When it comes to hairstyles, there are the age-old spirals: debating a bob, flirting with bangs (often after a breakup), or committing to growing it all out. But when it comes to 2026-specific trends, the real shift is happening beneath the surface. A new wave of product categories is emerging, with a sharper focus on ingredients, scalp health, and treatments that address structural issues rather than simply masking them.
Vogue’s Favorite Hair-Care Products of 2026
Much like skin care, consumers are becoming more informed and more discerning. They’re reading Reddit threads, asking derm-fluencers on TikTok their questions, and actually scanning ingredient lists instead of defaulting to whatever their mom used. The result is a category being held to a much higher standard.
At the same time, global influence is reshaping the market, with brands from Korea, Japan, Brazil, Australia, and even Georgia introducing new formulations and philosophies. Across the board, products are now designed to extend, maintain, and improve hair health, not just mold and maneuver it to our style of choice. From herbal shampoos and bond-building treatments to scalp-focused growth formulas, these are the six trends poised for major 2026 momentum.
Bond-Repair Treatments
If there’s one category that’s taken over every marketing meeting recently, it’s bond repair. If you’re not entirely sure how it works, celebrity hairstylist Benjamin Mohapi explains that every chemical service breaks down bonds inside the hair shaft, and these treatments are designed to rebuild them. “It’s not a conditioner; it’s working on a structural level,” he explains. “It leads to less breakage, better elasticity, and hair that actually behaves.” In-salon, bond builders are now often added into services almost automatically, though they can occasionally affect results depending on the formula. Not everything plays well together, so it’s worth knowing what’s actually being used on your hair.
Still, the results are hard to argue with. With so many brands in the space, there’s something for everyone—notably offerings by Olaplex and K18, which pioneered the category. As Mohapi puts it, “Olaplex No. 3 is the original bond builder for a reason. This isn’t a mask or a conditioner; it’s a pre-shampoo treatment that targets the disulfide bonds broken by coloring and heat. When you pair it with the rest of the system, you’re giving your hair the best possible chance to bounce back.” K18, he says, delivers similar results in a more lightweight format. “I love K18’s repair mask. It’s not just a quick fix, it’s working deep inside the hair shaft to restore elasticity and strength.” Newer entries like Ouai’s repair balm and Maria Nila’s bond builder are only expanding the category further by creating formulas that work for different hair types or use at other parts of one’s regimen.
Herbal Shampoos
If you scan ingredient lists a little more closely, you’ll notice brands are expanding well beyond the usual paraben-free, sulfate-free formulas that have been around for years, shifting in favor of herbal, plant-based formulations. Celebrity hairstylist Kenna Kennor explains that the interest is part of a broader mindset shift: “People are more conscious of the chemicals they’re using on themselves and in their lives generally, which has spiked interest in herbal alternatives and plant-based hair care,” he says. “There’s a real demand for clean beauty, and brands are responding with formulas that actually work. I’m seeing clients gravitate toward shampoos with ingredients like turmeric, rosemary, and botanical extracts—not just for the wellness aspect, but because they deliver results without stripping the hair.”
There’s a wide range of options, from Ayurvedic-rooted brands like Shaz & Kiks and Ranavat to more luxury entries like Sandra de Fruta. Kennor also points to Aromatica as one to watch. “Everything Aromatica is doing is incredible, even the name of their Rosemary Scalp Scaling Shampoo has helped my clients understand that we’re washing our scalp, not our hair,” he says, adding that shampooing twice on each wash day delivers the best results.
Keratin Hair Masks
You can run, but you can’t hide. Protein is everywhere right now, not just in your diet, but in your hair masks, too. Keratin, the structural protein responsible for hair, skin, and nails, is showing up in more formulas and is especially effective for frizz, Kennor explains. “Frizz is generally the battle for users of these products, and they work incredibly well at smoothing and strengthening the hair shaft,” he explains. “What I love about the current generation of at-home keratin masks is that they’re formulated without high concentrations of formaldehyde or methylene glycol, focusing instead on safe, conditioning ingredients.” In other words, you’re getting the smoothing benefits without the harsh trade-offs that once defined keratin treatments. As for what to try, he’s seen standout results from Virtue’s Restorative Hydrating Treatment Mask. “A little goes a long way, and in the few minutes it recommends, you get real results. As we come into summer frizz season, this is going to be an essential part of my kit.” He also recommends Ouai’s Fine to Medium Hair Treatment Masque for finer hair types. “I love the smell, and you shouldn’t be afraid to use it on the roots as long as you rinse it well.”
