The professional haircare market has never been more crowded — but not all brands are equal. As official authorised UK stockists of the UK's leading salon brands, our team at The Cosmetologists uses these products every day on real clients. Here's our honest guide to the best professional hair brands in the UK and exactly what each one excels at.
ghd — Best for Professional Styling Tools
ghd is the undisputed leader in professional hair styling tools and has been the go-to brand for hairdressers across the UK for over two decades. Every ghd tool operates at the optimal styling temperature of 185°C — the sweet spot that delivers salon-quality results without causing unnecessary heat damage.
The ghd range covers everything from straighteners and hair dryers to hot brushes and curling tongs. Their flagship straighteners — the Gold, Platinum+ and new Chronos Max — represent three different price points and levels of technology, all delivering exceptional results.
What ghd does best: professional-quality heat styling tools that genuinely protect hair while delivering salon-perfect results at home.
Best for: anyone who regularly straightens, curls or blow dries their hair and wants the best possible results with minimum damage.
As official authorised ghd stockists every tool we sell comes with full UK manufacturer warranty. Shop ghd →
Kérastase — Best for Luxury Haircare
Kérastase is the pinnacle of luxury professional haircare. Born in Parisian salons over 60 years ago, Kérastase combines advanced hair science with exceptional sensory experiences — the textures, fragrances and in-use feel of their products are unmatched in the professional market.
The Kérastase range is organised into targeted collections based on hair concern — Résistance for damaged hair, Genesis for hair fall, Nutritive for dry hair, Blond Absolu for blonde hair, Discipline for frizzy hair, and many more. Each collection is a complete system of shampoo, conditioner, mask and treatment designed to work together for maximum results.
What Kérastase does best: luxury nourishment, shine and targeted treatment for specific hair concerns. No other brand matches the combination of scientific efficacy and sensory luxury.
Best for: anyone who wants a complete premium haircare ritual and is willing to invest in the best.
Olaplex — Best for Damaged and Chemically Processed Hair
Olaplex revolutionised professional haircare when it launched its patented bond-building technology — a system that genuinely repairs broken disulphide bonds inside the hair shaft rather than simply coating the surface. It remains the gold standard for damaged, bleached and colour-treated hair.
The numbered Olaplex system — No.0 through No.9 — covers everything from intensive pre-treatment repair to daily shampoo, conditioner, styling and protection. It works cumulatively, meaning results improve with consistent use over time.
What Olaplex does best: genuine structural repair for bleached, coloured and chemically damaged hair. No other brand repairs hair from the inside out as effectively.
Best for: anyone with bleached, colour-treated or heat-damaged hair that needs real structural repair rather than a surface-level fix.
Color WOW — Best for Frizz Control and Humidity Protection
Color WOW has built its reputation on one iconic product — Dream Coat Supernatural Spray — and expanded into a full range of colour-protecting, frizz-fighting haircare and styling products. Their philosophy is science-first formulations that deliver specific, measurable results.
Dream Coat works by sealing the hair cuticle with waterproof polymers that are heat-activated, creating a smooth, glassy, humidity-proof finish that lasts until your next wash. For anyone who struggles with frizz in the UK's damp climate, it's genuinely transformative.
The Color WOW range also includes Color Security Shampoo and Conditioner, Style on Steroids performance enhancer, Pop and Lock crystalline gloss serum and the Extra Strength Dream Coat for very curly or coily hair.
What Color WOW does best: frizz control, humidity proofing and colour protection. The best brand for achieving a smooth, polished, salon-fresh finish at home.
Best for: anyone with frizzy, humidity-prone or colour-treated hair who wants lasting smoothness and shine.
Moroccanoil — Best for Nourishment and Shine
Moroccanoil pioneered the argan oil haircare category and remains its most recognised name. Their iconic Moroccanoil Treatment — a lightweight argan oil that dramatically improves shine, reduces frizz and speeds up blow drying — has been a salon staple for over 15 years.
Beyond the famous treatment oil, Moroccanoil offers a full range of shampoos, conditioners, masks and styling products all infused with antioxidant-rich argan oil. The range covers every hair type and concern from fine and oily to thick, curly and dry.
