I’m the first to admit that the beauty industry is incredibly saturated, so trust that I say this statement with every fiber of my being: we don’t need any more hair brands. Sure, I’ll make an exception for some mind-blowing new technology or a yet-to-be-formulated serum that actually prevents frizz, but until then, I suggest addressing your need for discovery by trying some of the most underrated hair brands on the market. I’ve tried quite literally hundreds of hair brands over the past decade, and while I have undying love the Rôzs, Crown Affairs, and Kérastases of the world, they feel very appropriately hyped up.
Meanwhile, so many of my favorite products are from brands you’ve maybe (?) never heard of. Despite being among the most effective formulas at incredibly reasonable price points, they still manage to feel like an if-you-know–you-know industry secret. One of them makes the best dry texturizing spray for fine hair I’ve ever tried. Another is cheaper than Pantene, with a formulation that feels like it should cost $40+. To get up to speed with these and my other underrated hair obsessions, keep scrolling.
Maria Nila
I discovered this brand about a week into my first job as a baby assistant beauty editor. The brand has its roots in Stockholm and a very highly regarded reputation across the Nordic region, but only came to the US market in 2019. The brand prides itself on being 100 percent vegan, color-safe, and highly efficacious without using silicones. I swear my hair looks its most voluminous and shiny when I’m in a regular routine with the High Gloss collection and Dry Texturizer.
I went to Sweden with the brand back in 2023 to see their HQ and meet the team. At this point, I’d used almost all the products the brand had to offer. But I apparently missed out on the best one. The team introduced me to their Texture Spray—and I became so obsessed that I felt compelled to smuggle the aerosol can onto the plane. It is the ultimate texturizer for texturizer haters. There’s no crunchiness at all, and I still get maximum volume.
Kerasilk
You know how fresh and fluffy your hair feels after a salon blowout? Like how the hair at the crown of your head falls back differently and your roots stand up prouder? I’m constantly trying to recreate that vibe at home—and believe me when I say that Kerasilk is best suited for the job. It’s an OG hairstylist brand (it’s been around for decades) and while the bottles might not look the sexiest, the formulas are bar none better than anything else I’ve tried—especially for fine hair.
Kerasilk
Smoothing Shampoo
Whenever I’m itching for my next haircut and my split ends start looking a little rogue, I whip out this shampoo. It helps disguise breakage in just one wash and smells absolutely delicious. Pair this with the conditioner and the volumizing mousse and you will have the ultimate regimen to dupe a salon blowout—trust me.
Kerasilk
Smoothing Conditioner
Despite having fine hair, I insist on using a disgusting amount of conditioner. Forget a nickel-sized amount—I practically fill up my palm with product. And yet! This never weighs down my hair. It’s also brilliant at working through knots. I never have to pull or tug—they just smooth right out.
Ceremonia
The only thing chicer than this brand’s packaging is its founder, Babba Rivera, who will 100 percent be your favorite Instagram follow of all time. In 2022, the Ceremonia became the first Latin-founded hair brand to be sold nationwide at Sephora. It’s well-deserved. Beauty Director Hannah Baxter says the product lineup is one of her all-time favorites for her fine wavy hair. “It’s really great for styling, but not feeling too precious. The smells are really incredible—it has that guava fruit vibe. For my curly girls, it’s very slept on,” she says.
Ceremonia
Pequi Medium-Hold Styling Hair Gel
“Although I have a lot of hair, my waves are very fine and are easily weighed down my richer curl creams,” says Beauty Director Hannah Baxter. “This product has a lovely serum-meets-gel texture that provides perfect definition without stealing any volume. Again, I’ve used it since the launch, and my loyalty never wavers.”
Ceremonia
Pequi Flyaway Hair Styling Gel With Mascara Wand
Usually, I’m opposed to flyaway sticks, on any hairstyle except for a slicked-back bun. They normally rob me of my minimal volume while taming flyaways. But! This is the exception—the formula is super lightweight, and the mascara-like wand provides just the right amount of pressure.
JVN
I went back and forth as to whether this brand felt underrated enough to go on this list, but inevitably, I think it’s well overdue for a resurgence, so here we are! For the uninitiated, it’s founded by Queer Eye’s Jonathan Van Ness (hence, JVN) and was incredibly popular around launch in 2021. But following the closure of former parent company Amyris, which came with a bankruptcy filing, JVN ended up being sold to a private equity firm called Windsong Global. But! Rest assured, even though there were some bumps in the road the brand is back on its feet—with an air dry cream that puts every competitor to shame.
JVN
Complete Hydrating Air Dry Hair Styling Cream
Every beauty editor I know has this tucked inside their bathroom vanity. It’s one of those formulas that wills your hair into behaving. Think: less frizz, more curl, touchable texture. It’s intuitive to use too. Thicker, coarser hair will require a bit more product, but fine, thin hair like mine only needs a tiny little dollop.
JVN
Perfect Flexible Hold Hair Spray
I’m not a big hairspray fan, but occasionally, a wedding hairstyle or perfect blowout calls for it. That being said, I’m notoriously anti-hairspray; it’s crunchy and makes salvaging hair the following day near impossible. Not this baby. It’s touchable and brushes out with ease.
Monday Haircare
Once upon a time, I got a press kit from Monday Haircare, obsessed over the pink packaging, and immediately popped it in my shower. First impressions: gorgeous formulations, incredible smell, and maybe the shiniest hair of my life. I went to look up the stats online, fully expecting a $30-$30 price point, only to learn that almost all of the brand’s products are under $8. It was, and remains, probably my biggest beauty shock from the past 10 years. Plus the founder Jamiee Lupton is beyond fabulous (and kind!)—and runs four other beauty brands.
MONDAY Haircare
Volume Texturizing Mousse
Maturing is getting over your fear of mousse. It’s hands-down the biggest help when you have fine hair. This instantly doubles my density and gives me volume that never normally exists. Just work it evenly throughout the roots and give the body of your hair a little TLC. It’s truly game-changing.
MONDAY Haircare
Volume Dry Shampoo With Collagen
Once upon a time a hairstylist told me that I should use dry shampoo on clean hair—it was the best advice I ever received. My blowouts now last an extra day and grease doesn’t take over my head after a few hours outside. I power through bottles and this price point is much appreciated.
Dr. Groot
K-Beauty skincare gets most of the love these days, but K-Beauty haircare deserves just as much hype. My favorite brand is Dr.Groot, which is hyper-focused on hair thinning, thickening, and shedding prevention. The price points are super reasonable, and while I haven’t been using them long enough to notice growth just yet, my scalp feels lighter, calmer, and healthier.
Dr. Groot
Roll-On Hair Thickening Scalp Serum for Thinning Hair
If you’re opposed to scalp serums because they make your hair feel greasy, try this product. It’s a rollerball, so you can concentrate the formula exactly where you need it. I have a dandruff-prone, easily irritated scalp with the occasional seborrheic dermatitis flare, and this has kept my scalp calm and happy.
Dr. Groot
Miracle in Shower Scalp & Hair Hydrating Treatment for Hair Thinning
Hair feeling a bit dry? Use this on your hair post-shampoo, pre-conditioner. Just squeeze the bottle, let it work its magic for roughly five seconds, and then wash it out. Your hair will feel insanely soft and deeply moisturized once you style. If your hair is on the thinner side, you might even be able to skip conditioner.
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