Softer strands, more shine: 18 innovative hair products ELLE editors chose for 2026
Testing a crowded market
Hair care routines now include products such as overnight masks, serums and repair balms, alongside shampoo and conditioner. With many new options available, ELLE testers put products through hands-on trials for the 2026 Future of Beauty Awards.
They tested leave-in treatments, scalp scrubs, gels and creams, and chose 18 products. ELLE says it may earn commission on purchases made through the page.
Curls and sleek styles
A medium-hold gel was picked for defining curls without making them feel stiff. Testers said it helped curls group together, reduced frizz and left hair soft and shiny, with results that lasted into the second day.
For slicked-back styles, a stick left little residue and helped control flyaways during a humid day, according to a tester. Shea and mkani butters help seal in moisture, while cranberry extract and oil are included to smooth hair and add shine.
Treatments for strength
A scalp serum containing 50 billion exosomes was selected for hair loss. One tester said she noticed about half an inch of growth a month after cutting three inches, and suggested pairing the serum with a scalp massage to spread it evenly.
Other selections focus on damaged strands. A nighttime serum is intended to hydrate and strengthen hair while boosting shine, while a pre-shampoo treatment uses bond-building technology to help repair damage and split ends. Testers described the overnight serum as effective and the pre-shampoo product as lightweight and easy to rinse out.
More shine and less buildup
A product called Liquid Crystallizer uses liquid crystal amino acids to help rebuild broken bonds in the cuticle. One tester said hair felt healthier and fuller after using it, without the residue she had experienced with some leave-ins.
An in-shower balm replaces conditioner after shampooing and stays in the hair for three minutes. A tester reported softer, shinier hair with less frizz. A shampoo used twice weekly also earned praise for leaving hair clean and free of buildup; the tester said a hairdresser had remarked on its shine.
Key points
- ELLE testers selected 18 products for the 2026 Future of Beauty Awards.
- The picks cover curls, slicked-back styles, hair loss, damage, frizz and buildup.
- Testers reported benefits including softer hair, added shine and reduced residue.
- ELLE says it may earn commission on some purchases made through its page.