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Just a friendly reminder: Your hair doesn’t need fixing. And it doesn’t need “taming” or “controlling” or “managing” either. It just needs care that makes sense for you—whether that’s a moisturizing mask, a volumizing shampoo, or a shine-boosting serum. So that’s the mindset we brought to every product we tested for the 2025 Well+Good Beauty Awards. Does it actually work? Does it help streamline your routine? Does it make styling easier on your time, your budget, and your patience?
Our testers, across a wide range of hair types and textures, put each product through real-life scenarios, from sweaty workouts to windy walks. The result? A lineup of tools, treatments, and formulas that go beyond marketing promises and actually deliver, whether that means cleaner roots, softer curls, or less breakage over time.
Hair is deeply personal, but that doesn’t mean your routine should feel overwhelming. Ahead, meet this year’s winners, plus find tips from our panel of haircare experts on how to shop all of our favorites for endlessly happy hair days.
Meet the 2025 haircare winners
Best Shampoo + Conditioner for Damaged Hair
What it is: A shampoo and conditioner duo that helps strengthen damaged hair by reinforcing weak structural bonds.
Why we love it: You’ve embraced acids in your skincare—now it’s time to welcome them into your haircare. Redken’s Acidic Bonding Shampoo and Conditioner use citric acid and an acidic pH to help reinforce internal bonds (i.e., the structural connections within your hair that give it strength and elasticity), which can break down from heat, color, and chemical treatments. According to awards panelist and trichologist Angela Onuoha, bonding formulas are designed to penetrate your hair shaft more deeply than standard shampoos and conditioners, helping to strengthen hair from within, versus just smoothing the outside for the appearance of health.
Even after one shower, our testers noticed a difference. “I shampooed twice to make sure my hair got nice and clean, and my tight type 3-4 curls felt really soft and slippery, even before I applied conditioner,” said one tester, adding that “the conditioner is thick, but not so thick that you have to fight with the bottle, which I appreciated.” Another tester with color-treated hair said her strands felt less brittle and easier to detangle when it came time to heat style. “It’s on the pricey side, but totally worth it if you’re trying to keep your hair feeling strong and healthy.”
Best Shampoo + Conditioner for Thinning Hair
What it is: A volume-boosting shampoo and conditioner that help fine hair feel cleaner and fuller.
Why we love it: We tested a lot of hair products this year, and our testers continually noted how this silicone- and sulfate-free shampoo and conditioner (sold separately) outperformed the higher-priced competitors in their shower caddy. “The shampoo lathered better than other shampoos I’m used to using,” said one tester with thinning hair, adding that peptide-filled formula left her waves feeling super clean, almost as if she had used a clarifying formula. “I let the shampoo sit on my hair a bit—which is standard practice for me—and then it easily rinsed out, leaving my hair with that ‘clean’ feeling.”
The lightweight conditioner is surprisingly rich and creamy in the bottle, so it may need a firm shake to come out. But once you squeeze it out, we found it spread easily and added instant slip that didn’t weigh our hair down. “I let it sit for a few minutes before rinsing, and my hair was really easy to brush through afterward,” one tester said. She also noted that her strands felt noticeably fuller after blow-drying, without any filmy residue or heaviness.
Best Shampoo + Conditioner for Wavy/Curly Hair
What it is: A moisturizing shampoo and conditioner that hydrates and detangles waves and curls.
Why we love it: Our testers couldn’t get enough of the fruity, floral scent of Camille Rose’s Guava Slip Shampoo and Conditioner (sold separately). “The scent nicely lingered—even the next day, my hair still smelled so nice and had that fruity guava smell to it,” said one tester with wavy hair. But it’s not just about the scent: Guava extract helps maintain moisture by reducing water loss from your hair shaft, while Kakadu plum brings antioxidant-rich hydration to help keep your scalp balanced and comfortable.
