Hair care enthusiasts treat their hair and scalp as a routine worth investing in. They buy styling tools, treatments and professional-grade products to get salon results at home. Brands in this group include T3 Micro, GHD, Shark Beauty, Dyson Beauty, Color Wow, Prose and Act+Acre. Studying their ads shows how tool brands demonstrate heat and technology, how formula brands prove results on different hair types, and how scalp care is being framed like skincare.
They layer shampoo, treatments and styling products and buy into systems, not single items.
Texture, thickness, frizz, color treatment and thinning concerns shape what they look for.
They spend on styling devices when they believe the technology protects hair and saves time.
They compare products to what a stylist would use and are drawn to professional heritage.
A growing group treats the scalp like skin and seeks targeted care for dryness, oiliness or thinning.
They learn techniques from creators and stylists, so demonstration content is influential.
Act+Acre is a New York-based scalp health hair wellness brand founded in 2018 by celebrity hairstylist Helen Reavey and her husband Colm Mackin. The world's first Cold Processed hair care brand uses a patented technique to preserve plant-active potency, positioning scalp care as an extension of skincare.
Aveda is a hair care, skincare, and cosmetics brand known for plant-based formulations and its network of professional salons. Founded in 1978, it sells shampoos, styling products, and beauty items through salons, department stores, and e-commerce, and is owned by Estée Lauder Companies. The brand advertises across Meta placements to reach beauty and salon-going consumers.
Botanic makes plant-based hair care products focused on natural hair health and growth.
Briogeo was founded in 2013 by Nancy Twine in New York. The brand's texture-inclusive prestige hair care—designed for all hair types from straight to coily—made Twine the youngest Black woman to launch a product line at Sephora. Available at Sephora, Ulta, Amazon, and DTC.
Christophe Robin is a Parisian luxury hair care brand launched in 2009 by the eponymous celebrity colourist whose clients included Catherine Deneuve and Brigitte Bardot. The brand is best known for the Cleansing Purifying Scrub with Sea Salt, a cult product with a global following. Christophe Robin was acquired by Pur Group and operates primarily through DTC e-commerce and prestige beauty retail. Also searched as Christophe.
Color Wow is a New York-based hair finishing and care brand founded in 2013 by Gail Federici, co-founder of John Frieda. The Dream Coat Anti-Humidity Spray achieved viral editorial status and became a Sephora bestseller. L'Oréal acquired Color Wow in a deal valued at approximately $1B. Also searched as Color.
Davines is an Italian hair care brand selling shampoos, conditioners, and styling products through professional salons and e-commerce. Founded in Parma, Italy, the brand emphasizes sustainable formulations and salon-based distribution. It advertises across Meta placements to reach hair care consumers and salon professionals.
Dyson Beauty is the beauty division of the UK engineering brand Dyson, entering the hair tools market in 2016 with the Supersonic hair dryer and the Airwrap multi-styler in 2018. Known for creating premium hair tool categories through waitlist launches and engineering-led marketing. Also searched as Dyson.
Flown Beauty offers beauty and personal care products with a focus on effortless everyday routines.
Function of Beauty was founded in 2015 by Zahir Dossa, Joshua Maciejewski, and Hien Kaplan in New York. The brand uses an algorithm-driven quiz to create customized hair care formulas, shipped in bottles printed with the subscriber's name. Available at Target, Ulta, and DTC with a personalization-at-scale model. Also searched as Function of.
GHD (Good Hair Day) is a Leeds-based professional hair tools brand founded in 2001, credited with creating the at-home blowout category. Now part of the Wella Company (Coty/KKR joint venture), GHD maintains strong DTC, salon professional, and Sephora distribution globally.
K18 is a San Francisco biotech hair brand founded in 2020 by Suveen Sahib and Britta Cox. Its K18Peptide technology reconnects broken keratin chains in 4 minutes, reversing bleach and chemical damage. An influencer seeding launch strategy drove viral DTC success before Unilever acquired the brand in 2023.
Kevin.Murphy is an Australian hair care brand selling shampoos, conditioners, and styling products through professional salons and e-commerce. The brand is known for environmentally focused packaging and salon-exclusive distribution. It advertises on Meta to reach premium hair care consumers.
Lazartigue is a Parisian luxury hair care brand founded in 1963 by hairstylist Jean-François Lazartigue on the Left Bank of Paris. The brand pioneered botanical hair care with high-concentration plant extract formulations. Revived as a DTC and pharmacy-distributed luxury brand, Lazartigue entered the US market through department store partnerships and continues to grow globally on a clean, plant-based platform.
Living Proof was co-founded in 2005 by MIT professor Bob Langer and Kris Barton in Cambridge, MA. The brand's proprietary PBAE polymer technology replaced silicones with lab-engineered alternatives. Jennifer Aniston served as a co-owner and long-term brand ambassador. Available at Sephora, Ulta, salon professional, and DTC. Also searched as Living.
MONDAY Haircare is an Auckland haircare brand founded by Jaimee Lupton in 2020. It disrupted the $10-15 mass shampoo price point with premium bottle design and clean formulas, scaling to 50,000+ retail doors including Walmart, Target, Costco, Ulta Beauty, and Tesco within five years of launch. Also searched as Monday.
