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Big hair is having a moment.
The business has evolved considerably from the quotidian days of yore, when shampoos and conditioners were highly interchangeable. Today, thanks to savvy consumers, skyrocketing engagement and innovative product formats, hair is one of the most dynamic categories in beauty.
Statista Market Insights expects the global hair market to reach $110 billion by 2030. U.S. hair care sales reached $13.6 billion last year, which Statista estimates will rise to $15 billion by 2030. In the U.S., sales have been strong across mass, professional and even prestige, which has been outpacing mass in terms of growth as consumers seek ever more effective solutions to a growing array of issues.
“It’s a pandemic-induced behavior shift that stuck,” said Larissa Jensen, senior vice president and beauty industry adviser for Circana, who expects double-digit growth on the prestige side in the year ahead. “A lot of consumers had to take their hair care into their own hands, whether it be color or care, and a lot of them turned to salon brands.”
“What historically used to be a shampoo and conditioner market has evolved to where the number-one format is treatments,” said Leslie Marino, president of L’Oréal USA’s professional products division. “We’re recruiting new consumers to brands through treatments. They understand the value of the third step.”
If the contents of this list are any indication, there’s no wrong category for success. In December, Beauty Inc polled nearly 700 beauty industry insiders on their all-time favorite hair products. The results span cutting-edge innovations, category-defining launches and some medicine cabinet mainstays (hint: the oldest is from 1885).
The through-line is that each product has a formula that delivers, a meaningful marketing plan and continued investment in research and development to meet the demands of ever-more specific hair needs. “Our tolerance for trade-offs has completely vanished,” said John Brownlee, who leads Procter & Gamble Beauty’s hair portfolio in North America, “and that’s true in beauty because our industry is about personalization, what’s right for you.”
The blurring between channels has also had an enormous impact on the category. “The world is completely different,” said Gail Federici, who founded Color Wow after selling her first endeavor, John Frieda, to Kao in 2002 for $450 million. “In the beginning, there was a hard line between salon and retail. Now, we know the world is changing.”
Though the likes of Sephora, Ulta Beauty and Amazon have thrived in the category, salon relationships remain critical. “The hair care market is such a people-powered segment — salons and stylists are at the heart of our industry, and the relationship between a stylist and their client is so valuable,” said Michaeline DeJoria, chief executive officer of John Paul Mitchell Systems. “The human touch remains, and will perhaps be more important than ever as our world becomes increasingly tech-driven.”
One key component “is the relationship between brands and their communities,” said Jen Atkin, founder of Mane and P&G-owned Ouai. “There’s historically been a divide between what people want versus what was offered in the hair space. That’s changed in recent years, and brands will continue to lean into customer feedback to deliver strong products that offer tailored solutions.”
Another significant change has been the boom in products for textured hair. Actress and entrepreneur Tracee Ellis Ross, for example, couldn’t find a solution that suited her — so she made one. Pattern Beauty launched in 2019. “The hair market globally is comprised of 65 to 75 percent people with textured hair,” Ellis Ross said. “This is not niche.
“I can chronicle my own journey through my hair. How we wear and care for our hair has a lot to do with society, particularly for Black women,” she continued. “I’ve seen it go from a conceal culture to reveal culture. There’s a greater understanding that hair is not one-size-fits-all.”
Our Methodology
To compile the list of the 100 greatest hair products, WWD Beauty Inc polled almost 700 beauty industry insiders, executives, financiers, creators, professionals, hairstylists and founders in an open-ballot format and asked them to submit responses.
Voters were asked to consider the following criteria: product efficacy, formula innovation, sales performance, packaging design and market impact. WWD Beauty Inc tabulated votes and, accounting for multiple duplicate votes from the same organizations, culled the top 100 products that garnered the most votes.
Promised confidentiality on the content of their ballots, the vast majority also opted for anonymity. Here, the full list of voters willing to be identified.
Agnes Landau
Alekandra Baker
Alex Keith
Ali Kole
Alicia Sontag
Amanda Baldwin
Annie Young-Scrivner
April Story
April Uchitel
Araxi Lindsey
Barbara Zinn Moore
Betty Quigley
Bill Sweedler
Carol Hamilton
Carolyn Bojanowski
Carrington Cole
Celine Kaplan
Charlotte Palermino
Chris Tomassian
Christa Capati
Clémence von Mueffling
Courtney Blackwell
Cristina Nuñez
Daniela Ciocan
Debbi Hartley-Triesch
Denise Paulonis
Diana Madison
Donn Van Hoose Fincher
Dr. Amy Wechsler
Dr. Dan Belkin
Emily Dougherty
Erin McCaffrey
Filip Spacek
Geralyn Brieg
Gracie Flores
Guillaume Duez
Gwen Flamberg
Hallie Gould
Helen Dagdag
Hilary Crnkovich
Ian Ginsberg
Ian Michael Crumm
Italo Gregorio
Jacquie Tractenberg
Jaime Maser
Jane Lauder
Jason Diamond
Jean Godfrey-June
Jean Lardé
Jennifer Ruff
Jodi Balkan
Julee Wilson
Karen Adam
Kathleen Hou
Kathleen Pierce
Kelly McPhilliamy
Kristen Buttolph
Kristina Lee
Laura Polko
Laura Schinkel Laurent Droin
Lisa Bobroff
Lisa Epperson
Lise Jorgensen
Liv Thomas
Lorne Lucree
Luc-Henry Rousselle
Maggie Ciafardini
Martin Okner
Melissa Dwyer
Merritt Loughran
Michaeline DeJoria
Michel Brousset
Mili Dutt Reddy
Millie Kendall OBE
Mr. Sarah
Nancy Twine
Nicolette Bosco
Nina Diaz
Oliver Garfield
Peter Schrooyen
Piyush Jain
Rachel Sprayregen
Rich Gersten
Rochelle Harrison
Rosa Carrico
Sabena Suri
Sam Cheow
Sarah Brown
Scott Kestenbaum
Sefora Nunez
Shawn Haynes
Sofie Pavitt
Stephanie Doss
Susan Akkad
Susan Biegacz
Tennille Kopiasz
Teresa Lo
Thomas Koshy
Tiago Carvalho
Tricia Butler
Tricia Glynn
Trinny Woodall
Vennette Ho
Will Cornock
Yun Yu
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Act + Acre Cold Processed Scalp Detox Oil
Image Credit: Courtesy Act + Acre Launched: 2019
Basil leaf and sunflower oils pack a double-punch to emulsify build-up and sweat while also moisturizing the scalp.