Especially great for coarse curls and waves (finer textures may find the shampoo a tad rich), this duo leaves hair noticeably softer and easier to detangle. “Together, these worked like a dream on my curls,” one tester said. “My fingers ran through my hair easily right out of the shower, and they helped encourage definition.” And while these two formulas work great as a pair, our testers also noted that they mixed well with other shampoos and conditioners—ideal if you like to customize your routine.
Best Shampoo + Conditioner for Type 4 Hair
What it is: A curl-elongating shampoo and conditioner that gently cleanses and deeply moisturizes.
Why we love it: If you’re a curly-haired person who subscribes to the notion that styling starts in the shower, not after, then SheaMoisture's Kalahari Melon Curl Stretch Shampoo and Conditioner (sold separately) is on your wavelength—or should we say curl length? (Thank you, we’ll be here all week.) The sulfate-free shampoo works into a satisfying lather, while the creamy conditioner wraps your curls in shea butter and coconut oil, setting you up for less shrinkage and more stretch. “They cleanse, condition, and leave your curls soft and defined right from the start,” said one tester, who also called out the juicy scent.
Together, this duo makes it easier to detangle curls in the shower and helps create the perfect base for styling creams or gels later on. Celebrity hairstylist and expert panelist Sophie Gutterman is also a fan, saying she loves this range for defining her own curls: “It definitely provides a nice stretch and won’t make your hair feel greasy, which I love,” she says.
Best Styling Cream
What it is: A silicone-free styling cream that works as a blow-dry primer and an air-dry smoother.
Why we love it: Even if we were just judging it on versatility alone, Not Your Mother's All Eyes on Me 3-in-1 Hair Styling Cream is one of the better silicone-free styling creams we’ve tried—you can use it on wet, damp, and/or dry hair. But this berry-scented formula impresses on so many additional levels, including texture: “It's on the thinner side, but not runny or watery; it’s that perfect in-between that makes it easy to work through your hands and distribute evenly,” said one tester.
Another tester loved how this styling cream smoothed her waves without making them greasy or limp: “It has only one lightweight oil, argan oil, and even that is on the minimal side, so it doesn’t weigh anything down.” And while the formula is great for sleek blowouts or polished waves, our curly-haired testers appreciated that it added light definition without any stickiness, especially when air-dried. A true one-and-done styling product, no matter your hair type or texture.
Best Hair-Growth Treatment
What it is: A scalp serum that uses 2 percent minoxidil to help encourage regrowth in thinning hair over time.
Why we love it: Actually reversing thinning hair or hair loss means playing the long game. Instead of buying into influencer-touted ingredients that promise quick fixes, you're more likely to see results with clinically proven formulas—and a bit of patience. That’s why our testers were willing to commit to Carol’s Daughter Goddess Strength Hair Regrowth Treatment, which contains the gold standard for hair regrowth: two percent minoxidil.
Though many minoxidil products can leave your scalp greasy or sticky, our testers said this formula felt more watery than oily and absorbed easily without leaving behind residue. “My hair felt a little wet where I applied it, but it wasn't sopping or dripping,” said one tester. “I'm also glad I didn’t experience any itching or flaking, which sometimes happens because my scalp is pretty sensitive.” And yes, it does smell more clinical than delicious, but the scent dissipates shortly after dispensing the clear liquid across your scalp (it has a dropper applicator to make this super easy).
As with any hair-growth treatment, though, consistency is key. According to trichologist and awards panelist Angela Onuoha, she’s reluctant to recommend minoxidil to anyone unless they’re ready to use it twice daily and massage it into their scalp—a seemingly simple step that still requires real commitment. But if you can stick with it, she says the long-term results can be worth it.
Best Dandruff Treatment
What it is: A leave-in scalp serum that uses salicylic acid to treat dandruff and irritation.
Why we love it: Dandruff can be incredibly stubborn, so when the usual shampoo route hasn’t gotten you anywhere, it may be time to try another (or additional) approach, like a serum. And if you’re anything like our testers, that serum would be Vichy Dercos Salicylic Acid Anti-Dandruff Serum. The key ingredient here is salicylic acid—the same one found in acne treatments—which helps break down oil and buildup on your scalp that can contribute to flakes.
