Fashion

The Best Hair Products of 2024, Tried, Tested & Reviewed by Experts


Welcome to Who What Wear UK’s Next in Beauty Awards 2024. Here, we are crowning and celebrating the very best in beauty, from game-changing industry innovators to the tried-and-tested classics that remain mainstays in our bathroom cabinets and makeup bags. To help us find the worthy winners, we called upon our esteemed panel of industry experts, hard-to-please editors and in-the-know influencers, who put each and every 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

Shampoo is the foundation of a good hair day, and it can make or break the rest of your hairstyling routine. However, Alfaparf Milano’s Detoxifying Low Shampoo won over our judges, who now can’t live without it in their bathrooms. 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 make 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 compared to my regular 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.

Shop the Winner:

Laura using Hello Klean conditioner

Hello Klean’s efficacious formula impressed our judges, who highlighted how well this helped counteract the effects of hard water on their hair. It’s the brand’s specialism, and its innovative formulas are often found in beauty editors’ showers to help prevent hair colour from fading, reduce scalp irritation and ensure hair looks shinier and healthier. It comes in two versions: one for light 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 compared to other products. It felt so deeply cleansed like I’d washed it twice, but I hadn’t. After using it for multiple weeks, my hair was lasting longer between washes as if it had been properly ‘detoxed’ from any excess product,” she says.