If you’re someone who tends to wash their hair every day, you might be interested in reading about the ‘no poo’ movement that has become quite popular recently.
Shampoo sales are down as more and more folks start to realize the benefits of not using shampoo in their hair. Love washing your hair because it gets so gross? Well, it turns out that shampoo is actually what causes your hair to get overly gross in the first place.
When we use shampoo to clean the hairs on our head, it strips the hair and scalp of the natural oils that naturally build up over time. Because we’re basically getting rid of them completely, not only do our scalps and hair dry out, but they work twice as hard to regain their naturally oil composition (which is why our heads seem to get so gross after not showering for just a few days).
Basically, the advent of shampoo created a problem that we never really had in the first place. And the more we use it, the more we need it.
The ‘no poo’ movement was started by people who have recognized the detriments of using shampoo and are starting to fight shampoo companies who advertise misinformation. Most people who have done away with shampoo altogether have noticed their hair getting softer and less frizzy as their natural oils begin to self-regulate.
This movement has gained quite a bit of traction and the shampoo industry is taking a hit because of it. They have reportedly lost over $28 million in 2016, according to a Nielsen consumer analyst study. Jessica Ragoschke, leader of the study, says that there are a few reasons in particular that describe why the industry is suffering at the moment:
“People are working from home, detoxing and using no shampoo, and fewer people are smoking, so females are using less shampoo less frequently than before. Consumers are simplifying their hair care routines and opting for a more casual or natural style, as well as increasingly using substitute products like dry shampoo.”
On an anecdotal level, I can say that I personally use less shampoo now than I ever have, and have noticed that a large number of my friends do as well. My best friend has stopped washing his hair completely and it’s noticeably different, in a good way.
Not only are people buying less shampoo, but they’re opting for brands that are more generic and less name-brand luxury. Pantene and Head & Shoulders have both experienced an 8% decrease in sales, while Herbal Essences has seen about a 15% drop in theirs.
Some people have even gone so far as to say that shampoo sales are plummeting as a result of the feminist movement, as more and more women are beginning to tire of the amount of time and money that they put into keeping up appearances. Rhiannon Lucy Cosslett sheds a bit more light on this in a piece for The Guardian:
“Around my mid-20s, I discovered feminism and, more importantly, came to the realisation that not only can you not polish a turd, but that rolling it in glitter takes ages and costs a bomb. Suddenly, the swizz was exposed: my hair looked the same – middling – whether I washed it with 99-pence own-brand apple shampoo or the really pricey stuff.”
With more consumers becoming increasingly aware of the benefits of forgoing shampoo, it seems that this trend will continue into the near future at least. It appears that hair care is starting to embrace more of a ‘less is more’ type of attitude.