Social networks can be a good space to analyze the concerns, needs and interests of people. And in times of economic complexity and the current ones, they can offer an approach to the way they are adapting your way of consuming. And now the state of the wicks and dyes of hair that can be seen in Tiktok It has become an indicator of all this.

He cost of living It has increased considerably over the last two years, pushed by factors such as inflation or high housing price. In the United States, specifically, Donald Trump’s tariff policy is also beginning to make a dent in consumer pockets.

And many of them have begun to dispense with certain categories of products and services, Being aesthetics and beauty one of them. With a view to reducing their expenses and saving in order to meet basic needs, such as housing or food, a segment of users have stopped going to hairdressers or have reduced the frequency with which they do. At the end of February a user put the theme on the table in a video that went viral and exceeds the million and a half reproductions.

In responses to their publication, other users have remembered when natural colors or thick roots They became aesthetic tendency after the economic crises of 2008. A style that now, in the light of the economic complexity of 2025, seems to have returned.

The truth is that many users have shared on social networks over the last months that cannot afford to maintain certain hair styles. The dyes, the wicks and the bathrooms are, in most cases, of the most expensive services of the hairdressers and are starting to perceive as a luxury. A user joked about it at the end of last year in a video that now exceeds 2.3 million views.

The return, voluntary or not, to the natural colors of hair is also an answer to the recent changes established in the companies of the beauty sector. As reported The Washington Postbefore an economically challenging scenario many US hairdressers They have changed their business models. They have also done so looking for an improvement in conditions in an industry characterized by low and long salaries and tight working hours.

Some have installed a system of prices per hourin such a way that they can collect more than $ 100 per hour for cuts, dyes or discolorations. Others They are charging more for basic serviceslike hair drying; or even, leaving parts of the process, also as drying, in The consumer itself. Some are also specializing in certain services and establishing premium prices for them.

According to testimonies collected by the aforementioned medium, the cost of a cut with dye application and hair drying can be located at 500 or 600 dollars. This means that the cost for this service has increased between $ 150 and $ 200 in two years.

Opportunities for brands

The situation has led many users to bet on “Do it yourself” in the field of aesthetics. In this regard you can see how videos have proliferated in Tiktok on how to make wicks or how to dye hair at home, with the intention of saving costs in hairdressing services and products.

This, in turn, involves opportunities for the brands of the sector that have products in this line, such as Garnier, L’Oreal, Llongueras or Palette. It is an occasion to strengthen your marketing strategy around this type of articles and generate connection with consumers capitalizing on an insight. Moreover, many of them have associated with content creators to boost the notoriety of their products.

In this regard, it is also an occasion for hairdressing and aesthetic companies to reinforce The translation of your value proposal and show the impact they have on consumer’s life, emphasizing factors such as service quality or personalized care.

Beyond the beauty sector, the trend demonstrates how consumers are changing their habits and behaviors to navigate a context of economic complexity and uncertainty. And it is a value insight for brands to review their strategies to accompany them with Coherent messages and appropriate products and services.