A haircare approach focusing on less frequent washing and fewer products, often associated with Scandinavian routines, could lead to healthier and shinier hair. This contrasts with habits in the UK, where 41% of individuals wash their hair more than three times a week, and 21% wash it every other day.
Adam Lukacs, a celebrity hairstylist for Maria Nila in Stockholm, notes that washing hair more than twice a week is uncommon in Scandinavia. When hair is washed, the routine is performed thoroughly. Fanny Sävervik, market manager at Urtekram Nordic Beauty, highlights that Scandinavian beauty often follows a 'less but better' principle, favouring uncomplicated routines and natural-looking hair.
While soft water in Stockholm may make it easier to go longer between washes, Dr Nabiah Malik, a dermatology fellow, advises against washing hair according to trends. She states that individual scalp needs are paramount, and for conditions like dandruff or an oily scalp, washing less is not necessarily beneficial. She also noted that the concept of 'scalp training' to reduce oil production has little evidence.