Hair is moving toward a more minimalist look, with the carefully styled finish of a bouncy blowout giving way to a deliberately less polished appearance. The shift reflects growing interest in routines that require less upkeep.
Shoppers are seeking products that help them make the most of a low-maintenance approach, according to the available report. The appeal of “messy” hair lies in its relaxed aesthetic and the simpler routine it suggests.
Sources: The Business of Fashion.