Haircare on TikTok: TPH by Taraji leads, Sephora sale teased, Oct 23–29

Between Oct 23 and Oct 29, 2026, 38 of the 46 haircare brands we track published 157 brand-authored TikTok posts. TPH by Taraji had the week’s most-engaged post by a wide margin, Gisou placed three posts in the top five, and several brands used their captions to announce Sephora Savings Event offers starting Oct 30. Metrics are as of each feed’s scrape (Oct 29 or Oct 30).

Most-engaged posts

Top five by total engagements (likes + comments + shares + saves), as of scrape.

1. TPH by Taraji, Oct 28: 132,943 views, 29,772 likes, 56 comments, 49 shares, 347 saves: 30,224 engagements, a 22.7% rate. A brand video titled “Back to the Beginning”.
2. Gisou, Oct 25: 185,872 views, 9,217 likes, 45 comments, 33 shares, 454 saves: 9,749 engagements, a 5.2% rate. Negin Mirsalehi finishing her hair with Gisou’s Honey Infused Hair Oil.
3. OUAI, Oct 23: 741,677 views, 7,853 likes, 84 comments, 205 shares, 732 saves: 8,874 engagements, a 1.2% rate. The teaser for OUAI’s “CHOPPED” limited series starring Victoria Pedretti.
4. Gisou, Oct 28: 15,369 views, 1,901 likes, 53 comments, 28 shares, 282 saves: 2,264 engagements, a 14.7% rate. A short Gisou gloss clip.
5. Gisou, Oct 24: 13,941 views, 1,949 likes, 59 comments, 71 shares, 135 saves: 2,214 engagements, a 15.9% rate. A dessert-themed Gisou product clip.

Top engagement rate

Rate = (likes + comments + shares + saves) ÷ views, for posts with at least 1,000 views: 81 of 157 posts qualified.

1. TPH by Taraji, Oct 28: 22.7% on 132,943 views (also in the most-engaged list above)
2. SheaMoisture, Oct 28: 1,982 views, 381 likes, 10 comments, 25 shares, 10 saves: 426 engagements, a 21.5% rate. A recap of SheaMoisture’s Sheaversity campus stop at NC A&T.
3. SheaMoisture, Oct 26: 2,892 views, 513 likes, 25 comments, 2 shares, 1 saves: 541 engagements, a 18.7% rate. A student featured at SheaMoisture’s Sheaversity event.
4. Gisou, Oct 24: 15.9% on 13,941 views (also in the most-engaged list above)
5. Gisou, Oct 28: 14.7% on 15,369 views (also in the most-engaged list above)

Sale & promo announcements

13 posts from 10 brands matched our promo rules (% off, $ off, sale, code, BOGO, discount, deal, gift with purchase, free-gift offers, limited time). Offer wording is quoted exactly, since it is the fact being reported; captions are otherwise summarized.

