Hair-care routines are deeply personal—from focusing on hair growth to maintaining scalp care, we all have our priorities. And while our routines may differ, everyone has that go-to brand they swear by. In a recent survey of over 1,500 NewBeauty readers,* we discovered which luxury hair-care brands are winning devoted fans and regular spots on shower shelves everywhere.
Olaplex emerged as the clear leader in luxury hair-care among readers, with 36.6 percent of respondents currently using the brand. "The bond-building technology really transformed my damaged hair," shared one 45-year-old reader.
Living Proof secured second place, with 28.8 percent of respondents incorporating it into their hair-care routines. One 50-year-old reader describes the science-focused brand aptly: “Technically superior hair products that over deliver on their promises.”
Moroccanoil follows closely at 24.9 percent, with readers particularly praising its signature argan oil–infused formulations. One 58-year-old user raved that the brand makes hair “easier to manage, helps with frizz,” and helps it “look shiny and healthier.”
The luxury hair-care landscape is further defined by OUAI and Oribe, used by 24.1 percent and 21.6 percent of respondents, respectively. Kérastase and Redken share similar popularity, each capturing about 21 percent of current users.
Notably, K18, a relatively newer brand, has already captured 19.7 percent of current users, suggesting growing consumer interest in innovative bond-building hair treatments. “K18 has helped me repair damage caused by over processing done to my hair over time without stripping color. It’s a staple in my routine,” shares a 41-year-old reader.
Meanwhile, established brands Aveda and Pureology round out the top ten, with 14.9 percent and 12.9 percent of current users, respectively. Did your go-to hair brand make the cut?
*Source: BeautyEngine Advanced Research, 2024