“I actually noticed improvement in my dandruff after the first use,” said one tester, who applied it directly to her dry scalp (it works just as well on damp hair post-shower). “It also has a cooling effect to help offset itchiness, and your scalp feels soothed right away.” With regular use, our testers said their scalps felt less irritated and noticeably less flaky—and they liked that the lightweight formula didn’t leave their hair greasy or heavy.
Best Dry Shampoo
What it is: A powder-puff dry shampoo that lets you mattify oily roots with precision.
Why we love it: Most dry shampoos are all-or-nothing. You spray, hope for the best, and ultimately end up with uneven patches of powder all over your scalp. That’s what makes this Briogeo puff so smart. The powder lives in a refillable compartment and dispenses through a soft puff-top applicator, so you can stamp it exactly where you need it, no messy spraying required. “It’s like an oil-blotting sheet for your roots,” said one tester, who loved that she was able to precisely stamp away the oil on her bangs, without having to spray and brush the rest of her hair.
The formula comes in two shades, translucent and chocolate-brown (which our dark-haired testers definitely appreciated). Just a note, though: When using the tinted version, you may want to shield your forehead with your hand to avoid any accidental powder fallout when stamping. But once you get the hang of it, this dry shampoo is quick, portable, and surprisingly effective. “I even bought a second one to keep in my car,” said one tester. “It’s become my go-to for post-gym or anytime my roots look greasy at the end of the day.”
Best Hairspray
What it is: A firm-hold, humidity-resistant hairspray that keeps styles in place without feeling stiff or sticky.
Why we love it: It’s not every day that a $9 hairspray earns higher praise than its significantly pricier competition, but Monday’s Sleek Hold Hairspray had our testers hooked from the first spritz. “My hair stayed set for hours in super-windy conditions while walking around outside,” said one tester. “I was so excited to see how well it kept my hairstyle in place.” She also noted that the fresh, floral scent lingered pleasantly throughout the day without being overpowering.
The fine mist sprays evenly and offers a strong hold that isn’t crunchy or sticky. Our team found it especially great for slicked-back styles, noting a little extra goes a long (and sleek) way. One tester loved spraying it on a dense brush to smooth down flyaways while detangling her hair, while another misted it throughout her damp hair before heat-styling to help add shine and hold. Affordable, flexible, and genuinely effective—what more could you ask for in a hairspray?
Best Edge Control
What it is: A sculptable, long-wear edge control that smooths without flaking.
Why we love it: A little goes a long way with The Mane Choice 48H Edge Control. Our testers quickly learned that just a tap is all you need for strong hold without buildup—and once they figured that out, they swore off flakier gels for good. “This got my edges super smooth and slick, but still flexible enough to swoop and swirl,” said one tester, who even used it to style her toddler’s ponytails. “The texture gives just the right amount of tackiness without being greasy or flaking off, which I really loved.”
Celebrity hairstylist and awards panelist Sophie Gutterman also swears by this formula for reinforcing slick styles and edge swoops. “It has a perfect demi-matte finish, which looks especially good on camera,” she said. “I use this on my girls in the morning, and after 12-hour days, their edges are still laid.”
Best Hair Mask
What it is: A high-shine hair mask that leaves your hair soft and smooth in just three minutes.
Why we love it: The first thing you’ll notice when you unscrew the lid of Fable & Mane’s Shine Hair Mask is the scent—it’s rich and grounding, with notes of black tea and florals that instantly make the whole experience feel like a treat. But it’s more than just a pretty fragrance: The black tea ferment in the formula helps boost shine, while hibiscus extract and bio-sugar enzymes help hydrate dry strands for extra softness and slip.
The brand recommends leaving it on for just three minutes before rinsing, which worked well for our fine-haired testers. But our testers with dry, coarse, damaged textures had even better results leaving it on longer—five, ten, even twenty minutes—and still found the mask absorbed quickly and rinsed clean without leaving behind a waxy film. “It made my hair feel so soft and hydrated without being heavy,” said one tester with fine, frizz-prone curls. “It added just the right amount of moisture and shine, especially at my ends.”
