From Crimped Hair to J-beauty — 10 Hair Trends Taking Over the Internet

Not only is hair the second fastest-growing category in prestige beauty, per Circana — the segment is also seeing a surge in buzzy online trends.

Google searches for Japanese hair care, for instance, have seen 686 percent year-over-year growth according to Trendalytics, with reparative hair masks by brands such as Shiseido, Tsubaki and Ichikami driving momentum.

In the wake of the onion shampoo trend which took hold on TikTok in 2023, interest in vegan shampoo is also seeing growth on the platform, with brands like Oribe, Briogeo and Amika being among those benefiting from the trend.

Elsewhere on the platform, views for crimped hair saw a 324 percent rise in views during October, while mermaid braids — a protective style for textured hair — are seeing fast growth on both Google search and TikTok. “The style can be traced back to Halle Bailey in ‘The Little Mermaid,’ but it’s seen sustained growth as a particularly low-maintenance protective hair style,” said Michael Appler, director of communications and media relations at Trendalytics.

While the Dyson Airstrait has been on the market for more than a year, interest in the tool has not slowed, with searches growing 581 percent versus last year, indicating a potentially similar trajectory to that of its über-viral predecessor, the Dyson Airwrap.

Lustrivia, a hair growth ingredient used by a number of scalp-focused brands such as Dani Austin’s Divi, is also growing in consumer searches. The active is also used by TikTok-loved supplement brand Mary Ruth, which nets nearly $17 million each month in sales on Amazon, per Market Defense.

Ten of the top-growing hair trends this fall — in no particular order — per Trendalytics.

1. Hair Gloss

2. Japanese Hair Care

3. Clean Hair Dye

4. Head spa

5. Dyson Airstrait

6. Overnight Hair Serum

7. Lustriva

8. Mermaid Braids

9. Crimped Hair

10. Vegan Shampoo