Top Haircare Product Insights: Bestselling Products and Influencer Impact

If you want to understand what’s really driving consumer demand in beauty, you need top haircare product insights—not just brand names. Charm’s recent sales data from 2024 shows the biggest wins came from treatments and shampoos with targeted benefits. The chart tells a clear story: growth-focused formulas, clean ingredients, and influencer-backed campaigns are leading the charge.

Natural Sant Leads the Market

The #1 product in the US haircare category is the Natural Sant Onion, Rosemary & Biotin Shampoo & Treatment, pulling in a massive $10 million. This product’s success proves that customers are embracing botanical and Ayurvedic ingredients. It’s functional, it’s clean, and it's getting serious traction online.

• Top creator: @anii.flflores, $485K in attributed sales

This highlights an important part of the top haircare product insights: no single influencer is carrying the product. Less than 5% of total sales came from the top creator, meaning word-of-mouth and multi-creator reach are key.

MaryRuth’s Holds Two Spots in the Top Three

Both MaryRuth’s Liquid Multivitamin + Hair Growth (30 fl oz and 15.2 fl oz) raked in $9 million each. These products blur the line between supplements and beauty. Rich in essential nutrients like biotin, zinc, and vitamins A, C, D, and E, they're formulated to support overall wellness while promoting stronger, healthier hair from the inside out.

MaryRuth’s success in this category reflects a broader shift toward ingestible beauty—where wellness and haircare intersect. Its liquid format also makes it a standout choice for users looking for easy, fast absorption without pills. The brand’s clean label, non-GMO formula, and reputation for transparency have helped build trust with health-conscious shoppers.

• @jared.palmer contributed $440K in sales
• @nikkicoccobeauty added $682K in sales

Styling Products and Tools Still Hold Their Ground

While shampoos and treatments dominate, several styling products and tools are also holding their own among the top ten, proving that quick fixes and on-the-go solutions are still highly valued.

• Based Bodyworks Hair Texture Powder – $4M (@moreco1in drove $690K). A lightweight styling powder designed to add volume and hold without residue. Loved for its ease of use and matte finish, it appeals to users looking for texture without the heaviness of sprays or gels.
• Bask and Lather Co Edge Control Gel – $4M (@baskandlatherco, $296K). A stronghold gel that smooths and lays edges with lasting control. It's especially popular in textured hair communities for its non-flaky finish and nourishing formula.
• A Good Ass Day Dry Shampoo – $3M (@ashmartodam, $364K). A dry shampoo spray made for fast refreshes between washes. Known for its cheeky branding and effective oil absorption, it resonates well with Gen Z consumers.

Brushes and Oils Make the List

Hair tools and natural oils carved out strong positions in the rankings, showcasing that simplicity and tradition still have a firm place in today’s haircare routines.

• FHI Heat Unbrush Detangling Hair Brush – $3M (@ericasamone_, $152K). Designed to glide through knots without tugging, this brush is popular for reducing breakage and easing detangling on all hair types. Its soft bristles and ergonomic shape have made it a favorite for daily use.
• Hotana Unrefined Batana Oil – $2M (@asalwaysaleia, $250K). Sourced from the American palm tree, Batana Oil is rich in fatty acids and antioxidants. Hotana’s version appeals to those looking for holistic solutions for hair restoration and scalp nourishment.
• FHI Heat OG Detangling Hair Brush – $2M (@sed._3, $314K). An original detangling brush known for its durability and comfortable grip. It helps smooth the hair without snagging and works well for both wet and dry hair applications.

Performance Is Broad, Not Creator-Dependent

A major insight from this chart: no product relied too heavily on a single creator. Even the top earners like @moreco1in and @nikkicoccobeauty drove under 8% of total product sales. This suggests effective marketing strategies in 2024 are spread across many micro-influencers, not tied to one viral moment.

Top haircare product insights like these help shape marketing strategies, inventory planning, and even product development.

Want to uncover rising products and brands before they hit mainstream charts? Use Charm’s data to track fast-moving trends, monitor creator impact, and build smarter campaigns. Request a demo with Charm.io to see how we can power your next big move.