Haircare is closing out 2025 with considerable momentum, with products like protection sprays, serums, shampoos and tools leading holiday beauty shopping. If the current pattern holds, the category could have much to celebrate in 2026.
Haircare is continuing to build on its gains. While its growth hasn’t matched fragrance’s explosive trajectory, market research firm Circana has reported steady year-over-year dollar increases in haircare across most major channels in both 2024 and 2025, outperforming the broader beauty market in the United States and demonstrating strong appeal despite widespread consumer caution.
Scalp care, a subcategory that surged during the pandemic as stress and health concerns fueled hair thinning and shedding, has remained a leading engine of growth. Circana estimates scalp care has registered double-digit jumps in recent years, underscoring the broader “skinification of hair” movement as skincare-inspired ingredients, claims and routines migrate into haircare.
Taking stock of where the category stands and where it’s heading (pun intended), for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 22 brand founders and executives the following: What trends will rise in haircare next year? What trends will be over?
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Michaeline DeJoria CEO, John Paul Mitchell Systems In 2026, haircare will continue to be shaped by gen Z and gen alpha beauty trends. Scalp care is having a moment, and this trend will continue as younger consumers bring their love of skincare into haircare routines. We’re seeing demand for scalp scrubs and serums that offer a facial-like ritual for the scalp. Our Tea Tree line, which is the No. 1 scalp care brand in salons, is all about meeting that need, with regimens to support the salon head spa trend as well as daily scalp care at home.
We will also see continued demand for “glass hair,” but with higher stakes. The look isn’t new, but there’s an increasing expectation for product performance. Consumers want that frizz-free, mirror-like finish to be easy and to last longer. This is a big focus for us with our Paul Mitchell smoothing products like Super Skinny Serum and Gloss Drops as well as exciting new innovations coming.
We’re also seeing the desire to make styles last longer and skip wash days. Those quick refresh products for busy mornings or post-gym touch-ups are becoming essential like our Style Extend category. Plus, fragrance will play a bigger role since scent has become such a huge trend on social media.
Lastly, but perhaps most importantly, consumers want proof over promises. This generation doesn’t buy the hype. They want claims backed by studies or third-party testing. They’re researching ingredients and fact-checking everything. In 2026, the most-loved products will be the ones that can truly deliver.
- Greg Starkman Co-Founder and CEO, Innersense Organic Beauty
In 2026, I think we’ll continue to see movement toward outcome-driven beauty. Consumers are becoming more discerning. They want products that solve real problems, deliver measurable long-term results and simplify their routines.
In haircare specifically, I expect continued strength in treatments, scalp health and hybrid wellness-performance products. At the same time, we’re seeing a growing demand for verification and validated claims as trust in broad marketing language declines. Credentialization, whether through certifications, third-party assessments or transparent standards, will become increasingly important.
AI will also meaningfully reshape how consumers shop. With platforms like Shopify embedding intelligent search, guided recommendations and routine building tools directly into the purchase experience, consumers will move from exploratory browsing to curated, problem-solution pathways. That naturally places more emphasis on efficacy, clarity and education.
What I believe will fade are the rapid-fire micro-trends and aesthetic-driven product drops that don’t offer real or lasting value. Consumers are looking for brands that feel grounded, transparent and consistent, not just the next moment on social.
There’s a noticeable shift toward authenticity, education and meaningful connection, and retailers are reinforcing that by prioritizing brands with strong fundamentals and loyal communities. The companies that move forward will be the ones investing in performance, showing up with integrity and building trust through real results and validated impact.
- Janell Stephens Founder and CEO, Camille Rose
We are moving into a year where consumers want haircare that behaves like skincare. They are prioritizing nourishment, barrier support and protection that adjusts to climate and porosity in real time.
Hydrating humectants like honey paired with nourishing oils such as marula or batana will continue to rise because they restore strength at the root and help hair retain moisture through seasonal dryness.
Growth is becoming a priority as more people embrace natural texture and volume. Our new batana-based Balm was built directly for that need, offering strength without weight and amazing shine.
Mousse is climbing fast because shoppers want definition without weight, and we are watching volume-forward styles like afros and big curls return with a modern, conditioned finish. What I see fading are products built on scent or aesthetic alone. Performance is the trend. People want visible results, not just a cute routine.
