The 10 Affordable Haircare Brands That Your Hair Will Thank You for Using 


(Image credit: @_JEANETTEMADSEN_)

Here at Who What Wear, we're all for beauty products that make you feel something special when you're using them. Whether it be a spenny lipstick or a rich, luxurious cleansing balm, we know and understand the power of a high-end beauty product. Having said that, we do also resent certain beauty brands' frivolous approach to pricing. Some products simply aren't worth the money, especially when there are plenty of great affordable alternatives out there.

As a general rule (that of course is subject to caveats), we like to say that you don't need to spend the big bucks on anything that gets rinsed down the drain—most notably wet haircare products. While we know that some of our favourite haircare brands, such as Olaplex, Kérastase, Oribe and Aveda, certainly have some shining stars in their line-ups, we want you to know that no one needs to spend huge amounts of money on their quest for great hair. To prove it to you, we reached out to some of the most in-the-know beauty editors around and asked them to help us curate a list of the best affordable haircare brands out there. Trust us—these brands guarantee high-end results.

1. OGX / Nominated By: Jacqueline Kilikita, Senior Beauty Editor Refinery29 UK



"I think OGX is on par with some luxury brands. My hair is bleached, dyed and frazzled by heat. But it always feels brand-new when I use the Coconut Oil shampoo and conditioner, combined with the Renewing+ Argan Oil. This oil tends to last months and months, as only a little puddle is enough to condition, smooth and add shine to my thick hair. It also recently launched a clarifying Apple Cider Vinegar range, which reminds me of buzzy U.S. brand DPHue (but a snip of the price).”

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2. Invisibobble / Nominated By: Eleanor Vousden, Beauty Editor Who What Wear UK


(Image credit: @ELEANORVOUSDEN)

"As someone who ties their hair up multiple times a day, I'm conscious that regular hair ties pull and snag my hair, not to mention leave a kink in my hair. Invisibobbles' hair ties totally changed the game. With a telephone cord–like design, they hold hair gently in place without leaving any kinks, and I'm never without one on my wrist or in my bag. They come in lots of different colours to suit your hair colour, and in recent years, the brand has launched hair grips, headbands and scrunchies, which all use the same technology. If you're a gym-goer or have long, thick hair, the Power Hair Ties and the Waver grips are great at keeping a ponytail in place without tugging your hair.”

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3. Pantene Gold Series / Nominated By: Remy Farrell, Shopping Editor Who What Wear UK


(Image credit: @REMYFARRELL)

"Call me a sceptic, but caring for Afro hair on a budget can be tricky (especially if, like me, your routine can end up becoming a five-step process). Salon quality shouldn't have to be shorthand for exorbitantly priced, and it turns out after trying a cocktail of celebrity-endorsed products, buzzy treatments and ill-fated texturisers, the best thing for my hair was actually Pantene. The Gold Series range, which is specifically designed for Afro and curly hair, is worth its weight in, well, gold. It gave my woefully dry hair the moisturising boost it needed without breaking the bank. Now, there is always a bottle of the Hydrating Butter Créme in my cabinet for curl emergencies, and the Intense Hydrating Oil is my go-to for maintaining glossy, neat braids.”

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4. L'Oréal Elvive Dream Lengths / Nominated By: George Driver, Acting Beauty Director Elle UK


(Image credit: @IAMGDRIVER)

"The words Wonder Water might sound initially like you’re being sold the unicorn of hair products, but remarkably, L’Oréal Paris Elvive’s 8-Second Hair Smoother isn’t a myth. In fact, my hair kind of loves it. A wash-in, wash-out treatment that leaves your hair super-smooth and shiny in less than 10 seconds, it’s bafflingly the real deal. And it costs less than a tenner. Switch out for your conditioner a few times a week as a glossing treatment that takes literally almost no time at all. Plus, the colour-protect version is my faux copper hair’s new anti-fade best friend.”

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5. Lee Stafford / Nominated By: Tori Crowther, Freelance Beauty Editor


(Image credit: @TORBLOR)

"In my opinion, Lee Stafford is underrated. There are so many products to choose from depending on your hair type, all of which are super affordable. I don't love the packaging, it's not something I would display in my shower shelfie, but for an affordable price tag, I'm not too fussy."

