Brands, suppliers, and technologists are converging to redefine what it means to care for hair, moving from superficial solutions to holistic, evidence-based, and deeply personalized approaches. The scalp has moved center stage, not just as a foundation for healthy hair but as a living, dynamic microbiome in need of nuanced care, while category innovation is borrowing heavily from advanced skincare. The pace of innovation follows the category opportunity, with haircare strongest within prestige beauty, according to Circana.
Dive into the best of haircare, determined by the judges of the BeautyMatter Awards. Here are the 2025 Finalists.
Best Breakthrough Haircare (Styling): Recognizes innovation in a finished styling product related to either formulation, delivery system, new format, use of technology, or sustainability.
K18 Biomimetic Hairscience AstroLift - A lightweight, buildable formula that addresses the root causes of volume loss, resulting in hair that looks and feels naturally voluminous, flexible, and bouncy for up to two days. This innovative volumizing spray is powered by the brand’s signature K18 peptide, which works to reverse the damage that can especially impact fine, fragile, aging hair, and hair prone to breakage. A sustainable and renewable natural polymer acts as a protective, weightless barrier against humidity.
Schwarzkopf Professional OSiS+ Dust It Mattifying Volume Powder - Multifunctional performance offers instant volume, long-lasting hold, and a matte, textured finish—all in an ultralightweight powder form. Designed especially for fine to medium hair types, this innovative formula provides a 24-hour volume effect, creating lift and structure at the roots without weighing hair down. The powder also absorbs excess oil, making it ideal for refreshing styles between washes while maintaining a natural, nongreasy finish.
OUAI Super Dry Shampoo - A powerful, ultra-absorbent formula designed to reset your hair and scalp by eliminating excess oil, buildup, and odor—without leaving behind a chalky residue. Infused with volcanic minerals and rice starch, it revives hair at the roots for that just-washed feeling and volume, minus the actual wash. The invisible finish means it works for all hair colors.
Hairitage Fry No More Heat Protectant Mist - An ultrafine, lightweight mist designed to shield hair from heat damage up to 450°F while smoothing flyaways and boosting shine. Infused with a powerhouse blend of argan oil, fire tulip, and rice protein, this formula nourishes and strengthens hair while providing a protective barrier against hot tools.
NatureLab.Tokyo Kiseki Molecular Repair Mizu Hair Oil - The advanced formula of this hybrid serum oil is designed to restore hair’s natural integrity, improving elasticity and reducing breakage. It helps seal split ends, diminishes breakage, and promotes a glass-like shine without weighing hair down. The infusion of calming, natural ingredients, such as hinoki wood and iris root, add a therapeutic, uniquely Japanese sensory element, making it both a treatment and a luxurious hair care ritual.
Best Breakthrough Haircare (Treatment): Recognizes innovation in a finished haircare treatment product related to either formulation, delivery system, new format, use of technology, or sustainability.
Schwarzkopf Professional FIBRE CLINIX Instant Infusion Concentrate - Backed by science and designed for speed and performance, this treatment enables salon professionals to deliver luxury-level results in minutes, enhancing both client satisfaction and service efficiency. The transformative formula is powered by BONDXTEND Technology, a next-generation bonding system that reinforces the hair’s internal structure by creating new bonds within the fiber. The result is stronger, more resilient hair with improved elasticity and long-term protection against damage.
Olaplex Bond Shaper Curl Rebuilding Treatment - A science-driven solution that repairs, strengthens, and reshapes curls at the molecular level combining true hair repair with performance-driven curl enhancement. Unlike traditional curl creams or gels that provide temporary styling benefits, this formula utilizes Olaplex’s patented bond building technology to rebuild disulfide bonds—the fundamental structures that define curl shape and resilience.
Kreyol Essence Save Our Scalp Serum - A game-changing scalp treatment that blends clean beauty with cutting-edge biotechnology to address hair thinning, scalp irritation, and weak follicles. At its core is Redensyl, a plant-based molecule powered by stem cell technology that targets hair follicle stem cells and fibroblasts to reactivate the hair growth cycle, making it an innovative, nontoxic alternative to minoxidil. Haitian Black Castor Oil, the heritage hero of Kreyòl Essence, provides deep nourishment with omega fatty acids and vitamin E to strengthen the hair and moisturize the scalp.
Schwarzkopf Professional Chroma ID Bonding Color Masks - Semi-permanent treatments that fuse vibrant, customizable color with advanced haircare technology. At the core of the formula is Schwarzkopf’s bonding technology, which reinforces the internal hair structure by creating new bonds—reducing breakage and promoting long-term strength. Low Salt Technology enhances pigment penetration, delivering vivid, even, and longer-lasting color results with minimal damage.
African Pride Feel It Formula Strengthening Oil - A multitasking scalp and hair treatment rooted in the brand’s commitment to ethical sourcing and community-centered formulations. At the heart of the collection are rosemary, sage, and peppermint—potent botanicals known for their soothing, clarifying, and invigorating properties. This hero oil delivers deep moisture, relieves scalp discomfort, addresses breakage, and encourages healthy hair growth. Ideal for hot oil treatments or as a styling aid, it revitalizes strands while nourishing the scalp, making it a versatile staple for textured hair routines.
Best Breakthrough Haircare (Accessory/Tool): Recognizes innovation in haircare accessories or tools that enhance the hair styling experience through creative design or functionality.
Goody Sport Seamless Elastics with Silicone Grips - By combining cutting-edge materials and athlete-focused design, these elastics redefine performance hair accessories, making them an essential for those who demand both function and style.
