21 Hair Brands That Are Rewriting the Rules of Hair Care

Forget everything you thought you knew about hair care. These 21 NB100-winning brands are rewriting the rules with smarter formulas, inclusive solutions and a whole lot of innovation. Whether they’re backed by dermatologists, influencers or centuries-old traditions, each one is here to shake up your hair-care routine.

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Being Haircare

Exclusively at Walmart, being is making personalized hair care truly inclusive with clean, effective formulas for every texture, type and need. Designed to work with your hair—not against it—the brand brings accessibility, performance and thoughtful formulation to the forefront.

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2 / 21

Bur Bur

Bur Bur blends heritage and innovation with scalp-first rituals inspired by a grandmother’s recipe and a lifelong friendship. With luxe textures, time-honored ingredients and modern science, the brand brings intention and care back to every step of your hair routine.

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California Naturals

California Naturals delivers clean, naturally derived personal care for every body and scalp—without the premium price tag. With simple, effective formulas the whole family can use, the brand makes everyday essentials feel good, work hard and fit in any budget.

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4 / 21

Chéribé

Chéribé draws from Chadian beauty traditions to create scalp-first formulas that support stronger, longer, healthier hair. With time-honored ingredients and a focus on growth and retention, the brand blends heritage and science to celebrate every strand.

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5 / 21

Chris McMillan

Created by the legendary stylist behind Hollywood’s most iconic cuts, Chris McMillan brings decades of salon expertise to your shower shelf. With high-performance formulas that deliver pro-level results, the brand makes great hair feel effortless and editorial.

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Commence Haircare

Founded by Brooke Shields, Commence is redefining hair care for women over 40 with clean, effective formulas that strengthen strands and support long-term hair health. Designed to empower aging with confidence, the brand makes hair care feel both powerful and approachable at every stage of life.

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Divi

Born from influencer Dani Austin’s personal hair-loss journey, Divi blends science and empathy to support healthier hair and renewed confidence. With research-backed formulas and a community-first approach, the brand makes scalp care feel both effective and empowering.

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Isima

Born from Shakira’s personal hair journey, isima blends Latin heritage with cutting-edge science to create inclusive formulas for all hair types and textures. With a focus on nourishment, strength and celebration, the brand brings cultural pride and clinical performance together in every bottle.

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Nutrire

Nutrire takes a personalized approach to hair care, with systems tailored to your unique scalp and strand needs. Blending luxury with proven science, the brand delivers targeted and effective solutions that feel indulgent.

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OMI Wellbeauty

OMI WellBeauty is revolutionizing hair care from the inside out with patented ingestible peptides that strengthen and anchor follicles, delivering visible results in just 90 days. Trusted by celebrities (yes, Kris Jenner’s a fan) and backed by clinical science, the brand offers a drug-free, inclusive solution for healthier, fuller hair.

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The Root Project

The Root Project makes scalp care feel intuitive, indulgent and essential with clean formulas and a “less is more” mindset. Rooted in the idea that healthy hair starts at the source, the brand turns everyday care into a ritual—complete with upcycled packaging and thoughtful ingredients.

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Xtressé

Xtressé is changing the hair-growth conversation with dermatologist-developed formulas powered by a proprietary bioactive blend. Biotin-free and backed by clinical science, the brand takes a cellular-level approach to hair wellness, delivering real results without the guesswork.

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13 / 21

Arey

Arey is changing the way we think about aging hair with the first clinically proven system to slow, reduce and even repigment grays—no dyes required. Backed by science and built around both supplements and topicals, the brand takes a proactive, root-cause approach to healthier, fuller hair over time.

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Crown Affair

Crown Affair turns everyday hair care into a ritual with beautifully designed tools and clean, consciously sourced formulas. The brand’s elevated, sustainable approach makes tending to your strands feel less like a chore and more like a moment of calm.

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Dae

Inspired by the landscapes of Arizona, dae channels the power of desert botanicals into clean, effective hair care. With formulas that simplify your routine and tackle everything from frizz to flyaways, the brand makes natural hair care feel effortless.

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Fable & Mane

Fable & Mane brings the ancient art of Ayurvedic hair oiling to the modern beauty shelf, blending traditional Indian rituals with clinically backed ingredients. The result? A sensorial, science-meets-nature approach to stronger, shinier, more resilient hair.

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K18

K18 is rewriting the rules of hair repair with biotech-powered formulas that work on a molecular level to reverse damage from bleach, color, heat and more. Whether you’re dealing with breakage or dullness, its leave-in treatments restore strength and smoothness.

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LolaVie

Founded by Jennifer Aniston, LolaVie brings star-powered simplicity to hair care with clean, plant-based formulas that multitask like a pro. Designed to smooth, strengthen and shine, the streamlined brand makes healthy hair feel effortless.

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Mane

Founded by celebrity hairstylist Jen Atkin, Mane brings her signature mix of expertise and playfulness to everyday hair care. With colorful tools and styling staples that actually perform, the brand makes great hair feel fun, easy and totally achievable—no salon required.

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Monday Haircare

MONDAY Haircare delivers luxury-level results without the luxury price tag. With clean, effective formulas and sleek, sustainable packaging, the brand has earned a cult following for making high-performance hair care accessible to everyone.

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The Rootist

The Rootist treats hair care as a full ecosystem: scalp, roots and strands working in harmony. With biology at the core of every formula, the brand delivers clean, clinically effective products that support long-term hair health from the ground up.

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