We want to be able to play around with our hair – and just like makeup, experimenting is half the fun. But alongside switching up the colour and going to town on styling other elements like, well, being exposed the elements can have a hugely damaging effect on the health of our strands. It's no wonder our hair can end up frizzy, dull, and dry. Sad times.
But just as we treat our skin to some much needed TLC in the form of cleansers, serums and face masks, its important to take the same approach to our hair – and we're not just talking about your bog standard conditioner.
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Recent innovations in product technology have led to the "skinification" of haircare, i.e. applying the same targeted approach to haircare as we do to our skincare. That means, active ingredients, multiple steps and superior results.
Simply slathering conditioner on your ends isn't enough anymore. There, we said it. And we're not alone; Jason Hogan, hair supremo at Josh Wood Atelier, says you should ditch your conditioner in favour of a hydrating hair mask.
A big old hug in a pot, a hair mask can revive and restore lacklustre locks with just one application, and - over time - improve the condition drastically. Jason believes everyone should be using a mask every single time they wash their hair.
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He told GLAMOUR: "A mask has more of the active ingredients that your hair needs, especially for long or overly processed bleached hair. Hair with any sort of length in it is going to be so much older so will need much more attention."
Explaining the ideal masking step-by-step, he said: "Towel dry the hair and bring the product through the mids and ends, use a comb or Tangle Teezer to ensure it is evenly distributed and each strand of hair is bathed in product – leave on for 2-3 minutes and then rinse well.
"If you do experience any kind of build-up, use a cleansing shampoo as it is always nice to refresh the hair. On limp or fine hair, avoid a mask and stick to a light conditioner or whatever your hair colourist recommends as hydrating and repairing masks are heavier and can weigh down fine hair - it will feel great but look limp."
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