In short: Good haircare UGC shows where the product goes on, what it is like to use and how the hair looks afterwards, in daylight, in a real routine. Vidovo’s August 2026 beauty guide says creators should capture before, during and after, and add a later-in-the-day check-in for products where wear matters. The risk is in the claims: the US FDA says that what you say about a product decides whether it is a cosmetic or a drug, and hair-loss, hair-growth and dandruff claims are where a shampoo can cross the line. Brief the shots, not the promises.
What makes haircare different
Hair is hard to judge from a bottle. A buyer wants to know how much product to use, how it feels, how long it takes, and what their own hair would do, which depends on length, texture and whether it is colored. A studio shot of a bottle answers none of that. A creator with ordinary hair, in ordinary light, can show it. Vidovo’s guide says for haircare creators should show where the product is applied and how the hair looks while styling, and that beauty UGC “works best when viewers can actually see what the product does”. Vidovo sells UGC services, so this is a vendor’s view, but it matches the logic of the format. The general method is in the beauty and skincare brief template.
What to ask creators to show
- The product and the amount. Opening it, dispensing it, how much goes on the hair. Vidovo suggests extra short clips without dialogue, five to ten seconds each, for dispensing, applying and the finished result; they are easy for you to edit into ads and product pages.
- Where and how it goes on. Wet or dry hair, roots or lengths, comb or fingers.
- The routine. Vidovo lists formats built on real routines: a morning or night routine, get-ready-with-me, a styling routine. A wash-day routine fits the same pattern.
- Before, during and after. Vidovo says to capture all three, and to add a later-in-the-day check-in for products where wear matters. Ask for the same lighting and the same state of hair (dry, not styled) in the before and after shots, so the comparison is honest. Vidovo lists dishonest before-and-after comparisons among the things to avoid.
- The creator’s hair, in their words. If they are comfortable doing so, creators can say their texture, length and whether the hair is colored or treated, so viewers can compare themselves. Brief several creators with different hair rather than one, and do not imply the same result for everyone.
- Natural light. Color and shine look different under a ring light than in daylight. Ask for a window, and no filters.
Say only what you can support
This is where haircare differs from most beauty. The FDA’s page “Is it a cosmetic, a drug, or both?” explains that a product’s intended use is shown by the claims made for it, including in labeling, advertising and on the internet. Its examples include an antidandruff shampoo, which is a cosmetic because it cleanses the hair and also a drug because it is meant to treat dandruff, and claims that a product will restore hair growth, which can make it a drug. Vidovo’s guide gives the same warning for creators: avoid treatment or body-function claims, unless the product meets the requirements for a drug, and give creators approved talking points before filming.
In practice, tell creators to describe what they see and feel (“it feels light”, “it detangled easily for me”) and to avoid words about hair loss, hair growth, dandruff or scalp conditions unless the brand has approved that exact wording. Check the wording with whoever signs off your product claims before the brief goes out. More on this in cosmetic claims in UGC and UGC for personal care brands. The US FTC expects a creator who received the product free, or is paid, to say so; see UGC disclosure rules.
A haircare brief, in short
Objective: A 20–40 second routine video for the product page and paid social.
Show: the product and the amount used; where it goes on; the routine from start to finish; the hair dry in daylight afterwards; a check-in later in the day or the next morning.
Share, if comfortable: hair texture and length, and whether it is colored.
Say: how it feels and what you noticed. Use only these claims: [approved wording]. Do not make claims about hair loss, hair growth or dandruff.
Also send: three to five clips of 5–10 seconds without speech: opening the bottle, dispensing, applying, the finished result.
Disclose: if the product was free or the video is paid, say so in the video.
Common mistakes
- One hair type for the whole range.
- Before and after shots in different light.
- Claims about the scalp or hair loss that the brand has not approved.
- Only the finished style, with no application.
- No usable short clips, so every ad needs a reshoot.
On Usicri
On Usicri you create a campaign in the category that fits your product (Beauty & Skincare or Personal Care & Self-care), paste the brief into the description, set the payout per video and how many videos you want, and say whether you send a product. If you do, interested creators contact you through “Ask a question” and you arrange delivery directly; Usicri does not handle shipping. You review each video before you pay and can approve it or reject it with a short reason. You pay only for approved videos, with no platform fee at the moment. An approved, paid video comes with a non-exclusive, worldwide license without time limit that covers advertising (section 5 of the Terms of Service). A campaign is not guaranteed to receive submissions. See how it works for brands.
For hair styling and beard products, see UGC for men’s grooming brands.