How Women Took Care of Their Hair in 2023

In 2023, women’s hair care evolved further, blending wellness, sustainability, and technology. Hair care routines became more personalized, with women focusing on scalp health, hair repair, and long-term strength. Natural textures, protective styling, and eco-conscious products remained key, while tech-driven tools, scalp devices, and clean beauty formulas gained popularity.

This blog highlights the top hair care habits, treatments, and trends women followed in 2023. 

1. Shampooing & Washing Frequency

Gentle washing routines continued, with a stronger focus on scalp microbiome health:

38% washed hair every 2–3 days

25% washed daily (mostly for oily scalps or active lifestyles)

32% relied on dry shampoo or co-washing between washes

Sulfate-free, pH-balanced shampoos and scalp-friendly cleansers dominated the market. 

2. Conditioners & Hair Masks

Hydration and repair remained essential:

78% used conditioner regularly

48% applied hair masks weekly

Hair masks increasingly included peptides, hyaluronic acid, and botanical extracts for stronger, shinier hair. Multi-purpose masks offering repair, shine, and heat protection were highly sought after. 

3. Oils & Serums — Nourish & Protect

Oils and serums became central for hair wellness:

62% used hair oils 1–3 times per week

Top oils: argan, marula, jojoba, avocado, and rosehip

Serums targeted split ends, frizz, UV protection, and color retention

Scalp massages with oils gained popularity, often paired with at-home scalp devices for enhanced circulation and growth.

4. Heat Styling — Smarter and Safer

Women became more strategic with heat styling:

58% reduced blow-drying frequency

42% used straighteners or curling irons occasionally

Heat protectants were used by nearly all heat users

Low-heat tools, air-drying, and embracing natural textures continued to dominate.

5. Haircuts & Trims

Healthy haircuts remained essential:

68% got trims every 8–12 weeks

Short and medium-length cuts like textured bobs, lobs, and layered cuts were popular

Long-haired women favored trims combined with restorative treatments for volume and shine. 

6. Natural Hair & Protective Styles

Natural textures and protective styling thrived:

42–47% wore braids, buns, twists, or other protective styles

Curly and wavy hair routines emphasized hydration, curl definition, and minimal manipulation

Protective hairstyles helped reduce breakage and environmental damage

7. Scalp Care & Hair Wellness

Scalp wellness became central to hair routines:

52% used scalp exfoliating scrubs or masks

68% performed oil massages, sometimes with scalp devices

Treatments addressed dryness, flakiness, irritation, and sensitivity

Products supporting scalp microbiome balance grew in popularity. 

8. DIY & At-Home Treatments

At-home care remained strong but evolved:

38% used DIY treatments weekly

Popular ingredients included avocado, yogurt, aloe vera, honey, and plant-based proteins

Many women combined DIY treatments with professional products for hydration, repair, and strength

9. Hair Coloring & Maintenance

Hair coloring emphasized natural-looking shades and maintenance:

45% colored hair at home

30% visited salons for professional coloring

Color-safe shampoos, conditioners, and serums were standard

Balayage, highlights, and soft pastel tones remained trendy, often paired with repair treatments.

10. Nighttime Hair Routines

Protective nighttime care grew in importance:

58% tied hair in loose braids, buns, or twists

40% used silk or satin pillowcases

Nighttime routines minimized breakage, frizz, and tangling

11. Minimal & Multi-Purpose Products

Minimalism and clean beauty continued to dominate:

Women preferred multi-purpose shampoos, masks, serums, and leave-in treatments

Clean, sustainable ingredients were prioritized over large product quantities. 

In 2023, women’s hair care trends focused on:

Personalized washing routines with scalp microbiome care

Hydration and repair through conditioners, masks, and oils

Reduced and smarter heat styling

Embracing natural textures and protective styles

Scalp wellness as a core component of hair care

Nighttime protection and restorative routines

Minimal, sustainable, and multi-purpose products

Women combined professional treatments, DIY care, and mindful product choices for healthy, shiny, and manageable hair.

 

Estimated Hair Care Habits Percentages (2023)

38% washed hair every 2–3 days

78% used conditioner regularly

48% applied hair masks weekly

62% used oils/serums

58% reduced heat styling

68% got trims every 8–12 weeks

42–47% wore protective hairstyles

52–68% cared for scalp actively

38% used DIY treatments

45–75% colored hair at home or salon

 

Frequently Asked Questions 

1. What were the most popular hair care routines for women in 2023?

In 2023, women focused on personalized washing routines, regular conditioning, weekly hair masks, reduced heat styling, and scalp wellness. Protective hairstyles and multi-purpose products also became central to daily hair care.

2. How often did women wash their hair in 2023?

Most women washed their hair every 2–3 days, while about 25% washed daily due to oily scalps or active lifestyles. Around 32% used dry shampoo or co-washing to extend time between washes.

3. Which hair oils and serums were most popular in 2023?

Top hair oils included argan, marula, jojoba, avocado, and rosehip oils. Serums targeted split ends, frizz, UV protection, and color retention. Scalp massages combined with oils and at-home scalp devices became increasingly popular for growth and circulation.

4. Did women reduce heat styling in 2023?

Yes. About 58% of women reduced blow-drying frequency, and 42% used straighteners or curling irons sparingly. Nearly all heat users applied heat protectants to minimize damage.

5. What were the top hair mask ingredients in 2023?

Hair masks commonly contained natural oils, peptides, hyaluronic acid, and botanical extracts. Multi-purpose masks offering repair, shine, and heat protection were particularly popular.

6. How important was scalp care in 2023?

Scalp wellness was a major focus . Around 52% of women used scalp exfoliating scrubs or masks, and 68% performed oil massages, often with scalp devices. Scalp care targeted dryness, flakiness, irritation, and microbiome balance. 

7. What protective hairstyles were trending in 2023?

Braids, buns, twists, and other protective styles were worn by 42–47% of women. These hairstyles helped reduce breakage, protect natural textures, and support curl definition.

8. How common were DIY hair treatments in 2023?

DIY hair care remained popular, with 38% of women using at-home treatments weekly. Ingredients like avocado, yogurt, aloe vera, honey, and plant-based proteins were commonly used, often combined with professional products for added repair and hydration.

9. How did women maintain colored hair in 2023?

Women maintained hair color using color-safe shampoos, conditioners, and serums. About 45% colored their hair at home, while 30% visited salons for professional coloring. Balayage, highlights, and soft pastel tones were especially popular.

10. What minimal or multi-purpose products did women favor in 2023?

Women favored multi-purpose shampoos, conditioners, masks, serums, and leave-in treatments with clean, sustainable ingredients. Minimalism and effectiveness were key priorities, reducing the need for multiple products.