Marie Claire UK Hair Awards 2022: New to Market Winners

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Innovation in haircare is at an all-time high, with brands finding creative ways to be more sustainable, delivering fresh solutions to age-old beauty problems and discovering transformational new formulas.

With so much happening in haircare right now, it can be tricky to keep up. That's why the Marie Claire UK Hair Awards 2022 judges have handpicked the new kids on the block that you don't want to miss.

From an exfoliating scalp scrub to a game-changing tool to banish flyaways, here is their line-up of the best New to Market products.

Best New Hair Brand – Wash & Care

Winner: Object

Washing our hair can be one of the most water-intense parts of our beauty routine so if you’re interested in cutting down consumption, shampoo bars are the way to go. Despite the solid bar, it lathers up well, cleansing hair without drying it out. 

Highly Commended: Vita Coco

Best New Hair Brand - Tools

Winner: DryBar


DryBar is an institution in New York. It is the place to go and get a quick, affordable, yet luxury, blowdry. Last year saw the launch of its styling products into Harrods and we have never been more grateful. We might not be able to pop into the salon for a blowdry, but we can emulate it from the comfort of our own homes.

Best New Hair Product – Wash & Care

Winner: The INKEY List Glycolic Acid Exfoliating Scalp Scrub, £12.99 | Cult Beauty

Happy hair starts with a healthy scalp. This unique formulation helps to protect and balance the scalp’s microbiome while also sloughing away dead flaky skin. It works in just ten minutes so you don’t have to worry about it adding too much time to your hair wash routine. 

Highly Commended: Cantu Grapeseed Strengthening Repair Leave-In, £7.99 | Lookfantastic

Best New Hair Product - Styling

Winner: Windle London Windle Lab Invisible Day & Night Spray, from £13

Windle London Windle Lab Invisible Day & Night Spray

This is a leave-in conditioner spray that will never weigh your hair down or make your roots feel greasy. Use it before bed to protect your hair against friction and during the day to add shine and smoothness.

Highly Commended: Schwarzkopf got2b Glued 4 Brows & Edges 2-in-1 Gel, £4.29 | Boots

Best New Hair Product - Tools

Winner: T3 AireBrush Duo, £170 | Space NK

T3 AireBrush Duo

If you're someone that finds blowdrying your hair really tricky, please be assured there is no judgement here. It is tricky. However, T3's AireBrush Duo makes it that much easier to achieve either a sleek and smooth look or voluminous bounce.

Highly Commended: DryBar The Double Shot Blow-Dryer Brush, £125 | Harrods

Best Hair Innovation – Tools

Winner: Dyson Flyaway attachment, £30 | Dyson

Even the best blow-dry can be ruined by a halo of frizz and flyaways. This clever new attachment from Dyson for its SuperSonic Hairdryer smooths down hair with a swipe. The innovation attracts and lifts longer hairs to the front, whilst pushing flyaways out of sight. 

Highly Commended: ghd Unplugged Cordless Hair Straightener, £299 | Very

Best Hair Innovation – Wash & Care

Winner: Augustinus Bader The Shampoo, £38 | Cult Beauty

The brilliance of this shampoo hinges on Augustinus Bader’s signature complex, TFC8. It’s a complex of natural amino acids, high-grade vitamins and synthesised molecules naturally found in the skin which helps to repair and smooth hair and prevent excessive breakage.

Highly Commended: Kérastase Blond Absolu Bain Cicaextreme, £19.17 | Feelunique

Best Hair Innovation – Accessory

Winner: AQUIS COPPER SURE Rapid Dry Hair Wrap, £32 | Revolve

Does cutting your hair drying time down by 50% sound like a dream? Doesn’t have to be. The AQUIS COPPER SURE Rapid Dry Hair Wrap speeds up drying but won’t damage your hair in its most fragile state. Additionally, the fabric is made of antimicrobial technology which helps keep your wrap fresher for longer.

Keeks Reid
Keeks started her career in beauty journalism in 2013 as editorial assistant at Blackhair and Hair magazines working her way to Acting Editor of Blackhair magazine at 23 years old. She now works with a range of companies, from consumer and trade magazines and websites to beauty brands and salons. She regularly contributes to Cosmopolitan, Who What Wear and most recently became a regular on ITV's This Morning.