Syncly Social Index
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Hair
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Hair on video, September 2026
Styling beat treatment in September hair video. Air stylers, blowouts and heatless curls grew fastest as Dyson and Shark launched new tools, while scalp care, hair growth and keratin lost share. Dyson tops the Syncly Social Index for hair, ahead of Kérastase and K18.
What videos are talking about
Tools took over. Airwrap mentions rose 92% in share of beauty videos vs August, blowouts 44% and heatless curls 23%. Dyson's new Airsmooth went from almost no mentions to 274 videos, and Shark's FlexStyle grew more than fivefold on its IonCurl launch.
Treatment talk cooled. Scalp care (−17%), hair growth and loss (−15%), dandruff (−24%) and keratin (−30%) all lost share. Peptide hair products (+18%) and PDRN for hair (+9%) were the exceptions.
Korean scalp care is rising. Lilyeve's scalp line was the second most-mentioned hair product, and Medicube's rosemary hair line grew 58%.
Fastest-rising ingredients
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1 | Dyson | 78.3 | 26% | +112% |
| #2 | Kérastase | 65.6 | 10% | +16% |
| #3 | K18 | 61.9 | 8.6% | +11% |
| #4 | Gisou | 60.0 | 6.8% | +33% |
| #5 | Olaplex | 58.1 | 17% | +5% |
| #6 | Color Wow | 52.8 | 4.5% | +65% |
| #7 | Amika | 40.5 | 8.1% | +23% |
| #8 | Moroccanoil | 37.0 | 9.1% | +0.3% |
| #9 | Shark FlexStyle | 35.0 | 4.2% | +423% |
| #10 | Redken | 28.3 | 4.5% | −14% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
AirwrapDyson | Hair | 979 | +103% |
Grow:Turn brush ampoule / scalp lineLilyeve | Hair | 702 | −2.9% |
FlexStyle (incl. new IonCurl)Shark | Hair | 351 | +438% |
Rosemary hair lineMedicube | Hair | 330 | +58% |
AirsmoothDyson | Hair | 274 | +7881% |
Shape & Set / hairsprayOlaplex | Hair | 256 | +191% |
No.7 Bonding OilOlaplex | Hair | 251 | +10% |
TreatmentMoroccanoil | Hair | 213 | −7.4% |
Honey Infused Hair OilGisou | Hair | 200 | +32% |
SupersonicDyson | Hair | 167 | +46% |
Leave-in Molecular Repair MaskK18 | Hair | 165 | +0.1% |
AirstraitDyson | Hair | 158 | +65% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
