Haircare is an essential part of consumers' everyday beauty routines, and the amount of money they will spend on hair products reflects this. To date, the US haircare market value stands at $16.73B, and is forecast to grow at a CAGR rate of 3.49%. To investigate the haircare brands, trends, and influencers capturing consumer interest, Cosmetify analyzed annual google searches, YoY search differences, and social media posts of popular haircare brands stored in its database. The 2024 Cosmetify Haircare Report outlined the findings, naming Kérastase as the most popular haircare brand, Color Wow’s Dream Coat Anti-Humidity Hair Spray as the most popular haircare product, and Chris Appleton as the most popular haircare influencer. BeautyMatter outlines the information worth noting.
2024’s Most Popular Haircare Brands
The most popular haircare brands show that consumers are dipping between long-standing, trusted brands such as Kérastase, and more indie-focused, “brands of the moment” like Gisou. The brands with the highest YoY growth (Gisou, K18, and Ouai) all have a predominantly younger audience base including Gen Z and Gen A, as well as a strong presence on social media, particularly TikTok.
2024’s Most Popular Haircare Products
Amika’s Perk Up Dry Shampoo saw the highest YoY growth, which, among other factors, can be attributed to its rise to popularity since entering 75 Sephora doors in February 2023. The brand quickly gained consumer attention, being named the number-one trafficked haircare brand on Sephora.com in June 2023, and number-one haircare brand at Sephora in July 2023. The list shows Olaplex’s dominance in the haircare category, despite a decrease in searches for some products, the brand still stands strong enough to hold three places in the top ten. Olaplex’s success in the past year is sure to have been influenced by its innovative marketing efforts, including its Oladupe product at the end of last year.
2024’s Most Popular Haircare Influencers
British hair stylist Chris Appleton is the most searched influencer overall, more than doubling his search volume from the previous year. The influencer captures consumers' interest with his strong presence across Instagram and TikTok, where he can be found styling high-profile celebrities, as well as collaborating with popular brands including Color Wow. Tessa Paey has seen her annual searches almost quadruple, giving her the most growth within the top 10 influencers. The influencer is popular for her artistic flair, and the educational elements of her videos. Paey has an impressive Instagram engagement rate of 6.48% and a YouTube engagement of 6.28%. The most followed influencer, Brad Mondo, solidifies his place in the top 10, coming third. The influencer has been a well-known name across social media for several years, with over 18M combined followers on TikTok and YouTube.
2024’s Most Common Haircare Questions
The most frequently searched queries surrounded hair growth, which is no surprise after a year of several social media trends focusing on the topic, including the use of rosemary oil, with #rosemaryoil amassing over 500M views on TikTok. The list also suggests an opportunity for haircare brands tackling lice, as it would appear that consumers are undereducated around the issue, and are still seeking out effective education and solutions.
2024’s Most Popular Celebrity Hairstyles
From '90s icon Jennifer Aniston whose Friends character Rachel Green is constantly cited as styling inspiration on social media, to royal figures such as the Princess of Wales, the most popular celebrity hairstyles suggest that consumers are looking for variation among their searches. Beyoncé was sure to make the list, after the launch of her haircare brand Cecred at the beginning of the year, which has already made an impact on the industry, disseminating $500,000 in small business grants and cosmetology school scholarships.
