What do middle-aged women ask for at a salon? A quick trim? A glossy tint to cover grey hairs? Some subtle highlights? How about a colourful blend of pastels and ocean-inspired hues? Just as they’re more daring with their fashion, women over 40 are showing interest in dyeing their hair bright colours.

Whether you rinse and repeat religiously each morning or hold out until you can no longer ignore the grease, hair washing is a regular part of women’s personal care routines. But with long-held notions of ‘clean’ and ‘dirty’ shifting, how’s the hair care sector catering to the contemporary consumer?

Hair can make or break an outfit, and not everyone is happy with a quick spritz of dry shampoo. People are looking for luxury products to tame their manes, and with Balmain Hair Couture, the historic namesake fashion house is ensuring its customers’ locks are as luxurious as their wardrobes.

Is there still a demand for ‘anti-ageing’ products? Why are 20-somethings keen on non-invasive treatments? And what’s driving the rise of ethical cosmetics? In this part of the 2018 Expert Outlook series, we speak to three beauty experts about how the industry is set to change in the coming year.