According to beauty price comparison site Cosmetify, which has conducted in-depth research into the wants and needs of hair consumers, Kérastase is the most sought-after brand in hair care.
It seems that the luxury French haircare brand, which enjoys a stellar reputation among hair salons, has knocked a number of competitors off the top spot with its high-quality and effective products that it doesn’t offer cheaply, word-of-mouth recommendations from insiders and carefully thought-out marketing campaigns – such as the previous use of cult model Kate Moss as the face of the brand.
The most popular hair care brands
According to the study and analysis, Kérastase is the most popular hair care brand worldwide with 12.8 million searches per year – an increase of a quarter over the previous 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 stable engagement rate.
This was followed
- Relative newcomer Gisou, founded by Dutch businesswoman Negin Mirsalehi. The brand’s products are based on a six-generation beekeeping tradition and the ingredients honey and propolis. Gisou has the highest annual growth in searches, which have more than doubled, demonstrating its rapidly increasing popularity. The brand also has the highest engagement rate on Instagram (2.3%) and has the most followers on TikTok with 858,300 followers.
- In third place is Unilever’s relatively new biomimetic brand K18. Annual searches increased by over three-quarters, reflecting its growing importance.
- P&G’s traditional brand Pantene secured fourth place.
- Heated hair styling pioneer Ghd came in fifth place.
- Wella’s salon division for professional hair care, Wella Professionals, took sixth place.
- Another long-standing German hair care brand, Schwarzkopf, took seventh place.
- Followed by another L’Oréal brand: the New York-inspired salon brand Redken.
- Relative newcomer Ouai, the disruptive brand owned by hairdresser and businesswoman Jen Atkin, took ninth place.
- And finally, the electrical appliance brand Dyson, which has specialized in the field of heated hair care devices in recent years, just made it into the top ten.
The most popular products were:
“Dream Coat Anti-Humidity Hair Spray” by Color Wow saw a 50% increase in searches (from 658,000 to 984,500).
According to Cosmetify, haircare influencer Chris Appleton has been instrumental in the popularity of this product, appearing in 10,300 TikTok posts.
In second place was Amika’s Perk Up dry shampoo, with a 236% increase in annual searches – from 658,400 to 2.2 million searches.
According to Cosmetify, this significant increase indicates the product’s increasing popularity among consumers. The water-free hair cleansing solution has been subjected to an intensive social media strategy that appears to have paid off.
Third place was shared by the classic Moroccanoil Treatment and the No. 7 Bonding Oil from the disruptor brand Olaplex.
Both brands enjoy cult status in the hair category and are known for their transformative “before and after” effects on all hair types.
The hair influencers you should know
According to the report, all eyes are on these three hair influencers:
- Chris Appleton
British session stylist Chris Appleton is the most searched influencer ever, with almost two million searches – more than double the number from last year. He is a renowned British hairstylist, best known for his work with high-profile celebrities and his innovative approach to hair design. - Tessa Peay
In second place is active Instagrammer and YouTuber Tessa Peay, whose annual searches have quadrupled. - Brad Mondo
American hairdresser and influencer Brad Mondo has a huge following on TikTok (10.4 million) and YouTube (8.3 million) and is also the second most searched influencer with 886,500 searches last year.
The others who made it onto the list were
- Gisou brand founder Negin Mirsalehi
- Nyane
- Joyjah Estrada
- Sarah Bryant
- Ben Brown
- Sarah Angius
- Kayley Meliss
Hair icons of the stars
Jennifer Aniston continues to be a hair icon with the most popular celebrity hairstyle. Blake Lively, who recently launched a hair care line, also made it into the top 10.
1. Jennifer Aniston – 368,600 searches per year
Aniston’s 1990s “Rachel” cut was a worldwide phenomenon thanks to its flattering, layered, face-framing look. Over the years, the Hollywood actress has maintained her status as a trendsetter with her stylish yet wearable hairstyles.
2. Hailey Bieber – 208,100 searches per year
The beauty influencer often experiments with different shades of blonde and has a great influence, especially among a younger audience.
3. Selena Gomez – 146,800 searches per year
The singer, actress and founder of Rare Beauty often experiments with different styles and changes her hair color.
The other hair icons of the stars were:
- Catherine, Princess of Wales
- Billie Eilish
- Margot Robbie
- Blake Lively
- Emily Ratajkowski
- Beyonce
- Kim Kardashian
