Why use them | What to look for | Hair masks to try | FAQs | How we chose | Meet the stylists
There’s a reason experts recommend regular trims — as I learned when my hair quickly became overly dry and brittle during the years spent at home during the beginning of the pandemic. This was due in part to my reliance on a super-hot flat iron and hair-pinching ponytail elastics.
Needing some professional advice, I shared my distressed hair status with my longtime stylist — Juan Carlos Maciques of Oscar Blandi Salon in New York City. As someone who deals with celebrities on a regular basis, Maciques has seen his share of hair abuse, and his advice was simple: incorporate a once-a-week hair treatment into my shower routine.
Shop TODAY asked Maciques and other stylists about everything you need to know about how to find a hair mask that's right for you. Plus, we shared a few of our personal favorites.
Why should you use hair masks?
“Masks are a great option for anyone who has dehydrated, brittle or over-processed hair that has been depleted of moisture, which is often the case with hair that’s been around too long,” says Maciques. “Masking is one of the easiest things you can do at home to make your hair look healthier.”
What to look for in hair masks
Maciques suggests scanning labels for ingredients such as proteins and keratin to strengthen hair, lipids like coconut or olive oil to create shine and moisturizing ingredients including vitamin E, avocado and argan oil.
If you have curly or coily hair, you probably need more moisture, so hairstylist Ryan Hill suggests looking for moisturizing hair masks with ingredients like natural oils, glycerin and little-to-no silicones. "Silicones make the hair look and feel smooth and shiny, but can build up on the hair and do not improve the actual health of the hair from the inside out."
“For color treated, frequently heat-styled, or generally damaged hair, you want to have hair masks that are bond-building but also moisturizing,” he adds.
Texas-based hairstylist Tatiana Dudley recommends looking for professional brand hair masks for higher-quality ingredients that are better for your hair. "Professional brand hair masks are usually more concentrated and therefore less product is needed."
She also advises using caution when reaching for repairing or protein masks. "These type of masks can have damaging consequences if used incorrectly. It’s best to consult with a professional stylist. Other masks, such as hydrating, moisture or color-depositing [options] are safer to use."
Moisturizing hair masks to fix dry, damaged hair
African Pride Moisture Miracle Heat Activated Masque
- Affordable
- Some say the smell is strong
Size: 12 oz | Key ingredients: Shea butter, moroccan clay
If you're looking for a mask specifically to add moisture that's also budget-friendly, Hill likes this option from African Pride. Designed for natural curls and coils, be sure to allow 15-30 minutes after application to cover your hair with a plastic cap and dry for best results.
Kristin Ess Strand Strengthening Reconstructive Moisture Mask
- Safe for color-treated hair
- Some say it can be drying
Size: 6.7 fl oz | Key ingredients: Glycerin, coconut oil, shea butter, hydrolyzed keratin, hydrolyzed silk
A favorite of Shop TODAY associate editor Shannon Garlin, she applauds this mask for how moisturizing it is. "My hair has been blonde, red and brown so it's suffered a lot of damage and dryness. This mask is really moisturizing and makes my hair look shiny after using!" she says.
According to the brand, it can be used on all hair types and is color- and keratin-safe.
Sun Bum Revitalizing Hair Mask
- Good for frequent washes
- Not for bond building
Size: 6 fl oz | Key ingredients: Glycerin, banana, coconut oil, sunflower seed oil, keratin
"This mask is a favorite of mine not only for how silky it makes my hair feel, but for how delicious it smells: just like bananas!" raves production associate Audrey Ekman. "It was actually the brand’s first-ever hair product and was based on a homemade mask made by surfers to repair their hair after hours in the sun and salty waves — but it works its wonders on my dye-damaged locks year-round."
She notes that, while it's great for frequent washes, it's not the most intense hair mask if you're looking for a product that's super restorative or truly bond-repairing.
Eva NYC Therapy Session Hair Mask
- Good for curly hair
- Not the best for thicker hair
Size: 16.9 fl oz | Key ingredients: Argan oil, jojoba seed oil
Shop TODAY associate SEO editor Kamari Stewart has used this mask in the past and says she's saw a huge difference in the softness and definition of her curls.
According to the brand, it delivers "48-hour smoothness" and contains ingredients like argan oil and vitamins A, C and E. Not only is the mask good for your hair but the packaging is good for the earth! It's made from 97% recycled plastic and can be recycled after use through TerraCycle.
Moroccanoil Restorative Hair Mask
- Good value
- Leaves hair feeling silky
- Some say it was drying
Size: 2.53 fl oz | Key ingredients: Shea butter, argan oil
Another favorite of Ekman's, she says she's been using this mask since high school and keeps coming back to it over the year. "The larger size lasts such a long time — even when applied generously —and the mask makes my dye-damaged hair feel so silky and nourished."
Luckily, the brand offers a smaller size for less than $20 so you can try it out before committing to the larger tub.
