Drugstore Hair Products That Rival Luxury Brands

Top picks that are easy on the wallet and make hair look and feel great

Lois Joy Johnson,

Updated September 03, 2026

AARP

Updated September 03, 2026

A red plastic shopping basket filled with drugstore hair products

(From left) Budget hair products that yield similar results of pricier picks include the California Naturals Re:Gro Anti-Thinning Scalp Serum; e.l.f. Hair Never Thirsty Moisturizing Shampoo and Conditioner; Hask Dry Shampoo, Biotin Boost Thickening; Kitsch Priming Argan Oil Heat Protectant & Styling Spray; and Dove 10-in-1 Bond Shield Super Serum.

AARP (Getty Images, 2; Target, 4; CVS, 2)

Key takeaways

Expensive hair care is not always necessary, with many drugstore products offering similar benefits for less.
Affordable options now cover key needs, including moisture, regrowth, bond repair, scalp care, volume and heat protection.
Women over 50 will find shampoos, serums and styling products that address aging, thinning and damaged hair without overspending.

“Am I better off spending more on hair products?”

“Will a $12 bond repair serum work like a $30 one?”

“Don’t expensive shampoos just go down the drain?”

It’s confusing. Shampoos, conditioners, hair treatments and styling products are getting more complicated, expensive and sounding more like skin care. Just check the labels: A luxury shampoo and conditioner can cost $100, and serums that strengthen, repair and regrow hair are the new normal.

More Ways to Benefit

View All

Related Benefit 1
Related Benefit 2
Related Benefit 3
Related Benefit 4
Related Benefit 5

Now that premium and drugstore brands sit side by side in stores and on sites like Target, Ulta and Amazon, women wonder whether the “you-get-what-you-pay-for” myth is true. I’m a beauty and style editor and personal shopper for women over 50 who ask that very question all the time. The truth is, you don’t really need to splurge. Here are seven hair-boosting buys that won’t blow your budget:

E L F never thirsty shampoo and conditioner bottles

(From left) e.l.f. Hair Never Thirsty Moisturizing Shampoo and Conditioner.

AARP (Target, 2)

1. Sexy hair shampoos and conditioners

Every woman I speak to over 50, no matter her hair texture, abundance or style, says she wants shampoo and conditioner that gives her “sexy hair.” That used to mean hair that smelled great. Now it’s all about hair that’s shiny, soft and touchable as a cashmere sweater. That’s because the goal is transforming aging, dry, damaged, chemically processed hair into a hair model “after” shot.

Women say shopping for shampoo and conditioner is a speedy decision that’s often based on social media buzz, eye appeal or what’s on sale. Despite the gorgeous packaging and cachet of expensive shampoos and conditioners in upscale department stores and shops, your hair will look just as good with drugstore duos. Be sure to buy them together; research and development teams at big brands really do their prep work so that a pair complements the other’s ingredients.

Keep the moisture, shine and bounce going for under $25 with Not Your Mother’s Aura Boost Hydrate Shampoo and Conditioner ($11 each, ulta.com), with aloe, peptides (chains of amino acids that can strengthen strands and boost scalp health) and a fresh apple scent; e.l.f. Hair Never Thirsty Moisturizing Shampoo and Conditioner ($9 each, target.com), with argan oil and a fruity fragrance, and Tresemmé Rich Moisture Shampoo and Conditioner ($5 each, walgreens.com), a citrusy floral infused with hyaluronic acid. The price and generous sizes of these drugstore basics mean you don’t need to be stingy with application, either, and you’ll have enough money left over for a new lipstick or a pair of ballet flats.

A collage with four different scalp serums that can be purchased at the drugstore

(From left) OGX ProGrowth + Peptide Hair-Strengthening Scalp Serum; The Ordinary Multi-Peptide Serum for Hair Density; Odele Rejuvenating Scalp Serum; California Naturals Re:Gro Anti-Thinning Scalp Serum.

AARP (Target, 2; CVS; Kohl’s)

2. Hair-regrowth serums

Not long ago, Rogaine, which contains the regrowth ingredient minoxidil, was the only game in town for thinning parts, receding hairlines and skimpy ponytails. While it changed the hair and lives of many women, minoxidil didn’t work for all. But it did succeed in removing the taboo surrounding hair loss and thinning among women, and made hair growth a hot topic.

