According to Cosmetify’s latest analysis, Kérastase has taken the top spot as the most popular haircare brand in 2024, with a staggering 12.8 million annual searches. This marks a significant increase of 25% compared to last year, solidifying the brand’s stronghold on the market. Kérastase boasts an impressive online presence, with over 2.4 million Instagram followers and a steady engagement rate.
The brand’s recent out-of-home campaign, featuring global brand ambassador, noted actress Sydney Sweeney, has further boosted its visibility. The campaign’s debut in Times Square this month saw its Elixir Ultime Hair Oil showcased on a digital billboard, drawing attention to its luxurious offerings.
Gisou, on the other hand, has demonstrated remarkable growth, with annual searches more than doubling from last year. This surge in popularity has propelled the brand to second place, with an impressive engagement rate of 2.3% on Instagram and a large following on TikTok, boasting over 858,300 fans.
K18 rounds out the top three, with annual searches increasing by a substantial 75%. Its Instagram following may be smaller compared to other brands, K18 makes up for it with an impressive engagement rate on TikTok, clocking in at 2.38%.
The study highlighted Color Wow’s Dream Coat Anti-Humidity Hair Spray as the most popular haircare product, scoring a high 9.49/10. Chris Appleton took the top spot, with nearly 2 million searches – more than double the previous year.
The most common hair-related question was found to be “How to grow hair faster,” with an astonishing 1.3 million searches. And as for celebrity hair icons, Jennifer Aniston remains a beloved favorite among fans.
As the haircare industry continues to evolve, these findings provide valuable insights in to consumer preferences and trends. As Cosmetify’s analysis shows, Kérastase’s continued dominance for its commitment to delivering high-quality products and engaging with its audience. With Gisou and K18, it will be exciting to see how these brands adapt and innovate in the coming months.
