Lovely, foamy, lathery suds! No longer a sign of cleanliness?
Americans love to shampoo. According to a recent public radio news story, we lather up an average of 4.59 times a week – twice as much as Italians and Spaniards. But to understand our current obsession with suds, we need to find out where it all started.
Have you dumped out your shampoos? If you haven’t, you might soon. Cleansing conditioners are the fastest growing type of conditioner at salons, according to research firm Kline. That means plenty of people are jumping on the no-poo or co-washing bandwagon. (Co-washing undoubtedly sounds sexier.) Almost 15 years ago, the sans-shampoo bandwagon was a very lonely place, but hairstylist Chaz Dean, founder of cleansing conditioner brand WEN, forged ahead as its driver in the shampoo-filled wilderness. He explained to the Huffington Post, “I used to literally mix concoctions for my clients. I told them they are never going to use lather shampoo again; they are going to cleanse their hair with conditioner. They thought, that doesn’t make sense — conditioner weighs my hair down. I explained it’s a whole new way of looking at it.” Today, Dean’s whole new way of washing hair isn’t so new, and it’s been embraced by a slew of brands, including Ouidad, L’Oreal, As I Am, DevaCurl, Carol’s Daughter, Shea Moisture, Herbal Essences, Pureology and more. For the first post in a sometimes series on Beauty By The Ages testing classic products and their progeny, I’ve sampled one of the latest co-wash entrants – Unwash Bio-Cleansing Conditioner – to compare it to its ancestor, WEN Cleansing Conditioner.