Haircare Trends Dominating—And Declining—In 2025

Haircare has been having a growth spurt of late. After the category’s sales increased 14% in prestige and 6% in mass in 2023, according to market research firm Circana, they were up 9% in prestige and 2% in mass through the first nine months of 2024, outpacing every beauty category except fragrance. Hairstyling was the biggest sales gainer within haircare, although scalp care and heat protectants were strong, too.

Brand founders and executives are optimistic that haircare’s momentum won’t fade this year. To get a deeper understanding of where they see the category heading (pun intended), we asked 21 of them the following: What haircare trends will rise in 2025? What 2024 haircare trends will be over this year?

Kate Assaraf Founder, Dip

In 2025, my hopeful prediction is that haircare will pivot toward authenticity, simplicity and sustainability, driven by consumer fatigue with high-maintenance routines and overconsumption, especially after more people watch "Buy Now" on Netflix.

I’d love to see the '90s grunge aesthetic make a comeback—effortless, air-dried styles that embrace natural wave patterns and textures to replace sleek, heat-styled looks. I think high-maintenance blondes and vivid reds will fall out of favor as people embrace their natural hair color and prioritize low-effort, money-conscious, lived-in styles.

Multipurpose, long-lasting products that simplify routines and save money will dominate, reflecting a growing desire for mindful consumption and sustainable choices. I see this with Dip customers all the time.

Behind the scenes, brands will probably need to scale back the amount of SKUs they offer as consumers start to take pride in buying less and the economy and tariffs are still being considered. I’d personally love to see daily heat styling and excessive product hoarding decline as people opt for quality over quantity, favoring streamlined, health-focused routines.

In this minimalist era, I predict haircare will evolve into a celebration of natural beauty, thoughtful purchasing and a focus on effective ingredients.

Maya Smith Founder and CEO, The Doux

In 2025, I see my clients and customers continuing to shift their focus toward freedom and versatility in how they approach their hair. The idea of “perfect” curl definition is fading. It’s no longer about achieving one specific look, but about having healthy, thriving hair, with more styling versatility.

I hear from so many people who want to simplify their routines, and that’s where multifunctional products come in. They’re asking for stylers that hydrate, detangle and style in one step without compromising on results.

I’ve also noticed more of my textured hair clients exploring thermal styling without feeling like they’re betraying their natural texture. This shift toward styling versatility about having the confidence to switch it up while keeping their hair healthy.

I think customers are becoming much more selective about products. They’re tired of viral ingredient trends that don’t deliver. Instead, they’re asking for science-backed solutions with proven performance, especially as more people understand the importance of scalp health as the foundation of health care.

Thirty years in the business, I’ve watched these trends grow over the years, and the one thing I know for sure is that people want their haircare to work for their lives, not the other way around.

Evelyn Wang Founder, Silverist

My prediction for 2025 is a return to big hair. We’ll see modern updates to the voluminous 1980s blowouts. These big bold styles exude confidence, individuality and excitement, serving as a form of escapism during uncertain times.

Historically, big hair and glamorous looks have often trended during periods of political tension. The “mob wife aesthetic” we saw trending on TikTok last year was a foreshadowing moment. Hair products that help people achieve these textures and flairs like glosses, masks and texturizing sprays will continue to gain significant traction.

Alongside this, we’ll see a rise in glamorous and dramatic makeup looks. That said, we live in a world of fragmented and niche audiences, so while trends like the hyper-clean aesthetic might become less prominent, they won’t disappear entirely from the conversation.

Lindsay Holden Co-Founder, Odele

When it comes to hair in 2025, more is more. Products that help defy gravity and those that maximize the volume potential of what you’re already working with will be big (pun intended). Think thickening individual strands, preventing breakage and promoting growth.

As always, scalp health is a major part of that equation. I think scalp care will continue to become an even more essential part of haircare routines. What was once an IYKYK topic has now become more omnipresent in conversations at the salon and at shelf—and that’s a good thing. After all, happy scalp equals happy hair. Limiting hot tools in favor of rollers or pin curls to create volume without the damage is a natural extension of this movement.

