After mattresses, tights, shower caps and those weird (though curiously tempting) felt slippers, the time has inevitably come for hair brands to circumvent traditional retailing, market relentlessly on Facebook and follow consumers creepily around the internet. “Disruptive brands” are all the rage, and they’re working – I’ve rarely known a more requested product review than one for New Wash, a sulphate-free shampoo and conditioner in one, by achingly cool US brand Hairstory. Evangelical customers say New Hair has changed their lives, delivering full, silky, manageable hair that finally styles well with much less frequent washing.

I concur it’s an excellent product, but I’m not without reservation. New Hair leaves hair in remarkably great shape (even fine hair, which can respond unfavourably to co-washing, or washing with something closer to conditioner than shampoo): within a week, my hair felt great and looked healthier. But you have to use so much product and rinse for so long, that it’s neither easy nor all that pleasurable. Also, £44 for 236ml of anything that must be used abundantly (albeit infrequently: New Hair allows longer between washes) is too much, and for that reason I won’t buy it again.

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I will, however, be repurchasing Function of Beauty, another disruptive brand utilising Harvard scientist tech to blend bespoke shampoo and conditioner (£29, 236ml x 2), according to your answers to a questionnaire about your hair condition and concerns. I was sceptical of what appeared to be a gimmick (you choose the colour and scent), but love these products so much that I look forward to washing my hair. Though sulphate-free, the shampoo lathers richly and rinses away easily. The conditioner (pleasingly available in a bigger or smaller bottle than the shampoo, according to your hair type) causes neither buildup nor droop. Your combination will be different from mine, but I’ve recommended the brand to a diverse group of friends and they’re similarly delighted.

Finally, I must mention e-salon, despite being allergic to permanent hair colourant myself (you must perform a skin test first). A professional colourist on this site will blend the colour of your dreams, suited to your hair type and survey answers, from seven quid. If you don’t love it, they’ll refund the lot.

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