Tried, Tested and Scored—Introducing, The 19 Best Hair Products of 2025

Welcome to Who What Wear UK's Next in Beauty Awards 2025. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, swatching and reviewing, the results are in. Join us in celebrating the best hair products of 2025.

Who What Wear UK Next in Beauty Awards 2025: Best in Hair

Scalp products have grown in popularity over the past few years, but in a now-saturated market, it can be challenging to know which ones are worth the investment. Cécred has created a dual-purpose formula, combining a clarifying shampoo with exfoliants to give your scalp its deepest clean yet, without the need for an extra product. If the reviews are anything to go by, this one is definitely worth your hard-earned cash.

"This shampoo and scalp-scrub hybrid has become a staple in my hair-washing routine," says shopping editor Florrie Alexander. "After using it, my hair feels nourished and looks incredibly shiny."

Alisha Dobson, managing director of Bleach London, is also a fan. "This is a great product, perfect to add into everyone's scalp-care routine."

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Speaking of reducing the need for excess products, we were keen to know which hair tools would help us create a variety of hair looks. Our winner? The Hershesons Multi-Tasker. Complete with a round brush, wand and waver, this is your one-stop shop for bouncy, voluminous styles.

"This hair tool is brilliant," says beauty editor Eleanor Vousden. "The interchangeable base means you can swap between the different attachments easily, so you're essentially getting three hair tools in one. Hershesons has cleverly designed two options (one for long hair, one for short) so you'll have the attachments that will work best with your hair length. I tried the version for long hair, which includes a thermal brush, a curling wand and a waver. I got so many compliments whenever I used it."

"This is a clever styling tool that works really well on straight, medium-to-thick hair types, adding smoothness and shine with ease," adds celebrity hair stylist Dionne Smith.

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Manta's chic-looking scalp brush got top marks from our judges, and for good reason. The hair tool features built-in "pulse technology", which works to boost blood flow and circulation for healthy hair growth, whilst also relieving stress and tension.

"The vibration feels amazing on the scalp and was a really relaxing addition to my haircare routine—I've never tried anything like it," says Vousden. "I love that it's waterproof too, so that you can use it whilst washing your hair or on your scalp as a relaxing ritual whilst your hair mask gets to work."

Hair stylist Michael Douglas is also a fan. "I like this brush very much. It has a novelty factor, which I think is good, but it also has a practical use for stimulating the scalp and working products into the hair."

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"Best shampoo" is a hard title to earn, but there's no denying how much our judges loved Rossano Ferretti Parma Grandioso Extra Volume Shampoo. "This is a rich, deliciously scented shampoo that is really enjoyable to use," says graphic designer Emily Post.

The volumising formula helps to lift fine hair, adding bounce and shine. "It works well and doesn't leave the hair flat," adds Smith.

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Some people love them, some people hate them, but there's no denying that hair oils can work wonders when it comes to hydrating your ends and adding salon-worthy shine. But which one is best? Our judges crowned Cair's Protection Oil as this year's winner, thanks to the light, non-greasy formula. Designed to nourish, balance and strengthen your strands, it's a great choice for the summer months as it works to protect hair when exposed to sunlight or swimming.

"I liked the process of warming the oil in my hands, and the shine that it adds feels natural, not greasy," says Dobson. "It’s long-lasting but light. I love that it's good for the beach and in the sun, plus it smells great."

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If your ends are feeling damaged, you might want to consider a bonding treatment. This particular one from Redken was our favourite. It features the brand's most concentrated all-in-one formula, working to repair strength, protect from heat, tame flyaways and add shine.

"This is a really nice multi-tasking leave-in conditioner," says copy editor Georgia Seago. "Usually, I'd use a leave-in conditioner followed by a smoothing product and a heat-protectant, but this is one and done."

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Air stylers are so popular at the moment, but it's no secret that they can set you back a couple of hundred pounds. However, affordable hair tools brand Babyliss has created the Air Wand, a styler and straightener that takes your hair from wet to dry in no time at all. With volumising and straightening attachments, as well as three airflow settings and four temperature settings, it has everything you need to create salon-worthy styles. I personally think it's such great value for money, and it feels a lot more streamlined than other tools on the market.

"I was genuinely surprised by how well this worked on my bob," adds salon owner Samantha Cusick. "It gave loads of volume and left my hair feeling bouncy and smooth."

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We've been busy putting plenty of hot tools to the test, but for those effortlessly undone curls, it's GHD's Chronos Curve Max Wand that stands out above the rest. "As someone who has very long, fine hair, curling it is a faff," beauty director Shannon Lawlor tells me. "It takes ages and inevitably drops out within an hour or two. This wand is, hands down, the best I have ever tried. Curling my hair takes a matter of minutes, and the larger barrel produces the loose curls of my dreams."

Featuring the brand's largest barrel yet, it's no wonder that Dobson agrees how easy this curling wand is to use, both professionally and for at-home hairstyles.

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Styling products are just as important as the tools you use, and Sam McKnight's Cool Girl Barely There Texture Mist impressed our expert judges the most. "When you have fine hair like I do, texture mists that don't weigh down your lengths aren't easy to find. But this stuff? This stuff is the crème de la crème," says Lawlor.

Smith was also a fan, praising its ability to add both texture and hold.

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Healthy hair starts at the scalp, and if you're looking for a hair-growth product, we highly recommend checking out Living Proof's Scalp Care Density Serum. The clever formula works to nourish the scalp, with pea sprout and amaranth peptides working to improve thickness.

