HairTok is the hair niche on TikTok, and four creators show the range haircare brands can work with: Faith Chappelle for curly hair and product demos, Clayton Hawkins for celebrity styling and entertainment, Afsennah for trichology and hair growth, and Elissa Kincade for hair loss and regrowth. Follower figures below are from June 2023 and should be refreshed before any outreach.
Last updated November 5, 2026. Follower counts and brand partnerships were reported as of June 2023 and have not been re-verified.
Key takeaways
- Each of the four creators owns a different hair topic, so match the creator to the product claim, not to the follower count.
- Educational creators with smaller audiences can produce views far beyond their follower numbers because of step-by-step tutorials.
- Two of the four (Chappelle and Kincade) already worked with named haircare and wellness brands, which tells a brand how crowded their feeds are.
- Check current followers, recent posts and partnerships before approaching anyone.
What is HairTok and why does it matter to haircare brands?
HairTok is the community of hair content on TikTok, organized around the #HairTok hashtag. In 2023 the hashtag had passed 6 billion views, and big brands and newer brands were already partnering with creators in the community, according to the original version of this guide. Newer brands often use TikTok to establish themselves, because a creator who shows a product working on real hair carries a credibility that a brand post does not.
HairTok creators come from different backgrounds. Some are working hairstylists who want a larger audience, and others are enthusiasts who share tips and tricks. That mix is useful for a brand, because the same product can be shown by a stylist, a trichologist or a person living with the problem the product solves. 5W's best haircare marketing campaigns show how brands have used creators alongside press and events.
1. Faith Chappelle: curly hair tutorials and product demos
Faith Chappelle (@faithchappelle) is a curly hair creator who grew her HairTok audience with videos that show how she maintains her curls. She shows her preferred products and explores different styling techniques. One of her most popular videos, with over 2 million views, features her using a bestselling hot air brush from Revlon.
Chappelle has collaborated with a range of haircare brands, including Shea Moisture, Pattern Beauty, Tgin, Coco & Eve, K18, Olaplex and Matrix.
- Best for: curl care, styling tools and routine-based product demos.
- Brand fit: products that need a visible before and after in a daily routine.
- Watch for: a crowded partnership list. Ask how many brands she has featured recently, and whether exclusivity is realistic.
2. Clayton Hawkins: celebrity stylist with comedy
Clayton Hawkins (@itsclaytonhawkins) is a hairstylist who has worked with celebrities including Elizabeth Olsen, Dove Cameron and Olivia Rodrigo. His TikTok videos blend popular hair tutorials with comedy and often show his collection of wigs. At the time of the original guide he had more than 60,000 followers, and he had been creating Y2K and 1990s-inspired hair videos that feature tools and styles from those eras.
- Best for: professional styling tools, trend-led launches and nostalgia themes.
- Brand fit: brands that want a stylist's credibility with an entertaining format.
- Watch for: his celebrity clients are a story hook, but a brand cannot imply a celebrity endorsement it does not have.
3. Afsennah: trichology and hair growth
Afsennah (@afsennah) is a certified trichologist who had gained over 750,000 TikTok followers by 2023. Her videos show her healthy, lustrous hair and provide a wealth of tutorials. She specializes in hair growth, shares recipes for natural remedies, gives tips for preventing breakage, teaches proper hair-washing techniques and offers nutritional advice aimed at promoting hair growth.
- Best for: growth, scalp and breakage claims that benefit from a credentialed voice.
- Brand fit: products that make claims about hair health. A trichologist's content can add credibility, but every product claim must still be substantiated by the brand.
- Watch for: natural remedy content may conflict with a brand's formulation story. Review recent videos before a pitch.
4. Elissa Kincade: hair loss and regrowth
Elissa Kincade (@elissakincade) had almost 150,000 TikTok followers in 2023 and a steady stream of hair videos, especially claw clip hairstyles. Her tutorials cover hair rollers, hair oil application and methods for protecting hair overnight. Her videos on hair loss drew significant attention, because she documents her personal journey with hair loss and the steps she has taken to promote regrowth. Brands including Beachwaver Co., Design Me Hair and Nutrafol have collaborated with her.
- Best for: hair loss, regrowth support, overnight care and styling accessories.
- Brand fit: products where a personal story matters more than a polished demo.
- Watch for: health topics need careful wording. A creator sharing a personal journey is not making a medical claim for the brand, and the brand should not turn it into one.
How do the four creators compare?
The table sets out each creator's topic, the figures reported in 2023 and the type of brand each suits. The numbers are historical, and a current check is required.
| Creator | Main topic | 2023 reported following | Best brand fit |
|---|---|---|---|
| Faith Chappelle | Curly hair, styling tools | One video over 2 million views | Curl care and styling tools |
| Clayton Hawkins | Celebrity styling, comedy, Y2K looks | More than 60,000 | Pro tools and trend launches |
| Afsennah | Trichology, hair growth | Over 750,000 | Growth, scalp and breakage products |
| Elissa Kincade | Hair loss, claw clips, overnight care | Almost 150,000 | Regrowth support and accessories |
How should a brand choose a HairTok creator?
A brand should choose a creator by topic fit, content style and audience trust, not by follower count alone. Five checks keep the shortlist honest.
- Topic fit. Does the creator already talk about the problem the product solves?
- Format fit. Do their videos show demonstrations, education or personal stories, and does that match the product?
- Partnership load. How many brands appeared in their last 20 videos?
- Comment quality. Do followers ask product questions and trust the answers?
- Claims risk. Does the creator's content make claims the brand cannot support?
5W's research on creators, the 1,000-Creator Playbook for Beauty 2026, covers how beauty brands can evaluate creators at scale.
How should a brand approach a creator?
A brand should approach a creator with a specific idea tied to the creator's own content, and with clear terms on deliverables, usage and disclosure. A generic gifting email gets ignored.
- Reference two recent videos and say why the product fits them.
- Offer a format, such as a routine demo, a myth-busting video or a long-term trial, instead of a script.
- State what the brand will review and what it will not, so claims are accurate and the creator keeps their voice.
- Agree how the partnership will be disclosed using the platform's tools.
Brands that need a program built can review 5W's skincare, haircare and nail care PR practice and beauty digital marketing practice. The skincare and haircare PR case studies, which include DevaCurl and The Doux, show how creator work fits into wider campaigns.
What should a brand measure?
A brand should measure views, saves, comments that name the product, traffic to a tracked link and sales, and it should compare them with a baseline from organic posts. Views alone do not show whether a creator moved a customer to try a product.
Frequently asked questions
What is HairTok?
HairTok is the hair content community on TikTok, organized around the #HairTok hashtag. It covers tutorials, product demos, styling and hair health, and it had passed 6 billion views in 2023.
How do haircare brands work with HairTok creators?
Brands send product, propose a format tied to the creator's content, agree on deliverables and disclosure, and measure results against a baseline.
Should a haircare brand choose a large or small creator?
Choose by topic fit and trust. A smaller creator with step-by-step tutorials can generate views well beyond their follower count, as the reported results for smaller HairTok accounts show.
Are the follower numbers in this guide current?
No. They were reported in June 2023. Check each creator's current followers, recent content and partnerships before you reach out.
Can a brand say a creator endorses its product?
Only if the creator has agreed to a partnership and the post is disclosed. A brand should not imply an endorsement from a creator or a celebrity client that it does not have.