- Sonsoles Gonzalez Founder, Better Not Younger
As we look to 2026, a few things stand out to me. First, I see an obsession with hair regrowth. It used to be a male conversation, but I expect it will continue moving rapidly into the mainstream for women. She's openly looking for solutions to integrate into her everyday hair routines. Science-backed ingredients like exosomes and peptides and microbiome research will take center stage.
And, then, there's AI, which I'm not an expert in, but you can already feel how it’s going to make haircare a lot smarter. Instead of guessing what your hair needs, AI will help people understand things like breakage, density, scalp condition, even how stress or weather impacts their hair, and it will point them to the right routine without all the trial and error.
AI will also transform formulation itself. R&D will be using machine learning to predict how ingredients interact to optimize performance and to speed up innovation that used to take years.
And, finally, wellness, which touches every area of beauty. As stress rises and the population ages, we are understanding how hormones, lifestyle and overall wellness can impact haircare directly. And all of this is incredibly empowering because hair is so deeply tied to how we feel.
- Cornell McBride Jr. President, Design Essentials
One trend I see rising quickly is the shift toward luxury, relaxation-focused haircare experiences, what some are calling the “head spa” movement. Consumers are moving beyond traditional styling to prioritize the overall experience of self-care. From scalp massages and detox treatments to aromatherapy-infused shampoos, there’s a new emphasis on the ritual, not just the result.
This trend reflects how beauty has evolved into wellness. People want their salon visits, and even their at-home routines, to feel restorative, therapeutic and indulgent. The head spa approach blends professional-grade treatments with the serenity of spa culture, which I believe will continue to grow next year as consumers seek deeper relaxation and connection in their self-care routines.
At Design Essentials, we’ve always believed that haircare is personal care, and this trend reinforces that philosophy. People want products and services that help them slow down, reset and feel cared for. They’re looking for spa-quality moments whether they’re in the salon or at home.
I wouldn’t say the natural hair movement will ever be “over”—it’s been transformative and empowering—but I do think we’re entering a new chapter. We’ve seen the full cycle. There was a time when chemical relaxers dominated, then a powerful movement toward embracing natural textures. Now, we’re in a new era where people with natural hair want versatility. They might wear it curly one week and silk-pressed the next.
What’s fading is the idea that you have to commit to one identity or texture to express authenticity. Hair is fashion, and fashion evolves. Today’s consumers don’t want to be boxed in. They want options that reflect mood, creativity and lifestyle.
Some brands have leaned so heavily into the natural movement that they’ve lost sight of the broader truth: People with textured hair want products that support all the ways they wear it. The future of haircare will be about freedom, flexibility and supporting the consumer wherever they are on their style journey. It isn’t about one trend replacing another, it’s about supporting the full range of textured hair expression and giving people the confidence to switch up their look without compromising the health of their hair.
As a brand, Design Essentials stands by a clear mission statement: to help people embrace their self-defined beauty. Everyone’s definition of beauty is different, and that’s why we’ve always been committed to serving the full spectrum of textured hair and styles. I’m excited to see the pendulum swing back toward a more balanced place, one where people feel free to participate in whichever trend or style expression resonates with them.
- Julie Chung Co-Founder, T3
In the year ahead, I expect the continued rise of micro- and nano-influencers, not only because they feel more authentic, but because consumers increasingly want to hear from people who genuinely use and understand the products they talk about. When we reviewed our own year-end data, our highest EMV didn’t come from paid partnerships with mid-tier to mega influencers; it came from organic creators who were already speaking about us because they believed in what they were using.
Micro-creators build trust quietly and consistently. Their communities follow them for a specific, personal point of view, not for a roster of brand deals. Audiences are gravitating toward voices that feel genuinely connected to their content and don’t treat every post like an ad. This more intimate, relationship-driven style of influence will continue to shape how consumers discover and trust beauty brands.
At the same time, there’s a real shift back toward expertise. Hairstylists, makeup artists, aestheticians and medical professionals—people who work with beauty every day—are regaining cultural authority. Consumers want informed guidance, and they’re responding to creators who can explain why something works, not just how it looks on camera. I think this will also elevate brands with a strong foundation of artistry or technical credibility.