In terms of styles, I think we’ll continue to see bounce, lobs, bouncy bobs and enhancing your own natural texture. At Odele, we’re always a proponent of a great haircut and solid styling aids that help you achieve that “I woke up looking this way” effortless vibe.

Juan Juan Founder, Juan Juan Salon and J Beverly Hills

For 2025, we anticipate the textured bob with a side-swept fringe to dominate the hair scene. This versatile cut offers a perfect blend of balance and texture, making it a favorite for those ready to move on from the bold layers of wolf cuts and butterfly cuts that have defined recent years. The bob’s adaptability is key. It can be styled to embrace natural texture for a playful, effortless vibe or smoothed out for a chic, polished look.

At J Beverly Hills, we’re excited to see how the textured bob allows stylists to showcase their skills with tools like our Platinum 5-in-1 Styling Cream and Flat Iron. These products ensure a flawless finish, whether creating soft curls or sleek strands, while keeping the hair protected and nourished. This cut isn’t just a hairstyle, it’s a canvas for creativity.

The shag haircut, while a fun and edgy staple in recent years, is likely to see its trend cycle winding down in 2025. The shag has had an incredible run, evolving into countless variations like the wolf cut, butterfly cut and more. This trend helped both stylists and clients embrace texture, often utilizing razors and dry-cutting techniques to create those iconic layers.

However, as clients grow out these cuts, they’re gravitating towards something more structured yet equally dynamic like the bob. While the shag allowed for playful experimentation, the shift to a bob reflects a desire for balance and versatility.

The textured bob maintains that fun, layered look but in a more refined way, marking an evolution in the texture trend rather than a complete departure. With this natural progression, the shag’s influence will still linger in the techniques and skills it popularized, ensuring it leaves a lasting impact on hairstyling.

Jamila Powell Founder, Naturally Drenched

In 2025, haircare will embrace personalization through AI-driven tools, delivering tailored recommendations and virtual consultations. While dupes were big in 2024, the focus will shift to efficacy and results. Social media will still lead trends, but interactive and educational content like live tutorials, expert-led sessions and behind-the-scenes glimpses with founders and teams will take center stage.

Building strong online communities will be key. Influencer marketing will evolve, leaning into collaborations with stylists and dermatologists to highlight expertise and credibility. Brands may face funding challenges, driving them to explore crowdfunding or refine their messaging and positioning to stand out.

Kiku Chaudhuri Founder, Shaz & Kiks

There is still so much space for newness and innovation within haircare bringing both utility and fun. I think, from a product standpoint, there will be more focus on formulations targeting different hair types/textures and concerns and new-to-category, science-driven ingredients (many that you see in skincare) that will be incorporated into scalp care and wellness. People will continue to embrace their natural texture and will want products that are hyper-targeted to that.

There's also a resurgence of taking traditional hairstyling products and innovating them with interesting textures, packaging, delivery systems and better-for-you ingredients. We saw a lot of fun applications within the larger beauty category in 2024, and hair will embrace that more next year. I also feel like the whole hyper-natural hair color trend will take off.

As for distribution, it looks like for beauty and hair, TikTok Shop, if not banned, and Amazon will continue to be growing shopping platforms.

Chaz Dean Founder, WEN

I’m seeing the interest peak for medicinal ways to improve scalp and hair health and circulation to help encourage strong, healthy, quicker hair growth. With each year, I’m noticing fewer clients using hot tools and switching to a brush dryer with attachments or a good old-fashioned hairdryer with a round brush to achieve their perfect blowouts. With the continued desire for fuller, longer, stronger hair, people are ditching these hot tools because of the inevitable damage they cause.

This is why, in 2023, I found the need to create my own Brush Dryer Styling Tool without the heat damage. People finally realized that the excessive heat from hot tools was taking a toll on their hair, causing it to be finer, thinner, weaker, dry, damaged, brittle and broken. This is when they started opting for brush dryers.

