Hair Product
What is the number one selling shampoo in the US?
Jan
When you’re on the hunt for the best shampoo and conditioner brand, you want reliable performance, a formula you can trust, and value for your money. Sorting through endless options can feel overwhelming, but sales data offers a clear signal on what people actually buy and love.
In the US market, Pantene Pro-V has earned the number one selling shampoo crown thanks to its pro-vitamin B5–enriched treatments and versatile collections. Let’s break down why it leads the pack, see how top competitors compare, and help you pick the ideal shampoo for your hair goals.
Identify top selling shampoo
Pantene Pro-V leads the US shampoo category, securing the highest retail sales value in 2023 according to industry data (Statista). That top position reflects millions of consumers choosing its consistent, salon-inspired performance.
| Brand | 2023 market share | Signature benefit |
|---|---|---|
| Pantene Pro-V | 6.3% | Pro-vitamin strengthening |
| Head & Shoulders | 5.1% | Dandruff control |
| Dove | 4.7% | Deep moisture |
| Aveeno | 2.9% | Soothing oat complex |
Explore key benefits
Pro-vitamin formula
Pantene’s signature ingredient, pro-vitamin B5, penetrates the hair shaft to lock in moisture, boost elasticity, and reduce breakage. In humid climates like Miami, it helps you maintain smooth, frizz-free strands wash after wash.
Wide hair type range
Whether your hair is fine, curly, color-treated, or prone to breakage, Pantene Pro-V has a targeted solution. Collections like Volume Roots, Curls Unlimited, and Color Revival let you address specific needs without shopping across multiple brands.
Choose ideal shampoo
Match your hair type
Identify your primary concern before you buy. If oil control is top of mind, explore shampoo for oily hair. For thirsty strands, turn to richer blends—see our recommendations for conditioner for dry hair.
Consider natural options
Clean-beauty enthusiasts can tap into professional salon lines or plant-powered collections. Alfaparf Milano’s Semi di Lino range brings Italian luxury with moisture, volume, and heat-protection treatments (Shop Alfaparf USA). Salon In Recamier offers a Vegan Keratin & Collagen set built on botanical actives and cruelty-free standards (Salon In Recamier).
Pair with the right conditioner
Your shampoo works best when you follow up with a complementary conditioner. Clarify first if you skip washes, then boost hydration or strength. If you’re unsure which step comes first, read our tips on conditioner or shampoo first.
Frequently asked questions
What makes Pantene Pro-V number one?
Pantene’s broad availability, proven pro-vitamin formula, and continuous innovation in targeted collections keep it at the top. Consistent results and effective marketing also drive strong repeat purchases.
Is Pantene Pro-V safe for color-treated hair?
Yes, many Pantene Pro-V lines are formulated specifically for color protection. Look for labels like Color Revival or Color Seal to maintain vibrancy without fading.
How often should I use a top-selling shampoo?
Most people find a 2–3-times-per-week routine works best, but you can adjust based on oil production, activity level, and styling habits. Always follow with a conditioner suited to your hair type.
Can I switch from salon-grade to mass-market shampoo?
Absolutely. Many mass-market brands now incorporate salon-inspired ingredients. Transition gradually by alternating your current shampoo with the new one to let your hair adapt.
Where can I buy the number one selling shampoo?
You can find Pantene Pro-V at drugstores, big-box retailers, grocery stores, and online. It’s widely available in travel-size, full-size, and value packs to suit your budget and lifestyle.