The Top 15 Hair Trends of 2025

Shower water quality is a growing focus

Filtering drinking water is not a new idea. But what about shower and bath water? That’s the idea behind the growing interest in the Jolie filter.

Authorities usually purify water supplies by adding a small amount of chlorine, but showering or bathing in chlorine also causes an unwanted side-effect: dry skin and hair. Given that consumers spend over $10B a year on moisturizing, and that hydration is one of the fastest-growing concerns within current hair trends (and skincare trends), it’s easy to see why a filter that removes chlorine would be a tempting investment.

In fact, Jolie pitches its product as a financial investment: “Women who invest in their appearance spend an average of almost $3,800 a year on beauty-related expenses…if you are combining your products with unfiltered water, you're foiling your investment in your appearance.”

As for the business model, Jolie’s customers first buy a special showerhead, then start a three-month rolling subscription for replacement filters.

Glueless wigs are on the rise

The world’s highest-earning house of worship makes roughly $30M per year through a hair arbitrage: The Indian temple Tiraputi Balaji attracts millions of Hindus who want to sacrifice their hair by shaving it off. The temple, in fact, employs thousands of barbers so they can then auction the hair at high prices.

The secondary hair market, it turns out, is surprisingly massive, at $5B in the US alone. Suppliers are mostly in India, often coming from temples before heading to China for treatment and packaging. They’re then typically sold to Korean-owned beauty supply stores in America and are bought primarily by African American women for hundreds of dollars per wig, reflecting current women’s hair trends.

While it seems like wig sales may be better off at hair salons, it turns out that nearly 95% of African American-run hair salons don’t have the ability to retail products because of low cash balances and credit. They essentially can’t afford to stock inventory.

There are also peer-to-peer hair marketplaces, like buyandsellhair.com, which offer more control for sellers and more transparency for consumers. Sellers not only share photos of their hair but also details about their diet, whether they smoke or drink, their hair care routine, and reasons for selling. They’re able to charge between $750 and $1,250 and usually only cut their hair once an offer goes through.

Some sellers add details to their listings like “I’m sad to say goodbye but I’m too busy to keep taking care of it” and “I’ve donated it 4 times in the past 10 years and now I’m looking to sell.”

The rise of glueless wigs is a variation on typical wigs; one reason it’s increasingly popular is that wearers can much more easily remove it before bed each night.

Men increasingly seek out hair transplants, especially in Turkey

As stigma around seeking treatment for hair loss declines, and men face increased pressure to conform to idealized beauty standards they encounter in media, more and more are discussing, searching, and acting on plans to get a hair transplant in — of all places — Turkey.

There, patients can expect to pay around $2,000 for the surgery — roughly a tenth of what it might cost in the U.S.

At the same time, influencers, celebrities, and ads for direct-to-consumer companies like Hims are helping normalize the idea of getting medical help for these concerns, while also making men more self-conscious about their hairlines.

In Turkey, hair transplants are a $1 billion industry, serving patients primarily from the Middle East, Europe, and the U.S. (where, in the latter case, prohibitively high costs lead some men to venture farther afield for the procedure). Getting the surgery performed abroad may also help some men feel more comfortable with the recovery, knowing their friends and acquaintances won't see them with their heads bandaged.

And at the same time, the rise in popularity of head hair transplants has caused a skewed perception of what is a normal amount of hair at a given age. This skewed perception, in turn, widens the gap between reality and expectations, so there’s more pressure to get a transplant.

Style-conscious men drive hair texturing movement

Hair texture powders and sprays are convenient and quick ways to add volume and texture to hair, particularly if its fine or thinning. As hair loss solutions continue growing as one of the largest men's hair trends, the demand for hair texturing products is unlikely to slow down any time soon.

Hair repair & strengthening a growing focus

As mentioned earlier, beauty consumers are becoming more focused on protecting their hair from environmental stressors like hard water. They’re not only trying to prevent damage but also restore lost strength and vitality—driving demand for hair-repair and strengthening products, a strong focus within current hair trends.

This shift also ties into the broader “hydration obsession”, one of the top skincare trends, which emphasizes enhancing the body’s natural features rather than covering them up. The focus is on resilience, restoration, and a more natural approach to beauty.

Overnight bonnets redefine hair care routines

An increasingly common theme is the reformatting of physical products: Rather than buying a sauna, many consumers are buying sauna blankets, a top fitness trend. And rather than turning the air conditioner all the way up at night, many are resorting to cooling blankets. When it comes to hair care, consumers are increasingly looking to sleep on softer materials like silk and satin which can reduce friction on the hair when tossing and turning. This leads to less static electricity which means less frizz, and less of a “bed head” look upon waking. But while many sleep and bedding brands are focused on sheets made of these materials, others are behind the increasingly popular sleep bonnet - a soft hair covering worn while sleeping. Like sauna blankets, sleep bonnets are a localized solution to the problem: instead of buying satin or silk sheets and pillowcases, it’s just a single covering over the hair. And while some products sell utility, others sell optionality: they don't necessarily let you do something new, but they give you more flexibility regarding when you do things. Sleep bonnets partly fit into this category: they let consumers schedule their hair care routines for the evening, without worrying that their efforts will be wasted the next morning. This turns hair care from a time-sensitive chore to a way to relax at the end of the day. It's in the same category as meal prep, soylent, and programmable coffee machines—a way to shift certain activities to a time when there's less pressure to get things done fast.