Next in Beauty Awards 2024: The Winning Hair Products


Welcome to Who What Wear UK’s Next in Beauty Awards 2024. Here, we are crowning and celebrating the very best in beauty. From the game-changing newcomers that are industry innovators, to the tried-and-tested classics that remain a worthy mainstay in our skincare cabinets and makeup bags alike. To help us find the very best in beauty, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every single product to the test. We enlisted our judges to document and share their testing for every product they tried, so you can see all the winners in action—as well as those very important before-and-after results. After much testing, swatching and reviewing, the results are in. Join us in celebrating the best hair products of 2024.

Who What Wear UK Next in Beauty Awards 2024: Best Hair Products 

Lan using Alfaparf shampoo

A shampoo is foundation of a good hair day, and it can make or break the rest of your hairstyling. However, Alfaparf Milano’s Detoxifying Low Shampoo won over our judges, who now can’t live without it in their bathroom. The detoxifying formula gently removes build-up at the roots, leaving hair bouncy and glossy through the lengths.

“The product is one of very few shampoos that makes a difference. My hair feels lightweight and instantly cleaner, and looks much thicker and glossier,” says makeup artist, Lan Nguyen-Grealis.

Our judges also loved how well it removed product build-up to leave their roots feeling super clean, which even extended the amount of time they could go without shampooing again. “Unlike other detoxifying shampoos, this formula doesn’t strip the hair but it does make it feel incredibly soft after use,” says deputy editor, Maxine Eggenberger. “My hair is less greasy and I definitely get an extra day out of it than I do my regular drugstore shampoo. My friends told me how shiny my hair looked and the only difference I had made was using this shampoo, so that speaks for itself,” she says.

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Laura using Hello Klean conditioner

Hello Klean’s efficacious formula impressed our judges, who highlighted how well this helped to counteract the effects of hard water on their hair. It’s the brand’s specialism, and its innovative formulas are often found in beauty editor’s showers to help prevent hair colour from fading, reduce scalp irritation and ensure hair looks shinier and healthier when you step out of the shower. It comes in two versions, one for light hair and one for dark hair colours to leave lengths looking and feeling their best.

“I really love this product,” says freelance beauty journalist, Laura Pearson. “After just one use, my hair felt so much cleaner and softer that with other products. It felt so deeply cleansed, like I’d washed it twice, but I hadn’t. After using for multiple weeks, my hair was lasting longer between washes, like it had been properly ’detoxed’ by excess product,” she says. It’s worth noting that Pearson changed her hair colour between photographing her before image and her after—this is not an effect of the product.

It also impressed our managing editor, Poppy Nash. “I have hard water and had noticed when I first moved into my house that my hair was suffering. I have long but thin hair and it felt weighed down and flat. Since using this, my hair feels healthier and more nourished,” she says. “I noticed less breakage and it feels softer and more lightweight, and I also felt that before using this my scalp was feeling a touch greasy and even flaky, but this has sorted me right out!”

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Emily using Hairstory New Wash

Our judges’ favourite conscious hair product was Hairstory’s New Wash, which was head and shoulder above its competitors. This non-conventional shampoo features a cream formula that cleanses roots while leaving ends hydrated . It’s ability to leave our judges’ lengths looking lustrous and cleansed, as well as boasting a sulphate and phthalate-free formula that is also biodegradable (making it kind to sensitive scalps and the planet) made it our top pick for our conscious hair product category. We also love that in comes in three varieties depending on the dryness or oiliness of your hair.

“I love that it is shampoo and conditioner in one,” says facialist, manicurist and tanning expert, Emily Rose Lansley. “I like my shampoo to foam to feel clean and this doesn’t foam, but my hair looks nice and shiny—I even have volume which is great for my fine hair,” she says.

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Lesley Buckle using Camille Rose Curl Maker Curling Jelly

Those with curls seek a curl product that can create hold without the dreaded crunch. It’s a tall order, but Camille Rose has done it. Ideal for wash-and-go styles, this curling jelly leaves your curl pattern defined, hydrated and bouncy, thanks to nourishing coconut and pomegranate oils, aloe vera, vitamin E and B12. Our judges loved how it left their curls soft, with definition lasting beyond the first day.

“It’s one of the few styling gels I’ve used that holds my hair without making it crunchy, I love the results. ” says beauty creator, Lesley Buckle. “My curls feel really soft and the definition actually lasts beyond day one, which is rare for me.” Endorsement sales director, Efi Mandrides, agrees. “This product defines and tames my curly hair very well and smelt lovely too—I would definitely recommend,” she says.

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Megan Storey using Sam McKnight Cool Curls Refresh and Revive Mist

Sam McKnight is one of the industry’s most esteemed hairstylists, so it’s unsurprising that our judges adored the Cool Curls Refresh & Revive Mist—which does exactly what is says on the bottle. From refreshing curls in between hair washes to leaving curls and coils perfectly defined, our judges loved how versatile this lightweight yet hydrating curl mist it—not forgetting the incredible scent that it left in our judge’s curls.

“I absolutely loved this mist,” says makeup artist and journalist, Rose Gallagher. “I’m still learning my curly habits, and one thing that hugely impacts my ability to follow recommendations is that so many formulas are too rich for thin hair like mine,” she says. “This mist worked perfectly to reduce frizz without weighing down my thin hair. I also really love the chic packaging.”

It also impressed our social media editor, Megan Storey. “I’m so happy to have found this product! I love using it on day three or four hair to revive my waves and tame the frizz,” she says. “My hair doesn’t feel heavy with product afterwards and it certainly looks ‘refreshed and revived’. Bonus points for the cool packaging and gorgeous scent.”

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Laura Pearson using authentic beauty concept glow spray serum

It’s no secret that there are hundreds of hair serums out there. But, Authentic Beauty Concept’s Glow Spray Serum stood out as our judge’s favourite amongst the several we tested this year. From the do-it-all formula with heat and colour protection to the chic pink glass bottle that instantly elevates a space (not forgetting the luxurious scent), there was nothing our judge’s didn’t love about this hero hair serum. Each judge reported how healthy and shiny this serum left their lengths.

“I really like this product. The bottle is an aesthetically pleasing glass bottle and a beautiful pink. It also has a lovely relaxing scent that’s so enjoyable to use,” says Pearson. “The mist is a light lotion that feels so nice to use, but what’s best about this product is the way it combines heat protection, colour maintenance, hair strengthening and environmental protection so effectively. An amazing multi-tasker,” she says.

It also caught the attention of junior beauty editor, Grace Lindsay. “I colour my hair a lot and haven’t come across anything like this before. Not only was the packaging cute, but this spray really enhanced my highlights and left my hair with salon-worthy shine,” she says. “A big plus was that it also doubled up as a heat protector. I could see myself buying this again thanks to the results.”