Best Luxury Haircare
What it is: A high-tech, super-smart dryer that automatically adjusts heat and airflow based on hair texture and magnetic attachments.
Why we love it: “This is one of the best hair dryers I’ve used, hands down,” said one of our testers, who has tried a lot of hair dryers in her 11-year beauty career. Like, a lot. The T3 Aire IQ uses an internal sensor to recognize whichever of its three magnetic attachments you snap on, then automatically adjusts its airflow and temperature to match. And, after completing your hair profile during initial set up (which can be easily changed at any time), the dryer will also auto-calibrate its heat and speed to best suit your texture.
The result? No mid-dry guesswork, less heat damage, and faster styling overall. Testers loved how efficient and intuitive it felt, noting that it dried hair fast without feeling overly hot or drying. “It’s powerful but gentle, lightweight but substantial, and packed with smart features that actually make styling easier,” said one tester with curly hair. “The magnetic attachments are a game-changer—especially for limited mobility—and the customization makes it feel modern and user-friendly.” If this is what the future looks like, then we gladly welcome our new robot overlords.
Best Legacy Haircare
What it is: A cult-favorite treatment that deeply hydrates and strengthens damaged hair while you sleep.
Why we love it: If the only thing stopping you from using an overnight hair treatment is fear of messing up your pillow, you’ll be happy to know that Kérastase’s 8H Magic Night Serum absorbs quickly and leaves no greasy trail. But that’s not the only reason this legacy formula has earned a permanent spot in our nighttime routines—it also genuinely lives up to the hype. “My curls are softer and shinier when I wake up, and definitely easier to style,” said one tester of the niacinamide- and protein-packed formula. “Every time I use it, my hair feels so healthy and silky the next day.”
Celebrity hairstylist and awards panelist Sophie Gutterman, says she loves using this leave-in serum on her own curls to help revive them after heat-styling. “I’ll saturate my hair with a few pumps and wear it in a low bun during the day, or leave it on overnight,” she says. After rinsing and conditioning, Gutterman says her curls typically bounce back feeling moisturized and soft, which is the ultimate goal after using heat tools. Whether you apply it to damp or dry hair, you can expect to have less dryness, more softness, and zero regrets.
How to shop our 2025 haircare winners
Curious about how to pick the best 2025 W+G Beauty Award winner based on your hair concerns? Here are some expert tips to keep in mind:
How do I know if I should try a hair-growth treatment?
Before reaching for a hair-growth product, it’s important to figure out what’s actually happening with your hair. “Hair sheds daily; it’s a normal part of the growth cycle,” says trichologist and awards panelist Angela Onuoha. “Thinning, on the other hand, happens when your hair doesn’t grow back as quickly after shedding—or at all.” If you’re seeing less density over time, especially around the crown or hairline, you’re likely dealing with thinning, not just shedding.
Persistent thinning can sometimes be a sign of internal changes. “It’s important to understand the root cause, which could be hormonal, nutritional, or genetic,” says Onuoha. For example, a B12 deficiency or hormonal shifts during menopause can lead to thinning that won’t be fixed by topical treatments alone. In those cases, talking to your doctor and/or dermatologist is step one.
But if you’ve ruled out medical concerns and want to support regrowth, try starting with a product like Carol's Daughter Goddess Strength Hair Regrowth Treatment, which contains two percent minoxidil, the only FDA-approved ingredient for hair regrowth. Onuoha notes that consistency is key, though: It needs to be applied twice daily and massaged into your scalp to work, and you also have to stick with it for at least four to six months to see results.
If you’re not ready for that kind of commitment but still want your hair to look fuller, our testers loved Garnier Fructis Hair Filler Shampoo and Conditioner, which left hair feeling clean, light, and bouncy—especially helpful for hair that’s fine or starting to thin. In short: If you’re noticing less density and your scalp is showing more than usual, start with your doctor, then consider a targeted treatment or a volumizing shampoo system, depending on your goals.
