Top Hair Toner Brands for Perfectly Toned Locks

When it comes to achieving the perfect hair color, hair toners play an essential role in neutralizing unwanted hues and enhancing your desired shade. From combating brassy undertones in blonde hair to adding vibrancy to brunette locks, a well-chosen toner can make all the difference. Many brands have stepped up to the task, offering innovative formulas that cater to a myriad of hair colors and textures. Below, we have compiled a list of some of the top brands producing hair toners that consistently deliver stunning results.

Illustration of hair toner

Best brands of hair toner in 2025

Redken

Redken is a leading professional hair care brand, renowned for its innovative and scientifically-driven products, particularly its Shades EQ Hair Gloss, which is the No.1 demi-permanent hair color in the US. Introduced in 1980, this gloss service is favored by over 400,000 professional stylists for its ability to refresh color, add shine, and condition hair without ammonia. Redken's brand awareness stands at 55% among hair care users in the US, with 8% of users actively using the brand, and 75% of these users showing loyalty to Redken. The brand's commitment to science and innovation has made it a top choice for hair toning and color correction. Redken's Shades EQ Gloss service can be completed in just 20 minutes, providing a quick and effective solution for healthy-looking hair.

Wella Professionals

Wella Professionals is a leading brand in the hair care industry, particularly renowned for its high-quality hair toners and color products. As the No. 1 Salon Color Brand in the world, Wella Professionals sold 1.5 tubes of its Koleston Perfect hair color per second in Fiscal Year 2023, demonstrating its widespread acceptance and trust among professionals. The brand's innovations, such as the WELLOXON PERFECT developer, are designed with sustainability in mind, using vegan and carbon-reduced ingredients, and have achieved up to 18% impact reduction on climate change and water scarcity. Wella Professionals' Ultimate Repair line has also been highly successful, entering the prestige haircare segment and quickly gaining market share in both salons and retail. With a rich history spanning over 140 years, Wella continues to innovate and expand its product range to address various hair care needs.

Schwarzkopf Professional

Schwarzkopf Professional has established itself as a leading brand in the hair care industry, particularly in the hair toner segment, with a notable 29% market share in styling and a significant growth of +100bps in share value, resulting in an overall growth of 65% in 2022, which is 1.5 times faster than the market. The brand's success is attributed to its innovations in styling and texture, as well as its strong presence in the premium color and care segment. With over 120 years of experience and more than 7,600 patents, Schwarzkopf Professional continues to reinvent hair care with advanced technologies like the Anti-Metal Bond Protection Technology in its BLONDME products. This technology minimizes hair breakage and enhances the overall hair care experience. Schwarzkopf Professional's commitment to innovation and customer-centric approach has made it one of the top three professional hair care brands globally.

L'Oréal Professionnel

L'Oreal Professionnel is a leading brand in the haircare industry, particularly renowned for its high-quality hair toners. In 2023, the Professional Products Division, which includes L'Oreal Professionnel, reported a robust growth of +7.6% on a like-for-like basis and +4.0% on a reported basis, driven by the success of its haircare products. The brand's innovations, such as the Metal Detox and *Absolut Repair Molecular* lines, have been key contributors to this growth. Additionally, L'Oreal Professionnel's hair color products, including the popular *Inoa* line, have seen significant success, further solidifying the brand's position in the market.

Matrix

Matrix is a renowned brand in the hair care industry, particularly esteemed for its innovative hair toner products. Their Tonal Control Pre-Bonded Acidic Gel-Cream Toners are ammonia-free and vegan, offering long-lasting, multi-dimensional results that last up to 24 washes. These toners are ideal for glossing, post-lightening toning, and enhancing color, with a no-drip gel-cream formula that allows for ultimate creativity. Matrix, under the umbrella of L'Oreal S.A., continues to innovate, as seen with the introduction of products like the So Silver All-in-One Toning Leave-In and Brass Off Sprays in 2022. These advancements have contributed to the brand's strong presence in the global hair color market.

Keune

Keune is a renowned brand in the hair care industry, particularly esteemed for its high-quality hair toner products. Founded in 1922 by Jan Keune, the company has a rich history of innovation, including the development of a permanent liquid formula that revolutionized curling hair. Keune's Tinta Color, backed by 100 years of science and 32 years of success, provides up to 75% more fiber nutrition to the hair and reduces UV damage by up to 59% with its Solamer UV filter. The brand is available in over 80 countries and is distributed in about half a million salons worldwide. Keune's commitment to sustainability is evident in its use of 100% recycled aluminum for its hair color tubes, reducing new aluminum usage by 82 tons per year.

Joico

Joico is renowned as one of the leading producers of hair toners, particularly with its innovative LumiShine and Blonde Life product lines. These products utilize breakthrough bond-building ArgiPlex™ technology, delivering astonishing shine and color longevity, and are designed to restrengthen hair with up to twice the shine. Since its inception in 1975, Joico has pioneered the use of Keratin Protein and other advanced technologies, such as the Quadramine Complex® introduced in 2006, to enhance hair health and manageability. Joico's commitment to innovation and animal-free testing, certified by PETA, further solidifies its position in the market. The brand's products are widely used by professionals and consumers alike, reflecting its strong presence in the global hair care industry.

Pravana

Pravana is renowned as one of the best producers of hair toners, offering a range of innovative and high-performance products. Their ChromaSilk Platinum Toner collection, for instance, provides ammonia-free, demi-permanent toners that fully tone level 9+ hair in as little as 5 minutes, with a progressive deposit formula that darkens the longer it's left to process. These toners are pre-blended to save time and avoid guesswork, and they can be intermixed for custom results. Pravana's products are formulated with silk and keratin, enhancing hair shine by over 34% and providing up to 100% grey coverage when used with their Color Protect care shampoo and conditioner. The brand's commitment to quality and innovation has made it a favorite among stylists, supporting their professional and personal lives. For the latest updates and news from Pravana, visit their website.

Paul Mitchell

Paul Mitchell is renowned as one of the top producers of hair care products, including hair toners, with a strong presence in the U.S. market. The brand boasts a 65% brand awareness among hair care users in the United States, and 10% of these users actively use Paul Mitchell products. Known for its professional-grade hair styling solutions, Paul Mitchell sells one styler every 4 seconds worldwide, highlighting its global dominance in the hair care industry. Around 7% of U.S. hair care users express loyalty to the brand, indicating a significant customer retention rate. With products favored by beauty experts and salon professionals, Paul Mitchell stands out for its high-quality hair toners and other hair care products.

Aveda

Aveda is renowned as one of the best producers of hair care products, including hair toners, due to its commitment to natural and organic ingredients. For instance, Aveda's thickening tonic is 96% naturally derived and features a botanical blend of certified organic amla, wheat, and corn to thicken and hold hair, making it ideal for thin or thinning hair. The brand's products are manufactured with 100% wind power through renewable energy credits and carbon offsets, highlighting its environmental responsibility. Aveda's hair care range, such as the shampure™ nurturing shampoo, is also cruelty-free and free from parabens and silicones, catering to various hair types. With a strong focus on Ayurvedic principles and high-performance formulations, Aveda's products are highly regarded for their effectiveness and sustainability.