When it comes to events, we’re moving toward experiences that carry more meaning and texture. The era of glossy, purely aesthetic beauty events is losing its shine. Both consumers and industry insiders want gatherings that offer personal growth, education or community impact, moments that feel good for more than just a single photo. Events that teach, empower or give back will resonate more deeply. As a founder, I’m seeing that people are showing up for connection and purpose, not spectacle.
The effectiveness of mega-influencers will continue to wane. Consumers have become very aware of creators who promote everything under the sun, and the trust erosion is real. When every other post is sponsored, audiences start to tune out. As a founder, I’ve seen firsthand that visibility without credibility doesn’t move communities the way it used to.
We’ll also see the decline of short-term, transactional influencer relationships. The “one post-and-done” model doesn’t build belief for the creator, the audience or the brand. Influencers who genuinely love a brand over time, and who integrate it naturally into their lives, are the ones who shape long-lasting consumer behavior. Anything that feels fleeting or purely contractual will lose its influence.
On the events side, I think the traditional beauty party—the big room, the step-and-repeat, the superficial glamor—will continue to lose cultural relevance. Attendees are tired of experiences that look good on social, but don’t feel meaningful in real life. Events that lack education, depth or purpose will struggle to justify the time and attention they demand.
We’re entering a phase where people want events that nourish them: learning something new, connecting with others or contributing to their local community. If an event doesn’t leave someone better than when they walked in, it won’t hold their interest.
- Zach Rieken CEO, Odele
In haircare next year, I see a major shift toward true hair health. We’ll see consumers treating their hair with the same level of attention and care as they treat their skin, prioritizing protection, strengthening and prevention. Heat protection, pollution defense and scalp wellness will all grow.
At the same time, the trends fading are the ones that compromise the fiber: excessive heat styling, harsh treatments and complicated routines. People want fewer products that work harder and preserve the long-term integrity of their hair.
The trends on the rise are all about intentional care: scalp and microbiome health, proof-driven formulas, barrier protection and elevated minimalism in both design and routines.
As for what's slowing down? Overly fragranced products, one-size-fits-all claims and multistep regimens that overwhelm more than they help. Consumers are smarter and more selective than ever. They want authenticity, simplicity, and results.
Rising Trends
Consumers are moving past quick fixes and into true hair health. Protection from heat, pollution, UV and hard water will grow significantly. People increasingly approach hair the way they approach skin: protect first, style second. As a result, we’ll see more investment in strengthening, barrier-supporting ingredients and products that help prevent damage before it starts.
With continued economic pressure and crowded routines—not to mention crowded shower shelves and vanities—consumers are increasingly seeking out money-saving multitaskers, but only if they truly perform across uses. Think stylers that also protect, masks that condition and strengthen or shampoos that tackle damage and frizz at once.
We’ll continue moving toward embracing natural texture rather than forcing hair to fit a trend. People want products that support their hair’s unique pattern and behavior, not transform it into something else. That means more curl-respecting products, lightweight nourishment and stylers that help hair do what it does best.
Consumers are gravitating toward elevated minimalism: products that feel premium but aren’t loud or gimmicky. Packaging, fragrance and sensorial cues that communicate understated luxury will resonate more than maximalist aesthetics.
Falling Trends
Consumers are pulling back from eight-step routines, not out of boredom, but out of intention. They want fewer products that work harder. In other words, complexity for complexity’s sake is fading as intention is on the rise. More is more in many cases, but when it comes to hair care, consumers are gravitating towards less is more.
With allergies and sensitivities more top-of-mind and consumers spending more time scrutinizing ingredient lists, overpowering scents are on their way out. People want fragrance that’s elevated, subtle and sophisticated.
- Jamyla Bennu Founder and CEO, Oyin Handmade
In 2026, I think we’ll see a trend toward more values-aligned shopping as people recognize the importance of “voting” with their dollars. Furthermore, with tariffs and economic uncertainties hitting so many industries, beauty included, consumers may choose products with frugality in mind.
We are seeing a lot of sales for Oyin Handmade’s refills/bulk sizing and sample sizing, indicating people are seeking to identify what works before making a larger investment, only stocking up once they've found their favorites.
- Jana Blankenship Founder, Captain Blankenship
My hairstyle predictions for 2026 are that we will see a return to simple polished elegance. I see low maintenance classic looks like slicked-back ponytails and elevated looks like sculptural updos paired with showstopping accessories like creative hair clips, hair jewelry or bows.
