High-maintenance hair colour is losing its appeal as Malaysians seek healthier, more personalised looks, says L’Oréal Professionnel
Consumers in Malaysia and Singapore are shifting away from high-maintenance hair color trends toward more natural, low-maintenance styles. L’Oréal Professionnel notes that customers now prioritize hair health and versatility, favoring techniques like 'French blending' over dramatic transformations.
Why it matters
This trend reflects a broader shift in the beauty industry toward wellness-focused, sustainable, and personalized consumer habits in Southeast Asia.
KUALA LUMPUR, Aug 24 — Dramatic hair transformations may dominate your social media feed, but when Malaysians actually sit down in the salon chair, what they increasingly want is something altogether more wearable.
Think softer colour, warmer tones, subtle dimension and — importantly — something that does not demand a trip back to the salon every few weeks.
According to L’Oréal Professionnel Paris head of education for Malaysia and Singapore Adam McGraw, soft dimensional colour and low-maintenance tints are among the hair colour trends currently gaining ground in Malaysia and Singapore.
High-contrast highlights have taken a back seat, he said, while smudged roots, face-framing highlights — commonly known as “money pieces” — and subtle balayage remain popular.
“Consumers want dimension that grows out gracefully without requiring constant salon touch-ups,” McGraw told Malay Mail .
At L’Oréal Professionnel, the approach is referred to as “French blending”.
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