Most Popular

The focus has now shifted from hair gummies and supplements (to boost hair if you have a vitamin deficiency) to densifying serums, a new category of regrowth leave-ins. Brands such as Nutrafol, Briogeo, Oribe, Phyto and Aveda are popular but can cost anywhere from $50 to a whopping $85, while drugstore brands offer competitive formulas that claim to soothe sensitive scalps, nurture hair follicles at the roots and promote thicker-looking hair for $25 or less. Products like the OGX ProGrowth + Peptide Hair Strengthening Scalp Serum ($10, target.com) and the Neutrogena Hair Restore Advanced Growth Support Serum ($22, walgreens.com), two water-based formulas, Odele Rejuvenating Scalp Serum ($14, cvs.com) with an elixir of rosemary, vitamin E and caffeine ($14, cvs.com), California Naturals Re:GRO Anti-Thinning Scalp Serum ($20, target.com) and The Ordinary Multi-Peptide Serum for Hair Density ($24, kohls.com) are nongreasy, absorb quickly, and are compatible with the shampoo and conditioner you already use. Why peptides? While some regrowth formulas contain ingredients like biotin and caffeine, peptides, which contain the building blocks of protein, are said to stimulate blood flow at the scalp level, triggering sluggish hair follicles to get back to work. They’re a good option for thinning that’s tied to hair stress, chemical treatments, constant heat styling or styles that involve traction (ones that put too much tension on the roots) rather than extreme hereditary thinning. (For serious hair loss, see a dermatologist.)

A collage with two different bond repair hair serums that can be purchased at the drugstore

(From left) Dove 10-in-1 Bond Shield Super Serum; L’Oréal Paris EverPure Bond Repair Hair Oil-in-Serum and Heat Protectant.

AARP (CVS, Target)

3. Bond repair for damaged hair

If you dye your hair, have a complex base-coat-and-highlights routine, chemically straighten your hair or use hot tools regularly, chances are you understand “hair that feels like straw.” The premium brand Olaplex kicked off the trend for products that rehabilitate damaged hair with its legendary “bond-building” formula.

Bond-building products are designed to repair and restore hair from within the hair shaft. While switching to a less damaging hair routine is best practice, many women are unwilling to give up their ultra-blonde look or hot tools. Adding a bond-repair product can give breakage-prone, frizzy, dry and dull hair a healthier look and feel.

Luxury bond treatments by Olaplex, Matrix, NatureLab Tokyo and K-18 are in the $30 to $80 range, but very affordable serums also get the job done. Try OGX Bond Protein Repair Sealing Hair Serum ($12, ulta.com); L’Oréal Paris EverPure Bond Repair Hair Oil-in-Serum and Heat Protectant ($10, target.com); or Dove 10-in-1 Bond Shield Super Serum ($14, cvs.com), applied to your freshly washed or dry hair as a sort of booster shot.

A collage with two different hair oils that can be purchased at the drugstore

(From left) Pantene Pro-V Miracle Rescue Regenerative Hair Oil; e.l.f. Hair Gloss Mode Treatment Oil.

AARP (CVS, Target)

4. Shine-boosting oils

Remember when John Frieda’s Frizz Ease launched a million straight hairdos? The groundbreaking product was silky and kind of slippery, and no one knew how to use it at first. But it introduced women to a new kind of texture and created a gateway to hair oils. Developed to nourish, smooth away frizz and add a glass-like finish, hair oils are another antidote to hair that’s lost its glow due to age, chemical processing or heat styling. Like a serum, hair oil is applied sparingly to damp or dry hair. First-time users are surprised by the light texture and finish of these styling/treatment hybrids, which usually include a blend of oils such as jojoba, avocado, coconut, sunflower seed and grapeseed.

Expensive brands such as Aveda, Davines and Moroccanoil have excellent versions for around $40 to $60. So should you splurge? Not necessarily, since there are plenty of wallet-friendly options, like the e.l.f. Hair Gloss Mode Treatment Oil ($10, target.com), with jojoba and soybean oil; the Pantene Pro-V Miracle Rescue Regenerative Hair Oil ($15, cvs.com), with jojoba and grapeseed oil; and the Rizos Curls Nourish Oil for Hair, Scalp & Body ($23, ulta.com), a blend of safflower seed, sunflower seed, moringa seed and castor seed oils that rival the expensive stuff.

