TikTok has become a prime place for products to go viral, especially in haircare. Recent data from Spate shows that viral hair brands are growing fast, with some seeing over 1,000% year-on-year growth and billions of views across popular hashtags.
This growth is closely linked to the kind of content people watch every day. Before-and-after clips, simple tutorials, and honest reviews make it easy for shoppers to see results and trust the product. At the same time, search data shows strong growth in key categories, with products like hair masks and dry shampoos increasing by over 30% year on year.
For retailers, this points to a clear shift. Products that perform well online are now driving steady sales in-store and online. Virality is not just about reach. It is shaping what customers are ready to buy.
Here are the trending haircare products consumers are actively searching for and buying.
1. K18 Biomimetic Hairscience Leave-In Molecular Repair Hair Mask
When people talk about viral hair products, K18 is usually at the top of the list. The demand for this brand is massive. In the UK alone, about 44,000 people search for the brand name every month. Even more impressive is that 26,000 of those shoppers are looking specifically for this hair mask.
It currently holds the number five spot on the best sellers list for hair masks on Amazon UK. With over 27,900 reviews and a 71% five-star rating, it is clear that customers trust this formula to deliver results.
The reason this mask has become such a trending hair care product is its ability to repair hair at a molecular level. Professional hair educator Jake Seitchik, who has spent over seven years at the Spoke and Weal salon in New York City, is a big fan. He explains that his team uses K18 with every color treatment they perform. Seitchik recommends the mask to anyone who dyes their hair, uses perms, or frequently uses heat tools.
For a retailer, stocking K18 means offering a professional-grade solution that shoppers are already actively seeking out.
Explore the K18 range available on Qogita.
2. Karseell Collagen Hair Mask
You might not know the name Karseell yet, but you have almost certainly seen their videos. This brand became a sensation because of viral clips showing tangled, messy hair being transformed into a smooth, mirror-like finish after just one dip in a bowl of water. These videos have helped the brand reach over 77 billion views on TikTok.
Karseell has become a top player in the hair mask category on Amazon. According to Spate, it is currently outperforming many classic brands, such as Olaplex and Moroccanoil, which have been leaders for years.
The feedback from customers is just as strong as the social media hype. The product has earned a 90% positive rating from over 1,000 customers on Amazon. People love that it uses collagen and conditioning oils to deeply hydrate and repair dry, damaged hair. It is a great choice for retailers because it appeals to customers who want that instant transformation they see on social media.
Browse Karseell products available on Qogita.
3. Color Wow Dream Coat Supernatural Spray
If your customers are asking for the glass hair look, they are looking for Color Wow. This product has become a staple for anyone wanting silky, frizz-free hair that lasts for days. It has earned a massive reputation, backed by over 105,765 global ratings on Amazon with a solid 4.3-star average. Based on recent sales data, it currently ranks second in the Hair Sprays category on Amazon's best-seller list.
The spray is a favorite of celebrity hairstylist Chris Appleton, who is the secret behind the hair of stars like Kim Kardashian, Jennifer Lopez, and Ariana Grande. Appleton calls it his secret for red carpet prep because it acts like a raincoat for the hair. He explains that he uses it on all hair types to transform dry or frizz-prone hair into a smooth, glass-like finish.
For retailers, the selling point is the technology. It’s a heat-activated treatment that creates a waterproof shield around each strand, blocking humidity for up to 3 or 4 washes. It feels weightless, which is why it has become such a trending hair care product for people who want high-performance results without a greasy feel.
View the full Color Wow product range on Qogita.
4. Kérastase Genesis Anti Hair-Fall Serum
Kérastase is a household name in luxury hair care, and the data proves it. Over 50,000 people in the UK search for the brand every single month. Within that huge fan base, about 12,000 people are looking specifically for the Genesis Serum with a clear intent to buy. It has become a staple for anyone worried about hair thinning or breakage.
This serum is currently ranked as the number two bestselling hair serum on Amazon. It holds a 95% positive rating from more than 5,000 customers who often describe the results as insane after just a few days of use. While many products focus only on the hair strands, this one targets the scalp to stop hair fall at the source.
The formula uses ginger root and aminexil to protect hair from daily stress and help it stay anchored to the scalp. It is a daily leave-in treatment that doesn't feel greasy, which is a major selling point for shoppers who want professional results without a heavy feel. Stocking this serum means meeting the high expectations of a very loyal and active audience.
Explore all Kérastase products available on Qogita.
5. Olaplex No.7 Bonding Hair Oil
Olaplex has been a giant in the industry since 2014, and its reputation only grows stronger. The brand is famous for its patented technology (bis-aminopropyl diglycol dimaleate), which serves as a "secret sauce" for repairing broken hair bonds.
This scientific approach has made it one of the most trusted trending hair care brands globally. In the UK, the brand's search volume reaches 57,000 per month, with over 6,000 people specifically looking for the bonding oil.
What makes this a trending hair care product is its versatility. Celebrity hair colorist Bianca Hillier points out that the oil is designed to boost shine, stop frizz, and protect hair from UV rays. Most importantly, it provides heat protection up to 450°F. Hillier recommends it for anyone who regularly uses curling irons or blow-dryers. Because the formula is so lightweight, she notes it can even be used on days when you don't wash your hair without leaving your hair feeling greasy.
