As you age, it’s common to notice that your hair isn’t as full as it once was or that you have more areas of thinning. But that doesn’t mean you have to sit back and watch as it happens.
There are plenty of products available that aim to help improve hair density and fullness. And to help you find the best ones, we tested some of the latest and greatest formulas as part of our 2026 Shop TODAY Hair Awards.
From serums to masks, these are the award-winning finds our testers swear by for thicker, fuller hair.
Best thickening treatment$undefined$26.00
Best bond repair treatment$undefined$34.00
Best Shop TODAY Hair Awards winners for thinning hair
Trichologist Mandy Buechner says that this formula “is effective at getting hair to look fuller within just a few uses by reducing sebum and increasing scalp moisture.” It’s also made with caffeine “to promote blood circulation and healthier hair growth,” she adds.
“I absolutely love the scent and the quality of this product! It’s the best-smelling Nioxin product I’ve used,” says one Shop TODAY editor’s mom, Chrissy Siragusa. She adds that since using it, she’s noticed that her hair looks visibly fuller. “While it doesn’t completely eliminate hair shedding, I’ve definitely seen an improvement in volume and overall fullness. I also love that it’s color safe.”
“I like the Nioxin Age Defense Serum because it is designed to support the appearance of thicker, healthier-looking hair as we age,” dermatologist Dr. Dara Spearman tells us. “Hair naturally changes over time, and incorporating targeted scalp care can help maintain the quality and overall appearance of the hair.”
One tester shares that “this product added density from the root without leaving my hair feeling sticky or looking oily and flat.” As an added bonus, they say that it also has a light, pleasant scent.
Buechner says that this formula “is lightweight and gentle enough to use daily.” She adds, “They have a 90-day money-back guarantee, which is great because who doesn’t get tired of wasting their money on products that don’t work? Re:You back up the effectiveness of their serum with this guarantee.”
It features the brand’s proprietary Novogro molecules, which work on multiple parts of your hair’s follicles to energize the “growth engine” and boost scalp health, the brand says.
Best Shop TODAY Hair Awards winners for hair strength
“I hoped to address the dryness of my hair and this deep conditioner did exactly that,” says former creative coordinator Ayanna Chambers. “The moment I applied it to my hair, it immediately began to hydrate and soften my curls, which are 4B (I have 3 different curl patterns throughout my head). The conditioner had great coverage and made my detangling process much easier while still managing to not leave any buildup of product. Alongside its useful effects, it also smells great, which is always an added plus.”
“This shampoo is a great option for strengthening as it incorporates collagen peptide and citric acid, which helps to strengthen hair and makes hair more resilient and appear fuller,” says board-certified dermatologist Dr. Marisa Garshick. “It is sulfate-free and suitable for damaged and color-treated hair. It can be especially good for those looking to reduce hair fall resulting from breakage or for those whose hair feels weaker.”
“I loved how much softer my curly hair felt after using this treatment, and I noticed my curls looked more defined and plumper after each use,” says commerce insights associate Lauren Andre. “A little product went a long way, so I didn’t need to use very much to coat my hair. I also really appreciated that the new formula only needs to sit for three minutes, making it much easier to fit into my routine.”
“This is pretty much the best-smelling hair mask I’ve ever used, which isn’t a surprise considering Nécessaire makes products with incredible scents,” deputy editorial director Jess Bender shares. But that’s not all! She adds, “Long-term results have also not let me down! Since I’ve started incorporating this leave-in mask into my routine since its launch, I’ve noticed a considerable difference in the amount of breakage and smoother hair when I incorporate a hot brush into the mix after.”
Frequently asked questions
“From an internal medicine point of view, there are many abnormalities (which we can find through a simple blood test) that can cause hair loss,” Dr. Cameron K. Rokhsar, founder and medical director of New York Cosmetic, Skin & Laser Surgery Center, previously told us. “These include low iron, anemia, changes in thyroid hormone (hyper- or hypothyroidism), changes in sex hormones (conditions such as polycystic ovary disease, which causes an increase in male hormones like testosterone) and autoimmune diseases such as lupus,”
"Hair health is influenced by many factors, including genetics, hormonal changes, aging, nutrition, stress, and underlying medical conditions," says Garshick. "We can optimize scalp health, eat a balanced diet with adequate protein and key nutrients, minimize heat, trauma chemical damage and address any underlying scalp or medical conditions early."
"Healthy hair starts with a healthy scalp because that’s where every hair follicle grows," Spearman says. "If there’s excess oil, buildup, or irritation, it can affect the scalp’s natural balance. The goal is to keep the scalp clean without stripping away the natural oils that help protect it."
What are Shop TODAY’s 2026 Hair Awards?
Shop TODAY’s second annual Hair Awards touches on all the hair styling and care items that give our team and staffers their healthiest strands and best styles. They pitched the products they swear by in categories like shampoo, conditioner, styling cream, treatments and brushes, including picks that they’ve been loving and using for years on end. We also combed through new launches and bestselling product submissions to complete our testing pool. Each product was evaluated through real-world testing to identify the formulas, tools and treatments that truly deliver on their claims. Our goal is to help readers discover products worth their time and money across every step of their hair routine.
What type of products do we test?
Our team of editors, writers and staffers sorted through hundreds of new launches, editor and expert recommendations, trending and tried-and-true products to solidify our testing pool of 161 contenders. To determine our list of 50 winners, we incorporated products into our hair routines over the span of two months to see if they meet requirements when it comes to quality, special features, value and overall satisfaction for styling, stengthening and hair health. Finally, our panel of experts reviewed some of our winners to give their sign-off based on criteria that make a quality hair product.
How do we test products?
Our editorial team and a group of trusted testers evaluate products over an extended testing period as part of their everyday routines. Rather than relying on a single impression, testers use products in real-life conditions to assess how they perform over time.
Each product is scored using a standardized evaluation that measures:
- Effectiveness at delivering its intended benefit
- Overall satisfaction
- Ease and enjoyment of use
- Product quality, including formula, ingredients, packaging and performance
- Likelihood of continued use or repurchase
- Likelihood of recommending it to others
- Performance compared to similar products
- How well it addressed specific concerns
- How well it improved hair’s look and feel
In addition to numerical scores, testers provide detailed written feedback describing what they loved, what could be improved and how the product fit into their routines.
How we chose winners
Winning products consistently stood out across both quantitative scores and qualitative feedback. Our editorial team reviewed tester ratings alongside written reviews to identify products that delivered exceptional performance, lived up to their claims and offered meaningful value to consumers.
While high scores were important, editors also considered factors such as innovation, ease of use, consistency of results and how products compared with others in their category. The final winners represent the products our testers would genuinely continue using and confidently recommend to others.
Meet the experts
At Shop TODAY, our reporters interview a range of qualified sources and experts to capture a wide scope of perspectives on the latest beauty products. We also ensure that all expert guidance and recommendations are made independently and without undisclosed financial conflicts of interest.
- Mandy Buechner is a certified trichologist and hair loss practitioner. She is the founder of THairapy Wellness Center.
- Dr. Marisa Garshick is a dermatologist in New York City at MDCS Dermatology.
- Dr. Dara Spearman is a board-certified dermatologist and the founder of Radiant Dermatology Associates.
What our badge means
The Shop TODAY editors and writers interview expert sources, try newly launched products and search the internet to find the best products out there. Based on personal experiences and expert recommendations, we aim to make shopping easier for our readers. With our rigorous methodology created to ensure every product is reviewed the same way, we stand by everything we recommend across our broadcast, digital and social platforms.
