Sticky Business

Possibly every woman of my generation grew up despising hair oil as children. We struggled to shampoo it off,three rinses at least. And it was completely uncool. Kids who showed up at school with oily braids ate by themselves,or only with each other.

Our disdain continued as we grew into teenagers. Oily hair meant an unshowered,unclean (and still un-cool) look. Oil-topped teens only wore salwar kameezes and went to engineering colleges. No one we’d know. Or would want to.

But lately,hair oil is making a giant comeback. Everyone from Jennifer Lopez to Jennifer Lawrence is slapping it on. It is suddenly India’s greatest export after zero. The global buzz around Ayurveda,the ancient Indian ritual of organic and herbal sourcing,is so strong,that everything that is associated with it is the new black. The new-age fear of chemicals in our lifestyles is only adding to the lure. Hair oils are being heralded for their wholehearted nourishment,instant gloss and shine,rehydration and saving our locks from frizz and UV damage.

Almost every big beauty company (including the teen-friendly high street retailer The Body Shop) has launched a hair oil for the summer in the last six months alone. Kerastase’s Ultime Versatile Beautifying Oil leads the pack and is priced at 30 pounds. Shu Uemura’s Nourishing Protective Oil costs a hefty 40 pounds but reviewers say it is absolute value for money. Diptyque’s Satin Oil is for hair and body and costs 35 pounds. Roget & Gallet’s Huile Sublime and Aveda’s Beautifying Composition are interestingly hair,body and bath oils.

Despite their low brand image,the hair oil industry in India is its biggest. Oils add up to 52 per cent of the hair care market in India,valued at Rs 12,800 cr. Despite more sophisticated shampoos and conditioners

available that clean,maintain and nourish hair,oil is still king. Small wonder they can pay the fees for the likes of Amitabh Bachchan and Shah Rukh Khan (both actors endorse Emami’s Navratna,a Rs 300 cr brand).

Marico’s Parachute,Dabur’s Vatika and Bajaj’s Almond Drops have ruled the roost. But when Hindustan Unilever began advertising a couple of months ago for a Dove hair oil,everyone seemed to do a double take (Moreover,it costs Rs 180 for 100ml,making it a premium brand). Deepika Padukone endorses Parachute and her awaited new film with Ranbir Kapoor,Yeh Jawaani Hai Deewani,has a marketing tie-up with the hair oil. The champi is chic.

I have used and loved Kama’s Bringadi hair oil,and have been gifting it to my foreigner friends (one European gent shares my love for it.) It costs Rs 450 for 100 ml,and honestly the high price adds to its appeal. Forest Essentials’ Bhring Raj oil costs as much and is also popular though I’ve never tried it.

The idea of luxury is deeply connected to history. In this age of seven-inch heels and handbags that cost as much as cars,the humble bottle of hair oil reminds us of our heritage.

And also of our grandmothers,who had more pepper than salt even in their 80s.

namratanow@gmail.com