TikTok search reveals hair trends for 2024

All things hair have taken the industry by storm as of late. From TikTok trending cuts to ingredients to improve your scalp health, hair care is top of mind for consumers.

TRENDALYTICS have broken down the top five hair trends according to search popularity on TikTok. Keep on reading the find out the top trending ingredients, colours, cuts and tools to watch this year...

Key ingredients

Hair health has been a popular topic within beauty in recent years, and TRENDALYTICS have found the key ingredients people are searching for.

Turmeric (+15% to LY), used in ayurvedic beauty practices, is an excellent hair care ingredient with anti-inflammatory and antioxidant properties that combats dandruff and hair loss as well as aids in oil control.

Rosemary oil has become a staple ingredient within scalp care products and a TikTok favourite ingredient with over 3 billion views. 

Similarly, castor oil (+50% to LY) shampoos and serums promote hair growth by nourishing and strengthening strands of hair.

Tea tree oil is coming back into the mainstream within hair care; known for its antimicrobial and anti-inflammatory properties, this ingredient is a scalpcare favourite that helps to manage irritation, oiliness and overall scalp health. 

Typically used in skincare products, hyaluronic acid (+32% to LY) is making its way into the hair care space due to its plumping and smoothing capabilities. Hyaluronic acid allows the scalp and hair follicles to retain moisture for longer, reducing frizziness, and combats heat damage, leaving hair smooth and glossy.

BD loves:

Pantene Pro-V Nutrient Blends Sulphate-free Fortifying Damager Repair with Castor Oil Shampoo is specifically developed to restore hair’s vitality and strength. The unique blend of Pro-V with castor oil results in this luxurious formula to strengthen and protect healthy, resilient hair, as well as helping to repair damage. ($17.99 at Chemist Warehouse)

Weleda Revitalising Hair Tonic supplies nutrients to the roots of the hair to strengthen and maintain a healthy scalp. It is formulated with rosemary oil and extracts of stonecrop and horseradish leaves. Use regularly to improve the condition of permed, bleached or damaged hair. ($23.95 at Weleda)

Klorane Cica-Serum with Organic Cupuacu & Hyaluronic Acid is a repairing and thermo-protecting serum for very dry, damaged hair. The serum intensely nourishes and protects the hair fibre. ($29.99 at Adore Beauty)

Hair colours

This year has set the tone for experimenting with fresh hair colours, primarily sticking to darker tones that feel elevated and new said TRENDALYTICS.

Fox hair dye is a safe bet trend for the year, up +184% to last year in searches. This trend is meant to resemble a fox tail by dyeing the bottom of the hair in orange, red and dark brown hues.

Dark red hair and copper hair were top-picks from the street-style set during the Fall/Winter 2024 fashion month and are both expected to continue growth for months to come.

Likewise, TRENDALYTICS saw rose gold hair and sleek pinks – think Megan Fox – re-emerge during fashion month, too, and are already garnering a high search volume of 12K average weekly searches.

Products in the market are up +76% to last year and online engagement is high as TikTok is taking to this trend.

BD loves:

De Lorenzo Novafusion Colour Care Shampoo range gently cleanses the hair and enhances colour, while helping to protect against UV sun rays. Available in a variety of trending colours such as rose gold, copper and intense brunette. ($31.50 at De Lorenzo)

Goldwell Professional @Pure Pigments is an in-salon hair colour range that provides high definition direct dye additives that elevate hair colour with vibrancy and brilliance. The colour layering process brings increased shine, a boost of colour intensity and a higher resistance to fading.

Clairol Colour Crave Semi-Permanent Hair Colour is a semi-permanent hair dye that is visible on blonde, brunette and bleached hair. Lasting 15 plus shampoos, Colour Crave gradually fades on tone and is true to colour after each wash. (Varying prices from Amazon

Scott Cornwall Colour Restore Candy transforms golden blonde shades into strawberry blonde. It is suitable for very light blonde, bleached and highlighted hair. The deeply conditioning base will leave hair soft and shiny, while the ammonia- and peroxide-free formula is gentle on the hair and easy to use at home. ($16.99 at Priceline)

Hair cuts and styles

Currently, hair styles are leaning elevated and timeless reported TRENDALYTICS.

An internet favourite, the Italian bob is a safe bet, trending up +118% to last year in searches after being seen on celebrities like Zendaya and Hailey Bieber. Throughout the year, TRENDALYTICS said to expect to see this trend evolve whether seen in a blunt cut, with chunky layers, or even in a lob iteration, too. 

French bangs are another effortlessly chic style up +75% to last year. This cut frames the face with wispy fringes that feel romantic and perfectly unkempt.

A runway must-try, the slick bun is a TikTok hit with 354M views on the platform. This trend is nostalgic and classy, especially when it comes to decorating the bun with a bow detail or glitter as seen at Christian Siriano’s Fall/Winter 2024 show.

The side part is coming back, to the relief of Millennials, with over 2B views on TikTok. This style was popular during fashion month as well, seen in a variety of looks from side part slicked back hair or side part curled hair.