Results-oriented: The brand has sold more than 100,000 units of the product since its launch.
$48, actandacre.com
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African Pride Moisture Miracle Aloe & Coconut Water Pre-Shampoo Treatment
Image Credit: Courtesy African Pride Launched: 2018
This formula relies on its hero ingredients to both protect and remove tangles from coily and curly hair.
Results-oriented: The brand’s top-searched pre-shampoo product on Amazon, this is available in 15,000 retail doors in the U.S.
$5.99, africanpridehair.com
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American Crew Fiber
Image Credit: Courtesy American Crew Launched: 1995
Meant to give high-hold and low-shine, the mattifying product counts lanolin, beeswax and cetyl palmitate to achieve the desired finish.
Results-oriented: The brand’s top seller, one unit is sold every minute in the U.S.
$23, americancrew.com
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Amika Perk Up Dry Shampoo
Image Credit: Courtesy Amika Launched: 2012
One of the earlier products to eschew talc, this is formulated with sea buckthorn and natural rice starch to prolong hair between wash days.
Results-oriented: Perk Up is the top prestige dry shampoo in the U.S.
$28, loveamika.com
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Aussie 3 Minute Miracle Moist Deep Conditioner
Image Credit: Courtesy Launched: 1992
Between increasing moisture threefold and mitigating breakage by 90 percent, Aussie’s hero product works across straight, wavy and curly hair types.
Results-oriented: Aussie has sold enough units to span more than 2,800 football fields.
$4.99, aussie.com
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Aveda Rosemary Mint Purifying Shampoo
Image Credit: Courtesy Aveda Launched: 1999
Rosemary Mint employs micelles to clear out build-up, as well as organic rosemary, peppermint and spearmint for its trademark scent. Said one voter, “The smell of this is ASMR to the nose.”
Results-oriented: The bottles of Rosemary Mint sold in 2024 alone would reach the height of more than 400 Empire State Buildings.
$21, aveda.com
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Aveda Shampure Nurturing Shampoo
Image Credit: Courtesy Aveda Launched: 1989
Back in 1989, conversations around sustainability and safety didn’t exactly dominate the market — but it’s that first-arriver appeal that has given Aveda its longevity.
“The brand launched in 1978 with the intention of creating formulas that are safe for hairdressers, their guests in the salon and for the environment. In 1978, no one was talking about that,” said Shane Wolf, global brand president, hair care brands, the Estée Lauder Cos. “It was in contrast to what was happening.”
Case in point, Shampure Nurturing Shampoo came at a time when “clients and consumers were still baking in the sun,” Wolf said. “You saw these extreme hair formulas that were very protein-heavy, that would overdeliver and could break the hair. Horst Rechelbacher, Aveda’s founder, had this vision
to create something pure enough to nurture the hair.”Shampure is as beloved for its scent as it is for its 25 pure flower and plant essences. “We all know that first time you had that feeling when you smelled it in the shower,” Wolf said. “Doing market research, consumers’ faces change the first time they talk about it. The aroma is the cherry on top.”
That multifaceted understanding of how a hair care product should feel, as well as perform, still informs
the development of the business. “It wouldn’t have happened had it not been for the fact that we have our own in-house, dedicated scientists, pharmacologists and aromalogists. Nobody does that,” Wolf said. “This was the first time Horst cracked product development in a way that people still talk about today. When you say something smells like Aveda, we all know what that means.”Results-oriented: One Shampure Nurturing Shampoo is sold every minute globally.
$21, aveda.com
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Batiste Original Dry Shampoo
Image Credit: Courtesy Batiste Launched: 1975
One of the mass market’s first dry shampoos, which has since spawned myriad scents and colors, this targets excess oil while also adding body.
Results-oriented: Batiste sells one can of dry shampoo in the U.S. every 1.3 seconds.
$8.98, batistehair.com
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Biolage Professional Hydra Source Shampoo and Conditioning Balm
Image Credit: Courtesy Biolage Launched: 1990
Biolage’s vegan formula drew inspiration from the aloe plant, and moisturizes hair sixfold in addition to 96 percent repair of split ends.
Results-oriented: One product from the range is sold every minute.
$24 each, biolage.com
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BioSilk Silk Therapy Original
Image Credit: Courtesy BioSilk Launched: 1986
Targeting shine, condition and hair health, this derived its inspiration from silk for reconstructing benefits.
Results-oriented: Five bottles of Silk Therapy are sold every minute.
$31.50, chi.com
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Briogeo Don’t Despair, Repair! Deep Conditioning Mask
Image Credit: Courtesy Briogeo Launched: 2014
Among the clean hair care pioneers, the hero product from Nancy Twine’s Briogeo reduces breakage in 10 minutes and doubles hair’s strength in three uses.
Results-oriented: One tub is sold every 60 seconds.
$36, briogeohair.com
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Briogeo Scalp Revival Micro-Exfoliating Shampoo
Image Credit: Courtesy Briogeo Launched: 2017
Coconut, mint and tea tree oils give this formula its minty-fresh feel in tandem with its plant-based dissolvable physical exfoliants.
Results-oriented: Millions of units have sold since launch, and the product has garnered more than 180,000 loves on sephora.com.
$42, briogeohair.com
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Bumble and bumble. Surf Spray
Image Credit: Courtesy Bumble and bumble. Launched: 2000
Minerals, seaweed and kelp extracts are meant to give texture and volume to fine and medium hair types. “The O.G.,” one voter said. “Often imitated.”