The blunt chin length bobs and shag pixies of 2025 will be more feathery pixie cuts and shorter, softer bobs. Softer, warmer color, Birkin bangs and effortlessly long, shiny hair will reign in 2026.
Consumers will be reaching for hair gel, styling cream and texturizing spray and forgoing heat tools for air-dried looks and simplified routines. People are craving the sensorial so more hair perfumes and experiential products. The focus will be on healthy, happy hair that looks polished without a lot of fuss.
I think people are really over the “perfect” hair and hairstyles they are seeing on social media and are ready for a return to the real in 2026. Trends that will be (fully) over are celebrity haircare brands (sorry, not sorry), high maintenance routines, glass hair, sharp angles and bold platinum hair.
I believe the wellness and skinification of hair will continue as products continue to get more niche. Scalp perfume anyone? The trend towards clean ingredients and transparency will continue, but it will not just be enough to have great products or just be clean anymore.
As one of the pioneering brands in the indie clean beauty movement, I can say clean is truly table stakes now. Products will have to be both clean, science-backed and have a real point of difference. We expect a rise in bio-intelligent ingredients like fermented extracts and seaweed-derived active ingredients, which we are here for at Captain Blankenship.
- Mara Roszak Founder and Celebrity Hairstylist, Roz
I think we’re entering a moment where credibility becomes the new currency in beauty. People are gravitating toward brands that come from artists—hairstylists, makeup artists, aestheticians—people who spend their days working with real clients, real textures and learning from real life challenges they face. Products born from decades of hands-on experience paired with the level of discernment and perfectionism the experts bring are the magic that can’t be replicated.
Across the industry, I see a shift toward formulas that deliver transformative results while being versatile and working very hard for the consumer. The appetite for multitasking, innovative, highly edited formulas is only getting stronger.
In hair, this shift toward credibility shows up very clearly. Clients want products that make their hair look and feel great effortlessly, and who do clients trust more than their hairstylists?
With Roz, everything starts in the real world in my salon, on set, with clients directly. A formula has to work for people who use it all day on many different hair types before it ever makes its way to clients. They want products shaped by pros and real experience, not by trends alone.
I think we’re moving past the era of aesthetic-driven brands that rely on packaging or quick virality without innovation behind the formula. Consumers and professionals are much quicker now to recognize when something looks beautiful, but doesn’t actually perform. That kind of launch might spike for a moment, but it doesn’t last.
I think what’s ahead is a quieter, more honest phase of beauty, where performance and real expertise matter. And for those of us who come from the professional world, it’s an encouraging shift because we really know what products perform and which don’t. We can cut through the noise and help our clients and consumers do the same.
- Donna Pohlad Founder, DpHue
At-home color is stepping into a new era. With economic uncertainties rising, more women are intentionally alternating salon appointments with at-home color applications, not as a compromise, but as a smart, empowered choice. Salon-quality products that used to require a license to buy are in the TikTok Shop and Amazon for all to access.
And modern technologies and approaches are making the use simpler and simpler. The rise of the influencer next door versus social media stars is showing women haircare in a way that is actually attainable.
Last year, we saw the skinification of hair, and, in 2026, there’s no slowing that down. We will see a move to multistep routines in haircare as we have in skincare. Additionally, not only will skincare ingredients find their way into haircare products, but the understanding that scalp is skin will click. Scalp care will become part of the nightly skincare routine for both men and women.
As social media stars cross the line into celebrities, the average college student and mom are rising voices as consumers look for real and practical people that they can see themselves in rather than aspirational and overly curated content. Long-term relationships between brands and influencers show true connection and authenticity versus one-off endorsements. Educational content, storytelling and before and after results will continue to be the North Star.
It goes without saying that we will see AI used by both brands and consumers. Brands will be adapting to AEO [answer engine optimization] in all aspects of marketing, including PDPs, copy, reviews, blogs and more. And consumers can view themselves with a different hair color or lip color in a more realistic way than ever, resulting in more confident purchases.
- Jamila Powell Founder, Naturally Drenched
On the consumer side, haircare will continue to move toward results-driven, simplified routines built on high-quality ingredients. With costs rising across the board, consumers are far more intentional about where they spend. They’re no longer buying products “just to try,” they’re committing to routines that deliver visible results and justify their price point. Fewer products, clearer purpose and consistent performance will matter more than novelty or trend-chasing.
