With so many styles and textures, it can take years to finally nail the perfect routine for a specific hair type. And as new hair care products and accessories hit the market daily, consumers need some help staying up to date with all the latest releases.
For many of us, our hair is sacred. And social media users feel a close connection with influencers who share the same hair care struggles as they do. Because these hair care creators are experts in their field, audiences trust them when they offer solutions to various hair care woes.
Brands can leverage that bond by partnering with influencers who fit their mission, values, and customer persona. When done correctly, these partnerships can drive more brand awareness and conversions than any other marketing strategy.
What is a hair care influencer?
A hair care influencer is a social media creator who produces content related to hair health, treatment, and hair care products. Many of these influencers have unique hair types that require specific regimens and use their expertise to help others struggling to maintain a desired look and texture.
The various hair types are as follows:
Maintenance routines can vastly differ from one hair type to the next, making hair care influencers a great resource for those with matching textures. And because very few hair care routines are exactly the same, at-home stylists can experiment with various regimens from the creator they feel most connected with.
Hair care industry statistics
Now that you understand what a hair care influencer does, let’s take a closer look at some stats about their industry.
The hair care industry is steadily growing in the United States.
The U.S. hair care industry generates over $13 billion in annual revenue and continues to grow year over year — making it one of the most lucrative verticals for influencer marketing.
Nearly half of consumers will buy their hair care products online by 2025.
Nearly half of consumers now purchase their hair care products online, a number that continues to climb — giving digital-first brands and influencer partnerships an even bigger advantage.
The U.S. generates the most revenue from hair care products.
The top 5 hair care industries in the world by country are as follows:
- U.S. – $13.3 billion
- China – $8.9 billion
- Japan – $7.6 billion
- Brazil – $4.9 billion
- Germany – $3.6 billion
The Black hair care market has surpassed $7 billion and continues to grow.
The Black hair care market is valued at nearly $8 billion globally and is projected to surpass $12 billion in the coming years.
Business Research Insights explains: “There is a developing demand for products that cater to unique hair textures and issues, including dryness, breakage, and scalp fitness.”
Hair care industry trends to watch for:
Social media consistently bares the latest industry trends, and hair care is no exception. Here is a taste of what people are talking about online right now.
1. More demand for natural ingredients
@megdiem Fine/Thin hair approved!! 🌱 @Maria Nila 🌿 #marianila #veganhaircare #tiktokshop #finethinhair #megdiem #finehair #haircare ♬ original sound – meg diem easton
Consumers are shying away from chemicals and gravitating toward more natural options—specifically plant-based, vegan, and silicone-free shampoos.
“Consumers are looking for natural and clean beauty products. This will mean something different to each shopper, from using naturally occurring ingredients, eliminating harmful ones, or not testing products on animals.”
— Tiffany Hogan, principal analyst at Kantar
Many plant-based hair care brands partner with hair care influencers to help educate consumers on the harmful chemicals to watch out for in certain products and show them where to find replacements with more natural ingredients.
2. Hair growth hacks
It’s a fairly common problem, but plenty of creators claim to have found various ways to stimulate hair growth and help their followers boast the flowing locks they’ve always wanted.
3. More diversity in the hair care industry
@likho.nonyongo Shrinkage is real for 4C hair, but it’s just a sign of healthy curls and I’m obsessed with mine ❤️🥰 A few things I’ve learned to keep my hair looking and feeling its best is that moisture is key! Make sure to hydrate your baby at least twice or three times a week (obv depending on your hair’s porosity). Here are 5 more tips to keep your shrinkage healthy’: • Deep condition regularly to keep your hair soft and nourished. • Detangle slightly with each moisturising session using your fingers first then a comb while combing from ends to roots – I’ve showed you how to do this. • Protect at night—sleep with a satin bonnet or on a satin pillowcase to prevent too much tangling and breakage. • Don’t be afraid of a little trimmy-trim! Trim your hair regularly to maintain healthy ends and prevent split ends. Moisturize, protect, and love those curls! 🌸 #4CHair ♬ original sound – LUSANDA
There has been a noticeable gap in hair care marketing over the years—especially for Black consumers with type 4C hair. Multiple organizations and activists have recently made pledges to combat the discrepancy, including Aurora James of Brother Vellies. In the wake of George Floyd’s murder, the activist called on brands to support Black-owned businesses with a 15% pledge.
