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- Largest Shampoo Brands
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The largest shampoo brand in the U.S. is Aussie, with a revenue of $114.8 billion.
As of 2026, the global shampoo market is worth $34.8 billion.
Over 388 million units of shampoo were sold in the U.S. in 2022.
The global shampoo market is projected to grow at a CAGR of 3.6% through 2028.
Despite the multitude of shampoo brands available in the U.S., consumers consistently gravitate towards a select few favorites. These brands have successfully carved out their niches, catering to specific budgets, genders, and haircare needs.
In this article, we present an updated list of the top 10 shampoo brands in the United States, ranked by their 2022 annual revenue:
10 Most Popular Shampoo Brands in the U.S.
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Aussie. Cincinnati, Ohio, U.S.A.
2022 Annual Revenue: $114.8 billion
Parent Company: Procter and GambleAussie was founded in 1979 by an American businessman and salon professional who discovered that local Australian plants could effectively treat hair damaged by sun and sea. This led to the creation of its first product, the iconic Aussie 3 Minute Miracle conditioner, which remains popular today.
Today, Aussie offers an array of products designed to repair, protect, clean, and style hair efficiently. With a focus on user-friendly solutions, the brand provides lines tailored to various hair concerns and types.
Procter and Gamble owns Aussie, which is known for its vibrant purple packaging and playful branding, primarily targeting women, while also catering to children with its three-in-one and detangling product lines.
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Dove Industries. Chicago, Illinois, U.S.A.
2022 Annual Revenue: $7.907 billion
Parent Company: UnileverDove is a household name in beauty and personal care, with nearly 24 million Americans using Dove products for hair care. The brand, founded in 1957, began with its moisturizing Beauty Bar and has since expanded to include an extensive range of shampoos tailored to various hair issues like volume, dandruff, and frizz.
Dove is also recognized for its Real Beauty campaign, which promotes body positivity by showcasing untouched images of women, challenging traditional beauty standards.
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Alberto Culver. Stamford, Connecticut, U.S.A.
2022 Annual Revenue: $1.6 billion
Parent Company: High Ridge Brands Co. in the U.S., Unilever worldwideThe name VO5 in Alberto VO5 represents the five vitamin oils included in each shampoo: sunflower seed oil, mango seed oil, sweet almond oil, rosemary leaf oil, and chamomile flower oil. The brand originated from a hairdresser in Culver City, California, who formulated a vitamin-rich product in 1955 for Hollywood clientele, which later evolved into a diverse hair care line.
Today, Alberto VO5 offers a range of affordable shampoos, conditioners, and styling products, with a focus on accessibility and value.
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John Paul Mitchell Systems. Beverly Hills, California, U.S.A.
2022 Annual Revenue: $1.0 billion
Parent Company: John Paul Mitchell Systems (JPMS)Founded in 1980, the Paul Mitchell brand emerged from a partnership between Paul Mitchell and John Paul DeJoria, aimed at creating affordable professional hair care products for stylists. Their initial product featured awapuhi, a Hawaiian plant, and the brand has continued to innovate with natural ingredients.
With around 80 products available, Paul Mitchell caters to a variety of hair types and concerns, marketed through salons, beauty stores, and online platforms. The brand is synonymous with quality and education, as evidenced by its extensive network of salons and schools worldwide.
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Suave. Chicago, Illinois, U.S.A.
2022 Annual Revenue: $672 million
Parent Company: UnileverEstablished in 1937, Suave began as a single hair product and later expanded into a full range of personal care products. Now, it serves millions of consumers across various demographics, offering affordable solutions tailored to specific hair needs, from volume to nourishment.
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Head and Shoulders. Cincinnati, Ohio, U.S.A.
2022 Annual Revenue: $42.28 million
Parent Company: Procter and GambleSince its launch in 1961, Head and Shoulders has been a leading solution for dandruff, evolving into a complete hair care brand that addresses a variety of scalp concerns. With a loyal user base of over 40 million in the U.S., it continues to innovate with products that cater to diverse hair and scalp needs.
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L’Oréal USA. Paris, France
2022 Annual Revenue: $38,199 million
Parent Company: L’Oreal GroupL’Oréal Paris, part of the L’Oréal Group, is one of the world’s largest beauty brands, offering a wide array of products from skincare to hair care. Its shampoo lines cater to diverse needs, including specialized formulas for oily or dry hair, and children’s hair care, with over 11 million users in the U.S.
Founded in 1909 by chemist Eugène Schueller, L’Oréal has maintained a commitment to research and innovation in beauty for over a century.
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Pantene Pro-V. Cincinnati, Ohio, U.S.A.
2022 Annual Revenue: $37.13 million
Parent Company: Procter and GamblePantene Pro-V originated in the 1940s from a Swiss healthcare company’s research into Panthenol (Pro-Vitamin B5). The product gained traction in the 80s with its bold marketing and has since grown to have over 37 million users in the U.S., offering a wide range of solutions for various hair types and concerns.
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Garnier Fructis. Clichy, Hauts-de-Seine, France
2022 Annual Revenue: $13.19 million
Parent Company: L’OréalFounded in 1904, Garnier started with a hair lotion and has evolved to become a globally recognized brand. The Garnier Fructis line, launched in 1996, incorporates superfruit and active fruit protein in its products, appealing to a consumer base seeking natural and effective hair care solutions with over 13 million users in the U.S.
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Herbal Essences. Cincinnati, Ohio, U.S.A.
2022 Annual Revenue: $9.16 million
Parent Company: Procter and GambleOriginally launched by Clairol in 1971, Herbal Essences has grown into a favorite among consumers, known for its botanical-inspired products. The brand, which is now part of Procter and Gamble, emphasizes natural ingredients and recently collaborated with Royal Botanic Gardens, Kew, to enhance its formulations, catering to a variety of hair concerns.
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Shampoo Brand FAQ
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Who are the key players in the shampoo industry?
The key players in the shampoo industry are:
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L’Oreal
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Unilever
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Procter & Gamble
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Johnson & Johnson
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What is the global shampoo market?
The global shampoo market is $34.8 billion. The global shampoo market is projected to grow at a CAGR of 3.6% through 2028.
- Consumer Brands
- Largest Luggage Brands
- Largest Gun Brands
- Largest Deoderant Brands
- Largest Diapers Brands
- Largest Tissues Brands
- Largest Household Cleaner Brands
- Largest Laundry Detergent Brands
- Largest Paper Towel Brands
- Largest Razorblade Brands
- Largest Shampoo Brands
- Largest Toilet Paper Brands
- Largest Toothbrush Brands
- Largest Toothpaste Brands
- Largest Skincare Brands
Author
Abby is a writer who is passionate about the power of story. Whether it’s communicating complicated topics in a clear way or helping readers connect with another person or place from the comfort of their couch. Abby attended Oral Roberts University in Tulsa, Oklahoma, where she earned a degree in writing with concentrations in journalism and business.