• amika, Oct 25: “a little extra soulfood for your scroll, courtesy of @NailedbyET👽💅 get 20% off our award-winning hair mask—plus our full mask + treatment lineup!—through 10/26 with code HAIRTREAT 🧡”
• Gisou, Oct 26: “Which Lippie is your favorite? 🫦 Spend €75 for a free mystery lip oil, or €100 for two now on Gisou.com”
• VEGAMOUR, Oct 26: “Vegamour at a discounted price‼️”
• Kérastase, Oct 27: “Carry your Chronologiste ritual wherever you go. ✨ Discover our exclusive, luxurious accessories*, designed to take your most revitalizing ritual from home to every destination. *Available only as a gift with purchase. Availability may vary by location. #Kerastase #Chronologiste #HairCare #HairRitual”
• Fable & Mane, Oct 27: “✨ IT’S COMING ✨ The Sephora Savings Event starts on 10/30. Here’s the event you won’t want to miss: Rogue: 20% off (10/30-11/9) VIB: 15% off (11/3-11/9) Insider: 10% off (11/3-11/9) Use code ALLONSALE at checkout Time to prepare your list and add Fable & Mane to cart. Happy shopping, Tiger Tribe! 🐅💛”
• Hairitage, Oct 27: “filling our @Costco Wholesale cart with 21 oz Length Check Biotin Infused Shampoo + Conditioner because it’s currently $4 off 🛒👀 #hairitage #hairitagebymindy #costcofinds #shampooandconditioner #hairgrowth”
• K18 Hair, Oct 28: “Well, if this is you… we only have one question: do you have AirWash™ in your hair right now? 👀😂 And if you’re running low, the @Sephora Savings Event is 10/30! Time to restock your favorite hair refresh. 🛍️ 💎 Rouge: 20% off (10/30–11/9) ✨ VIB: 15% off (11/3–11/9) 🛒 Insider: 10% off (11/3–11/9) Use code ALLONSALE at Sephora US + Canada, in-store and online, including Sephora at Kohl’s. Your AirWash™ refill is calling. 📞 #k18hair #k18results”
• Camille Rose, Oct 28: “Time to lock in to make sure we shop the sale! 🛍️ Stock up on your Camille Rose favorites during @Target’s BOGO sale from 10/25–10/31! It’s the perfect time to refresh your hair care routine! ✨ #NaturalHairCare #CurlyHairCare #TargetFinds #HairTok”
• Dae Hair, Oct 28: “Your styling routine, all bundled up 🧸🤍 Shop our limited-edition Bundled Up Styling Kit during the Sephora Savings Event, happening 10/30 through 11/9 with code ALLONSALE only at @Sephora ! ✨ #sephorasale #daehair #sephora #haircare #sephoragiftset”
• Camille Rose, Oct 28: “The Camille Rose team is BACK on TikTok LIVE tomorrow, and our Boo Basket giveaways are back too! 👻✨ Join us Thursday, October 29th, from 3–4 PM EST for exclusive Camille Rose hair care deals, your favorite natural hair products, and a chance to WIN a Boo Basket filled with curl-loving goodies! Whether you’re stocking up on your favorite curl stylers, moisturizing leave-ins, or wash day essentials, you don’t want to miss this LIVE! 🩷 📲 Set your reminders and meet us on TikTok LIVE tomorrow!”
• Camille Rose, Oct 29: “Run, don’t walk to Target! 🛍️💕 All Camille Rose products are BUY ONE, GET ONE FREE at @Target until 10/31! ✨ This is your sign to stock up on your favorite Camille Rose curly hair care essentials. #TargetHaul #TargetFinds #NaturalHairCare #CurlyHairProducts”
• Living Proof, Oct 29: “The @Sephora Savings Event has us speaking in haircare products only 🎧🛍️ Start building your basket with your Living Proof favorites before the event starts on 10/30. At Sephora, Sephora at @Kohl’s, and @sephoracanada. 10/30-11/9: Rouge 20% 11/3-11/9: VIB 15% 11/3 - 11/9: Insider 10% Promo code: ALLONSALE #LivingProof #SephoraSavingsEvent #SephoraSaleShopping #GirlMath #SephoraHaul”
• VEGAMOUR, Oct 29: “Get ready…get set… 20% off for Rouge members starts tomorrow🛍️ @Sephora @sephoracanada #sephorakohls”

Also noted (not promos): BondiBoost teased an early-access tool launch for Sephora Rouge members on Oct 30; Dae Hair, T3, Living Proof and VEGAMOUR promoted limited-edition kits or products; K18 promoted an Amazon-exclusive holiday kit.

Trends

Themes found in captions, hashtags and sound names, counted by code. Because 38 brands posted this week, the bar scales with the category: Established = at least 7 counted posts across 6+ brands; Emerging = at least 4 counted posts across 4+ brands; no more than 2 posts per brand count. The top 8 are shown.

