Hair
Hair Coloring
Hair Coloring
Madison Reed
Root Perfection Root Touch Up Kit
No two heads of hair are the same, but in many cases, they have one thing in common: a desire to cover grays. Enter this permanent hair color that allows anyone to banish telltale roots while maintaining hair health with keratin and argan oil.
Hair Coloring
Clairol Professional
Shimmer Lights Permanent Cream Toners
Formulated for a silky feel and trouble-free application, Shimmer Lights is designed for use on gray or silver locks to add gloss and sheen. The toners are meant to be used after pre-lightening, or to refresh blonde tones to neutralize brass for even, shiny results.
Hair Coloring
Dark and Lovely
Uplift Hair Bleach Kit
Created for women of color looking to achieve a bold shade of blonde while maintaining the integrity of their hair, this ammonia-free bleach powder and cream developer delivers up to eight levels of lift without damaging curl structure or pattern.
Hair Coloring
dpHUE
Glossy Glaze
Glossy Glaze is an instant, in-shower conditioning glaze that adds shine and a sheer boost of color in two minutes. The product’s points of difference include a lightweight liquid texture and its non-committal nature—it washes out completely in three shampoos.
Hair Coloring
Goldwell
Dualsenses Color Revive
Refresh and intensify natural or color-treated hair at home between salon visits while simultaneously conditioning locks with these crowd-pleasing, fade-busting shampoos and conditioners. Safe for all hair types.
Hair Coloring
Good Dye Young
DYEposit
Mix unapologetically bold hues (they offer natural shades, too) with this botanical treatment that harnesses the aroma of bergamot oil to create a spicy citrus fragrance that users applaud. The semi-permanent color lasts between seven and 14 washes and contains broccoli seed oil for conditioning and shine.
Hair Coloring
Wella colorcharm
Permanent Crème Toners
Banish brassy tones with less breakage via Wella’s permanent toner. Created to be a super-saturating, deeply penetrating, fusing formulation that creates the most delicate blonde hues—while also offering fade-resisting benefits.
Hair Coloring
Zotos Professional
All About Curls Quenching Permanent Hair Color for Curls
Made specifically for all types of curly hair, this line offers a quenching color formula that comes with a Prep + Protect Serum to target porous sections and ensure the product is absorbed evenly. Hair is also protected from damage thanks to vitamin B6 and collagen.
Hair Conditioner
Hair Conditioner
adwoa beauty
melonberry hair milk leave-in conditioner
Melonberry, a proprietary blend that comes from the seasonal and drought-resistant South African kalahari melon plant, contains up to 70% essential fatty acids and is rich in natural vitamin E to ramp up its smoothing, moisturizing, detangling, and softening properties, even on fine hair.
Hair Conditioner
Briogeo
Don't Despair, Repair!™ Moisture + Damage Defense Leave-In Treatment
Designed to improve the look of split ends, this strengthening and moisturizing leave-in mask increases strands’ strength, hydration, and natural vibrance with a blend of vitamin B, algae, and biotin.
Hair Conditioner
Nexxus
Unbreakable Care Conditioner
To address the issue of hair breakage, Nexxus’ weightless solution is designed to create millions of weightless bonds between strands that add shape and structure to hair, enhancing volume. This technology is formulated to factor in the underlying causes of hair loss for all fine and thin textures, such as styling, chemical processes, and brushing. Color safe, and free from parabens and dyes.
Hair Conditioner
ORIBE
Hair Alchemy Strengthening Masque
This targeted formula aims to repair cuticles to enhance shine and thicken individual strands for improved volume. With continued use, clogged follicles on the scalp are cleared for unobstructed growth. Formulated for use by Minoxodil users.
Hair Conditioner
Pacifica Beauty
Coco Bond Damage Care Leave-In Mask
An affordable leave-in treatment to combat daily damage from heat styling and chemical treatments that cause split ends and frizz, the 100% vegan formula includes peptides and plant-based film formers to seal the hair’s cuticle.
