For several years now, consumers have been redefining their approach to hair care. More mindful, more sensorial, yet also more technical, this evolution is giving rise to new routines inspired by skin care. Among them, the cleaning pre-wash trend is emerging as a true revolution in the world of hair care.
For several years now, consumers have been redefining their approach to hair care. More mindful, more sensorial, yet also more technical, this evolution is giving rise to new routines inspired by skin care. Among them, the cleaning pre-wash trend is emerging as a true revolution in the world of hair care.
This shift reflects a broader movement across the beauty industry, one that favours preventive care over corrective treatment, and values routines that engage both performance and emotional connection.
Hair care is no longer limited to cleansing and styling: it has become a self-care ritual, an expression of personal wellbeing and identity.
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