Results-oriented: Inspired by wetsuits, the bottle is made of black Neoprene and derives its shape from scuba tanks.
$35, bumbleandbumble.com
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Bumble and bumble. Bb.Hairdresser’s Invisible Oil Heat/UV Protective Primer
Image Credit: Courtesy Bumble and bumble. Launched: 2014
Bumble’s multitasker includes its own blend of six different oils to hydrate, reduce frizz and soften; additionally, it protects from heat up to 450 degrees Fahrenheit.
Results-oriented: One unit is sold every minute in North America.
$34, bumbleandbumble.com
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Cécred Reconstructing Treatment Mask
Image Credit: Courtesy Cécred Launched: 2024
Cécred’s patent-pending Bioactive Keratin Ferment mends damage and mitigates breakage twofold, while antioxidants, vitamin E and an oil blend deliver shine.
Results-oriented: Despite its short time on the market, the mask has already won three awards.
$43, cecred.com
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Ceremonia Guava Rescue Spray
Image Credit: Courtesy Ceremonia Launched: 2021
With four benefits in one, this includes superfruit guava, butterfly ginger and avocado to detangle, protect against UV damage and heat and prevent frizz.
Results-oriented: The brand ships one bottle every 10 minutes.’Results-oriented: The brand ships one bottle every 10 minutes.
$24, ceremonia.com
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Chi Original Ceramic Hairstyling Iron 1”
Image Credit: Courtesy Chi Launched: 2001
The first ceramic flatiron heats up in just 40 seconds with floating plates for easier control.
Results-oriented: The brand’s original product has been a top seller for the last five years.
$119.99, chi.com
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Christophe Robin Cleansing Purifying Scrub With Sea Salt
Image Credit: Courtesy Christophe Robin Launched: 2013
Focused on cleansing and repair, the scrub features sea salt crystals to exfoliate, a skin-identical carbohydrate complex to maintain the scalp’s barrier function and bisabolol for its soothing benefits.
Results-oriented: Consumers buy one scrub every minute.
$54, christopherobin.com
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Color Wow Dream Coat Supernatural Spray
Image Credit: Courtesy Color Wow Launched: 2017
Humidity-blocking technology keeps frizz at bay, leaving hair with a glossy and glassy finish.
Results-oriented: One bottle of Dream Coat is sold every 4.4 seconds.
$28, colorwowhair.com
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Color Wow Root Cover-Up
Image Credit: Courtesy Color Wow Launched: 2011
A reflective mineral powder covers gray hairs while the water-resistant formula lasts for multiple washes.
Results-oriented: Enough units were sold in 2024 to reach the height of One World Trade Center more than 300 times.
$34.50, colorwowhair.com
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Creme of Nature Argan Oil Strength & Shine Leave-in Conditioner
Image Credit: Courtesy Creme of Nature Launched: 2011
Infused with 100 percent organic argan oil, this has garnered many a fan for its breakage prevention and hair-strengthening properties, including Keke Palmer.
Results-oriented: This leave-in is the brand’s top-selling product.
$8.59, cremeofnature.com
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Crown Affair The Dry Shampoo
Image Credit: Courtesy Crown Affair Launched: 2021
Packaged with a makeup-style kabuki brush for application, this formula relies on persimmon powder to naturally deodorize, tapioca starch to absorb oil and tsubaki seed oil to soothe irritation and dryness.
Results-oriented: In 2024, sales of The Dry Shampoo led to customers saving more than 38 million gallons of water — more than 58 Olympic- sized swimming pools’ worth.
$42, crownaffair.com
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Crown Affair The Towel
Image Credit: Courtesy Crown Affair Launched: 2020
Patented, custom waffle microfiber give this towel its drying properties — said to dry hair in a fraction of the time a regular terry towel would require — with an elastic strap to keep it in place.
Results-oriented: This made its Met Gala debut when Doja Cat left her hotel sporting the towel — and little else — en route to the event.
$55, crownaffair.com
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Dae Cactus Fruit 3-in-1 Styling Cream + Taming Wand
Image Credit: Courtesy Dae Launched: 2024
With a wand applicator akin to mascaras, Dae’s styler is meant to groom edges, prevent frizz and lay down flyaways.
Results-oriented: One product is sold every 10 seconds.
$18, daehair.com
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Davines Oi Shampoo and Conditioner
Image Credit: Courtesy Davines Launched: 2013
Roucou oil gives shine and frizz control, while the shampoo also boasts vitamin A, carotenoids and selenium.
Results-oriented: Distribution for the products spans 87 countries. The shampoo sells once every 30 seconds, while the conditioner sells once every minute.
$38 to $47, us.davines.com
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Divi Scalp Serum
Image Credit: Courtesy Divi Launched: 2021
With an ingredient list that reads like a skin care serum, this claims fuller and denser-looking hair in six weeks. Caffeine, tea tree oil, amino acids and hyaluronic acid lend scalp-healing claims.
Results-oriented: Divi sells one Scalp Serum every minute.
$48, diviofficial.com
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DpHue ACV Hair Rinse
Image Credit: Courtesy DpHue Launched: 2014
Taking cues from the DIY craze of rinsing hair with apple cider vinegar, the shampoo alternative respects the hair’s pH balance with artisanal quantities of its hero ingredient from George Paul Vinegary.
Results-oriented: One bottle of the rinse, and its Lite version, sell every eight minutes.
$37, dphue.com
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Dove Scalp + Hair Therapy Hydration Shampoo and Conditioner
Image Credit: Courtesy Dove -
Dyson Airwrap
Image Credit: Courtesy Dyson Launched: 2018
The all-in-one styler includes a smoothing dryer, two barrel sizes, and smoothing and round brushes to style hair in multiple ways. “The absolute chokehold this had/has on its fans,” noted one voter, “I’ve never seen such an obsession around a hair tool.”
Results-oriented: The TikTok-buzzy product has more than 213,000 posts and more than 348,000 five-star reviews on Dyson’s website.