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6. Aussie / Nominated By: Amerley Ollennu, Freelance Beauty Editor


(Image credit: @AMERLEYOLLENNU)

"I’ve been a huge fan of Aussie haircare since my teens. Those were the days when I’d enthusiastically volunteer to help my dad with the weekly shop so I could sneak a bottle of 3 Minute Miracle into the trolley. Back then, it was hard to find affordable haircare that worked well on my 3c curls, I needed products that hydrated my parched tresses, made brushing easier, defined my curls and added enough moisture so my hair didn’t look dull. Decades on, my requirements haven’t changed much at all, and Aussie is still one of my go-to affordable haircare brands. Invariably, when I go for a professional blow-dry, I eek it out by using straightening irons on my hair in the days that follow. By the end of the week, my ends usually look like they have seen better days, so I often smother my locks with the 3 Minute Miracle Moisture after a week of straightening, while the Work That Curl Serum can always be found in my gym kit, as it’s a one-stop, quick and easy product that visibly nourishes, defines curls and tames frizz.”

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7. The Body Shop Ginger / Nominated By: Hannah Coates, Acting Beauty & Wellness Editor British Vogue


(Image credit: @HANNYCOATES)

"What do I look for in an affordable haircare range? Formulas that feel and smell luxurious and leave my hair silky, shiny and strong. No one does it better than The Body Shop, whose problem-solving products leave hair and scalp in the best of nick. Currently obsessed with the energising Ginger line for dry and flaky scalps. With vegan silk protein, the shampoo and conditioner help alleviate the itchiness that often accompanies dryness while fortifying each strand from the inside, out."

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8. Kristin Ess / Nominated By: Mica Ricketts, Freelance Beauty Editor


(Image credit: @MICARICKETTS)

"When it comes to beauty products that typically excite me, haircare tends to fall low on my list. However, while I stick to a fairly basic routine for a beauty editor—shampoo, conditioner, oil, texture spray and dry shampoo—the brands that I gravitate towards always land decidedly on the higher end of things. Premium names like Living Proof, Kérastase and Oribe are my usual go-tos thanks to a combination of trustworthy formulations and broad ranges that cater to a wide array of hair types and concerns. Plus, importantly, they all have that fancy hair salon smell. However, there is one affordable haircare brand that has truly earned its place as a mainstay amongst my haircare staples, and that’s Kristin Ess.

"The eponymous brand was founded by a hairstylist and colourist, and you can really tell. All of the products are high-performing and versatile and work just as well when used in conjunction with each other as they do when mixed and matched with my regular favourites. Plus, it doesn’t hurt that the packaging is wonderfully chic, and all of the products smell way more expensive than their price tag. For me, though, the most exciting thing about Kristin Ess is how innovative the brand is. Sure, it's got brilliant haircare staples (like moisture-rich curl shampoos and blonde-brightening conditioners), but it's the scalp scrubs, clarifying shampoos and wave sprays that really make this a brand to rival its luxury counterparts."

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9. Maui Moisture / Nominated By: Ava Welsing-Kitcher, Freelance Beauty Editor


(Image credit: @AVAWELSINGK)

"Ever since Maui Moisture launched a few years ago, it's been the brand I always hunt for in drugstores and supermarkets. Made by OGX, which so many curly girls love for its coconut- and argan-oil lines, Maui Moisture is even friendlier towards all hair types and textures. The main thing that sets it apart from other haircare brands—both luxury and budget—is its use of aloe juice as the main ingredient instead of water. My parched curly hair drank up the shampoo the first time I tried it, and I even could've skipped conditioner afterwards. My hero range is the blue Nourish & Moisture + Coconut Milk one."

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10. L'Oréal Elvive Hydra Hyaluronic / Nominated By: Shannon Lawlor, Freelance Beauty Editor and Who What Wear Contributor


(Image credit: @SHANNONLAWLOR)

"I am very fussy when it comes to hair product—mostly because I hate 90% of the ones that come my way. My hair is long, very fine and poker straight, so I hate any product that adds even a smidge of weight to it. I want my haircare products to leave my hair feeling like my hair, just softer and sleeker. I'm a big fan of luxury hair brands like Oribe and Kérastase, but equally, I love L'Oréal Elvive. In fact, I've never met an Elvive product I don't like. My favourites at the moment are from the Hydra Hyaluronic range. They cleanse and conditioner my hair to just the right level, leaving my lengths free from tangles and dryness without leaving a weighty film behind."

Shop L'Oréal Elvive Hydra Hyaluronic Acid Products

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Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous.

Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics.

While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best.

When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.