The Most Popular Hair Brands This Year, According to Data

The hair-care landscape has quickly become as saturated as the skin-care category. It can be hard to pinpoint which brands are dominating the space when your For You Page is cluttered with ad after ad. Recent data from Spate examined hair-care brands’ popularity across Google, TikTok and Instagram from July 2025 to June 2026, compared with July 2024 to June 2025, to identify the brands seeing the biggest growth. Some are heritage names posting surprising gains, while others are fresh brands riding viral moments. Here’s who the data says is winning the hair-care popularity race right now.

1 / 10

L’Oréal Paris

L’Oréal Paris topped the list with a 59.1 percent year-over-year jump in popularity. It's a reminder that even legacy drugstore giants can catch fresh momentum when the product lineup (and the TikTok algorithm) aligns.

Products to try: L’Oreal Paris Magic Root Cover Up ($14) & L’Oréal Paris EverPure Sulfate-Free Moisture Shampoo ($11)

• BUY ON ULTA - $12
• BUY ON AMAZON - $11

2 / 10

Olaplex

Although L’Oréal Paris had the most notable surge, Olaplex remains the biggest name in hair care overall, with the top popularity index. Even with the brand’s massive existing footprint, it continues to grow, proving the bond-repair category hasn’t lost any momentum.

Products to try: Olaplex No. 4 Bond Maintenance Shampoo ($34) & Olaplex No. 7 Bonding Oil ($32)

• BUY NOW - $22.50

3 / 10

Dr. Groot

Dr. Groot more than doubled its popularity this year as the K-beauty hair-care takeover continues to gain steam. Although the brand is best known for its thickening products, the scalp-serum lineup is quickly building its own following.

Products to try: Dr. Groot Hair Thickening Shampoo ($33) & Dr. Groot Roll-On Hair Thickening Scalp Serum ($26)

• BUY NOW - $30

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4 / 10

Aussie

Don’t sleep on affordable, old-school hair products like Aussie. This drugstore classic is having a welcome moment in the sun.

Products to try: Aussie Ultra Wonder Daily Mist ($10) & Aussie Hair Insurance Leave-in Conditioner ($5)

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5 / 10

CeraVe

CeraVe, long known for its dermatologist-backed skin-care line, expanded into hair care in late 2024 and consumers are loving it, with popularity more than doubling in a single year.

Products to try: CeraVe Gentle Hydrating Shampoo ($11) & CeraVe Anti-Dandruff Hydrating Shampoo ($12)

• BUY NOW - $9

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6 / 10

K18

K18 continues its steady ascent and secures its place as one of the most popular brands on the list. Celebrities and beauty editors love it for a reason, and with new innovations coming out regularly, the brand remains the center of conversation.

Products to try: K18 Leave-In Molecular Repair Hair Mask ($75) & K18 AirWash Dry Shampoo ($48)

• BUY ON AMAZON - $75
• BUY ON SEPHORA - $75

7 / 10

Medicube

No brand’s growth is more notable than Medicube’s hair line. The K-beauty brand boasted a jaw-dropping 4.6K percent (yes, thousand percent) increase, taking its popularity index from nearly zero to 1.5 million with just a few products. It’s a clear sign that Medicube’s viral skin-care fame is spilling directly into hair.

Products to try: Medicube Rosemary PDRN Cooling Thickening Shampoo ($26) & Medicube Rosemary PDRN Scalp Serum ($21)

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8 / 10

Camille Rose

Camille Rose is quickly becoming a fan favorite brand for textured hair. Affordable and accessible with impressive results, what’s not to love?

Products to try: Camille Rose Algae Renew Deep Conditioning Mask ($22) & Camille Rose Curl Love Leave-In Conditioner ($15)

• BUY ON ULTA - $21
• BUY ON AMAZON - $21

9 / 10

SheaMoisture

It’s no surprise that the long-beloved SheaMoisture maintains its spot in the heart of shoppers. It’s long been a go-to that specializes in textured, curly hair, and the data shows it’s not budging anytime soon.

Products to try: SheaMoisture Coconut & Hibiscus Curl Mousse ($14) & SheaMoisture Manuka Honey & Mafura Oil Intensive Hydration Hair Masque ($15)

• BUY ON AMAZON - $11
• BUY ON ULTA - $14

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10 / 10

Dove

As Dove continues to innovate, the brand further secures its popularity with users across ages and hair types. The beloved brand is holding up alongside buzzier, trending newcomers.

Products to try: Dove Intensive Repair 10-in-1 Serum Hair Mask ($14) & Dove Bond Strength Damage Therapy Shampoo ($6)