$599.99, dyson.com
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Dyson Supersonic Hair Dryer
Image Credit: Courtesy Dyson Launched: 2016
Call it hair care’s sonic boom.
When Dyson entered into beauty, after making its mark in unrelated categories like vacuums and fans, it was quite literally the hair dryer heard around the world. “Supersonic” wound up being an apt name not only for the ensuing frenzy, but for the technology that justified the ultra-premium price point.
“Dyson engineers always strive to create technologies that are different to what has come before, often by turning a problem on its head,” said Kathleen Pierce, president of Dyson Beauty. “When it came to hair care, our team of hair scientists, engineers and professional stylists dug deep — studying everything from hair structure to airflow dynamics and the effects of heat, styling and chemicals on hair health.”
After millions of dollars and over 15 years of development, the motor driving the product is “like a mini jet engine, powerful enough to generate high-pressure airflow in a compact space,” Pierce said, noting that the V9 motor spins at 125,000 rotations per minute. “That’s five times faster than an F1 car engine.”
Since then, Dyson has invested more than $500 million in research and development for hair products that have since included the Airwrap Multi- Styler, the straightener device called Corrale, and the Airstrait tool that dries and straightens strands simultaneously. The success of the Supersonic, though, “reinforced what we’ve always believed,” Pierce said. “At Dyson, we don’t chase trends. We look at real problems and use deep research and smart engineering to solve them.”
Results-oriented: The product has garnered nearly 20,000 five-star reviews on Dyson.com.
$429.99, dyson.com
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Fable & Mane HoliRoots Hair Oil
Image Credit: Courtesy Fable & Mane Launched: 2020
This pre-wash hair oil, which gains inspiration from Ayurvedic hair oiling, also includes ingredients like dashmool, ashwagandha and castor oil to promote hair health.
Results-oriented: Enough units have been sold to stack more than 800 times taller than the Taj Mahal.
$38, fableandmane.com
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Fekkai Brilliant Glossing Styling Crème
Image Credit: Courtesy Fekkai Launched: 1997 (Relaunched in 2024)
Italian cold-pressed olive oil, in addition to prickly pear seed oil and the proprietary PhytoVie defense, power the formula, which can be applied either pre-blowout or on dry hair for a bump of texture.
Results-oriented: Prior to the product’s 2024 reentry to the market, old units were
sold secondhand for north of $100 online.$30, fekkai.com
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Garnier Fructis Sleek & Shine Frizz Tamer
Image Credit: Courtesy Garnier Launched: 2024
Transparent and shine-boosting, this includes plant-derived keratin and a serum complex to boast its 12-hour smoothing claim.
Results-oriented: Garnier reports this was the second top-selling treatment launch in 2024.
$9.99, garnierusa.com
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Gisou Hair Oil
Image Credit: Courtesy Gisou Launched: 2015
The first product to launch with founder Negin Mirsalehi’s sustainably sourced honey, Gisou’s formula includes an eight- oil blend and protects from heat up to 450 degrees Fahrenheit.
Results-oriented: Gisou’s inaugural product is also the brand’s bestseller and hero today.
$46, us.gisou.com
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Göt2b Glued Styling Spiking Glue
Image Credit: Courtesy Göt2b Launched: 2007
To ensure the product’s strong hold — which inspired its name — the brand tested the multitasking formula in a wind tunnel.
Results-oriented: More than 10.5 million tubes are sold annually — roughly the length of the Mississippi river.
$5.99, schwarzkopf.com
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Hairstory New Wash Original
Image Credit: Courtesy Hairstory Launched: 2015
Hairstory’s biodegradable cleansing cream is a moisturizing evolution of the two-in-one products of years past, meant to hydrate as it cleanses.
Results-oriented: The product has garnered more than 500,000 consumers.
$41.40, hairstory.com
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Head & Shoulders Bare Soothing Hydration Shampoo
Image Credit: Courtesy Head & Shoulders Launched: 2023
Eschewing sulfates, silicones and dyes and comprised of just nine ingredients, Bare offers clinically proven dandruff relief.
Results-oriented: Eighty percent of the range’s sales are “incremental to the Head & Shoulders business,” per the brand.
$9.99, headandshoulders.com
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IGK Good Behavior Spirulina Protein Smoothing Blowout Balm
Image Credit: Courtesy IGK Launched: 2021
Intended to mimic a keratin treatment while providing heat protection and frizz control, the formula is activated by heat to melt seamlessly during styling.
Results-oriented: The brand sells one tube every 10 minutes.
$35, igkhair.com
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It’s a 10 Miracle Leave-in
Image Credit: Courtesy It’s a 10 Launched: 2006
The brand derives its name from the 10 benefits of its hero product, which joins sunflower seed and green tea extracts, silk amino acids and panthenol for a leave-in- styler-protectant hybrid.
Results-oriented: More than 11 million units of the product are sold per year.
$21, itsa10haircare.com
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John Frieda Frizz Ease Secret Weapon Touch Up Crème
Image Credit: Courtesy John Freda Launched: 1990
As the name suggests, the hairstylist-favored crème is meant to seal in moisture on contact.
Results-oriented: The crème sold more than 600,000 units in 2024 in the U.S. — over 68 per hour.
$8.99, johnfrieda.com
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John Frieda Frizz Ease Extra Strength Serum
Image Credit: Courtesy John Frieda Launched: 1990
Though Frizz Ease promises instant satisfaction, its success has hardly been a flash in the pan.
“This product is considered the O.G.,” said Marissa Vallillo, John Frieda’s director of marketing, and for a simple reason. “It’s a strong force. You can try a lot of products; they may not always work or deliver a very immediate or easy transformation. But this does, and that’s been the anchor we’ve used for all of our product development in stylers.”
Frizz Ease Serum relies on silicones — “nothing’s going to lay down that dry, frizzy cuticle to a perfect smoothness like silicones,” Vallillo said — in conjunction with other ingredients including argan, coconut and moringa oils.