“We represent 15% of the population, and we need to represent 15% of your shelf space.”
— Aurora James
Ulta, Sephora, and other major beauty industry players joined James in the 15% Pledge, which has since become an entire nonprofit organization. Other nonprofits like Pull Up for Change have also promised to “shake up the beauty industry” with a mission for an equal market share of hair and beauty products for Black consumers.
Brands running successful campaigns with hair care influencers & creators
SheaMoisture
SheaMoisture is a Black-owned hair and body care brand, and influencers are a major part of its social media strategy. One look at SheaMoisture’s page and you’ll see plenty of content from influencers showing how they use the products in everyday life. The brand even invited several influencers to a tropical paradise for a #sheacation!
Pantene
Pantene has a long track record of collaborating with influencers to boost its brand reputation. Pantene is especially known for having products for a variety of hair textures, so there’s something for everyone. This influencer with voluminous curly hair is a perfect example of that.
Dyson
When Dyson launched the Supersonic Hairdryer, the brand immediately enlisted the help of social media influencers to promote the product and educate consumers on the new technology.
The company still uses some hair care influencers to help promote products like the Airwrap styler and Corrale hair straightener. But because the initial release of the Supersonic Hair Dryer was so successful, the majority of social media content created around Dyson comes from a genuine love for the brand and its products.
Top hair care influencers to follow
Top Instagram hair care influencers
Rena Goswami
Rena is a beauty influencer specializing in hair care and hairstyle inspiration. As the proud owner of luxurious locks that flow nearly to her waist, Rena helps other long-haired women maintain their natural flow with home remedies and hair care hacks.
You can also follow Rena on YouTube.
Poppy Hairstyles
Poppy is a French influencer known best for her hairstyle tutorials. From creative braids to updos and ponytails, Poppy makes complicated hairstyles accessible for the home stylist looking to elevate their game.
You can also follow Poppy on YouTube.
Leysa Carrillo
Leysa is a curly hair educator who founded the Forever Curls Academy to teach stylists the skills needed to succeed in the natural texture space. Her channel gives fans a behind-the-scenes look at her expertise and inspiration for their own curly hair adventures.
You can also follow Leysa on Facebook, TikTok, and YouTube.
Wavy Curly Ali
Ali is a healthy hair enthusiast who has been promoting proper hair maintenance habits online for years. Her tips help her followers understand which products will work best for their hair type and the appropriate steps to achieve the best results. Ali also offers a texture quiz so her audience can select the proper routine based on their specific hair type.
You can find more of her content on YouTube.
Jewellianna Palencia
Jewellianna’s content is dedicated to beauty, fashion, fitness, lifestyle, and (most importantly) tips for growing long, natural curls. Her hair content covers everything from how to fix damaged hair to choosing the perfect style for naturally curly hair.
You can also follow Jewellianna on Facebook and TikTok.
Top TikTok hair care influencers
Deano the Barber
@deanothebarber Lived in looks all summer #hairstyle #menshair #menshairstyle #hairtok #haircut ♬ MUTT – Leon Thomas
Dean is a Los Angeles-based barber and teacher. He’s helped his clients achieve every look under the sun and has extensive knowledge of the best hair care products and accessories.
You can also follow him on Instagram and Facebook.
The Aussie Rapunzel
@theaussierapunzel Replying to @gixelle how to shampoo properly 💆🏼♀️✨ shampoo is for the scalp, conditioner is for the ends #hairtips #shampoo #conditoner #longhair ♬ original sound – 80s throwback hits
he Aussie Rapunzel definitely lives up to the nickname. The Sydney resident shares plenty of tips with her followers on keeping her nearly 3-foot-long locks looking healthy and promoting growth.
You can also follow the Aussie Rapunzel on Instagram.
Alena Yuan
@alenayuann my ULTIMATE guide on how to ACTUALLY GROW YOUR HAIR (cheap and affordable bc girl not everyone has the $ for all those expensive treatments tf) 🎀💇🏻♀️ #hairgrowth #hairtutorial #hairserum #haircare #ilovetaehyung ♬ original sound – alena 🎀
Alena is a UCLA student who gives tips on hair, fashion, makeup, and even how to pose for photos. She explains everything in a way that’s easily understandable and fun to watch. Her funny, sarcastic personality shines through in every video, making it feel like you’re casually hanging out with your best friend.
You can also follow Alena on YouTube.
