Top 10 Haircare brands in Germany on Instagram

On Instagram in Germany in 2026, haircare is structured around historical players who combine professional expertise and a strong creative presence. Wella dominates the ranking with nearly €4 million in EMV, confirming the strength of its salon presence and its targeted activations, while appearing a second time in the Top 5, proof of an effective multi-range presence. Schwarzkopf and L'Oréal Professional are following closely, driven by strategies that balance technical credibility and volume of content. Kérastase is distinguished by a high number of mentions and active creators, illustrating a sustained strategy of amplification. Behind them, Redken, Pantene and ghd maintain solid visibility thanks to committed communities, while Shyne Now and got2b complete the ranking by focusing on more targeted activations. Overall, the German haircare market on Instagram is based on a mix of professional expertise, established reputation and the regular activation of specialized creators.