Ease of use, and also of styling, was one of the company’s north stars. “We don’t deliver a heavy frizz- free style. It’s very natural- feeling,” Vallillo said, “and when you wash your hair a few days later, there’s no build-up.”
Frizz Ease has gone on to spawn an entire suite of products for the brand, which was acquired by Kao in 2002. It’s also designed to work on a variety of hair types and styles. “People weren’t talking about curly hair,” Vallillo said of the product’s inception. “We gave people the option to create versatility in styling, but always have frizz-free hair, and that’s the DNA of the range. That’s one of the things that made the product revolutionary.”
Results-oriented: 1,200 units sell daily in the U.S.
$10.99, johnfrieda.com
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John Paul Mitchell Systems Super Skinny Serum
Image Credit: Courtesy John Paul Mitchell Systems Launched: 2000
The blowout primer promises reduced drying time and heat protection, in addition to cuticle-sealing benefits that keep frizz at bay.
Results-oriented: One Super Skinny Serum sells every 23 seconds, and according to Kline data provided by the brand, it’s the top smoothing serum sold in salons.
$28.50, paulmitchell.com
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JVN Complete Air Dry Cream
Image Credit: Courtesy JVN Launched: 2021
Moringa seed oil, chia and linseed extracts are meant to enhance natural texture for all hair types, in addition to adding hydration and light hold.
Results-oriented: One tube of Air Dry Cream sells every two minutes.
$28, jvnhair.com
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K18 Leave-in Molecular Hair Mask
Image Credit: Courtesy K18 Launched: 2020
K18’s debut product was the first to bring biotech-developed K18Peptide to market, which rejoins polypeptide chains and the bonds broken during chemical treatments.
Results-oriented: One of the first skus to harness the power of TikTok, it has more than 20 billion views on the platform.
$75, k18hair.com
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K18 Molecular Repair Hair Oil
Image Credit: Courtesy K18 Launched: 2023
A favorite of many a voter (and non-voter Simone Biles), the product combines sunflower oil, hemisqualane and squalane to aid in long-term strength.
Results-oriented: One bottle sells every two minutes in the U.S.
$65, k18hair.com
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Kenra Professional Volume Spray 25
Image Credit: Courtesy Kenra Launched: 1987
Wind-resistant up to 25 miles per hour and claiming humidity resistance for up to a day, the flake-free formula packs a double-punch in terms of strength and volume.
Results-oriented: The brand sells one can every 6.25 seconds.
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Kérastase Elixir Ultime Original Oil
Image Credit: Courtesy Kérastase Launched: 2024
After its relaunch in 2024, the Elixir boosts strength and smoothness tenfold in addition to providing heat protection.
Results-oriented: One product is sold every three minutes.
$62, kerastase-usa.com
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Kérastase Première Concentré Décalcifiant Ultra-Réparateur
Image Credit: Courtesy Kérastase Launched: 2024
The dual-action formula repairs bonds in the hair in addition to preventing calcium building up from shower water, leading to 75 percent more shine and 93 percent less breakage.
Results-oriented: The treatment has garnered two awards since its 2024 launch.
$58, kerastase-usa.com
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Kristin Ess Hair the One Signature Shampoo and Conditioner
Image Credit: Courtesy Kristin Ess Launched: 2017
The first female hairstylist-founded brand in the mass market, Kristin Ess Hair’s hero range is designed to cleanse without stripping hair of its natural oils.
Results-oriented: Between the duo, more than 6,000 units of product are sold every hour.
$12 each, kristinesshair.com
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Klorane Detox Dry Shampoo With Aquatic Mint
Image Credit: Courtesy Klorane Launched: 2020
The aquatic mint helps this remove impurities and absorb excess oil.
Results-oriented: Now Klorane’s biggest category, the brand launched dry shampoos to help recent mothers after childbirth in hospitals.
$24, kloraneusa.com
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La Bonne Brosse No.02 Essential Do-It-All Brush
Image Credit: Courtesy La Bonne Brosse Launched: 2024
Nylon fibers massage the scalp while boar bristles bring oil from the crown of the head down to the ends.
Results-oriented: In the past three years, the brand has sold more than 150,000 brushes.
$168, labonnebrosse.com
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Living Proof Perfect Hair Day Dry Shampoo
Image Credit: Courtesy Living Proof Launched: 2015
The oil-absorbing formula in the Living Proof hero product also highlights a time-released fragrance.
Results-oriented: One Living Proof dry shampoo is sold every six seconds.
$30, livingproof.com
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L’Oréal Paris Elnett Hairspray
Image Credit: Courtesy L’Oréal Paris Launched: 1960
Though it’s known for its hold, it’s rare for a product to grip consumers so tightly for so long.
L’Oréal Paris Elnett Hairspray is a hero product of the world’s largest beauty brand, but the prolonged interest comes from years before the company’s market domination.
“Since the ’60s when Elnett was invented in Europe, it’s been a cult favorite,” said Laura Branik, L’Oréal Paris’ president, L’Oréal USA. “It was a true innovation, because the formula is so fine. That’s what’s given it longevity.”
Elnett has garnered a loyal following from all walks of users, from professional hairstylists who still use it backstage to brand ambassadors. “The icon,” said one voter in the Beauty Inc Greatest Hair poll. “The best hairspray ever invented — it was an on-set essential when I started in the ’90s (we had to stock up in France back then) and it’s still a favorite today,” said another.
The groundswell around Elnett has truly been organic, Branik said. “We have a lot of our ambassadors who used it before we ever signed them, like Kendall Jenner,” Branik said. “That grew the hype around it. A lot of celebrities started using it.”
For Branik, its success has also become a case study for the brand’s evolution. “We keep innovating on Elnett.
We just launched a slick-back cream,” she said. “And we’ve launched a fragrance-
free version, as well as tweaked the fragrance as preferences evolve. However, the formula and the performance have stayed the same because consistency is key. If you have a winning formula and a true iconic product, don’t change it.”Results-oriented: Elnett has more than 14,000 five-star reviews on Amazon.
