The 10 Largest Shampoo Brands In The United States

despite the cacophony of shampoo brands available in the U.S., consumers regularly favor the same most popular brands. These brands have mastered their niches, whether they target a specific budget, gender, or type of haircare.

With that in mind, we’ve created a comprehensive list of the top 10 shampoo brands in the United States, according to their 2021 annual revenue:

10 Most Popular Shampoo Brands in the U.S.

1. Aussie. Cincinnati, Ohio, U.S.A.

   2021 Annual Revenue: $114.8 billion
   Parent Company: Procter and Gamble

   Aussie was founded in 1979 when an American businessman and salon professional visited Australia and learned how its local plants could treat hair damaged by the sun and ocean.

   He used these ingredients to create the brand’s first product, an intensive conditioner called the Aussie 3 Minute Miracle that is still sold today, and the rest is history.

   Today, Aussie produces products to repair and protect hair while simultaneously cleaning and styling it, all while requiring minimal effort and time commitment from users. It offers product lines based on hair concerns and types.

   Aussie is owned by Procter and Gamble, and its iconic purple packaging and lighthearted designs market mainly to women. However, it also has a line of children’s three-in-one and detangling products.

2. Dove Industries. Chicago, Illinois, U.S.A.

   2021 Annual Revenue: $7.907 billion
   Parent Company: Unilever

   Dove is a significant household name in the world of discount beauty and personal care products. This applies to its shampoos as well, as nearly 24 million Americans use Dove products to wash their hair, not to mention those in 150 other countries who have access to Dove products.

   Founded in 1957, Dove’s original product was its Beauty Bar, a bar of soap that contains moisturizer. Today, the brand offers many products in the skin cleansing, skin care, deodorant, and hair care categories.

   As far as shampoos go, Dove offers 27 different products so that consumers can choose the one that best meets their hair type’s needs, whether that’s a lack of volume, dandruff, frizz, or any other concern. Many of these come in a variety of scents as well.

   The brand is also now known for its Real Beauty advertising campaign, where it features untouched photos of its models with the goal of removing the false expectations of beauty that come with airbrushed models.

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3. Alberto Culver. Stamford, Connecticut, U.S.A.

   2021 Annual Revenue: $1.6 billion
   Parent Company: High Ridge Brands Co. in the U.S., Unilever worldwide

   The VO5 in Alberto VO5’s name stands for the five vitamin oils that each shampoo product contains: sunflower seed oil, mango seed oil, sweet almond oil, rosemary leaf oil, and chamomile flower oil.

   The brand began when a hairdresser named Alberto created a vitamin-rich product for his Culver City, California, customers, many of whom worked in film studios in Hollywood. He sold his product, VO5, to Leonard Lavin in 1955, who turned it into a company that offered various hair care products.

   Today, Alberto VO5 sells discount shampoo and conditioner that comes in various scents, as well as hairsprays and hair oil treatments. The U.S. portion of the brand is owned by High Ridge Brands Co., while Unilever owns it throughout the world.

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4. John Paul Mitchell Systems. Beverly Hills, California, U.S.A.

   2021 Annual Revenue: $1.0 billion
   Parent Company: John Paul Mitchell Systems (JPMS)

   Founded in 1980, Paul Mitchell and John Paul DeJoria joined forces to create a professional hair care line affordable for hairdressers.

   In their first products, they used a Hawaiian plant called awapuhi that they grew on their solar-powered farm, and they’ve added more natural ingredients to their arsenal since then.

   Today, the Paul Mitchell line offers about 80 hair care products that it sells in salons, beauty stores, its website, and a select number of online retailers. Customers can choose the product line that best matches their hair types and concerns.

   The brand is also associated with the well-respected Paul Mitchell salons and schools, and rightly so, as there are over 100,000 Paul Mitchell salons worldwide and over 100 schools.

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5. Suave. Chicago, Illinois, U.S.A.

   2021 Annual Revenue: $672 million
   Parent Company: Unilever

   Suave began in 1937 as the name of a hair product produced by National Mineral Company. In the 70s, the brand’s new owner, Helene Curtis Industries, Inc., expanded its offerings into hair care, lotion, soap, and deodorant products.

   Suave’s products are created for and sold in discount stores, making them highly accessible to the 35 million people who use their shampoos alone.

