Pursuits
Hair-Care Companies Roll Out More Dry Shampoos
As more women wash their hair less, companies see opportunity
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If she could, Hali Helfgott would wash her hair every day. “I have longish hair, so shampooing, conditioning, and blow-drying my hair is time-consuming,” she says. On busy days, Helfgott, 45, a communications director at the University of Southern California, uses Tresemmé dry shampoo instead. “It works pretty well,” she says. “It’s a really good quick fix.”
A growing number of people in the U.S. agree and are cutting daily washes from their hair-care routines. Dry shampoo is typically a powder in an aerosol can. Ingredients can include rice and tapioca starches, which soak up but don’t strip hair of its natural oils.