Rather than focusing on the next new ingredient, consumers are prioritizing formulation integrity—trusted ingredients used at effective levels, supported by education and real results. Haircare is increasingly viewed as maintenance and prevention, not experimentation, and brands that can clearly explain what works and why will earn loyalty.
From a brand perspective, grassroots marketing, founder visibility and creative concepts will reign supreme. Consumers want to know who is behind the brand and why they should trust them. Founders who show up sharing insight, education and transparency will continue to build stronger, more resilient communities than brands that rely solely on polished ads.
Influencer marketing will become more intentional, but also more expansive. Rather than betting on a few large creators, brands will need to be visible across big and small accounts, stylist communities and niche experts, creating a “flood-the-feed” effect that feels organic and omnipresent. Credibility will come from repetition and relevance, not just reach.
Creative marketing will matter more than ever. Campaigns that feel thoughtful, human and culturally aware like brands that lean into storytelling rather than discounts alone will stand out in a crowded landscape. Consumers respond to brands that make them feel included, informed and emotionally connected.
Events will remain important, but their format will evolve. Large, expensive activations won’t always make sense for small or growing brands. Instead, intimate, high-touch events—workshops, private experiences, stylist dinners and community meetups—will deliver stronger ROI by building deeper relationships and long-term loyalty.
In terms of funding, investment will become more calculated and selective. Capital will flow toward founders with a proven track record, strong operational discipline or access to strategic networks that give investors confidence in execution. The focus will be less on hype and more on the ability to build and sustain a clear vision.
Broad, unfocused influencer campaigns, excessive spending on large-scale events and growth-at-all-costs funding models will continue to lose favor. Consumers and investors alike are prioritizing clarity, credibility and connection over noise.
Ultimately, the brands that win will be the ones that pair high-quality products and simplified routines with smart, human-centered business strategies, showing up consistently, telling their story well and building trust at every level.
- Carrie Sporer Co-Founder, Swair
For products, we anticipate seeing scalp health and the scalp microbiome continue to be a top trend into 2026. As founders who spend a lot of time thinking about what sweat actually does to hair, we’re seeing people treating the scalp with the same intention they bring to skincare. We expect to see more gentle, microbiome-friendly formulas and everyday scalp refreshers next year, and even more supplements in the scalp space. The conversation is definitely moving away from short-term treatments for things like dandruff and shedding and more toward maintaining a healthy, balanced scalp all week long.
Regarding business trends, it’s no surprise that AI will continue to transform how people discover and choose haircare. Consumers are relying less on impulse buys and more on hyper-personalized recommendations. For shoppers, AI assistance on a website can help make the path to purchase feel more confident and curated. For brands, it means the customer journey will be shaped less by broad marketing claims and more by how well you can connect your product to the customers’ specific needs.
We think that overly complicated hair routines are losing their appeal. Most women we talk to are craving simplicity without sacrificing results. Next year will lean into a streamlined approach with fewer steps, smarter products and routines that feel realistic for busy lives. In the current environment of increased economic pressure, there’s a growing preference for efficiency over excess. It’s a return to practicality.
- Shay Hoelscher CEO, Privé
Trends That Will Rise Next Year
- Transparency that is crystal clear
No more buzzwords! Next year, the consumer will really demand proof. Not just “clean” or “natural,” but evidence of purity, sourcing and safety, especially in haircare. - High-Performance Sustainability
Sustainability is no longer enough. The hair products must perform at a luxury level while also being kind to the planet. - Functional Beauty and Wellness Integration
Haircare, skincare, body care, everything is merging with wellness. We’ll see more products designed to restore the scalp microbiome, support barrier health, lower stress and protect from environmental aggressors. - Personalized Rituals
Personalized regimens, ritual-based systems and education-led experiences are becoming the norm, especially in the salon where stylists guide the journey. 2026 will be the year of personalization. - Cross-Industry Brand Storytelling
Beauty brands that stand for more than beauty, those that live at the intersection of purpose, lifestyle and culture will get more eyes on them in 2026. Consumers want to follow brands that inspire them, empower them and reflect their values. High-performance worlds like wellness, fitness, motorsports and fashion will increasingly blend into beauty narratives.
