As any beauty aficionado will tell you, it’s not the packaging (or the claims) that matter—it’s the formula inside that counts, and this is especially true when it comes to hair. With so many different textures, types, and concerns to address, there's rarely a one-size-fits-all solution, which is exactly why Formula Pioneers is our most extensive category in the 2026 Marie Claire Hair Awards.
Across the categories that follow, the brands rewriting the rules aren't just launching new products—they're rethinking what haircare can be: more personalised, more sustainable, more attuned to the full spectrum of hair types and needs. From liquid collagen and natural ingredient formulas to specialist colour care and kids' ranges, our experts tried the full gamut of products on the market to find the ones that really work. Whether you're navigating a curly hair routine, protecting a fresh colour, or simply searching for a shampoo that actually delivers, consider this your definitive guide to what's worth your shelf space right now.
