The forefront of hair care today is to refrain from washing it every single day. A rinse in the shower is allowed but in this brave new world, popular hair-care products—shampoos, conditioners, etc.—are to be used intermittently, if at all.
Curly-haired woman have been given this advice for years (for the love of your scalp and your boingy curls, do not subject them to oil-stripping shampoos!), but in the past few years, straight-haired woman have been getting in on this, too. And in the past few months, a legitimate hair-care professional, Michael Gordon, who created Bumble & Bumble, has lifted this trend from its vaguely crunchy, no-poo adherents and launched it into the mainstream with $5 per ounce cleansing cream—an "'un-shampoo' with no detergent for frizz-free hair" and "a much happier scalp."
These products contain rosehip oil, primrose oil, aloe leaf juice, jojoba seed oil, sunflower seed oil, peppermint oil, plus a number of less "natural"-sounding compounds. "We just reinvented hair care," the company says, and it's certainly giving consumers a product unlike the one they're accustomed to. ("There are no bubbles. There is no lather," wrote one tester.) But go back far enough, and this new trend sounds a lot like the first "shampoos" to make it west from India.