Hair care trends: what’s hot in 2024?

According to beauty price comparison site Cosmetify, which has undertaken in-depth research into what hair consumers want and need, Kérastase is the most in-demand brand when it comes to hair care.

It appears that the luxury French hair care brand, which has a stellar reputation among salon professionals, has pipped a host of competitors to the top spot with its premium and efficacious products that it refuses to discount, word-of-mouth recommendations from those-in-the-know, and carefully thought-out marketing campaigns, such as its previous use of iconic model Kate Moss as a face of the brand.

The hair care brands in demand​

According to the research and analysis, Kérastase is the most popular global hair care brand with 12.8 million annual searches – increasing by a quarter from last year

Although it had the second-highest number of annual searches, it also had a strong and consistent presence on Instagram and TikTok. With 2.4 million Instagram followers and a significant number of posts, Kérastase also has a steady engagement rate.

This was followed by

• Relative newcomer Gisou, ​which was created by Dutch businesswoman Negin Mirsalehi. The brand’s products are based on a six-generation beekeeping heritage and the ingredients honey and propolis. Gisou demonstrates the highest year-over-year growth in annual searches, which more than doubled, showing its rapidly increasing popularity. The brand also has the highest engagement rate on Instagram (2.3%) and is the most followed on TikTok, with 858,300.
• Unilever’s relatively new acquisition biomimetic brand K18 has ranked third, with annual searches increased by over three quarters, showcasing its rising prominence.
• P&G’s heritage brand Pantene bagged the fourth spot.
• Heated hair tools pioneer Ghd was in fifth place.
• Wella’s salon professional hair care arm Wella Professionals came in sixth place.
• Another longstanding German hair care brand, Schwarzkopf, was in the seventh spot.
• Followed by another L’Oréal brand, it’s New York-inspired salon brand Redken.
• Relative newcomer owned by hairdresser-turned-businesswoman Jen Atkin, disruptor brand Ouai, was in ninth place.
• And finally, electrical appliance brand Dyson, which branched out into heated hair tools in recent years just found its way into the top ten.