"I really rate this product," says Post. "The application is surprisingly relaxing, and it has reduced the appearance of dandruff.”

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We couldn't write about the best hair products and not include a winning eyelash serum. Our judges raved about the Uklash Eyelash Serum, praising the nourishing formula and the product's ability to stimulate lash growth.

"I experienced little to no eye irritation, and I feel like my lashes have grown longer and thicker," says junior fashion editor Imani-Nia Francis-Tsolaki.

"I’ve been using this for about four weeks now, and I’m definitely noticing a difference," adds Cusick. "My lashes already look a little fuller and healthier, and I can see the potential for more growth if I keep going. The application is quick and easy, and I’ve had no irritation at all."

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Sticking with the topic of hair growth, Vida Glow's Hairology supplement was our judges' favourite for delivering longer, thicker locks. Working to create an optimal environment for healthy hair growth, this daily capsule features AnaGain, the brand's star ingredient, along with a specially chosen blend of micronutrients.

"I have noticed significantly less hair shedding, and my baby hairs at the frontal area have grown much faster than usual," says Eleanor Hartley, medical director at Hart Medical. "My hair quality is better, with less breakage. I will continue using these and will repurchase them."

Client success manager Jerrylyn Saguiped was also impressed. "After taking these supplements, I’ve noticed that my hair has become a little thicker. I think that prolonged use would show even better results."

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We always thought the idea of colouring your hair at home was pretty scary, but Glaze has made it simple thanks to its range of Supergloss shades. This semi-permanent colour treatment enhances your natural shade and boosts shine in as little as 10 minutes.

"This product is a brilliant way to update or refresh your hair colour without visiting the salon," says Vousden. "It leaves the hair really shiny, and the colour lasts well throughout a few washes. I like that the brand offers a broad range of shades and also dedicated glosses for highlighted hair, too."

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A good hairbrush should never be overlooked—case in point: La Bonne Brosse N.04 Massaging Detangling Hair Brush. Not only is this one of the chicest brushes imaginable, but it will make light work of giving you the softest, smoothest strands that are protected against breakage.

"I have a lot of hair, but also experience a large amount of breakage, owing to it getting tangled easily. Since using this hairbrush, I've noticed fewer hairs gathering between its bristles than I see with my usual brush," says deputy editor Maxine Eggenberger. "It works through my hair with ease, even when wet. I don't think my hair has ever been softer. Of course, it's a thing of beauty, too—everyone who has seen it has either complimented me on it or asked me where they can get one for themselves."

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Dry shampoo has come a long way in recent years. Gone are the overly powdery formulas that leave that dreaded white residue for days. Instead, we're treated to innovative products that feel invisible on the hair and genuinely work at removing oiliness from the roots. Our favourite? K18 AirWash Dry Shampoo.

This non-aerosol formula works its magic whilst leaving no visible residue. It features porous mineral microbeads that absorb excess oil and has a delicate fragrance to help eliminate odours.

"I’m really impressed with this dry shampoo—it’s honestly the best I’ve tried," says news writer Natalie Munro. "The liquid formula feels truly innovative and unique, and I love that it leaves absolutely no chalkiness."

"This refreshes hair like nothing else I’ve tried," agrees Cusick. "The wet-spray format is clever; it never goes chalky or heavy, and my hair actually looks and smells fresh, even after using it for two days in a row."

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You didn't think we'd forgotten about conditioner, did you? Olaplex's No.5 Fine Bond Maintenance Conditioner wowed our expert judging panel, thanks to its ability to smooth the hair and improve manageability.

"This is a lovely formula which effortlessly detangles my hair, leaving it smooth and soft after just one use," says managing editor Poppy Nash. "I used this combined with the shampoo a few times a week, and it really improved my dry, post-holiday hair. It also didn't leave a greasy residue or weigh down my ends, and I also think it has helped reduce breakage."

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If you have curly hair, then you'll know that using dedicated products can help to define and enhance your texture. When it came to our best curly-hair product category, our judges had great things to say about Only Curls Mega Hold Curl Gel.

"This product really does do everything it sets out to," says Dobson. "So far, even on day five, I don’t feel like my hair is overloaded with product."

Brand consultant Rhea Cartwright also loves it. "This is a product I've used for a while," she says. "It's very rare for a gel to give much-needed moisture, but this does! It keeps my hair defined yet nourished even when used alone."

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It was tough to crown the best hair dryer, but there was no denying how impressed we were with Dyson's Supersonic R Professional Hair Dryer. "This really is an impressive dryer," says Cusick. "It’s powerful, lightweight and dries hair so much quicker than most tools I’ve used. I love how smooth and shiny it leaves the hair, and the attachments make it really versatile, whether you’re looking for a sleek finish, volume or more natural texture. It also feels much gentler on the hair, which makes it a great option for regular styling."

"No hair dryer out there compares to this," adds Lawlor. "It dries my hair in minutes, the attachments are innovative and for those who are more adept at hairstyling than I am, it's incredibly precise."

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To add the perfect finishing touch to your style, I always recommend investing in a high-quality hair serum. This year's winning formula is Oribe Gold Lust Restorative Night Crème for Hair, an overnight treatment that smooths, softens and strengthens your ends, so you can wake up happy in the knowledge that it's about to be a very good hair day.

"I really love this product, says insights analyst Sophie Cookson. "It doesn’t leave my hair greasy, and it smells lovely. You also don't need much for it to work well, which is a bonus."

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