Christophe Robin Color Shield Mask
- Works for color-treated hair
- Provides a glossy look
Size: 8.45 fl oz | Key ingredients: Lactic acid, glycerin
Ekman is also a fan of the Shade Variation Mask in chic copper for non-natural redheads from Christophe Robin, but she also called out this non-color depositing option for those embracing their natural color. It’s designed to leave any hue you’re rocking looking vibrant and glossy.
Olaplex Hair Perfector No. 3 Repairing Treatment
- Good for bond repair
- Wash out in 10 minutes
- Some say you need to use a lot
Size: 3.3 fl oz | Key ingredients: Glycerin, panthenol, jojoba seed oil
If you're looking for a hair mask that offers bond repair, Hill recommends this option from cult-favorite brand Olaplex. He emphasizes the importance of reading and following the instructions on the bottle since it's not applied like a typical mask.
Virtue Restorative Treatment Mask
- Good for bleached hair
- Good for fine hair
- Not ideal for thick hair
Size: 1.7 oz | Key ingredients: Sunflower seed oil, rosemary leaf extract, glycerin, shea butter, alpha keratin 60ku, brown algae
This mask has an intoxicating mix of coconut and woody scents, similar to what you would experience after walking through the door of a spa. It contains ingredients like alpha keratin 60ku (a funny sounding name for a protein that fills in damage), brown algae (which is loaded with vitamins like niacin to protect hair against heat damage) and amaranthus caudatus seed (an extract filled with moisture-restoring peptides and polysaccharides).
"Thanks to years of bleaching, my hair is pretty dry and damaged," says associate editor Emma Stessman. "I was originally sent a sample from the brand and have repurchased it on my own multiple times, because I love it so much. When I’m using it consistently, my hair feels more hydrated and is softer after washes."
IGK Antisocial Time-Release Bond-Building Dry Mask
- Good for oily hair
- Some say smell is strong
Size: 5 oz | Key ingredients: Lavender oil, hydrogenated castor oil
Associate editor Lauren Witonsky has been using this mask for several months because of how convenient it is. "I have oily hair so I tend to use it on nights when I don’t need my hair to look great in the morning, but it does leave it superrrrrr silky so I imagine it would be even better for dry hair. I can’t really speak to the 'bond repair' aspect since it’s the only one I’ve ever used, but for softer and shinier strands this product is for you.," she raves.
Kerastase Resistance Strengthening Mask
- Works for color-treated hair
- Some say it made detangling harder
Size: 6.8 oz | Key ingredients: Ceramides, glycerin
Another favorite of Shop TODAY staffers for color-treated hair, this mask is infused with amino acids to restore damaged length, seal split ends and prevent future breakage, according to the brand.
Commerce editor Vivien Moon calls this a "holy grail" product. "There are some products you use sparingly because you love them so much and this mask falls into that category. I rationed it because I didn't want it to end," she raves.
Kérastase Chronologiste Masque
- Makes blow drying faster
- Helps styles last longer
- Some say the smell is strong
Size: 6.8 fl oz | Key ingredients: Hyaluronic acid, vitamin E, glycerin
This formula includes three unique moisturizing ingredients: abyssine, a nourishing molecule produced by micro-algae found on the Pacific Ocean floor; hyaluronic acid, which acts like a sponge soaking up moisture; and caviar pearls that when crushed, convert into a creamy, moisturizing emulsion.
“I find this mask makes blow drying faster and easier, plus styles seem to last longer after use,” says Maciques. Its sleek black packaging will fancy up any shower and the scent — which smells a bit like cologne — will have the men in the house reaching for it, too.
Frequently asked questions
"Hair that’s overly wet won’t absorb nutrients, so be sure to gently towel dry after shampooing and before applying a mask. And consider wrapping your hair in a warm towel fresh out of the dryer to help the formula penetrate more quickly and deeply," advises Maciques.
The experts say how often you should use a hair mask depends on your routine and the type of mask you use:
- Repairing masks should be used once or twice a month, Dudley advises.
- Hydrating masks can be used weekly, says Dudley.
- If you're shampooing multiple times per week, a hair mask should be used at least once a week or every other shampoo, Hill says.
- If you typically wear protective hairstyles for longer than a week, you can use a hair mask every time you shampoo, according to Hill.
Since hair masks tend to be heavier on your strands, the experts typically recommend avoiding using it as a leave-in conditioner.
"I’d only recommend using them as a leave-in if you have very thick, coily/curly and dry hair. It helps to thin it out with some water so it can be evenly distributed," notes Hill.
How we chose
The hair masks featured in this article were either recommended by experts or highly regarded by editors on the Shop TODAY team.
Meet the stylists
- Juan Carlos Maciques is a celebrity, editorial and runway hairstylist based in New York City at the Oscar Blandi Salon.
- Ryan Hill has been a licensed colorist and hairstylist since 2005.
- Tatiana Dudley is a Georgetown, Texas-based hairstylist and colorist.