• GRWM / routine (Established): 15 counted posts (17 total) across 12 brands: Act and Acre, Briogeo, Camille Rose, Color Wow Hair, Dae Hair, K18 Hair, Kérastase, Olaplex, Redken, Schwarzkopf Professional, Shark Beauty, Viori Beauty. Example: Kérastase, Oct 26 (kérastase’s new Chronologiste Longevity Potion in a creator routine).
• Retailer-exclusive / limited edition (Established): 13 counted posts (15 total) across 11 brands: amika, BondiBoost, Camille Rose, Dae Hair, K18 Hair, Kérastase, Living Proof, OUAI, Pattern, T3 Micro, VEGAMOUR. Example: Camille Rose, Oct 28 (camille Rose announcing a TikTok LIVE with giveaways).
• Shine / gloss (Established): 14 counted posts (15 total) across 10 brands: Brazilian Blowout, Camille Rose, Color Wow Hair, Gisou, IGK Hair, Living Proof, L’Oréal Professionnel, Olaplex, Viori Beauty, Wella Education. Example: Gisou, Oct 28 (a short Gisou gloss clip).
• Bond repair / damage (Established): 13 counted posts (15 total) across 10 brands: BondiBoost, Brazilian Blowout, Briogeo, Fable & Mane, IGK Hair, K18 Hair, L’Oréal Professionnel, Olaplex, Pantene, Viori Beauty. Example: Olaplex, Oct 24 (olaplex’s bond-building hair oil, pitched on shine, frizz and heat protection).
• Holiday / gifting (Established): 11 counted posts (11 total) across 10 brands: amika, Camille Rose, Dae Hair, K18 Hair, Kérastase, Olaplex, Pattern, Shark Beauty, T3 Micro, VEGAMOUR. Example: Camille Rose, Oct 28 (camille Rose announcing a TikTok LIVE with giveaways).
• Halloween / costume looks (Established): 12 counted posts (13 total) across 9 brands: Batiste, Eva NYC, IGK Hair, Kérastase, Moroccanoil, Pattern, Paul Mitchell, Redken, VEGAMOUR. Example: Pattern, Oct 25 (pattern’s mini kits pitched for holiday gifting).
• New launch / coming soon (Established): 11 counted posts (14 total) across 9 brands: BondiBoost, Dae Hair, L’Oréal Professionnel, Nutrafol, Pattern, Redken, Shark Beauty, T3 Micro, Viori Beauty. Example: Pattern, Oct 23 (a creator flat-iron review for silk-press season).
• Curls & texture (Established): 11 counted posts (17 total) across 9 brands: Camille Rose, Color Wow Hair, Eva NYC, Living Proof, L’Oréal Professionnel, Olaplex, Shark Beauty, SheaMoisture, Function of Beauty. Example: Camille Rose, Oct 28 (camille Rose announcing a TikTok LIVE with giveaways).

Also seen: Moisture / serum language (established), Blowout / heat styling (established), Tutorial / how-to (established), Frizz / humidity (established), Scalp care (emerging), Hair oil (emerging), Volume (emerging).

Context: 57 of 157 posts tag other accounts, mostly creators, retailers and partner brands. We don’t count that as a trend.

Follower snapshot

Largest tracked accounts by followers, as of each feed’s scrape (Oct 29–30, 2026).

1. Gisou (@gisou): 1,559,663
2. Color Wow Hair (@colorwow.hair): 1,025,036
3. Batiste (@batiste): 508,779
4. Kérastase (@kerastase.official): 507,708
5. Olaplex (@olaplex): 480,157
6. Eva NYC (@evahairnyc): 473,075
7. Paul Mitchell (@paulmitchell): 393,087
8. L’Oréal Professionnel (@lorealpro): 351,420
9. Garnier (@garnierusa): 338,839
10. K18 Hair (@k18hair): 291,110

Follower growth will be reported from next week, once we have a second weekly snapshot.

Data: TikTok posts published Oct 23–29, 2026 by 46 tracked haircare brands, metrics scraped Oct 29 (21:12 UTC) and Oct 30 (09:45 UTC) depending on feed; collab posts excluded. These are patterns in the brands’ own posts, not sales.