Unfortunately, many of these brush dryers still use excessive heat. This is why I sought out to create my own Brush Dryer that did not exceed 240°. Drying your hair quickly and evenly without taking a toll on your hair, allows your hair to grow fuller and thicker.

Merian Odesho Founder, Bounce Curl

In 2025, the haircare industry will focus on celebrating individuality and sustainability. Embracing natural hair textures will continue to rise, with more people opting to let their curls, waves and coils shine. Products designed to enhance natural textures rather than alter them will gain popularity.

Eco-friendly choices will also dominate as consumers increasingly prioritize sustainable haircare options such as shampoo bars and recyclable packaging. Another growing trend is the emphasis on scalp care as self-care, recognizing that a healthy scalp is essential for healthy hair. Scalp treatments and cleansers will become must-haves in haircare routines. Additionally, personalized haircare will see a surge as people seek products tailored to their unique hair types and concerns for optimal results.

Some trends from 2024 are expected to decline in 2025 as consumer preferences shift. Hard-to-maintain hair colors such as bold shades requiring frequent touch-ups like copper and caramel highlights will give way to more natural, low-maintenance hues. Similarly, overcomplicated routines are on their way out, with people favoring streamlined haircare routines that save time without compromising on effectiveness.

Harsh chemical treatments, including perms and other damaging processes, are also losing popularity as individuals focus on maintaining healthy, natural hair. Lastly, the use of heavy styling products like hairspray is fading, replaced by lightweight alternatives that provide hold without weighing hair down. These shifts reflect a broader desire for simplicity, sustainability, and hair health in 2025.

Leah Garcia Founder and CEO, Nulastin

We at Nulastin see the “skinification” of the scalp trend amplifying in 2025. This is all about borrowing from skincare routines to nourish, protect and revitalize your hair and scalp. Think hydration, exfoliation and targeted treatments that restore balance, boost health and fortify the Elastin Root System.

Nulastin’s technology is way ahead of the trend. We’ve been “skinifying” the scalp for years, and we’re about to take it to the next level with biomimetic ingredient technology.

Additionally, another trend for 2025 will be protective and preventive styling products supporting hair growth. With the rise of weight loss therapies, including GLP-1s which have an unexpected side effect of hair loss, a holistic approach to hair health is a necessity.

Our prediction for trends that will be sunsetted for 2024 include the popularity of amped up, marketing-focused skincare that has no clinical data. Customers are demanding evidence based on science and real, visible results.

Mia Plecic Owner and Director, Slickhair Company

Trends Rising In 2025

Sofia Richie’s Famous Slick-Back Bun

This hairstyle is going nowhere! It’s giving clean girl aesthetic-meets-I have no time and need to do my hair in two minutes. Our famous Wax Stick and Slick Stick will be your besties for this look.

Clean Scalp and Healthy Hair Focus

Clean scalp equals healthy hair. We’re seeing a huge trend in people prioritizing the roots of their hair to encourage healthy, luscious locks. We love a scalp exfoliator and a beautiful leave-in treatment. Try our Dream Cream for that leave in nourishing pro.

Trends Over in 2025

Overcomplicated Haircare Routines

The multistep haircare craze that dominated in 2024—think eight-plus products for wash day—is being replaced by a “skinification-of-hair” mindset focused on fewer, high-quality, multi-benefit products. People want simplicity and results, which is why our Dream Cream and Anti-Flyaway Duo are designed to streamline routines.

Heavy Reliance on TikTok Virality

While TikTok remains an important channel, the "hit-and-miss" approach of banking on virality will lose favor as brands focus on sustainable, long-term customer relationships instead of quick buzz.

Allison Shimamoto Founder, Haiama Beauty

2025 will be all about simplicity and minimalism in haircare. Specifically, downsizing the weekly regimen, decluttering their product shelves and introducing more multiuse options. The haircare industry has steadily been adopting the skincare model, an approach that leverages a high number of SKUs each with a narrow/specific treatment purpose. The result has led to overconsumption, an excess of single-use plastics and confusion from consumers on what they really need.