Luca Mornet
@lucamornet if Prince Charming had TikTok this would be his hair routine ⭐️ #menshair #middlepartmen #menshair #menshairstyle #menhairstyles #middleparttutorial #messymiddlepart #menshairinspo #oldmoneyhair #oldmoneymen ♬ Cinnamon Girl – Lana Del Rey
Luca Mornet is a model living in NYC. His videos show men how to get that model look, from hair to fashion to makeup and more. One thing he likes to do is create hairstyle videos inspired by the hair of male celebrities and models.
You can also follow Luca on Instagram.
Top YouTube hair care influencers
Audrey Victoria
Audrey Victoria isn’t a hair care professional… but you wouldn’t be able to tell from watching her videos. On her channel, she spills all the secrets on how she keeps her hair thick and shiny, and she goes in-depth explaining which hair care techniques work and which ones don’t. She likes experimenting with different products and techniques on her hair and showing her viewers the results.
You can also follow Audrey on Instagram and TikTok
Brittany Rose
Brittany Rose creates hair and lifestyle videos with tons of attitude and humor. She tries a variety of products on her type 4 hair, and she’s not afraid to show her viewers all her hair care successes and setbacks. You can count on her to be brutally honest, giving her viewers the guidance they need to make their hair the best it can be.
You can also follow Brittany on Instagram and TikTok.
Isabella Demarko
Isabella Demarko is a lifestyle vlogger who gives her viewers behind-the-scenes looks at various aspects of her life, especially her hair care journey. Her videos have a friendly, cozy vibe, and she shares helpful advice on the exact techniques she uses for her hair. If you’re wondering how to grow thick, sleek, waist-length hair, Isabella is your girl.
You can also follow Isabella on Instagram, Facebook, Patreon, and TikTok.
Mykah Jackman
Mykah Jackman is a barber who lives in Canada. His videos show Black men how to grow their hair faster and get the perfect tight, curly texture. Viewers can easily follow along as he demonstrates step-by-step how to shape and style hair – and he also drops skincare tips, too.
You can also follow Mykah on TikTok and Instagram.
Gena Marie
Gena Marie is a curly hair coach who helps her clients grow and take care of their naturally curly hair. Her tagline is “Curly hair, simplified” because she understands how complicated it can be to keep curls consistently strong and bouncy. In her straightforward, logical style, she teaches her audience about the best curly hair products and curl maintenance routines.
You can also follow Gena on TikTok, Instagram, Facebook, and Pinterest.
Top Pinterest hair care influencers
Sarah Tran
HairQare by Sarah Tran is dedicated to natural hair growth remedies. Through her step-by-step hair care program, followers can build their perfect holistic hair shampoo routine for length and strength.
You can also follow Sarah on Instagram.
Amanda Pinkel
Amanda is a lover of all things braids and fashion. Her board is all any braid enthusiast needs to inspire their next classic look.
You can also follow Amanda on Instagram and TikTok.
Hair and Makeup by Steph
Stephanie Brinkerhoff is a professional event hair and makeup artist educator. She travels the world for destination weddings and events and teaches workshops for creating elegant styles.
You can also follow Stephanie on Instagram.
Argentea Lo
Lo is an Italian creator specializing in braids, makeup, and crochet. She developed a love for styling hair as a child replicating the styles of her favorite cartoon protagonists and carries her childhood passion into her current work with whimsical styles and innovative braid work.
You can also follow Lo on Instagram, TikTok, and YouTube.
Jamie L Vandenberg
Jamie is a Michigan-based bridal stylist providing her fans with everyday hair tutorials and style inspiration. In addition to sharing styling tricks and techniques, Jamie also helps her followers pick the right outfit to pair with their new hairstyle.
You can also follow her on Instagram and TikTok.
Looking for hair care creators who match your brand?
GRIN’s Creator Discovery Suite lets you search millions of creators by niche, audience demographics, engagement rate, and more — so you can find the perfect hair care influencers in minutes, not weeks.
Discover Creators with GRIN
Key takeaway: Brands should prioritize getting their hair care products and accessories into influencers’ hands.
Hair care influencers can be the perfect teachers and spokespeople to educate consumers on all their hair-related needs. Their expertise saves their followers countless hours of trial and error and allows them to see first-hand when a product gets results. Prioritizing these influencer partnerships helps brands get their products in front of their target audience and proves that anyone can use them for amazing results.
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