Nutrafol is a hair wellness supplement brand founded in 2016 by Giorgos Tsetis and Roland Peralta in New York. The brand pioneered a physician-recommended approach in the DTC supplement space, positioning its nutraceutical formulas as clinically credible alternatives to pharmaceutical hair-loss treatments. By partnering with dermatologists and OB-GYNs and offering gender-specific formulas, Nutrafol built a subscription business that reached $200M+ in annual revenue before Unilever acquired it in 2022 for up to $1.7 billion — one of the largest DTC supplement exits on record. The brand continues to operate with expanded retail distribution through Sephora and Ulta.
Odele Beauty is a Minneapolis-based women-owned clean hair care brand founded in 2019 by Lindsay Holden, Britta Chatterjee, and Shannon Kearney — all former Target employees. Launched exclusively at Target in January 2020, Odele expanded to Ulta and CVS after a 3-year Target exclusivity period. Also searched as Odele.
Olaplex was founded in 2014 in Santa Barbara with a patented bond-building chemistry that repairs hair disulfide bonds damaged by bleaching and chemical processing. The brand disrupted professional hair care and DTC simultaneously, going public in 2021 at a $15B valuation. Available at Sephora, Ulta, and salon professional channels.
Prose is a Brooklyn and Paris-based custom hair care subscription brand founded in 2017 by Arnaud Plas, Paul Michaux, Nicolas Mussat, and Catherine Taurin. Using a detailed online quiz, Prose formulates each order fresh with up to 50 billion formula combinations, sold exclusively DTC via subscription.
RY (ry.com.au) was established on the Gold Coast, Australia in 2005 and has grown into Australia's largest online professional haircare and beauty retailer, stocking over 250 premium brands including GHD, Redken, Dermalogica, and SkinCeuticals. The marketplace delivers salon-grade tools and formulas direct to consumers.
Sachajuan is a Stockholm professional haircare brand founded in 2004 by salon owners Sacha Mitic and Juan Rosenlind. Built around proprietary Ocean Silk Technology, the brand combines Scandinavian minimalist design with professional-grade formulations, achieving global distribution across prestige retail, salons, and DTC.
Shark Beauty is SharkNinja's beauty division, launched in 2022 with the FlexStyle air styling and drying system — a direct challenge to Dyson's Airwrap. Leveraging SharkNinja's mass retail distribution and aggressive comparison advertising, Shark Beauty became the number-one hot air styler in the $100-$500 price tier. Also searched as Shark.
Sunday II Sunday was founded in 2018 by Keenan Beasley in Atlanta. The brand makes active-lifestyle hair care for textured and natural hair designed to withstand sweat, chlorine, and frequent washing—addressing Black women athletes who avoided workouts to protect their hair. Available at Target, Ulta, and DTC. Also searched as Sunday.
T3 Micro is a San Francisco-based prestige hair tools brand founded in 2004 by Kent Yu and Julie Chung. Marking 20 years in 2024, it offers premium hair dryers, flat irons, and curling tools with universal voltage at Sephora, Nordstrom, and DTC.
Verb is a Denver-based affordable salon-grade hair care brand founded in 2015. Ghost Oil and Ghost Mask became TikTok viral staples, driving strong DTC and Ulta retail growth. The brand positions fragrance-free, transparent formulas at accessible price points as an alternative to premium hair care brands. Available at Ulta, Target, Amazon, and DTC.
Show the transformation process, not just the result. Hair content wins on demonstration: a styling tool shaping a curl in real time, a treatment applied to damp hair, a before-and-after under natural light. Viewers want to see technique and finish on hair that looks like theirs. Be specific about hair type and concern. Frizz, damage, thinning, volume and scalp balance each need their own message. Broad claims such as healthy hair for everyone read as generic. For tools, explain what the technology does and why it matters, such as temperature control or airflow, without overstating outcomes. For formulas, name key ingredients and how to use them, and avoid medical promises about hair growth. Stylists and creators are trusted voices. Partner with people who work with a range of textures. Offers like starter kits, routines and subscriptions fit the repeat nature of care products, while tools often benefit from warranty and trial reassurance.
The sample brands occupy clear lanes. T3 Micro and GHD draw on professional styling heritage, Dyson Beauty emphasizes engineered technology at a premium, and Shark Beauty speaks to shoppers who want similar tools at a lower price. Color Wow targets frizz and dullness with salon-style finishing, Prose offers personalized formulas, and Act+Acre brings a skincare mindset to scalp care. When reviewing their ads, check how they show results, which hair types appear and how technical the language gets. Compare the use of tutorials, stylist endorsements and customer reviews. The best research question is where there is whitespace: a hair type, a concern or a routine step that competitors address only in passing. Save the strongest examples as you go, then group them by angle, format and offer so patterns across brands become obvious before you brief your own creative.
T3 Micro, GHD, Shark Beauty, Dyson Beauty, Color Wow, Prose and Act+Acre all serve shoppers investing in styling tools, treatments, personalized formulas or scalp care. Browsing the full brand list on this page shows how each one positions its product, so you can compare angles, offers and creative side by side before planning your own.
They demonstrate the tool on real hair, explain the technology in simple terms and use stylist and creator tutorials. Warranty and trial offers help justify higher prices. Searching their live ads in AdLibrary lets you compare hooks, formats and offers across brands, and see which creative approaches stay in market longest.
Through before-and-after clips, application demos and reviews on different hair types. Honest, well-lit results build more trust than heavily edited footage. Test one message at a time and review what competitors keep running over many weeks, since long-running ads often point to angles that work.
They reveal which concerns, hair types and demo formats competitors prioritize, helping you find angles and audiences that are underserved. Saving examples into a swipe file makes it easier to spot repeating patterns across brands and brief your creative team with real references.
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