Hair Density Remains Growing Concern For Consumers

With macro conversations brewing around hair longevity, consumers are seeking micro solutions to strengthen and grow their tresses.

According to a recent report on hair styling trends from Spate, consumers are getting intentional about their hair care product selection driven by specific needs for growth, strength and volume. As summer humidity continues to linger well into September, consumers continue to look for remedies like anti-humidity, split-end menders, chelating shampoos, root-lifting sprays and edge control.

Spate’s analysts say these “micro-solutions” move past broad-category claims, affording opportunities for brands to offer untangled and meaningful solutions. Consumer need for functionality in hair care products—particularly, ones that address density issues and specific hair types such as curly and textured— positions styling as part of the broader pursuit of thicker, fuller-looking hair.

Hair Growth Shampoo

Per Spate’s 2026 Hair Care and Styling Trends Report, the top trends driving the most significant change in popularity include shampoo, conditioner, hair mask and hair loss shampoo.

Hair growth shampoo saw a year-over-year growth of 27.5%. Top ingredients on search include biotin (16,900); sulfate-free (1,700) and rosemary (254.7). Sought-after benefits include regrowth and thickening. Popular brands on search include Bondi Boost, Ds Laboratories and Rogaine.

Across platforms, consumers are seeking hair-growth solutions researching the “best” options and specific brands alongside DIY recipes. Top search queries include hair growth shampoo, best shampoo for hair growth and Midnight Velvet Biotin hair care shampoo and conditioner.

On TikTok, analysts say content splits between ingredient-led products caffeine (248,100 average weekly views) and niacinamide (243,100) and recipes (620,000) with a focus on “Pantene Rosemary Shampoo DIY.”

Split End Menders

Top hair care trends by popularity include split end menders, peptide hair serum, dry shampoo paste, overnight hair serum, hair UV protection and chelating shampoo, according to Spate.

Split ends topped consumer concern followed by frizz and hair growth. Popular brands for split end repair include Monat, Miracle and Living Proof, according to Spate.

On search, analysts say consumers are actively evaluating brands for split ends and breakage. On social media, creators are connecting split ends and breakage with length retention, positioning split-end care as part of a hair-growth routine.

Rising in Popularity

The top brands currently showing the most significant change in popularity include L’Oréal Paris, Olaplex, Dr. Groot, CeraVe and Aussie. Sought-after product formats include shampoo, conditioner, scalp treatment and serum with benefits varying from thickening to growth, according to Spate.

K-beauty scalp and hair care brand Lilyeve saw YoY growth of 21.9% and a popularity share of 93.4% on TikTok, according to the Spate.

Top-searched ingredients included cica, PDRN and panthenol, according to the analysis company.

A New Spin on the Modern Mullet

The modern mullet, fluffy hair and flow haircut are the moment’s top hairstyling trends, with consumers keen on heat protectant, sea salt spray, hair powder, hair gel, curl cream and hair clay to nail the look, according to Spate. The latter received a YoY growth of 78.2% and a popularity share of 64.9% on TikTok.

Top-searched haircare brands for this new iteration of the “business-in-the-front-party-in-the-back” style include Based, Hanz De Fuko and Simpletics.

Analysts say consumers, particularly men, seek specific hair clay brands and products. On social media, consumers and stylists are sharing how-to styling tips for achieving textured hairstyles. Top hairstyling trends by popularity include root lifting spray; air dry cream; anti-humidity spray; beach spray; hair clay; and volumizing powder with pomade stick.

According to Spate, air dry cream saw a YoY growth of 154.4% and a popularity share of 67.9% on Google. Sought-after looks using this product include bouncy curls, waves and bangs precipitated by routines such as air dry and heatless curls. Sought-after brands for this hairstyle include JVN, Curlsmith and Briogeo.

On Reddit, threads around air dry cream are largely situated within curly-hair journeys, including long-term curl progress and growing out or recovering natural texture. Reddit users discuss it primarily as a moisturizing, leave-in foundation, often applied to soaking-wet hair before layering gels, mousses or other styling products, according to Spate. Analysts say air dry cream is consistently incorporated into multi-step routines over a standalone product. Reddit users are shouting-out Curlsmith’s Weightless Air Dry Cream as a “foundational styling step” to embrace natural curls, per Spate.