New YouGov Profiles data uncovers surprising divisions in how Americans use, shop for and spend on haircare products, differences that are often hidden when looking at the category as a whole.

From who never uses conditioner to which income groups are driving premium sales, the findings reveal opportunities for haircare brands in 2026.

• One in five Americans never use conditioner — but usage spikes among those with frizzy (35%) and wavy hair (33%), showing a strong link between hair type and product need.

• Higher-income consumers are twice as likely to spend $25–$55 on conditioner (15% vs. 7% general population) and are far more likely to shop at salons and specialty stores.

• Retail channel preferences split sharply by income — with higher-income shoppers gravitating toward mass merchants, salons, and specialty stores, while lower-income groups over-index at drugstores and department stores.