Hair Conditioner
Pantene
Nutrient Blends Unbreakable Lengths with Rice Water Conditioner
The silicone-free formula contains a blend of antioxidant-rich rice bran oil, lipids, and pro-vitamin B5 to help hair grow healthier and longer over time. It’s made to shield all types of hair from breakage by promoting nutrient absorption and strengthening hair’s inner protein structure.
Hair Conditioner
Virtue Labs
Flourish® Mask for Thinning Hair
This targeted formula aims to repair cuticles to enhance shine and thicken individual strands for improved volume. With continued use, clogged follicles on the scalp are cleared for unobstructed growth. Formulated for use by Minoxodil users.
Hair Shampoo
Hair Shampoo
Olaplex
No. 4D Clean Volume Detox Dry Shampoo
A great dry shampoo is worth its weight in gold, say busy women everywhere. That stands true for this finalist, which focuses not only on absorbing oil and sweat, but also contains micro starch and rambutan seed extract to detoxify the scalp without clogging pores, refreshing hair in between washes.
Hair Shampoo
Drunk Elephant
Silkamino™ Mega-Moisturizing Shampoo
A moisturizing, concentrated blend of silk amino acids and proteins looks to strengthen and replenish moisture to parched strands, leaving damaged hair softer and more manageable. Hero ingredient virgin marula oil boosts shine by smoothing the hair shaft.
Hair Shampoo
Hairitage by Mindy McKnight
Length Check! Biotin Infused Shampoo
When a solution-oriented haircare brand is created by a mom with six kids, each with different hair types, the industry pays attention. In this case, the product addresses brittle strands, slow growth, lack of volume, and the appearance of breakage with building blocks like biotin and Jamaican black castor oil.
Hair Shampoo
John Frieda Hair Care
Frizz Ease Replenish & Repair Nourishing Shampoo
Skip heat styling with this argan and coconut oil-charged formula to smooth individual strands and banish static frizz that generally comes with very dry locks.
Hair Shampoo
LolaVie
Restorative Shampoo
Jennifer Aniston–no stranger to good hair days–created products that are the best of both science and nature. The result is this 96% naturally-derived cleansing shampoo that nourishes hair with vegetable ceramides and botanical extracts, and is made without water, silicones, parabens, or gluten.
Hair Shampoo
MONDAY Haircare
COLOR PROTECT Shampoo
This finalist was created to slow the fading process that occurs during washing. Combined with chic packaging and a paraben-free formula, this shampoo is ideal for all hair types.
Hair Shampoo
Native
Sweet Peach & Nectar Moisturizing Shampoo
Banish dry strands with this effective and affordable option, made with 10 simple all-natural ingredients and a sparkling scent that one TikTok reviewer said, “lights up the whole bathroom for hours.”
Hair Shampoo
Nutrafol
Root Purifier Shampoo
For healthy hair, there must be a healthy scalp. To that end, Root Purifier Shampoo optimizes pH levels with an array of microbes that target thinning hair by cleansing without stripping the scalp or creating pore (and growth) clogging buildup. Sebum production control and natural fragrance are added benefits.
Hair Shampoo
VEGAMOUR
HYDR-8 Hydrate and Repair Shampoo
A clean, ultra-hydrating, and restorative shampoo that won’t strip moisture. Benefits include Karmatin, the company’s vegan strengthening alternative to keratin, to bind to the hair shaft without rinsing off, as well as aloe vera to give a rush of hydration, and magnolia bark extract to support a healthy scalp.
Hair Style/hair Care
Hair Style/hair Care
Mielle Organics
Pomegranate & Honey Air Dry Styling Lotion
Cut down on air drying time while sealing in moisture to create touchable, soft defined, or deconstructed curls. The sprayable lotion seals in moisture for quick-drying, soft-to-the-touch hair that moves.
Hair Style/hair Care
Briogeo
Destined for Density™ megastrength+ density serum
Copper and zinc are ingredients to support thicker looking hair. This lightweight formula contains these two ingredients, which also help to stimulate the scalp, support follicle strength, and strengthen to promote density to fine and thinning hair.
