Top 10 Haircare Product Trends of 2023
Haircare went viral in 2023. TikTok’s #HairTok community turned pantry staples into best-sellers and made scalp care a household phrase. Below are the 10 biggest haircare trends of 2023, and the exact products behind each one.
1. Rosemary Oil for Hair Growth
Key products: Mielle Rosemary Mint Organics Set, Weleda Revitalising Hair Tonic
Rosemary oil became the defining haircare trend of 2023. The #rosemaryoil hashtag racked up over 2.3 billion views on TikTok. Mielle’s rosemary set is widely credited with kickstarting the trend. Weleda’s century-old hair tonic rode the same wave, with UK sales jumping 134% that year. The appeal was simple: an affordable, natural remedy people believed could boost circulation and support hair growth.
2. Heatless Curls
Key products: heatless curling rod sets, silk ribbon curling kits
Heatless curls became one of 2023’s biggest styling trends. They deliver curls without any heat damage, using a foam rod or ribbon you sleep in overnight instead. Searches for “heatless curl kit” jumped 525% in just three months. Pinterest searches for tutorials rose 212% in the same window, proof this wasn’t a passing moment.
3. Rice Water for Hair
Key products: rice water rinse kits, rice-infused hair tonics
Rooted in traditional Asian haircare, rice water had a massive 2023 revival. The hashtag #ricewaterforhair pulled in over 24.7 million views on TikTok. People used it as a rinse, claiming it added shine and softness. It fit neatly alongside the year’s broader shift toward natural, pantry-based hair treatments.
4. Bond-Building Treatments
Key products: Olaplex No. 3 Hair Perfector, K18 Leave-In Molecular Repair Mask
Bond-building science kept its grip on haircare in 2023. These treatments work by repairing broken bonds inside the hair shaft, not just smoothing the surface. Olaplex’s No. 3 remained a category leader. K18’s leave-in mask gained serious traction too, prized for delivering visible repair in just minutes rather than requiring a long treatment.
5. At-Home Hair Gloss
Key products: Olaplex No. 7 Bonding Oil, Color Wow Dream Coat
Between-salon shine treatments had a real breakout year. Olaplex’s bonding oil added gloss and reduced frizz in one step. Color Wow’s Dream Coat became a cult product for smoothing hair and locking out humidity, letting people skip a salon gloss treatment entirely.
6. Scalp Care and Scalp Scrubs
Key product: Briogeo Scalp Revival Charcoal + Coconut Oil Micro-Exfoliating Shampoo
Scalp care became its own category in 2023, treated with the same attention people give their skin. Briogeo’s charcoal scrub shampoo led the trend, marketed to clear buildup and support a healthier scalp environment. The logic behind it stuck: healthy hair starts at the root, not the ends.
7. Apple Cider Vinegar Rinses
Key products: Bragg Apple Cider Vinegar, WOW Skin Science ACV Shampoo
Apple cider vinegar joined rosemary oil and rice water as one of the year’s biggest natural haircare trends. People used it as a clarifying rinse to remove product buildup and boost shine. Dedicated ACV shampoos followed quickly, packaging the trend into an easier, less messy routine step.
8. Silk Pillowcases and Scrunchies
Key product: Slip Silk Pillowcase
Hair-friendly sleep accessories became a genuine routine staple in 2023. Silk creates far less friction than cotton, which means less breakage and frizz overnight. Slip’s pillowcase led the category, frequently recommended by stylists as one of the easiest, lowest-effort upgrades anyone could make.
9. Curtain Bangs and the Wolf Cut
Key products: lightweight texturizing sprays, round detail brushes
Two haircuts defined 2023’s most-requested salon looks. Curtain bangs framed the face with soft, parted layers. The wolf cut layered shag and mullet influences into one choppy, textured shape. Both cuts leaned on the same styling tools light texturizing sprays and round brushes to keep their shape without looking overly styled.
10. Hair Growth Supplements
Key products: Nutrafol, Vegamour
Hair health went internal in 2023, not just topical. Nutrafol and Vegamour both built strong followings around capsule and gummy supplements aimed at thinning hair and overall hair health. The trend reflected a broader “beauty from within” mood shaping skincare and haircare alike that year.
Frequently Asked Questions
Does rosemary oil actually help hair grow?
Some small studies suggest rosemary oil may support hair growth similarly to low-strength minoxidil, but the research is limited. It’s reasonable to try as a low-risk addition to a routine, though it isn’t a guaranteed fix for hair loss with a medical cause.
How long do heatless curls last?
Heatless curls typically hold for a full day, sometimes longer with the right hair type and setting technique, and they don’t cause the heat damage that curling irons or wands can over repeated use.
Is rice water safe for all hair types?
Most hair types tolerate rice water well, though some people with very fine or protein-sensitive hair report it feels stiff or straw-like with frequent use. Starting with once-a-week use is a reasonable way to test tolerance.
What’s the difference between a bond-building treatment and a regular conditioner?
Bond-building treatments work inside the hair shaft to repair broken internal bonds, while regular conditioners mainly smooth and soften the outer surface. They’re typically used together rather than as substitutes.
Do hair growth supplements really work?
Results vary by individual and by the underlying cause of hair thinning. Supplements tend to work best as part of a broader routine, and it’s worth speaking with a doctor first if hair loss is sudden or severe, since it can have underlying medical causes.
The Takeaway
2023’s haircare trends had one thing in common: they made professional-feeling results achievable at home, often with ingredients already sitting in a kitchen cabinet. Whether it was a rosemary oil scalp massage or an overnight heatless curl set, the year rewarded low-cost, low-effort techniques that still delivered a visible result.
