouncy blowouts, slick buns, and curl hacks have gained popularity. Celebrity hairstylist Justine Marjan notes that after a period focused on hair and scalp health, women are now ready for higher-maintenance styling routines. Today’s trending hair looks bridge the gap between healthy and stylized hair. Celebrity hairstylist Chris Appleton emphasizes that modern products can block out frizz and give strands mirrorlike shine without weighing down the hair or compromising hair quality.

Allure's Best of Beauty Awards 2024: Hair Care Highlights

Allure editors have meticulously tested and selected the most worthy shampoos, conditioners, treatments, and stylers. Here are some of the highlights from the Best of Beauty Awards 2024:

Best Shampoo & Conditioners

Best Shampoo & Conditioner for Fine Hair: Dove Scalp + Hair Therapy Density Boost Hydrating Shampoo and Conditioner. This volumizing duo gets to the root of flat hair (with circulation-boosting niacinamide) while leaving the length so much softer and silkier (with silicones).
Best Shampoo & Conditioner for Dry Hair: Pureology Hydrate Shampoo and Conditioner. Incredibly creamy, they make stripped and straw-like hair supple again, hydrating like nobody's business with jojoba oil-packed formulas that-big bonus-are safe for color-treated hair.
Best Shampoo & Conditioner for Damaged Hair: Bumble and Bumble Bb.Bond-Building Repair Shampoo and Conditioner. When it's at its most vulnerable, they rebuild support, fight frizz, strengthen, and, with the sweet help of honey, reinstate the healthy sheen that damage erased.
Best Shampoo & Conditioner for Color-Treated Hair: Redken Acidic Color Gloss Shampoo and Conditioner. Formulated with amino acids to lock in optimal shine, Redken Acidic Color Gloss Shampoo and Conditioner help highlights and double-processed strands stay salon-vibrant for weeks. Even if your hair isn't dyed, you can expect its vitamin E to undo dullness in a noticeable way.
Best Shampoo & Conditioner for Curly Hair: Curlsmith Frizz Control Cleanser and Frizz Control Duo Conditioner. Made with nourishing coconut butter and argan oil, Curlsmith Frizz Control Cleanser takes the gentlest approach to shampooing spirals, helping to keep unwanted fuzziness at bay. Meanwhile, Frizz Control Duo Conditioner seals the deal-and the cuticle-whether you rinse it out or use it as a leave-in for extra smoothness.
Best Shampoo & Conditioner for Dandruff: Maria Nila Head & Hair Heal Shampoo and Conditioner. They tackle the fungal foundations of oily flakes (with piroctone olamine) and soothe your scalp (with aloe).

Best Co-Wash

Hairstory New Wash Original: A truly clever co-wash, Hairstory New Wash Original relies on sunflower seed and evening primrose oils-not your typical detergents-to gently cleanse and remove buildup while moisturizing so well you can feel free to skip conditioner.

Best Treatment for Thinning Hair

Women’s Rogaine 5% Minoxidil Unscented Foam: Minoxidil was the first drug to ever be FDA-approved for hair regrowth, and in the decades since, Rogaine has become synonymous with it. The brand makes it especially simple to use via a once-daily topical treatment in an easy-to-apply foam format that doesn't just show promise-it shows results.

Best Scalp Treatment

Best Scalp Scrub: Odele Scalp + Body Scrub. When shampoo alone won't bust the product buildup you've accumulated, the sugar granules in Odele Scalp + Body Scrub clear away the stubborn dirt and dead skin cells on your scalp before cleansing. And yes, you can share the softening, sugar-based formula with the rest of your body, too.
Best Scalp Tonic: Raw Sugar Living Rosemary Vinegar Hair Rinse. When frequent washes are not your thing, Raw Sugar Living Rosemary Vinegar Hair Rinse serves as a non-stripping, root-to-tip cleanse for between-shampoo showers. Rosemary hydrates while white and apple cider vinegars restore shine and scalp balance.

Best Leave-In Conditioner

Saltair Moisture Bound Leave-In Conditioner: The amount of frizz-fighting moisture Saltair has squeezed into a lightweight spray is truly mind-boggling (and hair-smoothing). But Moisture Bound Leave-In Conditioner is one of those feats of chemistry that you have no choice but to accept once you see how its coconut, argan, monoi, babassu, and pracaxi oils brilliantly address dryness.

Best Hair Mask

Best Hydrating Hair Mask: Fekkai Super Strength + Repair Mask. This creamy, five-minute treatment knows how to repair bonds, hydrate, smooth, strengthen, detangle, and-wait, we're not done-help fuse split ends so hair looks and feels super healthy.

Best Hair-Styling Products

Best Curl Cream: Aveda Be Curly Advanced Curl Enhancer Cream. An instant favorite among testers with curl types from 2A to 3C, Aveda Be Curly Advanced Curl Enhancer Cream skips the silicone to smooth and shape with a plant-derived peptide blend and kokum seed butter.
Best Hair Gel: Ceremonia Pequi Styling Gel. Leagues away from the icky, sticky formulas of the past, this versatile gel lets you define curls or create a slicked-back style without stiffness, thanks to natural wonders like pequi oil, aloe vera powder, and açai extract.
Best Hair Volumizer: Color Wow Raise the Root Thicken and Lift Spray. Whether you've just stepped out of the shower or your second-day style has fallen flat, a few spritzes of Color Wow Raise the Root Thicken and Lift Spray at the crown of your head followed by a quick shot of heat from your blow-dryer brings out springy volume without a rigid or residue-covered feel.
Best Hair Texturizer: Fekkai Full Blown Volume Dry Texturizing Spray. Flat, limp hair gets a boost of fullness and dimension with Fekkai Full Blown Volume Dry Texturizing Spray, which features a seriously smart balance of ingredients. As green coconut water plumps hair with hydration, zeolite, a natural mineral, absorbs excess oil at the scalp so your style isn't weighed down.
Best Wave Enhancer: Living Proof Curl Enhancer. It may have "curl" in the name, but nothing loves on your waves quite like Living Proof Curl Enhancer does. The leave-in formula simultaneously softens and defines for both immediate and cumulative improvement, coaxing your wave pattern’s curves out of their shell without weighing hair down.

Aveda: Hair Essentials Inspired by Ayurveda

Aveda offers a range of hair essentials for healthy-looking hair, catering to various hair types. Their products are vegan, naturally derived, and inspired by Ayurveda, the ancient healing art of India.

Finding the Right Haircare Routine with Aveda

One way to find the right healthy haircare routine is to take the Aveda hair quiz. It’s a simple but thorough quiz to curate a custom routine based on your hair type, styling preferences and lifestyle. A well-rounded hair care routine starts with a shampoo, conditioner, and weekly hair treatment.

Featured Aveda Products

Cherry Almond Softening Shampoo and Conditioner: For soft, touchable hair.
Rosemary Mint Line: To clarify and remove product build-up with an invigorating aroma-perfect for that “squeaky clean” feeling.
Aveda best sellers: Nurture your hair with a selection of Aveda best sellers. Pomegranate oil is rich in omega-5 to hydrate, nourish and strengthens hair. This collection contains a variety of products, including shampoo, conditioner, treatment, and styling products for a complete routine. You can purchase them separately or in sets.

Aveda offers a plethora of shampoo formulas for a variety of hair types, from normal hair to dry, damaged hair.

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