Hair Style/hair Care
Carol's Daughter
Born to Repair Defining Leave-In Cream with Shea Butter
Keeping coils clean and bouncy takes commitment. This leave-in cream is blended with sustainably-sourced shea butter, and Amazonian nut oil to restore moisture—and therefore, shine—to curly tresses.
Hair Style/hair Care
Color Wow
Xtra Large Bombshell Volumizer
Thick, voluminous hair is within grasp for every hair type. This froth is fortified with bamboo to volumize without damage, dehydration, or weighing hair down and lasts for days without drying out.
Hair Style/hair Care
Function of Beauty
Custom Zero Gravity Styling Hair Mousse
Made from 100% recycled plastic, this vanity table-worthy mousse can house a cloud-like foam formulated for naturally wavy strands that want a little volume (and no crunchiness). Styling polymers deliver instant fullness, enhance luster, and banish frizz along with apple fruit extract, while Tara pod extract protects hair from heat and fading.
Hair Style/hair Care
K18 Hairscience
Molecular Repair Hair Oil
Banish frizzy, flyaway, static hair with this non-greasy oil that strengthens as it smooths for immediate and long-lasting frizz control. The product is formulated to penetrate two levels of hair fiber to make a structural improvement without silicone.
Hair Style/hair Care
Living Proof
No Frizz Smooth Styling Cream
Prep hair with this smoothing styling cream that stays in place for 96 hours. As it conditions and adds manageability from root to tip, it also blocks humidity to prevent frizz. Plus, it’s safe for color- or chemically-treated tresses.
Hair Style/hair Care
OUAI Haircare
Scalp Serum
When applied to the hairline and natural part, this balancing and hydrating serum uses Siberian ginseng and chaga mushroom to promote hydration, red clover flower extract to reduce scalp discomfort from over styling, and peptides to support the appearance of thicker, fuller hair.
Hair Tools
Hair Tools
Dyson
Airwrap™ multi-styler
The Dyson Airwrap multi-styler utilizes powerful airflow to deliver wet-to-dry styling while reducing the reliance on extreme heat, thus preserving the hair from unnecessary damage. Instead, hair is curled, shaped, and smoothed by targeted air flow following an adjacent surface for an array of professional-worthy looks.
Hair Tools
Bio Ionic
Smart-X High Efficiency Dryer
This dryer uses more air pressure and less heat for healthier hair long-term. The technology works by breaking down hair’s natural water molecules to infuse that moisture into strands. Smart features include three speeds and three heat settings with auto-memorization.
Hair Tools
ghd
Duet Style
The power of air flow meets state-of-the-art low-temperature plates to create this aerodynamic styler that dries as it straightens, creating glossy, sleek looks that last all day.
Hair Tools
Hairitage by Mindy McKnight
Up In The Air Volumizing Brush
Designed for both curling and straightening, this ceramic tourmaline brush dries and styles all types of hair, then sets the style with a cool-shot button. Users report liking the swivel cord that “makes maneuvering easy.”
Hair Tools
ORIBE
Italian Resin Flat Brush
This Italian-crafted brush is a mix of boar bristles and nylon pins that create polished hair with enhanced shine, no matter the hair type. The ergonomic resin design is easy to handle, and the 97% natural rubber cushion stimulates the scalp.
Hair Tools
PATTERN Beauty
Blow Dryer
Designed for coils and tightly textured natural hair, the powerful motor cuts drying time while the ion generator smoothes the cuticle. Four attachments including a brush, wide-tooth comb, concentrator nozzle, and diffuser create endless styling options. As a bonus, the company supports organizations and programs that empower women and people of color.
Hair Tools
Shark Beauty™
FlexStyle™ Air Styling & Drying System
Re-defining versatility, this system has interchangeable stylers like a curler, volumizer, smoother, and dryer to create a multi-functional hair all-in-one. Loyalists claim that “each attachment works as well or better than hot tools sold individually.”
Hair Tools
Wetbrush
Go Green Curl Detangler
Specifically designed for curly hair, the unique shape and finger-like prongs on the Wet Brush Go Green Curl Detangler bend to adjust to the curl type to prevent tugging and pulling. Partially made with plant-based plastic, it loosens knots on wet or dry hair with minimal damage and effort.