A collage with two different dandruff formula shampoos and two different complimenting conditioners

(From left) Dove Beauty Derma Scalp Anti-Dandruff Shampoo and Conditioner, Dandruff Relief; Head & Shoulders Dandruff Shampoo and Conditioner, Sulfate-Free Shea Butter.

AARP (Target, 2; CVS, 2)

5. Scalp soothers and flake fixers

Low-cost hair care used to own the dandruff/scalp category, but it’s become more glamorous now that pricier brands like Bumble and Bumble, Olaplex, Verb and Briogeo added scalp care to their lineups. In fact, scalp care is now considered an essential part of hair care. After all, you can’t have gorgeous hair when your scalp is irritated, flaky and itchy.

While dandruff shampoos and conditioners have always had a somewhat medicinal vibe, an infusion of skin care ingredients has given them a beauty makeover. For example, Dove Beauty Derma Scalp Anti-Dandruff Shampoo and Conditioner, Dandruff Relief ($10 each, target.com) contains exfoliating salicylic acid and also niacinamide and glycerin, a water-attracting humectant that will

soothe and restore the scalp’s moisture barrier; CeraVe Anti-Dandruff Hydrating Shampoo and Conditioner ($14 each, walgreens.com) are made with the flake-banisher pyrithione zinc in a fragrance-free formula; and Head & Shoulders Dandruff Shampoo and Conditioner, Sulfate-Free, Shea Butter ($7 each, cvs.com) soothe an itchy, dry scalp while cleaning effectively and gently with moisture-boosting shea butter. The packaging of these drugstore healers has also leveled up, so no need to hide the bottles.

A collage with two different hair styling mousses that can be purchased at the drugstore

(From left) Hask Dry Shampoo, Biotin Boost Thickening; Mielle Avocado & Tamanu Anti-Frizz Mousse.

AARP (CVS, 2)

6. Volumizers and root lifters

Women over 50 never think they have enough hair. Everyone says they want fullness, volume or lift and wish for more bounce, body or just plain old oomph. Hair thins with age, no matter how many hair supplements we gobble or how devoted our hair-regrowth regimen is. Enter styling products.

Mousse and dry shampoo still reign as the ultimate plumpers for mature women. But be realistic. You don’t need a $42 can of mousse or a $30 dry shampoo, no matter how compelling the marketing push from expensive brands.

7. Leave-in conditioners and heat protectants

Now considered a must by anyone who uses a blow-dryer, curling iron, flat iron or hot rollers, leave-ins, a.k.a. heat protectants, do more than shield vulnerable hair from heat styling. They’re the beauty version of a security team, detangling freshly shampooed hair and guarding it against overenergetic manipulation. But let’s be clear: A leave-in conditioner is lighter and is applied after your regular shampoo and conditioner. It is meant to be used in addition to regular conditioner (which is heavier and more penetrating to the cuticle), never instead of it, and the goal is to extend moisturizing beyond your in-shower rinse.

My advice is to go for multitasking formulas. This category started at the drugstore level, but it wasn’t long before expensive versions by Living Proof, Color Wow and Drybar started popping up. You could opt for smaller sizes of the pricey stuff (travel sizes are often available) to cut the cost in half from around $30 to $15, but why not get a full-size drugstore version for the mini price of the luxury formula?

Check out the OGX Bond Protein Repair 450F Heat Protectant Spray ($12, walgreens.com), a multitasker that can also be used on dry hair before flat ironing or hot rollers; the Herbal Essences All-in-1 Nourishing Spray ($10, cvs.com), which reduces frizz even if you air-dry your hair; and the Kitsch Priming Argan Oil Heat Protectant & Styling Spray ($16, target.com), which coats the hair and smooths the cuticle.

The key takeaways were created with the assistance of generative AI. An AARP editor reviewed and refined the content for accuracy and clarity.

Lois Joy Johnson is a beauty and style editor who focuses on women 50 and older. She was the beauty and style editor at Ladies’ Home Journal and a founding editor of More magazine. She has written three books: The Makeup Wakeup, The Wardrobe Wakeup and The Woman's Wakeup.

AARP Membership

Join AARP for only $15 per year with automatic renewal. Get instant access to members-only products and hundreds of benefits, a free second membership, and a subscription to AARP The Magazine.

Join