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.
| Rank | Brand | Total Score | TikTok EMV Score (Max 70) | Instagram Presence Score (Max 30) | Primary Driver of Success |
| 1 | Olaplex | 95 | 70 | 25 | Viral Product Efficacy & Professional Endorsement |
| 1 | Gisou | 95 | 65 | 30 | Founder Led Aesthetic & Audience Loyalty |
| 3 | Cécred | 84 | 55 | 29 | Celebrity Driven Launch & High Profile Rollout |
| 4 | Redken | 82 | 60 | 22 | Professional Authority & TikTok EMV |
| 4 | K18 | 82 | 58 | 24 | Disruptive Technology & Treatment Focus |
| 6 | Amika | 78 | 52 | 26 | Aesthetic Packaging & High Social Reach |
| 7 | Bleach London | 75 | 45 | 30 | Identity Led Storytelling & Renewed Relevance |
| 7 | Ouai | 75 | 50 | 25 | Modern Luxury & Founder Driven Buzz |
| 9 | Isima | 74 | 48 | 26 | Early Stage Volatility & Celebrity Founded Hype |
| 10 | Kérastase | 68 | 40 | 28 | Legacy Brand Resilience & Premium Positioning |
Key Findings and Brand Analysis
The 2025 haircare influencer market is defined by the success of brands that offer tangible results and a strong visual identity.
1. The Dual Platform Leaders: Olaplex and Gisou
Olaplex and Gisou share the top rank with a Total Score of 95, showcasing two distinct paths to dominance. Olaplex achieves its score through an industry leading TikTok EMV, driven by countless positive mentions and demonstrations of its viral product efficacy. Gisou, on the other hand, secures a perfect 30/30 for Instagram Presence, reflecting its founder led aesthetic and exceptional audience loyalty, which translates into high quality, aspirational content.
3. Cécred
Cécred, launched by Beyoncé Knowles‑Carter, quickly entered hair Tok conversations in 2025 as one of the most buzzed about new haircare brands. A Mintoiro TikTok trend report listed Cécred among the Top 30 Haircare Brands Trending on TikTok in August 2025, alongside long established names, reflecting a rapid rise in mentions for a new label.
4. Redken
Professional brand Redken remains deeply woven into stylist led content and home care recommendations. A Mintoiro TikTok ranking of Top 30 Haircare Brands Trending on TikTok (August 2025) lists Redken France as one of the standout brands, alongside Bleach London, Gisou, Kérastase and Olaplex, highlighting the label’s strong creator campaigns and effective formulas.
5. K18
Biotech hair brand K18 dominated “hair repair” and “bond vs bond” conversations in 2025. Its Peptide Prep Detox Shampoo and Molecular Repair Hair Mask appeared in multiple “Top haircare launches of 2025” and “best haircare of 2025” creator roundups, with influencers praising visible damage reversal and simplified routines.
6. Amika
Colorful, community driven Amika is one of Gen Z’s go to prestige hair brands at retailers like Sephora and Ulta. A 2026 insight report on Gen Z haircare found that when shopping at Ulta and Sephora, amika is chosen by 23% of Gen Z consumers, ahead of Olaplex (20%) and Ouai (18%), showing its strong share of mind at key beauty retailers.
7. Bleach London
UK born Bleach London remains a cult favorite for DIY color and pastel transformations. The Mintoiro August 2025 TikTok haircare ranking names Bleach London among the top 30 trending haircare brands, citing its vibrant color kits and strong resonance with younger audiences exploring bold shades at home.
8. Ouai
Founded by stylist Jen Atkin, Ouai sits at the intersection of chic minimalism and fragrance forward haircare. In the Beauty Contract’s Gen Z hair oil survey, Ouai captured 22% of premium hair oil users, second only to Moroccanoil (30%) and ahead of Olaplex, Gisou and Kérastase, highlighting its strength in the hair oil category in 2025.
9. Isima
Emerging brand Isima gained traction as part of the new wave of haircare names surfacing in Mintoiro’s TikTok monitoring. While detailed public metrics remain limited compared with heritage brands, Isima’s inclusion in Top 30 Haircare Brands Trending on TikTok (August 2025) signals rising mention volume and engagement among early adopter creators seeking fresh, niche options.
10. Kérastase
Luxury salon brand Kérastase continues to set the benchmark for high end haircare. Cosmetify’s Hair Care Report ranked Kérastase as the number one hair care brand globally based on annual searches between April 2023 and March 2024, ahead of Gisou and K18, which translated into strong visibility heading into 2025.
The Rise of Treatment-Focused Brands
The high placement of K18 (Rank 4) and the continued strength of Redken (Rank 4) highlight the consumer demand for science backed, treatment focused haircare. K18’s success is a result of its disruptive technology and strong influencer focus on product results, while Redken leverages its professional authority to generate significant EMV on TikTok.
Celebrity and Aesthetic Influence
The impact of celebrity is evident with Cécred (Rank 3), which achieved a high ranking shortly after its launch due to its high profile rollout and the cultural influence of its founder. Similarly, Bleach London (Rank 7) and Amika (Rank 6) succeed through their strong, recognizable visual identities and aesthetic packaging, which make them highly shareable and positively mentioned on Instagram.
Legacy Brand Resilience
Kérastase (Rank 10) demonstrates the resilience of legacy brands. While its TikTok EMV is lower than the viral leaders, its high Instagram Presence Score reflects its premium positioning and sustained relevance among high value influencers and professional stylists. This indicates that for luxury and professional brands, a strategic, high quality presence can maintain a top tier ranking despite lower volume.
Conclusion
The most positively mentioned haircare brands in 2025 are those that can effectively communicate product performance and brand identity across social media. The data confirms that a successful strategy requires a high volume, results driven approach on TikTok, coupled with a strategic, aesthetic, and authoritative presence on Instagram. The leaders in this category are masters of both viral product demonstration and aspirational brand storytelling.