BD loves:

System Professional Dynamic Definition Platinum Fix is a high-gloss flexible hair gel for a defined, lustrous and sleek look. It shapes easily and dries evenly, while remaining flexible. ($35 at bellezza)

John Frieda Frizz Ease® 3-Day Straight™ Semi-Permanent Styling Spray is a styling spray that will transform thick, curly, frizzy hair into straight smooth style. The weightless spray provides heat protection as it blocks out frizz and enhances straightening results, locking in sleek, glossy texture for up to three days. ($20.99 at Chemist Warehouse)

KMS THERMASHAPE Quick Blow Dry Lotion speeds up drying time, reduces friction when blow-drying and provides light conditioning. Formulated with an AHA structure complex including lactic and malic acids to help support internal reconstruction, polyquaternium-11 to even out hair surface and methylal to support the evaporation of water. ($37.95 at Adore Beauty

Goldwell Hair Lacquer Super Hold is long-lasting, firm hold hair lacquer that keeps your style in place. This hairspray will not flake or dehydrate hair, and is easily brushed or washed out. ($19.95 at Hairhouse)

Hair tools

The top-of-mind hair tools for consumers at the moment have gained popularity via TikTok as users post their positive reviews, said TRENDALYTICS.

For example, the thermal brush is up +1,745% to last year in searches; infrared thermal brushes are desirable for their ability to tame unruly, frizzy hair by sealing the hair cuticle resulting in lasting moisture and a sleek finish.

The blow out brush is another TikTok favourite made popular by the Dyson Airwrap Styler last summer. 

On the other hand, consumers are still interested in heatless styling options like heatless rollers, which are up +77% to last year. 

BD loves:

Cloud Nine The Original Hot Brush is a hot brush that helps hair stay smoother. Featuring bristles engineered with hair tame tessellation technology to create more grip and less slip. Cool touch bristles to keep hands safe when styling, and variable temperature control to work at the healthiest heat for you. ($299 at Sephora)

Lady Jayne rollers are quick and easy to use on either damp or dry hair. Available in extra small, medium and extra large, they are colour-coded for easy identification and can be used to create any curly style, from loose waves to tight ringlets. ($10.49 at Chemist Warehouse)

TONI&GUY Styling Brush helps create life, shape and body. Rounded pins help stimulate blow flor, while the air-cushioned pad works with the contours of the head. A soft touch one-piece handle helps eliminate catching and pulling. ($19 at Woolworths)

ghd max styler is a professional wide hair straightener with dual-zone technology and 70 per cent larger plates (vs ghd original) for smooth and sleek results, with no extreme heat. It is engineered to maintain healthy tension and efficient heat transfer from the plates into the hair, to give more shine and less frizz for a long-lasting, salon-quality finish. ($370 at Adore Beauty)


TRENDALYTICS data shows scalpcare (+16% to LY) is the new buzz word when it comes to hair health.

Scalp serums (+75% to LY) are particularly popular for nourishing the scalp and promoting hair growth with +33% market adoption to last year.

Scalp oils (+34% to LY) work similarly in moisturising the scalp to deter dryness and improve overall hair health, oftentimes with rosemary oil as a top ingredient.

Going viral online, scalp scrubs are gaining traction as consumers seek a full scrub and treatment from their hair stylists. Scalp scrubs have a high search volume of 20k average weekly searches, up +24% to last year.

Scalp tools are emerging in the beauty space, too, including the scalp massager which promotes blood flow in the scalp. Scalp massagers are +37% in market adoption to last year and most saturated in the luxury market. 

BD loves:

Head & Shoulders Professional Advanced Soothing Care Leave On Spray provides soothing care for an aggravated scalp. The refreshing scalp spray has concentrated formula which directly reaches the scalp, building up a protective film to remove dandruff while helping to prevent the regeneration of dandruff. ($19.99 at Chemist Warehouse)

Goldwell Dualsenses Scalp Specialist Soothing Lotion instantly soothes and conditions sensitive scalps. It is free from fragrances and reduces irritation and relieves tension. ($31.95 at Price Attack)

JUSTICE Professional 10 Second Hair Miracle is a heat emulsion action treatment that warms the hair and scalp. It is enriched with ingredients that upon application, help to soothe the scalp, repair damaged hair and improve elasticity. ($22.95 at Justice Haircare)

DermaVeen Daily Nourish Oatmeal Conditioner soothes, protects and nourishes the scalp, retaining the skin’s essential oils. It contains oatmeal to gently soothe dry skin, irritation and flakiness as well as conditioning agents to leave hair soft and silky, and the scalp moisturised. ($13.50 at Priceline)

GROW Longer Stronger Stimulating Scalp Scrub is formulated with natural sea salt and peppermint oil. This scrub will effectively eliminate impurities whilst invigorating and purifying, leaving the scalp balanced and restored. ($16.99 at Priceline)

Nioxin System 1 Scalp & Hair Treatment for Natural Hair with Light Thinning refreshes the scalp and increases hair volume. This volumising leave-on treatment helps to provide thicker-looking hair by increasing the fullness of each hair strand. ($55 at Sephora)

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