Hair care audiences have something in common with skincare audiences: they're skeptical. They've spent money on products that promised everything and delivered nothing. The brands that break through aren't the ones making the biggest claims — they're the ones whose content feels the most honest.
Hair texture is everything
The thing that matters most in hair care video content is showing the actual hair clearly. Volume, shine, frizz (or lack of it), texture, movement — these things need to be visible on screen. A blurry, low-light video of someone's hair doesn't communicate anything.
Film hair content near natural light, get close enough that the texture is clear, and capture movement — the swish and fall of hair after a product is applied tells more than any verbal claim.
The wash-to-style arc
One of the most effective formats for hair care UGC is the full routine — wash, treatment, dry, style. Not necessarily in one video, but showing the product within its actual use context (not just holding the bottle). Watching someone apply a hair mask, rinse it, and then showing the results of that routine is genuinely compelling content.
Be honest about hair type
Hair care products work differently on different hair types, and the best content acknowledges this. "I have fine, colour-treated hair and this is how it works for me" is more trustworthy than pretending the product is universally perfect. It also targets the right viewer more effectively — fine hair people will pay attention when they see their hair type mentioned.
Day two and three results
"Second day hair" content is some of the most engaging hair care UGC there is. Because that's actually where shampoos and treatments prove themselves — not freshly washed, but how does the hair behave over days. Real, time-stamped results are what convince skeptical buyers.
I've created hair care content for brands including Kevin Murphy. If your brand needs this kind of honest, results-focused content, let's connect.