This RB report identifies and ranks the Top 10 Most Mentioned Haircare Brands by Influencers in 2025, based on a custom, dual platform ranking methodology. The analysis synthesizes data on Earned Media Value (EMV) from TikTok and Strategic Presence from Instagram, providing a comprehensive view of brand visibility and positive sentiment across the most influential social media channels. The ranking is dominated by treatment focused, high performance brands and digitally native brands with strong aesthetic identities. Olaplex and Gisou share the top rank, demonstrating the power of combining viral product efficacy with founder led, aspirational content. The results highlight that success in the haircare sector is driven by a blend of massive, product focused reach on TikTok and strategic, high quality engagement on Instagram, often centered around professional authority and celebrity influence. Methodology: Custom Ranking Criteria To provide a comprehensive and nuanced ranking, a custom scoring system was developed, weighting…
the two most critical social media performance indicators (KPIs) for the haircare sector in 2025. KPI Weight (Max Points) Data Source & Rationale TikTok Earned Media Value (EMV) Score 70 points Based on the brand’s relative EMV on TikTok.
This metric is a proxy for the total value generated by influencer mentions, capturing the sheer volume and positive financial impact of the brand’s visibility on the platform, often driven by product demonstrations and viral trends.
Instagram Presence Score 30 points Based on the brand’s consistent high performance and strategic engagement on Instagram. This measures the quality, strategic nature, and consistent positive sentiment of the mentions, often driven by aesthetic, founder led, or professional content.
The total score for each brand is the sum of these two weighted components. Top 10 Ranking: Most Influential Haircare Brands in 2025 The following table presents the final ranking of the top 10 haircare brands, based on the combined Total Score from the custom methodology…
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