Hair Care Brands Everyone Is Talking About This Year

Hair care has had a serious moment lately.

People are done with products that overpromise and underdeliver. They’re reading ingredient lists. They’re asking why their €40 shampoo is still full of silicones. They’re looking for brands that are actually transparent — about what’s in the formula and what it’s designed to do.

These are the brands dominating the conversation right now, and what you need to know about each one.

Kérastase

Still the gold standard in professional hair care. Kérastase has been a salon staple for decades and shows no signs of slowing down.

Their Résistance line for damaged hair remains one of the most effective on the market. The formulas are dense, the results are real, and the experience feels genuinely luxurious.

• Best for: damaged, chemically treated, or bleached hair
• Price range: €25–€45 per bottle
• Worth noting: most formulas still contain silicones

If budget isn’t a concern, Kérastase is hard to beat. But you’re paying for prestige as much as performance.

Redken

The professional salon brand that sits just below Kérastase in price but holds its own in performance.

Redken’s Extreme line for damaged hair and their Color Extend range for color-treated strands are both consistently recommended by hairdressers. The formulas are reliable, the results are predictable — which is exactly what you want from a salon brand.

• Best for: colored or heat-damaged hair
• Price range: €15–€30
• Worth noting: silicone-based formulas, widely available

Olaplex

The brand that changed how the industry thinks about bond repair.

Olaplex’s No.3 treatment became a cultural phenomenon — and for good reason. Their patented bis-aminopropyl diglycol dimaleate technology actually reconnects broken disulfide bonds in the hair. It’s not marketing language. It’s chemistry.

Their full shampoo and conditioner line (No.4 and No.5) has expanded the range beyond treatments into a complete routine.

• Best for: bleached, over-processed, or severely damaged hair
• Price range: €15–€30 per product
• Worth noting: one of the few brands where the science genuinely backs the claims

Briogeo

The clean beauty brand that’s been gaining serious traction in Europe.

Briogeo is free of silicones, parabens, sulfates, and synthetic dyes across most of their range. Their Don’t Despair, Repair deep conditioning mask is their most talked-about product — and it delivers moisture without the silicone coating that most masks rely on.

• Best for: people committed to clean beauty who want real results
• Price range: €30–€45
• Worth noting: limited availability in the Balkans, higher price point

The Ordinary

Known for disrupting skincare with transparent, affordable formulas — and now doing the same for hair.

Their Multi-Peptide Serum for Hair Density has become one of the most discussed hair products of the last two years. It’s not a shampoo. It’s a scalp serum applied before washing, and with consistent use over 2–3 months, people are reporting genuine results in hair density and thickness.

• Best for: thinning hair, as a complement to your existing routine
• Price range: €18–€22
• Worth noting: hair range is limited — this is an add-on, not a full routine

OGX

The drugstore brand that remains one of the most purchased worldwide.

OGX is accessible, affordable, and available everywhere. Their Biotin & Collagen line adds volume and their Coconut Milk range works well for dry hair. No one is pretending it’s luxury — it’s reliable everyday hair care at a fair price.

• Best for: general everyday use, no specific concerns
• Price range: €6–€12
• Worth noting: heavily silicone-reliant, not a clean beauty option

Moroccanoil

Still riding the argan oil wave — and honestly, still deserving of the attention.

Their treatment oil remains iconic. The shampoo and conditioner line that followed it is rich, luxurious, and smells exceptional. The brand has built a loyal following that doesn’t seem to be going anywhere.

• Best for: dry hair, people who want a luxury sensory experience
• Price range: €20–€35
• Worth noting: argan oil content is often lower than the branding suggests

Purity — The One That’s Been Quietly Impressing People

Amid all the big international names, one brand has been building real word-of-mouth this year — and it’s not from Paris, London, or New York.

Purity is an Albanian professional cosmetics brand, formulated by German experts, built entirely around botanical ingredients. No parabens. No silicones. Dermatologically tested. Vegan and cruelty-free.

What makes it stand out in a crowded market isn’t just the clean formula — it’s the specificity. Purity doesn’t make a shampoo that’s “good for all hair types.” They make shampoos designed for exact problems. Hair loss. Dandruff. Oily scalp. Growth stimulation. Each one formulated to treat that issue and nothing else.

That kind of honesty is rare.

The Products Worth Knowing

For hair growth: The Hair Growth Shampoo (300ml — €16) is their most reviewed product. Rated 4.83/5 by customers, it focuses on scalp stimulation and strengthening existing strands. Pair it with the Hair Growth Conditioner (€10) for a complete routine.

For hair loss: The Anti-Hair Loss Shampoo (300ml — €16) targets breakage and daily shedding at the root. Combine with the Anti-Hair Loss Conditioner (€10) — both silicone-free, both under €30 total.

For dandruff: The Anti-Dandruff Shampoo (300ml — €16) is rated 5/5. Unlike Head & Shoulders, which treats dandruff but dries out the scalp in the process, Purity’s formula works without stripping.

For oily scalp: The Oily Hair Shampoo (€16) regulates sebum production rather than just temporarily removing surface oil. Also rated 5/5.

For something newer: The Black Garlic Anti-Hair Loss Shampoo (€18) is one of their latest additions. Black garlic is high in antioxidants and has been studied for its effects on scalp circulation — it’s a genuinely interesting ingredient choice, not a gimmick.

For damaged hair: The Keratin & Collagen Conditioner (€12) is their most intensive treatment. Keratin rebuilds the protein structure of damaged strands; collagen restores elasticity and moisture retention. A silicone-free alternative to what most brands charge €35+ for.

The Price Point Makes It Hard to Ignore

A full Purity shampoo and conditioner routine costs around €26. That’s less than a single bottle of Kérastase. Less than Olaplex No.3. Less than Briogeo’s mask alone.

And unlike OGX or Pantene at that price range, you’re not getting silicones and synthetic fillers. You’re getting a professionally formulated, botanically based, dermatologically tested product.

For anyone in Albania or Kosovo, it also ships locally — no international shipping costs, no waiting. The full range is at purity.al/shop, and they’re reachable directly through their contact page or on Instagram at @purity_cosmetics.al and @purity_cosmetics.ks.

Where Each Brand Stands

The Takeaway

The brands worth talking about this year aren’t necessarily the loudest ones. They’re the ones being honest about ingredients, specific about what they treat, and transparent about who they’re for.

Olaplex earned its place by introducing real science. Briogeo earned its place by committing to clean formulas. Kérastase and Redken earned their place by consistently delivering professional results.

And Purity earned its place by doing all of that — clean formula, professional development, problem-specific products — at a price that doesn’t ask you to choose between quality and budget.

Browse their full range at purity.al and see which product matches your specific concern. Chances are, they’ve made something exactly for it.