What Moroccanoil does best: nourishment, shine and frizz reduction using the restorative power of argan oil. The best brand for instantly improving the look and feel of dry, dull or unruly hair.
Best for: anyone whose hair lacks shine, feels dry or is difficult to manage — and anyone who wants a luxurious, signature-scented haircare routine.
K18 — Best for Fast Structural Repair
K18 is the newest brand on this list and has quickly become one of the most talked-about in professional haircare. Their breakthrough K18Peptide technology works to reconnect broken keratin chains inside the hair — delivering dramatic structural repair in just 4 minutes with a weightless leave-in mask.
Where Olaplex works on disulphide bonds, K18 targets the polypeptide chains — a different but equally important aspect of hair structure. The two brands complement each other rather than compete, and many professional stylists use both.
What K18 does best: fast, visible structural repair with minimal effort. One product, four minutes, transformative results — particularly impressive on fine or thin hair that can feel weighed down by heavier treatments.
Best for: anyone who wants rapid, dramatic repair results without a complicated routine. Also excellent for fine hair that needs serious repair without added weight.
milk_shake — Best for Everyday Professional Haircare
milk_shake is an Italian professional haircare brand built around the nourishing power of milk proteins and fruit extracts. The range covers every hair type and concern with a comprehensive collection of shampoos, conditioners, treatments and styling products — all free from parabens and with a focus on natural ingredients.
milk_shake is particularly well-loved for its moisture-rich formulations that leave hair soft, manageable and full of shine without feeling heavy. The brand also offers excellent colour maintenance ranges for blonde, brunette and colour-treated hair.
What milk_shake does best: everyday professional haircare that genuinely nourishes and protects without harsh chemicals. One of the most complete professional ranges available.
Best for: anyone who wants a full professional haircare routine from shampoo to styling that uses natural ingredients and delivers consistent salon-quality results.
REF Stockholm — Best for Vegan Professional Haircare
REF Stockholm is a Swedish professional haircare brand known for its clean, vegan formulations and exceptional performance. The range covers haircare, colour maintenance and styling with a particular strength in volumising and texture products.
REF is fully vegan, free from sulphates, parabens and silicones, and produced with sustainability in mind — making it the go-to choice for anyone who wants professional-quality results from a brand with strong ethical values.
What REF Stockholm does best: vegan professional haircare with Scandinavian minimalism and clean formulations that don't compromise on results.
Best for: anyone who prioritises vegan and sustainable haircare without wanting to sacrifice professional performance.
Which Hair Brand Is Right for You?
Choose ghd for the best styling tools — straighteners, dryers and hot brushes.
Choose Kérastase for the most luxurious complete haircare ritual and targeted treatment collections.
Choose Olaplex for repairing bleached, coloured or chemically damaged hair from the inside out.
Choose Color WOW for frizz control, humidity proofing and colour protection.
Choose Moroccanoil for instant nourishment, shine and easier manageability.
Choose K18 for fast, dramatic structural repair with minimum effort.
Choose milk_shake for a complete everyday professional routine using natural ingredients.
Choose REF Stockholm for vegan, sulphate-free professional haircare with a clean ingredient ethos.
Can't decide? Many of our customers combine brands — for example Olaplex for repair, Color WOW for styling, and ghd tools for finishing. There are no conflicts between any of these brands and they work brilliantly together.
Where to Buy Genuine Professional Hair Brands in the UK
As official authorised UK stockists of all the brands featured in this guide, every product at The Cosmetologists is 100% genuine, sourced directly from official brand distributors. You'll never receive grey market, counterfeit or out-of-date products from us.
Fast UK delivery on all orders, free on orders over £50. Our professional team at our Hull salon is always available to advise on the right products for your specific hair type and concerns.
📞 Call us: 01482 692703 📍 Visit us: 499 Anlaby Road, Hull, HU3 6DT 🌐 Shop online: thecosmetologists.co.uk
Related Guides
Want to know which Olaplex products to use? Read our Complete Olaplex Guide for a full breakdown of No.0 through No.9.
Comparing Olaplex, K18 and Kérastase for damaged hair? Read our Best Products for Bleached and Damaged Hair guide.
Looking for the right ghd straightener? See our ghd Straighteners Comparison — Gold vs Platinum+ vs Chronos Max.
