These are the most popular haircare products on the Internet in 2020 

Fleabag’s most memorable one-liner is probably “Hair is everything” – and Phoebe Waller-Bridge is not the only one to live by this motto. With an estimated value of 92.5 billion dollars in 2020, the global haircare market is one to watch. Even amidst the unfold of the Covid-19 crisis, customer interest for haircare remains high, with an +71% growth in clicks for the category in April 2020 vs February 2020.

Considering haircare shoppers are constantly exposed to marketing efforts, including advertising campaigns and an endless amount of new product launches, we were interested in finding out which brands and products our customers actually trust their hair with. Having analysed the over 12,000 haircare products on Stylight, we’ve discovered the most popular shampoo, conditioner and mask per hair type, as well as the most clicked everyday haircare items, special products and styling tools. This is the Ultimate Haircare Report. 


Top Clicked Products for
Blonde Hair 

The top clicked products for blondes are aimed at illuminating and nourishing; coming in as n.1 most popular shampoo, L’Oréal Professionnel‘s Serie Expert Blondifier Gloss Shampoo enhances shine with the power of açai polyphenols, while top clicked conditioner, Schwarzkopf Professional BlondMe Keratin Restore Bonding Cleansing Conditioner, restores the hair cuticle through keratin. With its powerful anti-brass properties, Kérastase‘s Blond Absolu Ultra Violet Hair Mask ranks as n.1 most clicked mask for blonde hair. It’s so good, it’s breaking records: Masque Ultra-Violet is our n.10 top selling product out of all Kerastase products FY 2019, and was the n.1 hair mask FY 2019″ says Mitchell Steinberg, Director of eCommerce & Digital Marketing at Kérastase Paris.


Shampoo L’Oréal Professionnel Serie Expert Blondifier Gloss Shampoo Conditioner Schwarzkopf Professional BlondMe Keratin Restore Bonding Cleansing Conditioner Mask Kérastase Blond Absolu Ultra Violet Hair Mask

Top Clicked Products for
Curly Hair 

According to our curly customers, these products are the best of the bunch: coming in as n.1 clicked shampoo is Schwarzkopf Professional‘s Mad About Curls High Foam Shampoo, a sulfate-free formula that gently cleanses hair providing softness and moisture. Top ranking conditioner is Moroccanoil‘s cult Intense Curl Cream Leave-in Conditioner, designed for a wide range of curl patterns, providing definition and reducing frizz. N.1 most clicked mask is L’Oréal Professionnel Serie Expert Glycerin Curl Contour Hair Mask, which is popular for its ultra-hydrating benefits. 


Shampoo Schwarzkopf Professional.Mad About Curls High Foam Shampoo Conditioner Moroccanoil Intense Curl Cream Leave-in Conditioner Mask L’Oréal Professionnel Serie Expert Glycerin Curl Contour Hair Mask

Top Clicked Products for
Afro-textured Hair

Which haircare staples are our afro-textured customers seeking out? Our top clicked shampoo is Kiehl’s paraben-free and sulfate-free Amino Acid Shampoo, a gentle cleanser that leaves hair soft and moisturised; coming in as most wanted conditioner is Carol’s Daughter Black Vanilla Leave-in Conditioner, a weightless, natural-based formulation popular for its detangling properties. Our n.1 clicked mask is also from iconic brand Carol’s Daughter, namely Marguerites Magic Restorative Cream, inspired by a family recipe and packed with cocoa and shea butter for that extra strength.


Shampoo Kiehl’s Amino Acid Shampoo Conditioner Carol’s Daughter Black Vanilla Leave-in Conditioner Mask Carol’s Daughter Marguerites Magic Restorative Cream

Top Clicked Products for
Dry Hair

Customers looking to fight dry hair are in search of extra-hydrating products powered by science. It’s no wonder that Kérastase, at the forefront of haircare research, features for both n.1 most clicked shampoo, with its Bain Micellaire Riche Rich Aromatic, and top wanted mask, with the iconic Elixir Ultime Le Masque Hair Mask. Our top clicked conditioner belongs to VERB with its Hydrating Conditioner, which has gathered an impressive 12,200 wishlist saves on 


Shampoo Kérastase Bain Micellaire Riche Rich Aromatic Shampoo Conditioner VERB Hydrating Conditioner Mask Kérastase Elixir Ultime Le Masque Hair Mask

Top Clicked Products for
Damaged Hair

According to our customers, these products can help restore hair strength: coming in as n.1 most wanted shampoo is Maria Nila‘s Head & Hair Heal Shampoo, designed to soothe itchy scalps and improve hair growth, while n.1 top conditioner WEN by Chaz Dean‘s Sweet Almond Mint Cleansing Conditioner helps repair hair damage with a gentle yet moisturising formulation. Our most popular mask is Orofluido‘s Original Hair Mask, which provides renewed hair health, silkiness and shine. 


Shampoo Maria Nila Head & Hair Heal Shampoo Conditioner WEN by Chaz Dean Sweet Almond Mint Cleansing Conditioner Mask Orofluido Original Hair Mask

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Top Clicked Products for
Thin Hair

What our thin-haired customers are looking for? The obvious answer: volume. Both our n.1 ranking shampoo and conditioner are focused on achieving that oomph: drugstore staple Pantene Pro-V‘s Volume + Hair Boost Shampoo promises to help you boost your hair’s volume, while Wella System Professional‘s Volumize Leave-in Conditioner is formulated to give fine hair thickness without weighing it down. But fine hair needs moisture too: Show Beauty‘s Pure Moisture Treatment comes in as our top clicked mask, and is enriched with caviar white truffle to give your hair that luxe feeling.


Shampoo Pantene Pro-V Volume + Hair Boost Shampoo Conditioner Wella System Professional Volumize Leave-in Conditioner Mask Show Beauty Pure Moisture Treatment Hair Mask

Everyday Heroes
Top clicked everyday haircare items


Headband & Other Stories Braided Velvet Headband Dry Shampoo Batiste Pretty + Opulent Oriental Dry Shampoo Brush Ikoo Paddle X Pops Metallic Love Affair Hair Tie Invisibobble Sprunchie Holy Cow, Thats Not Leather

For That Extra Love
Top clicked products with special focus


Antipollution Haircare Living Proof Perfect Hair Day Triple Detox Shampoo Hair Oil Toni & Guy Radiating Tropical Natural Shine & Softness Hair Oil Texture Spray Rahua Enchanted Island Salt Spray 

Styling Tools
Most popular hot styling tools, ranked by clicks 


Straightener Ghd Gold Style Hair Straightener Blow Dryer Dyson Supersonic Hair Dryer Curling Iron CHI 1” Volcanic Lava Ceramic Pro Spin and Curl Curler

About This Report

Products selected rank as global top item per n. of clicks within product type and/or purpose. The report is based on internal Stylight data collected from our 12 million monthly users and over 12,000 haircare products. Time frame selected for Stylight internal data is from 01.01.20 to 04.15.20. Please note that products were selected only once in ranking based on type, and not repeated if same item was featured in different versions.  

written by:

Clara Del Genio