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As you get older, it is common to notice that your hair lacks its former fullness or that you are dealing with more thinning. However, you do not have to simply accept these changes.
There are numerous <a href="https://shoppixy.com/embargo-2-6-at-9-a-m-est-we-tried-beyonds-two-newest-steak-products-heres-what-we-thought/” title=”[EMBARGO 2/6 At 9 A.m. EST] We Tried Beyond's Two Newest Steak Products: Here's What We Thought”>products on the market designed to help boost hair density and volume. To help you identify the most effective options, we evaluated several of the latest formulas as part of our 2026 Shop TODAY Hair Awards.
From serums to masks, these are the award-winning selections our testers rely on for thicker, fuller-looking hair. The best part is that these options start at just $5.
Best thickening treatment
Dr. Groot Scalp Revitalizing Solution Hair Thickening Roll-On Serum
$26.00
Amazon
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Best shampoo for density
Nioxin Age Defense Shampoo
$29.00
Ulta
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Best scalp serum
Nioxin Age Defense Serum
$50.00
Ulta
Learn more
Best Shop TODAY 2026 Hair Awards winners for thinning hair
Dr. Groot Scalp Revitalizing Solution Hair Thickening Roll-On Serum
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.”
Nioxin Age Defense Shampoo is designed to help with early signs of hair aging.
“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 notes that “this product added density from the root without leaving my hair feeling sticky or looking oily and flat.” Additionally, they mention that it features a light, pleasant fragrance.
Buechner notes 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 utilizes the brand’s proprietary Novogro molecules, which target various parts of the hair follicle to stimulate the “growth engine” and improve scalp health, according to the manufacturer.
Best Shop TODAY 2026 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 Bendershares. 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.”
“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 polycysticovary 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?
The second annual Shop TODAY Hair Awards highlights the styling and care products that provide our staff with their healthiest strands and best looks. Our team recommended products they personally trust across categories like shampoo, conditioner, styling creams, treatments, and brushes, including long-time favorites. We also reviewed new releases and popular bestsellers to round out our testing group. Every item underwent real-world testing to verify that the formulas, tools, and treatments actually perform as promised. Our objective is to help readers find products that provide genuine value for their hair care routines.
What type of products do we test?
Our editors and staff members reviewed hundreds of new releases, expert suggestions, and trending items to finalize our list of 161 contenders. To select our 50 winners, we integrated these products into our own hair care routines for two months to assess their quality, unique features, value, and overall satisfaction regarding styling, strengthening, and hair health. Finally, our panel of experts evaluated the winners to provide their professional endorsement based on the criteria for high-quality hair care.
How do we test products?
Our editorial team and a group of trusted testers assess products over an extended period as part of their daily lives. Rather than relying on a single experience, testers use the products in real-world conditions to determine how they perform over time.
Each product is scored using a standardized evaluation that measures:
Effectiveness at delivering its intended benefit
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 ratings, testers provide detailed written feedback explaining what they enjoyed, what could be improved, and how the product integrated into their daily lives.
Winning products consistently performed well across both quantitative scores and qualitative feedback. Our editorial team analyzed tester ratings alongside written reviews to pinpoint products that offered exceptional results, met their stated claims, and provided meaningful value.
While high scores were essential, editors also weighed factors like innovation, ease of use, consistency, and how the products compared to others in their respective categories. The final winners represent the items our testers would genuinely continue using and confidently recommend to others.
At Shop TODAY, our reporters interview a range of qualified experts regarding 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.
Shop TODAY editors and writers interview experts to identify the best products available. Based on personal experiences and professional recommendations, we aim to simplify the shopping process for our readers. With our rigorous methodology designed to ensure every product is reviewed consistently, we stand by everything we recommend across our broadcast, digital, and social platforms.
