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When it comes to beauty brands, it’s a common misconception that you have to spend more to get better results. Don’t get me wrong, as a beauty editor, I’ve tried plenty of luxury products over the years, and whilst some are truly worth the investment, I still believe that affordable beauty can be just as good (if not better). This is especially true when it comes to haircare. Whether I’m rounding up the best shampoos, conditioners, hair masks or hair tools (Revlon’s £50 blow-dry brush is still an all-time fave), I’m always saying you don’t have to splash the cash to get salon-worthy results.
That being said, with so many brands on the market, what affordable haircare brands actually deliver? Well, that’s where I come in. Having tested some of the most popular brands out there, I know a thing or two about the drugstore products that rival their expensive counterparts. So much so that I thought it was time to share my concise edit of the best affordable haircare brands that I’d recommend to everyone I know.
Below, you’ll find my tried-and-tested affordable heroes, alongside some other team Who What Wear UK favourites, all of which come in at under £20. For endless good hair days without breaking the bank, keep on scrolling…
The Best Affordable Haircare Brands, According to Editors
1. L’Oréal Paris Elvive
This brand needs no introduction, does it? L’Oréal Paris has created some of the best affordable skincare, makeup and haircare on the market, and the brand’s continued innovation ensures that its products remain at the forefront of the industry. You’re pretty much spoilt for choice when it comes to haircare; however, if I had to pick, the standout ranges would have to be Elvive Glycolic Gloss and Elvive Hydra Hyaluronic, which both focus on delivering on hydrating, glossy results.
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L’Oreal Paris
Elvive Hydra Hyaluronic Moisture Boosting Shampoo
Think of this shampoo as skincare for your hair. Packed with hyaluronic acid, it visibly hydrates the hair, adding lift, body and shine. At under a tenner, I know I will continue to use this shampoo for years to come.
L’Oreal Paris
Elvive Glycolic Gloss Rinse-Off 5 Minute Lamination Treatment
It may be a little more expensive, but there’s a reason that we rate this as the best hair gloss of all time. The rinse-out formula is infused with glycolic acid to strengthen hair and boost shine. Seriously, everyone will be asking you what salon you’ve been to after using this.
2. Dove
If you didn’t know, Dove recently launched one of its biggest hair innovations, marking a shift to a scalp-first approach. The “Scalp + Hair Therapy” range utilises popular skincare ingredients to restore the scalp barrier and create the optimum environment for hair growth. Beauty contributor Mica Ricketts is a huge fan of the Density and Growth range, especially since experiencing postpartum hair loss.
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Dove
Density and Growth Shampoo
“The new Dove Density and Growth range focuses on helping to strengthen your hair and scalp for an impressively low price,” says Ricketts. “The shampoo in particular has helped to nourish and volumise my hair whilst looking after my scalp, which is often prone to flakiness.”
Dove
Density & Growth Scalp Serum
Scalp serums can often set you back a small fortune, but Dove’s impressive formula is only £10. An amino complex, zinc and biotin all work together to boost hair density and support existing hair growth.
3. John Frieda
Did anyone else use John Frieda’s Frizz Ease Serum like it was going out of fashion when they were younger? The brand has had quite a glow-up since then, with new formulations and new packaging. However, it’s the new Infinite Smooth range that has me hooked, leaving my hair smooth, soft and impossibly glossy.
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John Frieda
Infinite Smooth Duo Bundle
For under £20, this shampoo and conditioner bundle delivers seriously smooth, shiny hair that feels soft and healthy.
John Frieda
Frizz Ease The Controller Extra Strength Serum
Yep, the Frizz Ease serums are still around, and this extra-strength formula is perfect for smoothing my thicker strands.
4. Garnier
Another brand that needs no introduction. In fact, Garnier’s affordable haircare products were some of my favourites growing up and remain in my collection to this day. Sure, they aren’t the most luxurious products on the market, but the efficacious formulas and delicious scents mean I find myself coming back to the nourishing hair masks and treatments time and time again. A great example of a brand constantly innovating, newer launches, such as the Diamond Sleek Smoothing Spray, have also stolen my heart as of late. Garnier also has an impressive range of products for curly hair types, and as someone with natural waves, I’m a big fan.
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Garnier
Keratin Sleek Diamond Spray
This product is viral for a reason. An easy-to-use spray that smooths, minimises flyaways and delivers impressive shine.
Garnier
Method for Curls Mask
A hydrating mask packed with nourishing ingredients to add moisture to curly hair types without weighing strands down.
5. Arkive
Created by renowned hairdresser Adam Reed, Arkive will forever be in my edit of the best affordable haircare brands on the market. Not only does each product look incredibly chic, but the formulas smell amazing and really work. I personally think that brand is ideal for those of you wanting to upgrade your haircare routine, with a concise range of products that have clear uses depending on your individual hair needs.
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Arkive Headcare
The All Day Everyday Shampoo
If you’re someone that likes to wash their hair every day, this lightweight, gentle formula cleanses the roots without stripping your hair of moisture.
Arkive Headcare
The Movement Dry Texturizing Spray
Want that tousled, cool-girl finish? This texture spray adds effortless movement to the hair without that dreaded crispy feeling.
6. TRESemmé
TRESemmé is all about bringing salon-worthy formulas to your shower at home, which is why it has long remained one of the best affordable haircare brands on the market. I’ll admit, I do often moan about the bulky bottles, but when you’re getting efficacious formulas for less than a fiver, you really can’t complain, can you?
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TRESemmé
Shampoo Lamellar Shine
Whilst there are plenty of ranges on offer, my personal favourite has to be the Lamellar Shine range. If you can’t tell by now, I love anything that makes my hair glossy, and the shampoo and conditioner do exactly that.
TRESemmé
Conditioner Lamellar Shine
I swap between this and the hair mask from the same range for the best results.
7. Monday
A relatively new brand on the block (it launched in the UK back in 2021), Monday Haircare has already captured the attention of many. Most products are around the £5 mark, costing you less than your morning coffee. Team members at Who What Wear UK are fans of the shampoo and conditioner formulas, and the pretty pink packaging is just a bonus…
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Monday Haircare
Smooth Shampoo
If smooth, soft, shiny hair is what you’re after, then you’ll most likely want to try the popular Smooth range, enriched with ingredients such as wheat protein and avocado oil.
Monday Haircare
Moisture Conditioner
The Moisture range is another bestseller, with ingredients such as hyaluronic acid, coconut oil and shea butter working together to nourish dry ends.
8. Cantu
As mentioned, I have very thick, naturally wavy hair, and when I want to embrace my natural texture, I tend to reach for Cantu products. I’m personally a fan of the Curl Activator Cream, but you’ll also find us raving about the Cleansing Cream Shampoo in our roundup of the best affordable shampoos on the market.
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Cantu
Shea Butter for Natural Hair Cleansing Cream Shampoo
A super moisturising formula that is perfect for thick, curly and coily hair types.
Cantu
Moisturising Curl Activator Cream
If you want to enhance your natural curl pattern without leaving your hair feeling crunchy and crispy, this cream will do the trick.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years— spanning skincare, makeup, hair and nails—and work closely with trusted experts including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
