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From Root to Ritual
Hair longevity is now the biggest idea in beauty. Here is what it actually means — and where the products being sold under that name fall short of the science.
Premium hair care is up 24% in Europe. Hair growth products are the fastest-growing category in the UK, up 32%. Search interest in hair shedding rose 105% year over year. The beauty industry has landed on "hair longevity" as its next organizing idea — and it is right about the concept and wrong about most of the execution. Here is a clear-eyed read of what hair longevity actually is, what the science supports, and what most products in the category are quietly not delivering.