Trends That Will Fade
- Empty “Clean Beauty” Claims With No Substance
Overused, under-regulated and increasingly distrusted. Consumers have caught on: If a brand can’t clearly explain what’s in the bottle and why, it won’t survive. The next era is radical clarity, not vague promises. - Trend Chasing Over Brand Purpose
Brands that hop from trend to trend without a clear identity will fall behind. Consumers now gravitate to brands rooted in authentic purpose, sustainability, inclusivity, kindness or advocacy, not those chasing the latest TikTok moment. - Excessive Packaging and Waste
Consumers, especially gen Z and millennials, are calling out brands for unnecessary plastic, oversized bottles and wasteful design. Efficiency, recyclability and thoughtful refill systems will continue to take center stage. - “One Active Ingredient Solves Everything” Marketing
We’re moving past the oversimplified hero ingredient era. Consumers now understand that performance comes from synergistic blends and well-crafted formulation and not a single buzzword on the label.
- Transparency that is crystal clear
- Michelle Chandler GM, Schwarzkopf Professional US
"Lived-in” hair color has been a trend that has dominated in recent years with techniques like balayage being preferred by clients. Via global insights and the incredible feedback we receive from our best-in-class color ambassadors Tracey Cunningham, Chris Appleton and Jacob Schwartz, we are anticipating a major shift in 2026 with clients returning to much more dimensional, tonal and high-contrast looks that were made popular in the ‘90s and early 2000s.
It’s an exciting moment for color, one where precision technique and statement-making shades can really shine. Hair color technology has seen major improvements since the 90s, which also allows clients to achieve these bolder looks featuring chunky highlights and standout layers while maintaining the health of the hair.
Our Schwarzkopf Professional Blondme Premium Lightener 9+ is one of the most trusted products that some of today’s most sought after colorists are leveraging to drive these high impact looks. One is sold every 30 seconds in the U.S., and we don’t see that momentum slowing down.
- Adam Reed Founder, Arkive
One of the biggest trends for 2026 is all about head health. We’re finally putting the scalp and the strands back where they belong, at the center. For years we’ve been chasing immediacy, disposability, quick fixes, and “I want it now” beauty and, honestly, it’s caught up with us. Now, we’re shifting back to proper care, real results and looking after what actually matters.
Looking after your roots has never been more important, not just for how you look, but for how you feel. Strong foundations make everything else better. It’s becoming the priority, and it’s shaping where beauty is heading next.
And, let’s be honest, head health starts from the inside. Diet, supplements, the basics, they matter. If you want strong roots, strong hair, and a healthier scalp, you need to start there. I take and would recommend Glowwa as I genuinely notice a difference. It supports both hair and scalp in a way that’s easy and effective.
From there, it’s all about nurture and prevention: Caring for your scalp, caring for your hair and stopping damage before it even starts. Treat your hair like your crown because it is. Your care and nourishment routine should be about choosing products that look after your canvas, not work against it. We’re finally seeing people move away from the “I’ll deal with the damage later” mindset and towards longevity and proper TLC.
And, yes, there’s a real return to quality over quantity. Less stuff. Better stuff. Less overdoing it. More caring for what you’ve got. The “less-is-more” movement is real. Fewer random products, fewer unnecessary technical services and definitely less DIY chaos. People want expert hands again. Going to the salon for intentional, high-impact services gives you better results and far better value in the long run. Do less and do it properly.
Then, it’s about setting a regime that works for you. Regular visits to a pro, the right products, styling your hair when you actually need to and quality tools matter. GHD puts serious time, money and science into creating tools that let you style without frying the life out of your hair. That’s the direction we’re going: healthy, cared-for hair that still looks incredible.
- Kate Assaraf Founder, Dip
The biggest trend I see in haircare is people opting out of big platforms because they are tired of being misled by fake reviews and identical feeds. Customers are abandoning social media and returning to small shops because they want guidance from a real human.
Hair is emotional and people want recommendations from someone who has touched hair before, not someone who just posted a GRWM video. This shift is pushing brands to build stronger relationships with salons, indie shops and boutique retailers. The brands that thrive will be the ones that show up in communities, not just in feeds.
- Benjamin Lee Founder, T-Stem Care Inc.
I believe the trends that will rise next year are more scientific approaches and greater clarity about health products overall. Customers are looking for more clarity and the ability to discern what is best for them. They want the ability to have control over what they put into their bodies and want to be informed by the brand rather than just blindly trusting the marketing that is targeted toward them.