I believe the opportunity is in getting to know your hair texture, hair needs and behaviors as intimately as possible. We’ve found with our own customers, that education & workshops have led to less product waste, better results, and better retention rates. The more multiuse products brands can introduce, along with personalized education, the better.

Victoria Lynch

Founder, Remi Cachet

#healthyhairjourney is a growing trend on social media, especially on TikTok, where everyone is sharing their techniques to achieve healthier, luscious hair. Going bleach-free and using heatless styling tools is going to be everywhere in 2025! At Remi Cachet, we’re seeing huge growth in customers and stylists using extensions in place of bleach to achieved damage-free colored hair.

The color “college blonde” is going away for 2025. College blonde (a full blonde look bleached right to the scalp) is just too much to maintain. The big color trend is leaving in a brown shadow root and converting to balayage. College Blonde is out, “café au lait” is in for 2025.

The obsession for hair oil sees no sign of abating in 2025. People can’t get enough of it to replenish their dry ends. Our Remi Cachet hair oil contains argan, kernel and seed oil.

Amy Sveda President, Luxy Hair

Trends Rising In 2025

We’ll see many embrace shades of cashmere blonde, teddy bear brown and New England gold in 2025.
Styles:
- Brow bone fringe: Birkin bangs, bottleneck bangs, curtain bangs, micro fringes and various other brow and cheekbone-skimming lengths with be customized to frame the eyes with softly textured and choppy lengths.
- XXL curls: This means we’re likely to see longer, thicker and more statement-making styles that celebrate texture and movement of all types.
- Heatless hair: Seeing a rise of consumers and influencers go no heat, using heatless curlers or socks as a DIY hairstyle.
- Curly hair: Seeing a lot of consumers and influencers embrace and style their naturally curly hair.
Accessories:
- Hair clips: Seeing a lot of discourse online about wearing flat hair clips (the ones you use to get ready).
- French pins: Everyone on socials is starting to embrace the French updo, but I predict we’ll see an uptick in this style in 2025.
- Comb clips.

Trends Over In 2025

Ribbon anything. The trend has been overplayed, and people will be looking for the next best.
Wax sticks for slick hairstyles will likely be left in 2024. Brands are innovating sleek hair products and consumers are realizing that other products such as oils and hair masks offer a better solution and are multifunctional for styling and preventative haircare treatment.
Pin-straight hair is out! Consumers are embracing their natural hair types. Self-confidence is a beautiful thing and should be celebrated.

Cynthia Desrochers Marketing Director, Designme

I think haircare trends in 2025 will be all about celebrating individuality, natural beauty and personalized routines. Natural textures will continue to lead the way, with more people embracing their curls, waves and unique hair patterns.

Soft, bouncy curls and textured waves will dominate, thanks to innovations in curl-enhancing products that make styling easier with minimal heat and frizz. Designme's Bounce.Me category will play a key role in supporting this trend by providing products designed to enhance and define natural curls.

The "glass hair" trend will also remain strong, with ultra-shiny, healthy hair being the ultimate look. People will desire smooth, sleek strands that reflect light, and, to achieve this, high-quality products that focus on hydration and shine will be essential.

Another shift I see happening is the move toward personalized haircare routines. As people become more conscious of their unique hair needs, they’ll gravitate toward products and regimens tailored specifically to them. Whether it's for hydration, scalp health or enhancing natural textures, personalized care will be the key to achieving the healthiest hair.

At Designme, we’ve built our brand around promoting individuality. Our products are all intermixable, making them the perfect fit for any personalized routine

I think some of the haircare trends we're seeing in 2024 will begin to lose their appeal by 2025 as people shift toward more practical, natural looks. Coquette accessories like bows and ribbons have been quite popular, but I expect them to be replaced by simpler, minimalist accessories such as subtle French pins or classic barrettes. This shift reflects a broader move toward understated elegance, with an emphasis on clean, timeless pieces.

