With 2025 officially in the rear view—and after surveying more than 400 NewBeauty readers* about their beauty habits—we’re taking a look at the products that made the biggest impact on real routines. For one 53‑year‑old respondent, that product was The Rootist Strengthen Concentrated Shampoo and Conditioner.

Unlike traditional formulas that are mostly water, this duo uses fermented, ultra‑concentrated technology (just add water and cleanse!) built around the brand’s patent‑pending Rootbiomic Ferment, a multivitamin blend of roots, mushrooms and proteins designed to support both scalp and strands. According to the NB100 Award–winning brand, the shampoo helps strengthen, reduce frizz and boost shine, while the silicone‑free conditioner pulls moisture deep into the hair instead of just coating it and weighing it down. 

Our 53‑year‑old respondent described her experience in a way that will resonate with anyone who’s struggled with thinning, dullness or scalp imbalance. “It turned my hair around,” she told us. “I rotate it in with other shampoos and conditioners I have and do use oils and masks as well. But it made my hair come back to life. Shinier, thicker hair. Happier scalp. It made me have hope I could get closer to the hair I used to have.”

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If stronger, healthier hair is your goal, the Strengthen duo delivers—but if fuller hair is what you’re after, the brand has something for you, too. The Rootist recently introduced its Densify Collection, a new concentrated shampoo and conditioner designed specifically for fine or thinning hair. The line is formulated to boost volume, thickness and fullness over time, using fermented botanicals and the brand’s Rootbiomic technology. 

Whether you’re rebuilding strength, reclaiming density, or just trying to get your hair back to a happier place, The Rootist seems to be becoming a quiet favorite among readers looking for real transformation.

*Source: BeautyEngine Advanced Research, 2026