Once the TikTok—specifically BeautyTok—community is behind a brand, there’s no stopping the momentum. Despite predictions Instagram will still outpace the growth rate of the video sharing app over the next four years, TikTok continues to serve as a key source of beauty inspiration for consumers and brands. Cementing the platform’s influence is its very own hashtag, #tiktokmademebuyit, which has accumulated over 8 billion views to date, and enabled thousands of beauty products to reach viral status.

Ahead, browse the biggest haircare trends on TikTok of 2023 so far, collated and analysed by trend spotting resource solution, Spate.

Standout haircare trends by month-on-month growth

Hair care trends with high to very high TikTok views that are driving month-over-month growth.

The bowl method, which has observed +124.1% MoM growth, involves dipping hair in a water and conditioner mixture. This is a popular trend for maximising moisture absorption and creating defined curls.

Niche haircare trends by month-on-month growth

Hair care trends with very low to medium TikTok views that are driving month-over-month growth.

Hair steaming, which has seen an uplift of +121.5%, has become a popular addition to at-home hair care routines, whether through dedicated steaming devices or steaming caps. The technique enhances the penetration of hair treatments and improves product absorption. TikTok users are embracing hair steaming, particularly after removing braids or when using hair oil treatments.

Standout haircare brands by month-on-month growth

Hair care brands with high to very high TikTok views that are driving month-over-month growth.

Niche haircare brands by month-on-month growth

Hair care trends with very low to medium TikTok views that are driving month-over-month growth.

Main image: @kristinesshair

Data source: Spate NYC