Syncly Social Index
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Hair
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Kérastase on video, September 2026
Kérastase ranked second in hair on the Syncly Social Index in September with 65.6, though it had fewer videos than Olaplex. It wins on untagged mentions: about a third of sampled videos showed or said Kérastase without naming it in the caption. Its most-viewed video was a paid makeup tutorial with 12.7M views that ends on Kérastase Glaze Drops.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Untagged share drives the score. 34.8% of sampled videos mentioned Kérastase only in speech, on-screen text or visuals, a component score of 100. Share of voice (10.5% of hair panel mentions), high reach (4.9% of videos past 100k views, third in the panel) and creator breadth each scored 77.8, with the top 10 creators making 4.7% of videos.
Sentiment held it back. Only 30% of non-sponsored sampled videos were positive, the panel's low end, for a score of 0. Most videos list Kérastase as one product in a routine and say little about it. Momentum (+16% share vs August) scored 44.4.
Key numbers
change in share of category videos vs. the prior month
A month of Kérastase videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Kérastase videos are about
Sep 20 (44 videos), the peak: a Sephora advent calendar unboxing pulled a mini Kérastase Elixir and called the brand expensive (1.9M views, watch).
Sep 02 (43): a paid Notino Italy beach video featured a Kérastase anti-hair-fall serum (439K, watch).
Sep 03 (41): a French 'September favorites' video opened with the Genesis range (155K, watch).
Kérastase shows up inside broader routines more than in dedicated reviews. Skincare (138 videos), makeup (107) and perfume (51) were frequent terms, and #nightroutine and #empties ranked among top hashtags. Genesis was the most-named line (125 videos), followed by Gloss Absolu and its Glaze Drops (91), Nutritive (56) and Elixir Ultime (41). All three tracked lines lost share from August. The biggest single moment was a 12.7M-view paid makeup video that ends with Glaze Drops (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Genesis | 0 | −11% |
Gloss Absolu (Glaze Drops) | 0 | −9.6% |
Nutritive | 0 | |
Elixir Ultime | 0 | −20% |
Première | 0 | |
Blond Absolu | 0 |
Top keywords
Top hashtags
Where and who
TikTok carried 56% of Kérastase videos, Instagram Reels 34% and YouTube Shorts 10%. Paid TikTok activity was low: 32 of 516 TikToks (6.2%) were sponsored. Organic TikToks passed 100k views at 4.8%, against 1 of 32 sponsored ones. No official Kérastase account ranked among the most active posters. The top poster, Javier Atelier, made 9 videos, and the top 10 creators made under 5% of videos. Videos with a known location came mostly from the US (214) and UK (93).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions are common and often casual. A 1.9M-view Sephora advent calendar unboxing names Kérastase only in speech (watch), and a 1.9M-view spa vlog in China lists Kérastase among the amenities without tagging it (watch). The few negative videos were small and about results: one called the hair mask overhyped for repair (watch), another said a Kérastase night serum made little difference (watch).
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Brands mentioned alongside Kérastase
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Most-viewed Kérastase videos
The most-viewed videos mentioning the brand this month.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.