Unilever GlobalChange location
Unilever Power Brand TRESemmé is evolving from a mass brand into a line of ultra-desirable, premium haircare products inspired by salon treatments.
Starting in the UK & Ireland, the brand is launching TRESemmé Professional, redefining TRESemmé with an elevated range of wash & care products providing salon-grade performance, advanced haircare technology and covetable packaging at accessible price points.
It’s the latest transformation in Unilever’s Beauty & Wellbeing portfolio, in line with our Desire at Scale strategy to create must-have new products that act on clear consumer insights.
The premium haircare market is growing, and consumer expectations are rising with it. According to figures from Straights Research, the global premium haircare market size is projected to grow from $128.35 billion in 2026 to $252.95 billion by 2034, with consumers increasingly trading up for products that deliver visible, claims-backed results.
With over 75 years of salon expertise, TRESemmé has an enviable heritage and a big opportunity for future growth in this premium space.
“This is not a refresh. It’s a strategic step forward and part of how TRESemmé is delivering against Unilever’s SASSY framework,” says Jopa Malantic, Global Brand Vice President at TRESemmé.
“TRESemmé is moving into a more premium brand world – strengthening its role in the professional haircare conversation, while staying true to the belief that extraordinary hair should be accessible beyond the salon chair,” he explains.
The new TRESemmé Professional collection is packed with proprietary technology designed and developed using more than 20 years of Unilever R&D. Experts at the TRESemmé Global R&D Centre in the UK collaborated with cosmetic scientists, hair-fibre specialists and professional hair stylists to come up with the new products.
The Thermo Sculpt Memory range was developed in response to the rise of heat styling. Nearly one in three women in the UK now use hair straighteners every week, according to research,[a] creating a new tension between achieving the desired look and protecting long-term hair condition. The KeraKinetic technology in the formula transforms techniques usually linked to damage, instead using heat to actively strengthen and repair hair.
Each of the six new treatment-meets-styling systems is anchored in multiple in-demand consumer benefits with scientifically verified claims and sophisticated formulas that repair damage, hydrate hair, tame frizz, boost shine, protect colour and define curls.
The new range combines high-performance haircare with desirable design. TRESemmé Professional has been created with luxury cues when it comes to fragrance, feel and packaging that offer a salon-quality experience at home.
Sleek black and copper-coloured bottles feature embossed branding, pump dispensers and a smooth mechanism that delivers a perfectly portioned ribbon of product. All bottles are made with 100% recycled and detectable black plastic in the UK and Ireland. Shampoos and conditioners feature pumps or flip-top caps designed for recyclability.
Fragrances have been elevated too, with Unilever’s in-house experts dreaming up delectable scents that linger on the hair, inspired by musk, fruit and florals.
And every item in the range is certified by PETA’s Beauty Without Bunnies programme, assuring consumers that none of TRESemmé Professional’s products or ingredients have been tested on animals.
TRESemmé Professional is also redefining the creative forces shaping the brand, appointing TV personality Maura Higgins as its first Head of Hair. Best known for her unapologetic confidence and scene-stealing appearances in Love Island UK as well as Traitors and now Dancing with the Stars in the US, Maura will share her red-carpet hair moments and inspirational looks with legions of fans, landing the brand online in culture through social-first content.
Maura’s long-time collaborator, celebrity hairdresser Luke Pluckrose, has been named Head Stylist at TRESemmé Professional, and will translate professional hair artistry into elevated, achievable looks.
“TRESemmé Professional’s upgrade goes beyond products, elevating the full experience across formulation, routines, packaging and storytelling to strengthen both consumer perception and competitiveness,” says Jopa.
“We’re anchoring the UK & Ireland launch in a simple, distinctive idea: salon level performance at home, brought to life through strong science, credible expert endorsement and a consistent, ownable brand platform. The balance of proof and aspiration creates a clear, scalable story that cuts through to drive Desire at Scale.”
TRESemmé Professional launched in the UK & Ireland in May 2026, upgrading Unilever Power Brand TRESemmé to a science-led, premium hair care range that provides salon-quality results. The new brand focuses on six in-demand areas, namely strengthening damaged hair, hydrating hair, taming frizz, adding shine, protecting colour fade and defining curls. All products include proprietary technology developed in Unilever R&D labs and backed by proven claims.
Among the hero products in the new range is the TRESemmé Professional Thermo Sculpt Memory Priming Serum – best used to prepare hair for heat styling. When activated by heat-styling tools, it provides up to 72 hours of style retention, thanks to its exclusive KeraKinetic™ fibre repair technology which redefines the way hair responds to heat, penetrating deeply into the hair, forming flexible bonds to hold styles in place and aid damage repair. The TRESemmé Professional Lamellar Gloss Glossing Lamination Mask is another hero product, amplifying shine by improving the alignment of hair fibres to give a polished, glossy finish.
The premium haircare market is growing at pace. According to figures from Straights Research, the global premium haircare market size is predicted to grow from $128.35 billion in 2026 to $252.95 billion by 2034, and consumers are increasingly willing to trade up for products that offer proven results. Unilever’s Desire at Scale strategy is driving premiumisation across the business, with new products and launches that combine superior science, high-performing sensorials and claims-backed benefits.
Kantar Worldpanel Usage Data March 2024 – Weekly usage data
Sunsilk, the most-chosen hair brand globally, is transforming to win with Gen Z. Here’s how its market-making new launch – a science-backed, mood-boosting hair mist – is just the start of a mission to bring play back to hair care.
Demand for sophisticated scalp care solutions is growing fast. Find out how Unilever Power Brands Dove and Clear are seeing success with advanced new premium formulas that combine proven efficacy with sensorial and aesthetic appeal.
Discover how acting on evolving consumer needs is driving differentiation for Unilever’s Beauty & Wellbeing business.
Have you got a few minutes to complete a survey? We would love to hear about your experience using Unilever.com.