The numbers show that customers agree with the experts. The product has a 4.6-star rating from a massive 58,000 global reviews. It also holds the number four spot on Amazon’s best-sellers list for the hair oil category. For a retailer, this is a low-risk, high-reward item to stock because it appeals to almost every hair type and styling routine.
Explore the full Olaplex range available on Qogita.
6. Amika Soulfood Nourishing Hair Mask
Amika has quickly become a leader in the beauty space, ranking as the fourth top salon hair care brand and the fastest-growing among its competitors. One of the main reasons it stands out is its commitment to the environment. The brand is certified cruelty-free and uses 100% recyclable packaging. This makes it a perfect fit for the growing number of shoppers who want to buy from sustainable and ethical businesses.
The Soulfood mask is a top trending hair care product because it is truly universal. It works for every hair type, including curly, coily, fine, or thick hair. Whether a customer has color-treated hair or prefers to air-dry their natural texture, this mask provides the deep nourishment they need. It uses sea buckthorn and vitamins to hydrate hair without weighing it down.
Shoppers have given the product a 91% positive rating from over 500 reviews on Amazon. Amika is a great example of how modern values like sustainability can drive sales. By stocking this mask, you appeal to eco-conscious customers while offering a high-performance treatment that works for every buyer.
Browse the latest Amika products available on Qogita.
7. Redken Acidic Bonding Concentrate Shampoo
While masks and oils usually get all the attention on social media, this shampoo is proving that the daily wash can also be a trending hair care product. More than 20,000 people in the UK alone are searching for “redken shampoo” every month.
Redken has positioned this as a top seller in their repair category because it offers an all-in-one solution for damaged hair. It focuses on balancing the hair's pH, which is essential for keeping the hair cuticle closed and healthy.
The response from both professionals and home users has been excellent. On the brand’s own website, 91% of reviewers recommend the product. On Amazon, it maintains a 94% positive rating from more than 5,000 customers. Shoppers specifically praise it for how it handles hair that has been weakened by coloring, lightening, or heat styling.
This is a strong item to keep in stock because it encourages repeat purchases. Since it is a sulfate-free shampoo that provides professional-grade bond repair, it easily fits into a customer's everyday routine.
Explore Redken products (including the ABC line) for your store on Qogita.
8. GHD Duet Style 2-in-1 Hot Air Styler
The line between styling tools and hair care has blurred, and GHD is leading the way. This brand is a powerhouse on social media, with the #ghd hashtag reaching over 3.99 billion views on TikTok. In the UK, the brand's popularity is clear, with 40,000 people searching for "Ghd" every month. Over 3,000 people are specifically looking for this Duet Styler.
When this tool launched, it immediately grabbed the industry's attention. Freelance beauty editor Lucy Partington shared her love for the device on Instagram, and celebrity makeup artist Bryony Blake called it an "absolutely fantastic device" during a beauty segment on the TV show This Morning. It is a trending hair care product because it dries and styles hair at the same time using air instead of extreme heat, which prevents damage.
Since it replaces the need for both a hair dryer and a flat iron, it is an easy sell option for retailers. Adding this to your inventory shows that you carry the latest innovations from one of the world's most trending hair care brands.
Check out the full range of GHD styling tools on Qogita.
Where to Stock These Viral Hair Products
Keeping up with every trending hair care product can be a challenge for even the most experienced retailers. When a brand suddenly becomes the latest viral hair product sensation, you need a way to get those items onto your shelves quickly and reliably.
This is where a platform like Qogita becomes an essential tool for your business. Instead of spending hours managing different accounts and shipping schedules for multiple trending hair care brands, you can find everything you need in one place.
Every product we mentioned in this guide, from the high-tech K18 masks to the innovative GHD stylers, is available to buy through their platform. You can also stock up on products from the most in-demand categories, including:
- Hair Care
- Hair Coloring
- Hair Styling
- Brushes & Combs
- Styling Tools
- Hair Types
- Hair Accessories
Using a smart sourcing strategy helps you stay ahead of the curve. When a customer walks in asking for the latest trend they saw online, you already have it ready for them.
Many shoppers who are interested in new hair products are also looking for fresh beauty ideas, including the season's nail trends. For retailers, this can be a good opportunity to create seasonal bundles and increase basket size.
Conclusion
To recap, the hair-care market is shifting away from basic maintenance toward advanced repair and high-shine finishes. While many of your customers will be looking for classic bond-builders like Olaplex, there is still plenty of room for those who want to embrace the latest innovations, like collagen masks and heat-free styling tools.
It’s very important for retailers to understand which viral hair products are trending on social media and place them directly in front of their shoppers. The plus point is that you do not need to spend much on marketing for these products. The demand is already driven by online trends and celebrity influencers who show off the results daily.
To make things easier, you can source all these trending hair care brands and professional tools through Qogita. If you have any questions or want to start building your inventory, feel free to reach out to us or create an account to begin buying.