$15.99, lorealparisusa.com
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L’Oréal Paris EverPure Glossing Shampoo and Conditioner
Image Credit: Courtesy L’Oréal Paris Launched: 2024
Glycolic acid powers the range, which has cuticle-sealing benefits.
Results-oriented: The product boasts the claim of up to five days of glass shine hair, and nine times smoother hair.
$9.99 each, lorealparisusa.com
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L’Oréal Professionnel AirLight Pro Hair Dryer
Image Credit: Courtesy L’Oréal Professionnel Launched: 2024
The hair dryer combines high-speed wind with infrared heat to leave hair internally hydrated while externally drying it.
Results-oriented: Launched in pro channels last September, this sold out in two months.
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Mane It’s Giving Body Medium Hot Round Brush 1.5”
Image Credit: Courtesy Mane Launched: 2024
The hero product from Jen Atkin’s second brand utilizes anti-tangle bristles alongside a vented and nano-coated ceramic barrel.
Results-oriented: In 2024, one brush sold every nine minutes in Sephora.
$98, heymane.com
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Marc Anthony True Professional Strictly Curls Curl Envy Cream
Image Credit: Courtesy Marc Anthony Launched: 2008
Shea butter and avocado oil provide moisture and definition while also warding off humidity.
Results-oriented: The brand’s top seller gets bought once every 30 seconds.
$8, marcanthony.com
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Mason Pearson Brushes
Image Credit: Courtesy Mason Pearson Launched: 1885
Now available in nearly two dozen formats, each of the brush’s variants contain the same proprietary cushion invented by the founder.
Results-oriented: The pocket-sized mixture of nylon and boar bristles is the brand’s top seller, comprising more than 20 percent of sales in the U.S.
Starting at $120, masonpearson.com
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Matrix Food for Soft Multi-Use Hair Oil Serum
Image Credit: Courtesy Matrix Launched: 2023
The avocado oil-imbued treatment is meant to seal in hydration.
Results-oriented: It’s a top 10 seller among hair oils in the U.S.
$33, matrix.com
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Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil
Image Credit: Courtesy Mielle Launched: 2018
Meant to soothe everything from dry ends to dry scalp, the product touted across TikTok gained virality long after its launch.
Results-oriented: The brand’s top seller has maintained its position for the past six years.
$9.99, mielleorganics.com
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Miss Jessie’s Pillow Soft Curls
Image Credit: Courtesy Miss Jessie’s Launched: 2012
Meant to provide both definition and curl hold, the product also boasts a lightweight texture.
Results-oriented: At a minimum, the brand sells one tube every hour globally.
$22, missjessies.com
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Moon Juice SuperHair
Image Credit: Courtesy Moon Juice Launched: 2023
With a blend of adaptogens, multivitamins and follicle protectors, it’s a hearty foray into hair from founder Amanda Chantal Bacon.
Results-oriented: The brand has sold more than 25 million capsules — the equivalent to 6 million good hair days.
$60, moonjuice.com
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Moroccanoil Treatment Original
Image Credit: Courtesy Moroccanoil Launched: 2008
Among the first products to create the argan oil craze, this multitasks as a conditioning, styling and finishing tool.
Results-oriented: The brand has sold enough bottles of the oil to reach the height of Mount Everest more than 1,250 times.
$48, moroccanoil.com
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Murray’s Edgewax
Image Credit: Courtesy Murray’s Launched: 2012
The wax-oil hybrid provides easy rinse while also giving edges flexible hold.
Results-oriented: Per Circana data, it’s the top product in the edge category for the last five years.
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Neutrogena T/Sal Therapeutic Scalp Build-up Control
Image Credit: Courtesy Neutrogena Launched: 1995
Long before putting skin care ingredients in hair care became de rigueur, the formula tapped 3 percent salicylic acid to treat scalp psoriasis, seborrheic dermatitis and dandruff.
Results-oriented: One unit is sold in the U.S. every 15 seconds.
$9.39, neutrogena.com
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Nexxus Humectress 20-in-1 Perfector
Image Credit: Courtesy Nexxus Launched: 2022
Elastin protein, silk amino acids, biotin and hyaluronic acid form a barrier around each hair fiber for optimal styling.
Results-oriented: Almost three of these are sold hourly.
$19.99, nexxus.com
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Not Your Mother’s Curl Talk Defining Cream
Image Credit: Courtesy Not Your Mother’s Launched: 2018
A cocktail of rice protein, keratin and amino acids provide protection and definition during styling while eschewing silicones.
Results-oriented: It’s the brand’s top seller in its Curl Talk range, which grew 30 percent in 2024.
$8.99, notyourmothers.com
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Nutrafol Women Hair Growth Supplement
Image Credit: Courtesy Nutrafol Launched: 2016
A complex of collagen peptides, saw palmetto, ashwagandha and others are combined with kelp minerals, resveratrol, horsetail and keratin for this pioneer of hair loss prevention.
Results-oriented: As the top dermatologist-recommended brand for hair loss, it has garnered more than 1 million users.
$80, nutrafol.com
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OGX Renewing + Argan Oil of Morocco Shampoo and Conditioner
Image Credit: Courtesy OGX Launched: 2010
A pioneer of disseminating prestige-level trends into the mass market, Renewing+ Argan Oil of Morocco relaunched last year with a proprietary Lipi Pro Shield technology.
Results-oriented: The brand is the top hair repair brand at mass, according to Nielsen data.
$6.97 each, ogxbeauty.com
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Olaplex No.7 Bonding Oil
Image Credit: Courtesy Olaplex Launched: 2019
The bond builder O.G. combined its multipatented technology with moringa, pomegranate, green tea and grape seed oils for a heat-protective styling oil that repairs while it softens.
Results-oriented: The brand sells one golden bottle of oil every seven seconds.