How do I know if I need to treat dandruff or a dry scalp?
Flakes are flakes—until they’re not. According to Onuoha, the key difference is that dandruff is usually oily, while dry scalp is, well, dry. “With dandruff, your scalp may feel greasy, and flakes tend to be larger and stick to the scalp,” she explains. “With dry scalp, the flakes are typically finer and more powdery.”
Dry scalp is often caused by lack of moisture, while dandruff is usually due to an overgrowth of yeast on the scalp. That’s why effective anti-dandruff treatments contain ingredients like ketoconazole and selenium sulfide (to reduce yeast), or salicylic acid to gently exfoliate and remove buildup—like the salicylic acid in our winning Vichy Dercos Anti-Dandruff Serum. It’s a leave-in treatment designed to be used alongside your usual shampoo and conditioner, and testers found it helped calm itchiness and reduce flakes without leaving a greasy residue behind.
Still unsure? Board-certified dermatologist and awards panelist Naana Boakye, MD, says it’s worth checking in with a derm first—especially if flakes persist. “We want to identify if it’s dandruff or something else,” says Dr. Boakye. “Then we can decide if we need to up the ante with prescriptions or professional treatments, but in most cases, the right cocktail of active ingredients can help at home.”
What are the best products to treat damaged hair?
If your hair is color-treated or frequently heat-styled, our experts agree that adding a bond repair system to your routine can make a real difference. Gutterman recommends using a formula like our winning Redken Acidic Bonding Concentrate Shampoo and Conditioner Duo as a targeted treatment to help maintain strength and reduce breakage between salon visits. “It’s probably the best thing you can do at home to keep your hair feeling strong after a harsh treatment,” she says.
According to Onuoha, traditional shampoos and conditioners mostly coat and smooth the outer layer of your hair, while bonding formulas go deeper. “Bond-repair shampoos and conditioners are designed to penetrate the hair shaft and help reconnect broken bonds,” she says. These bonds are part of your hair’s internal structure, and they can weaken over time from heat styling, chemical treatments, or even just day-to-day wear and tear.
That said, you don’t necessarily need to use bonding products every day. Think of them more like a tune-up than an everyday wash. “I recently colored my hair and prepped it beforehand with bonding treatments to make sure it was in the best possible state,” Onuoha says. Gutterman also recommends a bond-repair shampoo and conditioner to her clients after bleaching or highlighting. “It really just keeps your hair feeling strong between appointments, which is what you want when your hair is compromised following color services,” she says.
For more surface-level dryness, Onuoha also recommends reaching for a deeply hydrating mask—like our winner, the Fable & Mane Shine Hair Mask—as often as your hair needs it. “Masks work on the outside of the hair to condition and moisturize,” she says. “You know your hair best, so if it feels dry or rough, don’t be afraid to use a mask generously and regularly.”
How we chose our haircare winners
- 12 months: Our beauty awards spanned April 2024 to April 2025, during which time we reviewed the best shampoos, conditioners, hair masks, styling creams, hot tools, hairsprays, and more.
- 1,500 nominations: PR agencies, beauty brands, and industry insiders submitted their standout products across categories for consideration, each one then undergoing a thorough vetting process from our editors.
- 2,000 products considered: In addition to external nominations, our editorial team also tracked nearly every U.S. beauty launch to create a starting list of contenders.
- 250 tested: Our team tested more than 250 total products to assess performance, application, and efficacy.
- 8 experts consulted: Our award finalists were individually tested by a panel of dermatologists, plastic surgeons, cosmetic chemists, hairstylists, trichologists, and makeup artists.
- 70 winners selected: After months of rigorous testing and reviewing, 70 products—13 of which were hair products—earned the title of Well+Good 2025 Beauty Award winner for their incredible performance, quality, and innovation.
To learn about our awards methodology—and see the testing process in action—go behind the scenes with us here.
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