The ultra-slick polished looks that have been dominant may start to feel too high maintenance. Instead of sticking with that sleek, slicked-back updo, I believe the focus will transition toward "glass hair" smooth, shiny strands that reflect light beautifully but with a softer, more natural flow.

Textured, air-dried styles will also rise in popularity. People are gravitating towards relaxed, lived-in hair that requires little to no heat styling. This shift is part of a broader trend towards convenience, sustainability and embracing natural beauty. People will likely prefer effortless hair that still looks polished, moving away from intricate, over-styled looks.

Joey Scandizzo Co-Creative Director, Eleven Australia

Haircare Trends Rising In 2025

Salon professional hair color will shift away from ashy cool tones to warmer, golden hues.
Color will move toward more dimension and tonal variation, surpassing seamless blending.
We’ll see less of the “clean girl aesthetic,” although this will never completely disappear, and ‘90s glam when it comes to hairstyles and more of ‘90s grunge. Think Charlie XCX.
A continued rise and focus on the "skinification" of haircare.
Pandemic startups and TikTok-based brands will struggle to compete and survive due to oversaturation and the investment needed to scale.
The reemergence of polished, curated brand content over raw, UGC-style content.

Haircare Trends Over In 2025

I believe face-framing color and cuts will lose momentum as people opt for more natural, less structured styles, looks that require less maintenance. The use of bows in hairstyles, I don’t think bold accessories will be in line with the overall aesthetic of 2025 hair trends.
The ‘90s bouncy blowout trend will also be left behind. Hair can’t sustain/hold the style throughout the day and it requires constant upkeep and touch-ups.

Magdaline Hurtado Founder, Hello Updo

We’re likely to see haircare and home blending more deeply. So much of haircare happens at home—think bonnets, scarves and styling routines. I expect this crossover to drive exciting new product developments, partnership and retail placements.

We’ll see hair accessories take center stage, shifting from a secondary thought to an essential in hair health routines. There’s a huge opportunity to support hair health and styling through accessories, a space that’s only just beginning to be explored. With this comes innovation. We will begin to see more indie brands innovating accessories and retailers offering them.

The demand for products celebrating cultural diversity and prioritizing genuine connections and representation is stronger than ever. Indie brands will continue to push boundaries in both design and inclusivity, addressing needs that larger brands often overlook.

Despite the challenges we are facing this year, indie beauty brands will continue to launch and evolve. While it has been scary to see our friends’ brands close, I’m hopeful for the next wave of founders who will bring fresh brands into the market. Indie brands define the industry.

Titilolami Bello Founder, Ori Lifestyle

In the Afro-textured hair community, we will continue to see a rise in Sisterlocks and products to meet the needs of these group of women. As a brand, I have seen a rise in demand for our products that cater to locs. Black women remain frustrated at the service and offerings of many salons, Sisterlocks seemingly offers ease and convenience, and, for many, its versatility and aesthetics is more appealing than traditional Locs.

Whilst installation cost can be prohibitive at 1,000 pounds [around $1,250] and more, we know many within our community are combining installation with their holidays to Nigeria, Ghana and the Caribbean Islands, where the initial installation cost is cheaper.

