New Zealanders are changing how they shop for hair care, are committing to products they know will deliver results, and are looking for more from brands.

The shift shows up clearly in Rodney Wayne and Shampoo ‘n’ Things’ annual bestseller list. Customers researched before buying, asked stylists for recommendations, and stuck with products that worked rather than chasing the next trending ingredient. Professional-grade formulas topped the charts across every category from anti-frizz to scalp treatments.

“Clients are much more intentional now,” says Rose Hibbert, Marketing & E-commerce Manager at Rodney Wayne and Shampoo ‘n’ Things. “They want products backed by professional expertise and proven formulas.”

Three trends that defined 2025:

Scalp Care Took Centre Stage

The bestseller list tells the story: serums, treatments, and strengthening formulas for hair fall and new growth proved most popular. New Zealanders treated their scalps with the same seriousness previously reserved for facial skincare.

Sustainability & Refills

The days of refillable shampoo feeling like a niche eco-warrior choice are over. Customers  are seeking sustainable options. “Refillable haircare is moving into the mainstream,” Rose notes. “Clients want products that perform, and they also want options that feel more responsible.”

Fragrance: an Essential Element

Hair care is becoming increasingly about ritual. Shoppers are choosing products based on the overall experience, including the scent, with the most popular options incorporating sophisticated fragrances that linger without overwhelming.

“We’re seeing fragrance become an even more important part of haircare,” says Rose. “It adds an element that enhances the overall experience, not just the end result.”

A Snapshot of 2025’s Bestsellers

The list comes from online and in-salon purchases across Rodney Wayne’s nationwide network and Shampoo ‘n’ Things stores, New Zealand’s largest specialist retailer of professional haircare.

For fullness, new growth and treating hair fall:

• Shampoo: Kérastase Genesis Bain Hydra-Fortifiant
• Conditioner: Kérastase Genesis Fondant Renforcateur
• Treatment: Nioxin Anti-Breakage Strengthening Mask
• Scalp: Kérastase Genesis Serum Anti-Chute Fortifiant

Care and definition for curly hair:

• Shampoo: Kérastase Curl Manifesto Bain Hydratation Douceur
• Conditioner: Kérastase Curl Manifesto Fondant Hydratation Essentielle
• Treatment: Angel En Provence Rose Treatment Cream
• Leave-in: Redken Care Acidic Bonding Curls Leave-In Treatment
• Styling: Davroe Curlicue Curl Balm

To smooth and tame unruly and frizzy hair:

• Shampoo: Kérastase Gloss Absolu Bain Hydra Glaze
• Conditioner: Kérastase Gloss Absolu Insta Glaze Fondant
• Treatment: Redken Frizz Dismiss Mask
• Leave-in: Redken Frizz Dismiss Rebel Tame Leave-In Smoothing Control Cream
• Styling: Kérastase Gloss Absolu Anti-Frizz Glaze Milk

For adding shine:

• Hair Oil: Kérastase Elixir Ultime L’huile Originale Refillable Hair Oil
• Serum: Kérastase Première Sérum Filler Fondamental Repairing Anti-Frizz Hair Serum
• Shine Spray: Kms Hair Stay Anti-Humidity Seal

Top styling tools:

• Davroe Curlicue Curl Brush
• Lust Eco Detangling Brush Coco
• GHD Original Hair Styler
• GHD Paddle Brush
• Tangle Teezer The Wet Detangler Midnight Black

Looking Ahead

Rose Hibbert, Marketing & E-commerce Manager at Rodney Wayne and Shampoo ‘n’ Things.

Rose predicts 2026 will build on this year’s themes rather than upend them. “Gloss and smoothness will remain top priorities, while more and more people expect a multi-sensorial experience. Scalp care and celebrating natural hair texture will also be big themes. Clients want hair that looks great and haircare that feels amazing to use.”