Turn Trends into Revenue: How to Use Q2 Data to Grow Your Online Store

Every quarter we love diving into data to see what’s trending. We always ask the same question: when a client buys from a salon's Online Store, what actually goes in the cart?

Last quarter, from April through June 2026, you and your fellow pros moved 26,218 units across 10,929 orders shipped directly to clients. This data is a goldmine for understanding how to use Product Recs to keep those Online Store orders growing.

Check out the five categories that led the way last quarter, and how you can use these insights to fine-tune your Product Recommendations.

1. Shampoo: 7,628 units

No shock at the top. Shampoo is the one product clients reorder without being asked, and last quarter it made up 29% of every unit sold on the platform, almost exactly the 28.5% share it held in Q1.

Shampoos sudsing up the top spots are all about the routine. The two biggest winners, Milbon Replenishing and Milbon Restorative, prove that clients value your expertise. They aren’t just looking for a deal; they’re looking for the system you’ve suggested. So, when you recommend a routine, they’ll happily click "add to cart" on the whole set.

There’s also plenty of room for regular favorites. Matrix Food For Soft Hydrating Shampoo moved 253 units, showing that having a variety of price points in your digital catalog makes it easy for every client to say "yes."

Online store tip: Leverage the power of pairing products! When you recommend a high-performing shampoo, always pair it with its matching conditioner or a complementary treatment. This simple step makes it effortless for clients to purchase the complete system you recommend for their specific hair needs.

2. Styling: 7,077 units

Styling came in a close second at 27% of units, and it is by far the widest category on the platform. Salons sold 991 different SKUs online in three months. This variety is a huge opportunity. Since no single product fits everyone, your Online Store allows you to offer a massive range without the overhead.

Interestingly, clients are prioritizing protection: four of the top five styling products were pre-styling essentials like Heat Protective Mist, Weightless Replenishing Mist, Humidity Blocking Oil, and a blowout primer.

Online store tip: Boost your sales by creating product bundles. Since styling needs are so diverse, curate "Styling Starter Kits" or "Protection Bundles" that combine a heat protectant, a primer, and a finishing spray. Bundling makes selection simple for you and can increase your average online order value.

3. Treatment: 5,452 units

The Treatment category placed third on unit count. Nothing else on this list makes the point more clearly: clients will pay up when they understand what they are paying for.

Treatment also produced the single best-selling product on the entire platform. Milbon Restorative Treatment moved 373 units across 321 separate orders. That order count matters more than the unit count because it means this wasn't a handful of shoppers buying deep. It was hundreds each purchasing a few, over and over.

K18's Leave-In Molecular Repair Hair Mask took third in the category and posted the highest revenue per bottle in our whole top ten. Clients request this one by name in the salon and search for it online, so remember it the next time you send a Product Recommendation to a client who left without making the purchase in-salon. It’s also a great addition to a “Restorative” Product Rec bundle.

Online store tip: Don’t wait for clients to browse—take the lead by sending Product Recommendations. If you see a client viewing a high-end treatment, send them a link to that exact product. Direct recommendations show expertise and provide the convenience clients love.

4. Conditioner: 5,179 units

Conditioner tracks shampoo almost perfectly, which is exactly what you would expect and exactly why it is useful. It took 19.8% of units, and the top sellers are the partners of the top shampoos.

However, one product broke the pattern. Matrix Food For Soft Detangling Hydrating Conditioner was the #1 seller in the category, with Unite 7SECONDS Detangler close behind. This suggests clients are searching your online store for solutions to specific problems.

Online store tip: Secure long-term loyalty by suggesting product subscriptions. Both shampoos and conditioners are recurring necessities; by suggesting a subscription option, you ensure clients never run out while creating a reliable, automated revenue stream for your store.

5. Dry Shampoo: 485 units

Smaller than the big four by an order of magnitude, but worth watching anyway. K18's AirWash led the Dry Shampoo category, with amika's perk up family taking the next three spots.

Dry shampoo is also quietly propping up another category. Milbon Purifying Gel Shampoo, a clarifying formula, was the eighth best-selling product overall last quarter. Build-up has to go somewhere, and clients who stretch washes with dry shampoo eventually need a reset.

Online store tip: Drive interest in smaller categories by offering targeted discounts. A one-time discount on a dry shampoo and clarifying set can entice clients to try something new, helping them discover more of what your online store has to offer.

The pattern underneath all five

Line up the best seller in each category and one thing jumps out: seven different brands led the six categories. Milbon took Shampoo and Treatment. Matrix took Conditioner. amika took Hairspray. K18 took Dry Shampoo. Pureology, Unite, and Davines all placed second somewhere.

This pattern proves that your clients aren't just shopping for a brand; they’re shopping for a solution. They come to you looking to fix frizz, stop breakage, or save their color, and they’ll choose whatever brand you’ve recommended as the best fix.

One thing to try this week

This week, take a moment to look at your Product Recommendations bundles through the lens of a client and think about how you can combine these strategies. By layering these approaches to suggest Product Subscriptions and use Product Recommendations more efficiently—pairing products, bundling, and discounting—you create a dynamic shopping experience that meets every client's needs. Start experimenting today and watch your online store's success reach new heights!