Posted on
1/9/2023

Top-10 Most Mentioned Haircare Brands by Influencers

Over the years, hair care brands have never stopped betting on creativity and innovation. By transforming old routines into a relaxing time, they have caught the eye of the influencers. Discover the top 10 hair care brands that have been leading the hair industry in 2023.

women behind a mirror making up a beauty
women behind a mirror making up a beauty

Kolsquare Methodology

Based on the analysis of Kolsquare data, this study presents the performance of brands in the beauty industry (make-up, skincare, haircare and fragrances) worldwide. It is based on the analysis of millions of Kolsquare influencers, including more than 536,009 profiles that have mentioned one of the 202 beauty brands analyzed or used one of their brand hashtags at least once. The 7,698,391 posts analyzed between July 2022 and August 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook, and Twitter.

The below data are extracted from our study “Influencer Marketing in the Beauty Industry in 2023“, available for download here.

Top-10 Most Mentioned Haircare Brands By Influencers

1. Sephora

Sephora is a multinational chain of beauty and cosmetics stores known for offering a wide range of high-end and prestige beauty products. With 110 772 mentions, Sephora has become one of the world’s leading beauty retailers and is known for its extensive selection of makeup, skincare, haircare, fragrance, and beauty tools from both established and emerging brands.

2. Redken

Redken is a brand of hair care and styling products primarily used in professional salons. The company was founded in 1960 by Jheri Redding and Paula Kent, hence the name “Redken.” Mentioned 46 572 times, it is known for producing a wide range of hair care products, including shampoos, conditioners, hair treatments, and styling products. Redken products are often formulated with advanced technologies and ingredients designed to address various hair concerns, such as damage, dryness, frizz, color protection, and more.

3. Kérastase

One of the standout features of Kérastase is its commitment to innovation and scientific research in developing advanced hair care solutions. The brand often collaborates with leading hair scientists and experts to create cutting-edge products that deliver exceptional results. This focus on research and development has contributed to its reputation as a luxury brand within the hair care industry. Kérastase is particularly renowned for its personalized approach to hair care, offering diagnostic tools and in-salon treatments that are tailored to an individual’s unique hair needs. The brand has been mentioned 36 005 times.

4. ghd

ghd stands for “Good Hair Day,” and it is a popular brand of hair styling tools and products known for its high-quality straighteners, curling irons, hair dryers, and other styling accessories. ghd was founded in 2001 in the United Kingdom and quickly gained a reputation for producing top-notch hair styling tools that are favored by both professional hairstylists and individuals looking to achieve salon-quality results at home. With 30 070 mentions, the ghd brand is associated with innovation and quality in the hair care industry. Its products often incorporate advanced technologies and materials to provide consistent and reliable results.

5. Sisley

“Sisley” typically refers to Sisley Paris, a high-end French cosmetics and skincare brand. Sisley Paris is known for its luxury beauty products, including skincare, makeup, and fragrances. The company was founded in 1976 by Hubert d’Ornano and is headquartered in Paris, France. Thanks to the anti-aging skin care expertise developed by Sisley laboratories, Hair Rituel by Sisley offers exceptional rituals with formulas as powerful as they are concentrated to suit all hair types. Hair Rituel by Sisley offers exceptional rituals for men and women and all hair types. Their motto is “Haircare is the new skincare”. It has been mentioned 24 199 times.

6. Wella

Wella is a well-known brand in the beauty and haircare industry. It is primarily associated with professional haircare products and services, including hair color, styling, and salon treatments. Wella was founded in Germany in 1880 and has since become a global leader in the haircare industry. Wella offers a wide range of products and services, including: hair color, haircare, styling products, salon services and professional haircare tools. Quoted 22 364 times.

7. Framar

Mentioned 17 869 times, Framar is a brand that specializes in hair coloring tools and accessories used by hairstylists, colorists, and salon professionals. The brand is known for producing a wide range of hair coloring products designed to make the coloring process more efficient and precise. Framar’s products are often recognized for their high quality and innovative designs. Framar products are designed with the needs of professional colorists and stylists in mind, aiming to make the hair coloring process more efficient and enjoyable.

8. Gisou

Gisou is a haircare brand founded by Negin Mirsalehi, a popular social media influencer and beekeeper. The brand is named after the Persian word for “golden hair,” and it is inspired by Negin’s family heritage of beekeeping. Gisou is known for incorporating honey and other bee-derived ingredients into its products.

The key ingredient in Gisou products is Mirsalehi Honey, which is sourced from the Mirsalehi bee garden in the Netherlands, where Negin’s family has been beekeeping for generations. The honey is used in various haircare formulations to provide nourishment, hydration, and shine to the hair. The honey Infused Hair Oil is one of Gisou’s flagship products. It’s a hair oil formulated with Mirsalehi Honey, which is designed to moisturize and nourish the hair, leaving it shiny and smooth. It has been mentioned 16 437 times.

9. Schwarzkopf

15 741 mentions for Schwarzkopf. It is known for its commitment to innovation and research in the field of haircare and coloration. The brand frequently introduces new technologies and formulations to meet the evolving needs and trends in the industry. Schwarzkopf products are available in many countries and can be found in drugstores, supermarkets, beauty supply stores, and professional salons. The brand is trusted by both professionals and consumers for its quality and effectiveness in achieving various haircare and styling goals.

10. Dyson

Dyson’s haircare line includes innovative and high-quality hair care devices designed to help users achieve salon-quality hair styling results while minimizing heat damage and promoting hair health. With 15 603 mentions, Dyson’s haircare products are known for their technological innovations, including precise temperature control, intelligent heat distribution, and user-friendly features. They are often favored by hairstylists and individuals who want professional-grade hair styling tools that prioritize hair health and minimize damage.

Share of voice of each brand or company in terms of EMV

Share of voice can be defined as a brand’s market share or presence relative to your competitors on different channels. It serves as a metric for determining how well-known and visible a brand is, figuratively what is its market share. The share of voice doesn’t refer to the percentage of sales, but to the percentage of discussion.

In this ranking, the top-3 is dominated by Sephora, Kerastase and Dyson.

  1. Sephora 39%
  2. Kerastase 9%
  3. Dyson 7,2%
  4. Ghd 6,6%
  5. Redken 6%
  6. Gisou 5,8%
  7. Revlon 3,7%
  8. Framar 3,1%
  9. Sisley 2,4%
  10. Wella 2,3%

Key figures from the report

  • 80% of content published by Haircare KOLs is in video format.
  • On Instagram, 35% of content published is posts.
  • The average engagement rate of a TikTok video for the sector is 3,8%.
  • The three brands generating the most engagement on TikTok are Sephora, Redken and Revlon.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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