Root Touch-Up Sprays
Economically, committing to salon color every few weeks just isn’t realistic, especially if your color fades or your hair grows quickly. Thankfully, we now have root touch-up sprays, which have quietly become one of the most useful products on the market. Per Kennor, the formulas have come a long way. “Root touch-up sprays have become incredibly precise with their color matching, and most importantly, the way they reflect light,” he says. “They go virtually unnoticed.” Time is money, and these sprays essentially buy you time—most can stretch your color by a week or two without looking obvious or chalky. “For clients managing grays or maintaining dimensional color, it’s a game-changer,” Kennor says. “It gives them control over their maintenance schedule without sacrificing how polished they look.”
You also don’t have to empty your coffers, as many of the best options are available at drugstores. Kennor loves L’Oréal Paris’s Root Cover Up, especially on set. “It’s invisible under constant light and easy to find, since so many pharmacies stock it.” He also uses Clairol’s Root Touch-Up spray for red tones. “The auburn shade is a perfect match for Britt Lower’s hair color, making it ideal for emergency coverage, especially when she’s filming Severance.”
Purple Hair Masks
Calling all blondes! A hop, skip, and jump from purple shampoos, purple hair masks are a great option if you want a cooler, more silver finish without sacrificing softness. Mohapi puts it simply: With summer approaching, brassiness is basically inevitable. “Sun, hard water, and time in the city—they all play a part in messing up your color, and a purple mask is the simplest way to deal with it,” he says. “Swap it in for your conditioner once a week, leave it on for a few minutes, and your color will look like you just left the salon again.”
That said, don’t get carried away. “Be careful not to overuse it or leave it on too long,” he adds. “You still want to be blonde, not a shade of violet!” Most formulas are deeply conditioning too, so you’re toning and treating at the same time. It’s not complicated; it just works. There’s no shortage of options, from Kérastase and Amika to Matrix, plus a mask by Christophe Robin that Mohapi considers a favorite: “It’s more than just a toner. It’s deeply nourishing, so you get that creamy, expensive-looking blonde without any of the dryness.”
Hair-Growth Sprays
When it comes to hair growth, it all starts at the scalp. Mohapi explains that a good growth spray, typically formulated with ingredients like caffeine, biotin, and peptides, can help stimulate circulation and support the follicle before the hair even breaks the surface. “Apply it after washing, don’t rinse, and move on with your day,” he says. It couldn’t be easier!
That said, it’s not an instant fix, and there are plenty of reasons hair can thin. “If you’re consistent about it, you may well see a difference.” It’s still a relatively new category, but one that’s quickly gaining traction. Right now, some of the most talked-about options include Keranique, Moerie, Trybello, and Agent Nateur as a more elevated option. The handy spray application makes them more convenient and targeted than their traditional serum counterparts.
Everything You Need to Know
How We Tested
When we test and review a product, we take a holistic approach to deliver well-rounded product recommendations. First, we lean on Vogue’s vast network of experts—from board-certified dermatologists to celebrity hairstylists—to gain professional acumen on the industry’s standout products, ones these specialists would actually use on their clients. We pair their expertise with our editorial best practices to curate the thoughtful edits you read on our site.
As it relates to hair-care products, we selected the best based on the following characteristics: ingredients, formula type, application, different hair types, packaging, and the hair-care concerns they address. To do this, we paired our own personal tests of each formula with expert guidance and reviewer insights to determine which we would recommend to you.
Meet the Experts
- Benjamin Mohapi is a celebrity hairstylist and founder of Benjamin in Los Angeles and New York City.
- Kenna Kennor is a celebrity hairstylist originally from London and currently based in New York.
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