$30, olaplex.com
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Oribe Gold Lust Repair & Restore Shampoo and Conditioner
Image Credit: Courtesy Oribe Launched: 2014
Multiple ingredient complexes, argan oil and
mediterranean cyprus extract give the formulas their reparative benefits — combined with Oribe’s signature scent.Results-oriented: The duo are Oribe’s top two products globally.
$53 to $70, oribe.com
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Oribe Dry Texturizing Spray
Image Credit: Courtesy Oribe Launched: 2010
Zeolite crystallines absorb dirt and oils, while humectants — alongside a slew of other actives — provide both hair benefits and texture.
Results-oriented: The brand sells one bottle every 60 seconds.
$65, oribe.com
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Oribe Superfine Hairspray
Image Credit: Courtesy Oribe Launched: 2008
Vitamin B5, fruit extracts and Oribe’s signature complex add shine and flexibility while maintaining styling.
Results-oriented: It’s the brand’s top-selling hairspray globally.
$46, oribe.com
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Ouai Detox Shampoo
Image Credit: Courtesy Ouai Launched: 2020
Apple cider vinegar and keratin clear away buildup.
Results-oriented: With more than 8,000 five-star reviews, Ouai sells one bottle every 20 seconds.
$32, theouai.com
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Pantene Pro-V Daily Moisture Renewal Shampoo and Conditioner
Image Credit: Courtesy Pantene Launched: 2002
The heavy hitter of the mass market boasts a 72-hour hydration claim.
Results-oriented: Between the duo, Pantene sells one product every second.
$4.39 to $6.39, pantene.com
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Pattern Beauty Medium Conditioner
Image Credit: Courtesy Pattern Launched: 2019
Getting her products right has always been a balancing act for Tracee Ellis Ross.
The Pattern Beauty founder went through 75 samples to get to the initial seven products she launched with, including the medium conditioner. “It’s still my main go-to and it’s one of
our hero products,” she said. “We have four conditioners, they all target hydration in different ways, and this one is a beautiful balance.”Ellis Ross came into the hair care market with a personal understanding of the needs of textured hair, as well as a keen sense of how a product should look and feel. “We’re always looking to surprise and delight,” she said. “But the key factors for us are superior hydration, moisture and delivering on promise.”
Although the launch of Pattern started with a pared-back assortment of stock keeping units, focusing on the building blocks of a hair routine, the brand has since expanded into tools, stylers and beyond. “We’ve grown faster than expected. We went from one retail partner to 11, and from seven skus to over 57,” said Ellis Ross.
Despite the growth of the brand, Medium Conditioner exemplifies Pattern’s original mission. “There’s something very honest and connected to the community with the brand,” said Ellis Ross. “When we launched, I took a shower with 35 editors in New York and London, and then did it on YouTube. It’s all anchored in truth and being real, fun and beautiful.”
Results-oriented: The product is a five-time award winner and has a standard customer rating of 4.8 out of 5.
$28, patternbeauty.com
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Philip B. Russian Amber Imperial Shampoo
Image Credit: Courtesy Philip B. Launched: 2008
“A truly transformative shampoo that set the stage for ultra-premium shampoos,” one voter said. “Beauty editors would ration this out, saving it for days when hair needed to look extra perfect.”
Results-oriented: The priciest shampoo on the market at launch, it sold one every two minutes.
$160, philipb.com
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Philip Kingsley Density Hair Thickening Shampoo and Conditioner
Image Credit: Courtesy Philip Kingsley Launched: 2022
Ceramides and pea proteins fortify hair.
Results-oriented: Used in conjunction with Thickening Spray, the set produces a 25 percent volume increase.
$84, philipkingsley.com
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Phyto Volume Volumizing Styling Spray
Image Credit: Courtesy Phyto Launched: 2024
The French hair brand combined waterlily extract for volume and white mallow extract to double hair shine.
Results-oriented: One bottle is sold every 30 minutes on Amazon.
$30, us.phyto.com
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Prose Custom Shampoo and Conditioner
Image Credit: Courtesy Prose Launched: 2017
Among the first to offer truly customizable hair care, Prose’s formulas are tailored to each user based on their needs.
Results-oriented: One unit of either product sells every nine seconds.
$35 each, prose.com
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Pureology Hydrate Shampoo and Conditioner
Image Credit: Courtesy Pureology Launched: 2001
The sulfate-free duo offers both moisture and color protection for users.
Results-oriented: One set is sold every 15 seconds.
$37 each, pureology.com
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R+Co Dart Pomade Stick
Image Credit: Courtesy R+Co Launched: 2018
Meant for on-the-go grooming and styling needs, this defines hair while taming flyaways.
Results-oriented: One stick is sold every four minutes.
$25, rco.com
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Rahua Voluminous Shampoo and Conditioner
Image Credit: Courtesy Rahua Launched: 2011
Like a green juice for hair, this contains green tea antioxidants, citrus juices and lemongrass for cleansing and volumizing claims.
Results-oriented: One bottle is sold every 30 minutes globally.
$36 to $38, rahua.com
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Redken Acidic Bonding Concentrate Leave-in Treatment
Image Credit: Courtesy Redken Launched: 2021
Redken’s answer to the bond building craze combines citric acid with its bonding complex and has garnered hundreds of millions of TikTok views — and Sabrina Carpenter’s approval.
Results-oriented: The range is Redken’s top seller at retail, with 8.45 bottles sold every minute.
$34, redken.com
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Rogaine Men’s 5% Minoxidil Unscented Foam
Image Credit: Courtesy Rogaine Launched: 1988
The first FDA-approved hair regrowth foam increases growth by four times in 16 weeks, and also has proprietary technology to reduce irritation.
Results-oriented: Twelve people per minute purchase Rogaine minoxidil products.
$59.99, rogaine.com
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Rōz Hair Milk Serum
Image Credit: Courtesy Rōz Launched: 2023
The three-in-one treatment, styler and detangler brings multifunctionality to the brand, with a founder who boasts investors like Zoe Saldaña and Brooklyn Decker.
Results-oriented: Hair Milk Serum is the brand’s top seller.
