Syncly Social Index
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Hair
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Heatless curls on video, September 2026
What is heatless curls?
Heatless curls are curls or waves set without a curling iron, wand or hot tool. You wrap slightly damp or dry hair around something soft, such as a foam or satin rod, a sock, a ribbon or a bathrobe belt, leave it in for hours or overnight, then unwrap it.
On short-form video, most of the attention goes to the overnight part. In our September sample, 69% of heatless-curl videos mention sleep, bedtime or overnight. About half are about the curls themselves; the rest are GRWMs and night routines where the curls are one step.
Share of category videos by month
Monthly share of category videos that mention the term.
Top videos
The most-viewed videos mentioning the term this month.
Which brands own the conversation
Share of the term’s videos that mention each brand.
Most-mentioned products
Products named most often alongside the term.
| Product | Videos |
|---|---|
Dyson Airwrap (hot-tool contrast) | 14 |
Kérastase night/overnight hair serums (e.g. Magic Night Elixir, overnight youth serum) | 14 |
Overnight Blowout heatless blowout rods (incl. jumbo) | 13 |
Kitsch satin heatless curling set / curler | 11 |
Olaplex Shape Set hairspray | 7 |
Generic (Amazon) heatless curling rods / curlers | 7 |
Eternal Muse Zero Heat Bun Bons / heatless curling rods (brand-level) | 7 |
Gisou Overnight Styling Pouch / Kit | 2 |
Silke London hair wrap (brand-level) | 2 |
Said in the video, not the caption
How often the term is only spoken or shown on screen, with no caption or hashtag mention.
How creators explain it
What videos say when they describe the trend.
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Hooks that open the videos
The opening line or visual each video uses, with an example for each hook type.
What this means for marketers
Heatless curls rebounded to their June level
422 short videos in September, up from 303 in August. Share of beauty video rose 22% from August and matched June after a summer dip. Instagram Reels doubled, from 65 to 130 videos.
No brand leads
No brand reaches 7% of heatless-curl videos. Curler makers trail hair-care brands: Kitsch is in 4.0% and Overnight Blowout in 3.1%, against L'Oréal at 6.4% and Olaplex at 5.0%. A curler brand with steady creator seeding could lead it.
Rods are the default, socks the budget hack
Rods, heatless curlers and curling sets appear in 24% of heatless-curl videos and socks in 14%. Sock tutorials still travel, like this two-sock method at 48k views.
Half the conversation never reaches the caption
54% of sampled videos show heatless curls only on screen or in speech, and they hold 63% of top-sample views. Many are night routines and GRWMs, like a bed-vs-wake-up routine at 473k.
Longevity is the opening for styling brands
Hold words appear in 41% of sampled videos, and most complaints are about curls falling out. Olaplex pitches its hairspray as the fix: "Heatless curls that actually last" (202k) and day 4 curls (158k).
Method tutorials earn reach without paid support
Method tutorials had the highest median among the most-viewed videos, 253k, and none were sponsored. The top one, jumbo overnight blowout rods, reached 967k. Only 2.8% of sampled videos carry a shopping CTA.
What skeptics say
Creators pushing back on the trend, with links to each video.