The trends I believe will be over are the trends that blindly focus on aesthetics and looks alone. We have been inundated with amazing color palettes, aesthetically beautiful images, but no information. In the age of AI where everything can be faked or misinterpreted, I believe that customers are looking for more clarity. There is a confirmation bias that every brand is striving to uphold, so I believe being honest about the products will be refreshing for customers.
- Jay Small Co-Founder, Trichologist and Celebrity Hairstylist, Arey
2026 Product Predictions
In 2026, haircare is shifting decisively toward purpose-driven products, a trend that’s been building for years but is now reaching a tipping point. Clients are no longer satisfied with shampoos chosen simply because they “smell nice.”
The new standard is efficacy. People want formulas that do more than cleanse; they want products that actively support scalp health, strengthen the hair fiber and help preserve youthful density over time. In this new landscape, shampoo without active ingredients is essentially becoming the equivalent of scented body wash for the scalp—pleasant, but no longer enough.
One of the biggest shifts I see accelerating in 2026 is increased consumer awareness around the difference between greying hair and fully depigmented (white) hair. Just as skincare evolved with people learning to distinguish between fine lines and deep wrinkles, haircare is undergoing its own sophistication. Clients now understand that the “greying” phase is dynamic, gradual and modifiable and that supporting the follicle early can help maintain vibrancy and shine before hair turns fully white.
In my chair, nearly every client over the age of 30 is now using a strategic combination of supplements, serums or both to sustain healthy growth and preserve pigment. They’re realizing that tone-correcting glosses and dyes still have their place, but they’re ultimately quick-fix cosmetic solutions to symptoms that originate deeper, at the follicle level.
The emerging mindset is about long-term investment, not temporary camouflage. People want routines that are backed by science, work with the biology of the scalp, and deliver meaningful results over time with consistent use.
2026 is the year haircare becomes more like skincare: data-driven, ingredient-aware, personalized and preventive. The future isn’t just about managing the hair you have, it’s about optimizing the hair you will grow next.
2026 Hairstyle Predictions
1. Face Framing > Bangs
Bangs are not the headline trend for 2026, but face framing absolutely is. Why? Face framing gives clients versatility without the commitment hangover. Bangs are like buying an outfit on vacation that feels fabulous in the moment…then you get home and realize it doesn’t quite fit your Monday-through-Friday life.
Face-framing pieces, on the other hand, work whether your hair is up or down. Clients love the movement and softness they create around the face, and when hair is pulled into a ponytail or loose bun, those little pieces you tug out in front—what I’ve started calling “faux breakage”—add effortless texture and dimension without looking over-styled.
2. Medium Length: The It-Length of 2026
Not too long, not too short, mid-length is the Goldilocks cut of 2026. If hair is too long, it tends to fall flat and look less full. Too short, and by spring clients are already wishing for length again (usually because they’re tired of heat styling every morning).
Medium-length hair hits the perfect balance: full, modern and easy to style with minimal effort. It’s the most “wearable” length we’ll see this year.
3. Fewer Layers, More Density
2026 is the year we say goodbye to over-layering. Clients want their hair to look thicker, healthier, and more substantial and excessive layers work against that. The trend is shifting toward blunt-ish silhouettes: strong at the perimeter, but softened with movement where it matters.
Think structure without severity. The back stays clean and blunt, while the face-framing maintains that soft, movable energy. It’s bold, but not boxy. Structured, but not stiff. Shall we call this emerging shape the bullét? (Pronounced like “boulay” elevated, French-inspired, and very 2026.)
2026 Hair Color Predictions
No matter the year, your natural hair color will always be the most flattering because it’s the shade your skin tone was designed to harmonize with. And in 2026, the biggest color trend isn’t about going dramatically lighter or darker; it’s about clients trying to preserve or revive the richness of the color they had in their mid-20s.
While toners and glosses can deliver instant gratification, they’re temporary and our hair color is constantly under attack. Nutrient deficiencies, oxidative stress, UV exposure, heat styling, and environmental factors all chip away at pigment. Over time, the result is hair that looks dull, flat, washed out, or yes, progressively greying, often years before clients are ready to admit it’s happening.