Cécred Tools Collection - Each tool features a patent-pending design, thoughtfully crafted for detangling, styling, and everything in between. As instruments for healthy hair, the tools are crafted with high-performance materials and an intentional metal ring that provides hanging for easy storage.
Sally Beauty Ion Luxe 8-In-1 Airstyler Pro - Designed to revolutionize at-home hairstyling by offering professional performance at an accessible price through combining versatility, innovation, and inclusivity into one powerful tool. Ultimate functionality includes a smoothing brush, oval brush, diffuser, concentrator, and four curling barrels, all engineered with Coanda effect technology to create long-lasting styles with less heat damage.
John Paul Mitchell Systems Neuro Dry+ Global Edition - A compact, foldable, ultralightweight hair dryer that delivers professional-grade performance without compromising convenience. Weighing less than a pound and designed with NeutraHeat Technology, it combines high-velocity airflow and intelligent heat distribution with neutralizing ions to reduce frizz, boost shine, and minimize damage.
Vegamour GRO+ Advanced Dermaroller - Created in collaboration with dermatologists, this precision tool enhances scalp health and optimizes the performance of topical treatments. With 1,200 ultrafine .25 mm medical-grade stainless steel needles, it promotes microcirculation, gently exfoliates the scalp, and opens microchannels that supercharge ingredient absorption.
Best Breakthrough Haircare (Shampoo): Recognizes innovation in a finished shampoo product related to either formulation, delivery system, new format, use of technology, or sustainability.
Schwarzkopf Professional FIBRE CLINIX Vibrancy Shampoo - A high-performance cleanser specifically formulated to care for color-treated hair, preserving vibrancy while strengthening and protecting the hair’s internal structure. To support lasting color, the shampoo is infused with alpha hydroxy acid (AHA), which locks in color intensity and extends the life of salon results, leaving hair with a radiant, freshly colored finish.
Perseve Hair Recure & Revive Shampoo - Crafted with insights from over 30 years of hairstyling expertise, the product embodies the fusion of salon-quality performance and Korean innovation. The sulfate-free, pH-balanced formula is designed to gently cleanse while restoring moisture, strength, and shine to dry or damaged hair. Infused with 21 natural ingredients, this shampoo harnesses the power of nutrient-rich botanicals to nourish both scalp and strands.
DS LABS Revita Extra Strength Hair Density Shampoo - A groundbreaking innovation that sets the standard in haircare. Uniquely formulated with the brand's proprietary molecule Nanoxidil and harnessing the power of over 24+ scientifically proven active ingredients, including caffeine, Saw Palmetto, prebiotics, biotin, and niacinamide, this shampoo helps redensify and strengthen your strands from the inside out.
Nulastin Vibrant Scalp Shampoo - Grounded in science, built for performance, and made to support the health of your scalp and the strength of your hair from the very first wash. Formulated with patented Elastaplex Technology, a proprietary blend of biodesigned proteins and signal peptides that support hair retention and resilience, it’s clinically proven to boost volume, shine, and smoothness.
Eva NYC Repair Ritual Strength Shampoo - Infused with science-backed bond technology (known to fortify weak hair bonds), red algae (a nutrient-rich ingredient known to aid in overall resilience), and bamboo (known to promote elasticity), this shampoo combines science and nature for hair that is strengthened from the first use.
Best Breakthrough Haircare (Conditioner): Recognizes innovation in a finished conditioner product launched related to either formulation, delivery system, new format, use of technology, or sustainability.
Schwarzkopf Professional FIBRE CLINIX Vibrancy Conditioner - A high-performance formula designed specifically for color-treated hair, combining targeted nourishment with advanced technology to preserve color intensity and improve overall hair health. At the heart of the formula is triple bonding technology complemented by C21 Technology, which restores the hair’s natural lipid layer, improving moisture retention, smoothness, and manageability from root to tip.
Crown Affair The Volumizing Conditioner - A rare gel-based formula found in a conditioner that was a direct result of customer feedback requesting a targeted treatment for flat, oily, and damaged hair. The gel base allows even oil-prone strands to benefit from deep hydration, without leaving the hair heavy and overly hydrated, with the perfect amount of hydration and smoothness. Powered by rice protein to fortify the hair shaft, hyaluronic acid for weightless hydration, and panthenol to enhance body and bounce.
Epres Healthy Hair Conditioner - Unlike other bond repair conditioners that feature a solid molecule that requires water in order to function, the liquid molecule in epres' patented, proprietary, and signature Biodiffusion Technology moves around to repair both wet and dry hair until you shampoo; it works even after your hair dries. It's dual purpose: It can be rinsed out or used as a leave-in and will continue to repair your hair until you shampoo it out.
Eva NYC Repair Ritual Strength Conditioner - A clinically proven formula that nourishes, strengthens, and protects damaged hair while maintaining softness and movement, this conditioner fortifies strands from the first use, helping to repair and prevent damage caused by heat, bleaching, and other stressors. Unlike traditional bonding treatments that can lead to brittleness, this formula utilizes responsibly sourced red algae—one of nature’s most resilient ingredients—to restore hair’s strength without over-fortifying.
Commence Probiotic Smoothing Conditioner - A deeply nourishing and hydrating conditioner that aligns with the scalp biome to balance hair—for maximum performance while protecting against outside stressors. Powered by an electrolyte blend of magnesium, zinc, and iron, it stimulates scalp health by addressing damaged and dry areas. Plus, the powerful antioxidant elements leave hair smooth, silky in texture, and with improved overall hair density.