$52, rozhair.com
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Hair by Sam McKnight Cool Girl Barely There Texture Mist
Image Credit: Courtesy Hair by Sam McKnight Launched: 2017
Sam McKnight knows how to create directional styles for hair, but when it comes to his brand, his one mandate is clear.
“It has to work. These can’t be style over substance,” said the famed stylist. “They won’t see you through doing shows backstage when you don’t have time to make mistakes. It has to work, and it has to work fast.”
Case in point, the Cool Girl Barely There Texture Mist, which has gone on to spawn its own shampoo and conditioner duo as well as a volumizing foam. The initial product derived inspiration from the various Kate Moss-riddled mood boards McKnight kept finding backstage, and was designed to tap into the “shaggy, rock chick, boho vibe — whatever they’re calling it that season.”
“Most modern women want to look cool. They don’t want to look like a newsreader,” McKnight said. “We call this a modern hairspray because it’s not a drying hairspray, it’s not a sticky one like we had in the ’80s. It’s also a multitasker. We use it for volume, we use it for texture, we use
it for finish, we use it for straightening because it has fantastic heat protection.”
Though the product has garnered many celebrity fans — McKnight mentioned Sienna Miller, Cate Blanchett and Nicole Kidman among them — his real seal of approval came from his peers.
“Getting hairdressers on board is really important because they’re the ones who deem what works
and what doesn’t,” said McKnight, who noted his brand is now sold in salons acoss Europe and the U.K. “Hairdressers telling their clients what product to use is priceless,” he said.Also priceless: the branding lesson it taught McKnight and his team. “The success of Cool Girl taught me to trust my gut,” he said. “If we had a huge team of people, we never would’ve done it.”
Results-oriented: Cool Girl was the brand’s top-selling product in 2024.
$36, sammcknight.com
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Schwarzkopf Professional BlondMe Premium Lightener 9+
Image Credit: Courtesy Schwarzkopf Professional Launched: 2023
The salon-exclusive formula features an anti-metal bond protection technology that neutralizes darker colors for professional lightening.
Results-oriented: One is sold every 30 seconds in the U.S.
$28.75 to $41.75, schwarzkopf-professional.com
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Sebastian Professional Shaper
Image Credit: Courtesy Sebastian Launched: 1984
Meant for brushable hold, the hairspray mainstay can be used during and after blowdrying.
Results-oriented: One can is sold every 50 seconds in the U.S.
$29.99, sebastianprofessional.com
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Shark FlexStyle Air Styling & Drying System
Image Credit: Courtesy Shark Launched: 2022
Representing SharkNinja’s foray into beauty, the multiuse styler includes myriad heads, including diffusers, brushes and concentrators.
Results-oriented: One tool is sold every minute.
$299.99, sharkclean.com
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SheaMoisture Coconut & Hibiscus Curl Enhancing Smoothie
Image Credit: Courtesy SheaMoisture Launched: 2010
Neem oil, coconut oil, hibiscus flower extract and organic shea butter power the soft-hold product, which is the top styling cream in the textured hair category.
Results-oriented: SheaMoisture sells five units every minute.
$13.99, sheamoisture.com
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Hair Rituel by Sisley Paris Revitalizing Fortifying Serum
Image Credit: Courtesy Sisley Launched: 2018
Minerals, vitamins and plant extracts treat the scalp in Sisley Paris’ foray into hair care, which is meant to also impart hair health.
Results-oriented: One apothecary bottle of the product sells every two minutes globally.
$240, sisley-paris.com
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Shu Uemura Essence Absolue Hair Oil
Image Credit: Courtesy Shu Uemura Launched: 2023 (Relaunch)
A multifunctional oil formulated with Japanese red camellia oil, this is meant to nourish while protecting hair, and is a firm fave of professional hairstylists.
Results-oriented: It’s the brand’s top seller for over the last 10 years.
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Slip Back to Basics Skinny Scrunchies
Image Credit: Courtesy Slip Launched: 2023
Designed with the same silk the brand uses in its pillowcases, the scrunchies prevent creasing and breakage.
Results-oriented: The scrunchies are Slip’s second top-selling product.
$29, slip.com
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Tresemmé Extra Hold Hairspray
Image Credit: Courtesy Tresemmé Launched: 2010
The formula promises 24 hours of hold without imparting a crunch to the hair.
Results-oriented: Forty-five cans are sold every minute in the U.S.
$6.99, tresemme.com
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Unite Hair 7Seconds Detangler
Image Credit: Courtesy Unite Launched: 2003
The product derives its name from its main benefit, and also protects from UV and heat.
Results-oriented: One product is sold every minute globally.
$40.50, unitehair.com
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Vegamour Gro Hair Serum
Image Credit: Courtesy Vegamour Launched: 2018
The plant-based serum includes clinical proof for all-around hair shedding reduction while also promoting scalp health. Consumers have caught on, with more than 2 million serums sold since launch.
Results-oriented: The brand sells one serum every 15 seconds.
$64, vegamour.com
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Virtue Healing Oil
Image Credit: Courtesy Virtue Launched: 2019
Virtue Labs’ hero product includes its patented Alpha Keratin 60ku, a bioidentical healing protein that is said to rebuild hair.
Results-oriented: One unit is sold every two minutes.
$45, virtuelabs.com
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Vichy Dercos Selenium Sulfide Anti-Dandruff Shampoo and Conditioner
Image Credit: Courtesy Vichy Launched: 2024
Though the product is meant to focus on dandruff, it doesn’t skimp on performance — the shampoo boasts a twofold reduction in breakage while the conditioner’s is tenfold.
Results-oriented: The shampoo, within two months of its U.S. launch, became one of the top 50 shampoos on Amazon.
$19.99 each, vichyusa.com
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Wet Brush Original Detangler
Image Credit: Courtesy Wet Brush Launched: 2005
Don’t let the name fool you — the product can be used on wet or dry hair and nudges out knots without too much force.
Results-oriented: Every year, the brand sells 10 million units.
$14.99, wetbrush.com
