Top Haircare Brands in the US: Who’s Winning the Market

When it comes to the top haircare brands in the US, sales data speaks louder than trends. In 2024, several names pulled ahead of the pack—some that you’d expect, and others that are quietly dominating without the big retail spotlight. This breakdown reveals which haircare brands are leading the charge, including many that are thriving outside traditional retail channels like Ulta.

MaryRuth's Dominates the Top Spot

With $19 million in sales, MaryRuth’s leads the list of top haircare brands by a wide margin. What’s interesting? It’s not a traditional salon brand, yet it outperforms every other competitor on this list. Its strong positioning likely comes from a mix of clean branding, supplements crossover, and direct-to-consumer strength.

The Rise of Boutique Brands

Following MaryRuth’s are Natural Sant ($11M) and Simply Mandy's ($9M), both of which lean into niche branding, natural ingredients, and loyal online communities. Their presence in the top haircare brands proves that customers are shifting from mass-market products to mission-driven, story-backed labels.

Two of the Top Haircare Brands Are from Ulta

That’s a standout stat. Out of the ten top haircare brands, only Color Wow Hair and Beachwaver are available at Ulta. Combined, they account for just $12M in sales—less than MaryRuth’s on its own. This highlights a massive gap in traditional beauty retail. If Ulta is missing out on top-selling names, smaller retailers and DTC channels are winning big.

Who Else Made the List?

Here’s how the rest stack up, with a brief description of what each brand brings to the table:

• Color Wow Hair – $9M
  A professional haircare line best known for its award-winning Dream Coat spray, Color Wow focuses on humidity-proofing, shine, and color-treated hair. The brand is backed by celebrity stylist Chris Appleton and is available both online and in stores like Ulta and Sephora.
• Bask and Lather Co – $6M
  A Black-owned brand specializing in hair growth solutions using all-natural ingredients. It gained popularity through social proof and user testimonials, especially for its scalp-stimulating oils.
• Based Bodyworks – $5M
  Known for plant-based, cruelty-free hair and body products, Based Bodyworks blends wellness with minimalism. The brand markets itself on clean ingredients and wellness-focused routines.
• BeautyChoiceUSA – $4M
  An online beauty retailer offering a curated selection of haircare, skincare, and styling tools. While not a single brand, its ability to move product across a wide inventory makes it a power seller in the space.
• FHI Heat – $4M
  A professional styling tool company offering flat irons, curlers, and hair dryers known for their ceramic and tourmaline technology. FHI Heat also sells haircare products that complement its tools.
• A Good Ass Day – $3M
  A new entrant with a bold, Gen Z-friendly brand voice. This company sells haircare and self-care products centered around empowerment and self-expression, gaining traction via TikTok marketing.
• Beachwaver – $3M
  A beauty tech brand created by celebrity hairstylist Sarah Potempa. Beachwaver is most known for its rotating curling irons and now has a full line of shampoos, conditioners, and styling products, available at Ulta and direct online.

What This Means for the Industry

The top haircare brands of 2024 aren’t necessarily the ones with the biggest retail footprint. They’re the ones building trust directly with customers, owning their channels, and creating focused products that stand out. These brands understand their audiences on a deeper level and use that insight to craft personalized messaging, product lines, and buying experiences.

Success is increasingly defined by agility and authenticity. Brands that respond quickly to customer feedback, embrace transparency, and double down on direct-to-consumer models are rising faster than those clinging to legacy retail distribution. Whether it’s through premium ingredients, bold positioning, or real-world relatability—the brands doing things differently are now the ones setting the pace for the entire industry.

What's Next for Beauty Retail?

This list of top haircare brands is more than a leaderboard—it’s a clear signal of where consumer preferences are headed. If you're a retailer, distributor, or investor, take note: innovation is no longer optional, and traditional visibility doesn’t guarantee sales. Keep your eye on the brands that are rewriting the playbook.

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