After the hair’s skinification, the trend that incorporates skincare actives into hair care, we now find another term that is standing out, and this is longevity. We speak of longevity as a substitute for the term aging, and beyond the skin it is also found in the hair. Prevention, slow aging, long-term care, or actives that preserve skin quality accompany the new buzzword of the beauty sector.
The objective is no longer solely to make the hair look good in the moment or repair the damage when it is already evident. The new trend proposes anticipating deterioration and thinking about how we want our hair to be in a few years. Preserving fiber quality, caring for the scalp, and reducing the impact of daily aggressions thus become the new keys of a routine that aims for the hair not only to age, but to age better.
Longevity applied to hair
Hair aging has given way to hair longevity, but, really, what does this term encompass? «When we talk about hair longevity, we are not only referring to making the hair grow for longer, sino a preservar su calidad a lo largo del tiempo» explains Maite San José, founder of Salón Reichel in Arganda del Rey. Something the expert considers “especially relevant if we take into account that the visible part of the hair is a fiber that, once damaged, cannot biologically repair itself.”
Wilma Sortino, hair health expert at Llongueras, explains that «the approach seeks for the scalp to maintain its structure and youthful functions for longer». In this way, it will maintain «density, thickness, shine and, above all, what we will keep is a stable growth cycle in the hair». In short, the professional stresses that these are «preventive care with a scientific care base that truly focuses on the quality and anti-aging of the scalp». For Asun Pont, from the Kérastase education team, the change in perspective can be summed up simply: «it means stopping to think only about the hair we have today and starting to care for the one we want to have tomorrow».
The passage of time on hair
Age and genetics are two of the main factors that determine hair aging. Sun exposure, pollution, humidity or temperature changes influence its degradation. From Salón Reichel, Maite San José considers that «it is very conditioned by external factors» to which she adds «the frequent use of heat tools, aggressive brushing, bleaching, colorings or chemical treatments can progressively alter the cuticle and weaken the fiber». Washing can also influence with the use of «very hot water, an inadequate washing routine or keeping the hair constantly subjected to tension». The expert adds that this damage «is cumulative» and can manifest «as dryness, loss of shine, porosity, frizz, split ends and a greater tendency to breakage».
An aspect on which Asun Pont agrees, since «the hair accumulates these aggressions and progressively loses resistance, hydration, shine and volume». Therefore, she recommends «not waiting to repair the damage; try to reduce it before it appears». So, how do these damages affect the hair? Wilma Sortino explains that we will see «a natural decrease in collagen, elastin and cell renewal. Therefore, the hair becomes finer and, especially the follicle, particularly in women, loses nutrients and oxygen».
Prevent before it’s too late
If there is a word that defines this new way of understanding hair care, it is prevention. The philosophy is similar to the one already established in facial care: do not wait for a problem to appear to start acting. «It is much more interesting to prevent the fiber from deteriorating deeply than to try to recover later a hair that has already lost a large part of its structure» says Maite San José. Cosmetic products can markedly improve the appearance and behavior of damaged hair, but repairing does not necessarily mean returning the fiber to its original state.
Asun Pont from Kérastase Education agrees with this idea: «we can prevent much more than we think». And there she places the true concept of longevity: to care first. This shift is also transforming the relationship with the salon. The diagnosis is becoming increasingly important to detect the real needs of the hair and scalp before deterioration becomes evident. As San José recalls, professional advice is key because «many times, when a person arrives at the salon and already notices a lot of deterioration, the process has been taking place for months. Prevention begins precisely by detecting those signals earlier».
What to do when there is damage
The aging of the fiber does not depend solely on large chemical processes. Often it is the small repeated gestures that end up making the difference. «One of the main mistakes is thinking that hair can endure everything because ‘it’s only hair’» warns Maite San José of Salón Reichel. Using excessively high temperatures, passing the flat iron over hair that still retains moisture, detangling with too much force or keeping the hair constantly subjected to tension are some of the practices that can contribute to progressive deterioration. Prevention passes through simple gestures and by revising the routine. «We do not need twenty products. We need the right ones, well diagnosed, well used and adapted to our life at each moment» notes Pont.
The true change lies in the way we relate to hair: stop acting only when damage appears and start incorporating care as a long-term strategy. As Asun Pont sums up, «we cannot stop time, we can make our hair age better».
Products for the longevity of our hair
Longevity Poison by Kérastase.
Kérastase
Longevity Poison is a concentrated product intended for the scalp. It helps slow cellular aging while prolonging the hair’s youth. (€69.10)
Pro Ageing by Teknia.
Teknia
The hair care brand offers a line specifically for longevity. The Pro Ageing mask is suitable for all hair types, strengthening the hair and preventing breakage. (€36.31)
Longevity Repair Hair Oil by Revlon.
Revlon
Longevity Repair Hair Oil protects hair from heat tools while sealing the ends. A complete product that acts on the hair’s longevity. The formula is vegan.
Kurl Hero by Les Secrets de Loly.
Les Secrets de Loly
The brand designed for curly and wavy hair features Kurl Hero, a daytime serum that prevents hair loss while densifying it. In addition, its formula helps to redensify growth. (€38)
