Prior to the pandemic, Riddhi Walia, publicist and founder of Mumbai-based public relations firm Mirabilis Inc, would go for a salon hair wash at least three times a week. It was a date with herself that she’d rarely miss. “I would do it on my way to work, at about 8.45 am. What I enjoyed was the hospitality of the staff at Patsy Leong in Tardeo. They had been handling my hair for years. The familiarity, the massage, the fresh scrub and the perfect blast dry... all of it was meditative.” Although the ritual has moved indoors with the lockdown and Walia has only herself to rely on, she continues to feel a sense of comfort in the scrub. The time she spends caring for her hair is the moment she says she connects with herself. 

Something similar is unfolding in the West, too. British newspaper The Guardian said “washing your hair is having a moment”, with demand for hair care products and rinse-at-home treatments soaring in the last year. Jamila Lee-Smikle, a 27-year-old fashion publicist from London, who runs the Instagram account, 
@girlfreethefro, posted a picture of her curls, captioning it, “As much as I can’t sit back in the salon chair, lockdown has been such a good opportunity for us to embrace our natural hair.” Jigar Patel, founder of Indian vegan beauty brand Brillare, has observed, what he calls, a dramatic shift in consumer behaviour. “Customers seem to be seeking more scientific and natural personal care products, and this stems from an increased awareness about personal hygiene, ingredients, and the inclination to switch to natural products for long-lasting results minus the side-effects.” The new consumer interest encouraged them to launch the oil shot, which he claims is a 100 per cent natural blend of potent oils designed to give salon-like nutrition to your hair and restore its health in 15 days. Sargam Dhawan Bhayana, Director, Paul Penders Botanicals & Tressmart Marketing, says consumers are spending less on styling products like mousses, voluminisers and more on natural, organic products and treatments that make their hair healthier in the long run. “Since their interaction with the outside world is mostly virtual, people are spending less time on styling their hair and focusing a lot more on keeping their hair clean and free of styling products.”