Irene Legaspi Founder, Plantas Medicinas

Haircare Trends Rising In 2025

Less is more: Having multifunctional products where they can get more use out of a single product. More people are embracing their nature hair and texture and are realizing they don’t need all these bottles of styling products that sit half used under their sink.
Personalization: There is no one-size-fits-all approach in haircare. Haircare products and routines must cater to personalization and the freedom for the consumer to choose what is best for them. Just like the seasons in nature, consumers are in different seasons of their lives and their needs are always changing and so should their products and haircare routines. Educating the consumer plays a big role here.
Sustainability: There will continue to be a rise in consumers spending habits reflecting their values. Consumers are increasingly prioritizing sustainable haircare products, focusing on natural ingredients, zero-waste packaging and cruelty-free brands.
Solid haircare is not going anywhere. The awareness is growing and will continue to rise. People no longer have to sacrifice they can choose sustainable living and still get salon quality shampoo and conditioner in solid format. It also gives people the freedom from dependency of plastic bottles and the peace of mind knowing that their empty bottles will not end up in a landfill or ocean.
Scalp care: I think we are just beginning to see the rise in scalp care and opportunities for how we can address the health of the scalp beyond serums and scalp scrubs. We are going to see more innovative solutions to addressing scalp health.
Holistic haircare: The holistic approach to scalp and hair health offers prevention with a focus on hair longevity. As a wellness practitioner, what I know to be true is the mind/body connection, outer health mirrors inner health. I’m constantly asking the questions: How can we support the aging process of the scalp, hair and body? What are solutions that help prevent hair loss, greying of the hair, hair thinning, scalp issues? We can no longer just promote products that solve a superficial problem, we have to help educate and offer holistic solutions that give our customers the best opportunity for the results that they desire. Education will be key to help people create balance from diet, lifestyle and stress management.
Adaptogenic haircare: Adaptogens—herbs and compounds that help the body adapt to stress—will make their way into haircare products. We currently use Ayurvedic adaptogens ashwagandha, shatavari, tulsi and brahmi in our hair wellness formulas.
Inclusive formulas: There will be a focus on the qualities that the hair and scalp is experiencing and creating formulas that balance the different qualities regardless of hair types, textures and gender.
Biotechnology: Biotechnology offers more sustainable alternatives: bio-based cosmetic ingredients produced from renewable plant sources or microorganisms contributing to eco-friendly formulations, ethical sourcing and traceability.
Intersection of wellness and beauty: There will be a shift in consumer preferences, where luxury is defined by inner well-being rather than outward appearances. More people care about making meaningful life changes. Haircare will give people transformative wellness experiences that address their overall health and well-being.
AI haircare smart devices: AI-powered haircare devices, scalp analysis tools for personalization, for at-home maintenance will be added to haircare routines. AI haircare communities and consultations will rise with specialized haircare that allows people to connect with professionals, get real-time support, track their hair goals, share results and be part of a community.
Collaborations: I think we’ll see the rise in collaborations between different brands that offer similar opportunities for hair health that complement each other. This will help build brand awareness and offer the consumer so many exciting and fun experiences.

Haircare Trends Over In 2025

To be quite honest, I’m over rosemary as a trending ingredient. As a cosmetic formulator and Ayurvedic herbalist, there are so many incredible ingredients that are beneficial for hair and scalp health that should be talked about more.
Traditional blowouts and over-styling out.
Sustainability over convenience: As sustainability and clean beauty movements grow, brands that don't prioritize eco-conscious, clean ingredients may start to lose consumer favor.
Fast beauty is out, slow beauty is in.
Instant fixes are out, long-term hair health and sustainable beauty practices are in.
Unsustainable packaging: Disposable, single-use plastic haircare packaging out.

Jaclyn Gil Serchuk Founder, Miribel Naturals

One of the trends I see rising in 2025 is for consumers to want more truly fragrance-free options. I've noticed more and more people requesting even essential oils be removed from my products due to skin sensitivities. This also goes along with more gluten-free options.

Jenna Satell Founder, Shirley Jane

With the rise of clean beauty over the past five years, I see haircare following a similar pattern. We've started to see more clean haircare lines emerging, but without real bounds to define what clean haircare really means. I think 2025 is the year of brands exposing what our hair really needs in order to be healthy, helping consumers lean into better haircare habits. Naturally, with this approach effortless, "no-makeup makeup" hairstyles will emerge, with the fall of slick backs and 10-step haircare routines.

After a few years of slick backs and snatched hair looks, people are starting to notice the damaging effects of these tight hair styles like hair loss and brittle strands. To me, the slick back is almost the same as the flat ironed, slick straight look we saw trending in the 2010s. Not only is it damaging, but it also hides your natural hair pattern, something that more and more people are learning to embrace.

If you have a question you’d like Beauty Independent to ask beauty brand founders and executives, please send it to editor@beautyindependent.com.