I see the same progression again and again: First comes a conditioning treatment to boost shine. Then a toner to adjust vibrancy. Eventually, the question appears: “Should I switch to permanent color?”
But 2026 is the year clients realize they have far more control over maintaining their natural color than they ever imagined. Instead of relying solely on in-salon quick fixes, people are embracing daily routines that support pigment at the follicle level. With the right supplements, targeted scalp formulas, and consistent care, the body can continue to produce vibrant, glossy, youthful-looking hair well into the future.
This year’s “color trend” isn’t a shade, it's a philosophy: Preserve what you naturally have, revive what you’ve lost and protect the color you love before you ever need to cover it.
- Angel Cornelius Founder and CEO, Maison 276
I see consumers continuing to gravitate toward haircare that delivers value, simplicity and real results. Brands that offer products and formulas that can effectively and simultaneously address multiple concerns will continue to gain traction.
That said, the brands that truly win will be the ones rooted in authenticity at every touchpoint including digital marketing, advertising, partnerships, activations and the founder’s story. The founder's presence, vulnerability and genuine connection with the community become a critical aspect of the brand’s value.
At the end of the day, consumers are humans that seek connection and that connection often inspires the ultimate purchase decision.
- Karen M. Evans Senior Brand Manager, Aunt Jackie's
The strongest trends in textured-hair care are centered on health, ease and performance. Consumers are increasingly prioritizing hair health, which means choosing styles and routines that require less manipulation, less tension and less weight.
We’re also seeing a major shift toward personalization. People recognize that one product cannot meet the needs of someone with wavy, bleached hair and those of someone with dense, tightly coiled strands. This need is driving the return of specialized product forms and innovative formulas, including ingredients traditionally used in regions where curls and coils are predominant.
Another significant trend is a move away from “kitchen cocktailing.” Consumers are placing greater trust in formulation science to deliver effective, long-lasting results.
In 2026, we’ll see a clear decline in high-maintenance, time-intensive styling. Consumers with textured hair are moving away from routines that take hours and from styles that require constant upkeep. Tight, tension-heavy looks, especially those that pull at the hairline, are losing favor due to growing awareness of long-term damage such as thinning and breakage.
The era of all-day wash routines is also fading. People now expect products that cleanse, moisturize and detangle efficiently without excessive time, physical strain or disappointing results. Overall, consumers are gravitating toward styles and products that make textured-haircare simpler, healthier and less demanding.
- Flora Fuentes Founder, Unique Hair Concepts
Trends Rising In 2026
For 2026, I expect a continued focus on scalp care as the foundation of healthy hair. Consumers are becoming increasingly aware that issues like excess shedding, inflammation and thinning often start at the scalp. This awareness is driving interest in professional scalp analysis, exfoliation and preventive treatments.
Many people are also shifting toward early hair-loss prevention, seeking support before thinning becomes advanced. Guests often report being hyperaware of relatives with thinning hair and want to proactively maintain their own. In this way, scalp care is essentially skincare, and professional services that go beyond shampoo and conditioner are gaining importance.
We’re also seeing a growing movement on social media where women over 40 openly discuss perimenopause and menopause symptoms, including facial skin changes and thinning hair. This dialogue around female empowerment and wellness is fueling greater interest in science- and wellness-based scalp care.
Another rising trend is the demand for high-quality, long-lasting hair replacement and prosthetics for those experiencing medical or genetic hair loss. People are looking for solutions made with premium materials that mimic natural hair growth patterns and offer durability over time.
Awareness is driving a shift toward options that prioritize craftsmanship, comfort and longevity rather than temporary or cosmetic-only fixes. For many, a combination of scalp therapy to maintain existing hair alongside a customized hair replacement plan is the ideal approach.
Trends Over In 2026
Trends that focus on quick, short-term results like heavy styling products, harsh chemical treatments or inexpensive hairpieces are steadily declining. Consumers are realizing that these options often fail to support long-term scalp health and can even worsen dryness, shedding or irritation.
For example, we’re seeing a decline in the use of scalp cover-up powders and dry shampoo, which can clog pores and trigger inflammation. Similarly, overly processed hairstyles that stress the hair or mask underlying scalp issues are losing popularity.
With better education around hair loss and scalp wellness, people are moving away from disposable, cosmetic-only approaches and gravitating toward methods that are health-centered, sustainable and protective of existing hair.
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