Based on data from Spate, the leading AI-powered consumer trend intelligence platform, I identified the fastest-growing haircare brands on Google, TikTok and Instagram in August among the 100 most popular brands on those platforms globally.
Seven brands are part of larger company portfolios: Ducray (Pierre Fabre), Aveda (Estée Lauder), Neutrogena (Kenvue), CHI (Farouk Systems), Newmo (PharmaFoods), Karseell (Guangzhou Chinchy) and Tangle Teezer (BIC). Bask & Lather, Eco Styler and TYMO are independent.
Scalp care and treatment brands lead the list: Ducray is up 150%, Aveda 107%, Bask & Lather 98% and Neutrogena 71%. The prominence of Ducray and Neutrogena fits the shift toward scalp health and the “skinification” of haircare. Their channel of growth differ though: Google drove the gains for Ducray and Neutrogena, while Aveda’s increase was led by TikTok, where its popularity rose 386%.
Karseell pairs rapid growth with extraordinary scale. It ranked first globally, with a 3.184 billion popularity index, up 45% in August. TikTok accounted for 98% of the brand visibility and rose 45.6% month over month. This shows once again how TikTok can propel emerging brands ahead of legacy brands online.
Tools are also gaining traction. TYMO rose 50%, with TikTok and Instagram popularity up 51% and 83% while Tangle Teezer grew 44%, led mainly by Google.
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