   The brand produces various shampoos designed to address specific concerns and needs that men, women, and children have for their hair. Suave also offers products at various price points, allowing it to reach an even wider customer base.

6. Head and Shoulders. Cincinnati, Ohio, U.S.A.

   2020 Annual Revenue: $42.28 million
   Parent Company: Procter and Gamble

   Introduced in 1961, Head and Shoulders was created as a scalp treatment to target the fungus that causes dandruff. The treatment was wildly successful and then turned into a shampoo, making it easier for people to use daily.

   The Head and Shoulders brand quickly climbed to the top of the list of shampoo brands as far as sales went, and in the early 80s, it was number one. Today, it still holds the top spot, with over 40 million users in the U.S. alone.

   Not all of these users struggle with dandruff, however. Head and Shoulders has created a line of products designed to help alleviate several hair and scalp concerns, including itchy, dry scalp, frizz, and damaged hair.

7. L’Oréal USA. Paris, France

   2021 Annual Revenue: $38,199 million
   Parent Company: L’Oreal Group

   L’Oréal Paris is a brand belonging to L’Oréal Group, one of the world’s largest beauty and personal care brands.

   L’Oréal Paris produces makeup, skincare, hair color, hairstyle, and hair care products. Its shampoo offerings span the gamut from purple shampoo to shampoo for hair with both oily roots and dry ends to shampoo for kids. Because of this, over 11 million people in the U.S. alone use L’Oréal Paris brand shampoo.

   L’Oréal Group was founded in 1909 by chemist Eugène Schueller, who created a hair dye that he sold to hairdressers in Paris. He created the company’s mission, which was and still is “Research and innovation in the service of beauty.”

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8. Pantene Pro-V. Cincinnati, Ohio, U.S.A.

   2020 Annual Revenue: $37.13 million
   Parent Company: Procter and Gamble

   Pantene Pro-V was developed in the 1940s by Hoffmann-La Roche, a Swiss healthcare company. Scientists at the company were using Panthenol, or Pro-Vitamin B5, to treat skin burns, and they realized that the treatment was improving damaged hair as well.

   Hoffmann-La Roche created a hair care product using the ingredient, and it quickly spread in popularity across Europe, eventually making its way to the rest of the world. Pantene Pro-V garnered additional attention in the 80s with its bold “Don’t hate me because I’m beautiful” campaign slogan.

   The slogan helped to further the brand, and today, Pantene Pro-V has over 37 million users in the U.S. alone. It is owned by Procter and Gamble and offers six collections of hair care products that target various hair concerns, hair types, and price points.

9. Garnier Fructis. Clichy, Hauts-de-Seine, France

   2020 Annual Revenue: $13.19 million
   Parent Company: L’Oréal

   Garnier began in 1904 when its founder, Alfred Amour Garnier, developed a hair lotion that used natural ingredients found in plants.

   This heritage has been carried on in its Garnier Fructis hair care line, which uses superfruit and active fruit protein in its shampoos and conditioners.

   The Garnier Fructis brand was launched in 1996 and is now an immensely popular shampoo brand with 13 million users in the U.S. alone. Its affordable products feature natural ingredients aimed to solve specific hair concerns.

   Garnier itself has been a subsidiary of L’Oréal since the 70s and is one of the world’s most popular personal care brands.

10. Herbal Essences. Cincinnati, Ohio, U.S.A.

    2020 Annual Revenue: $9.16 million
    Parent Company: Procter and Gamble

    Originally introduced by Clairol in 1971, Herbal Essences is now owned by Procter and Gamble and is the shampoo of choice for over nine million people in the U.S.

    Herbal Essences products are known for their nature-inspired packaging and scents, and they’ve furthered this focus in their most recent product line called bio:renew.

    The brand partnered with Royal Botanic Gardens, Kew, to determine which botanical ingredients should be added to the shampoos and conditioners to combat a variety of hair concerns. These ingredients include hair care classics like argan oil and coconut and lesser-known items like birch bark and white strawberries.

    Herbal Essences offers a wide variety of product lines, each of which targets a specific hair concern and features a unique scent derived from botanical ingredients. Customers who visit their website can even choose to shop by ingredient.

Author

Abby McCain

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.