A growing number of Gen Z consumers are turning away from traditional hair dye, embracing their natural hair color in a shift that prioritizes health, simplicity, and authenticity over ever-changing beauty trends.
Once considered a symbol of rebellion, transformation, or creative self-expression, hair dye has long been a rite of passage for young people. But today’s 18- to 24-year-olds are signaling a cultural change: for many, the boldest statement is no longer bleach blonde or pastel pink—it’s sticking with their natural shade.
According to a recent YouGov survey, 58% of young adults in this age group say they’ve never dyed their hair. Even more telling, 71% report that they genuinely like their natural color. This move toward “virgin hair” reflects a broader movement away from high-maintenance beauty routines and toward personal well-being.
“We’re seeing more of our younger clients asking to color their hair less often, opting instead to enhance their natural tones,” says celebrity hairstylist Frank De Chiara. “It fits within the minimalist aesthetic that’s really popular right now, and we’re seeing celebrities lean into it too.”
Health Over Highlights
The trend isn’t merely cosmetic. For many in Gen Z, haircare is a form of self-care—and that includes avoiding chemical treatments that could damage their strands. According to the same YouGov poll, 58% of respondents cited concerns about damage as a top reason for steering clear of hair dye.
“This generation grew up with access to information,” De Chiara adds. “They understand the toll that bleaching and coloring can take, and many want to give their hair time to recover and thrive in its natural state.”
The emphasis on health over style is mirrored across the beauty industry, where minimalism is gaining ground. The rise of natural makeup, the no-mascara look, and simplified skincare routines are all part of the same cultural shift. Now, haircare is following suit.
“People are being far more intentional about what they use,” says Pippa Terry, marketing director at Glaze, a brand that offers semi-permanent gloss treatments. “We’re seeing increased demand for low-effort, low-commitment products that prioritize shine and nourishment over dramatic color change.”
Gloss Over Dye
Shiny, healthy hair has become the new beauty benchmark. According to De Chiara, nearly every client shares the same concern: “Why isn’t my hair shiny?”
“That’s what people want most—glossy, healthy-looking hair without the damage,” he says.
Brands like Glaze are tapping into this demand by offering dye-free treatments that enhance hair’s natural radiance. Terry notes that their colorless glosses are particularly popular among those who want to boost shine without committing to a new color or subjecting their hair to harsh chemicals.
“We’re seeing consumers treat haircare like skincare—looking for products that work with their natural hair, not against it,” she explains.
A Lifestyle Statement
Beyond aesthetics and health, there’s also a deeper cultural undercurrent to this shift. For many young people, returning to natural hair has become a quiet act of defiance in a world saturated with pressure to constantly change, improve, and perfect one’s appearance.
“In a hyper-stimulated world, simplicity has become a luxury,” Terry says. “The idea of ‘hair celibacy’—eschewing dye in favor of untouched strands—has taken off, especially on platforms like TikTok, where Gen Z users are celebrating their natural color.”
Glaze recently leaned into the movement with a cheeky campaign titled “Calling All Virgins,” which encouraged people to celebrate their undyed hair. The message, says Terry, is one of empowerment through authenticity.
As minimalism continues to shape beauty trends in 2025, the decision to go natural may be less about what hair looks like—and more about what it represents. In a world obsessed with change, choosing not to change at all may be the boldest statement of all.
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