In our most beloved classics, such as Legally Blonde, Mean Girls, or White Chicks, women are often portrayed as being obsessed with their locks.

Along with this stereotype, the women who happen to focus a lot on their hair are usually depicted as being half-wits.

But what if there was an explanation as to why hair is so important to people, transcending age, ethnicity, and gender?

Hair is far more than an aesthetic prop – It is a beacon of identity and health and serves as a vessel towards social integration.

Let’s get entangled in hair history!

Hair has long been intertwined with cultural identity and social status, serving as a powerful symbol across various societies throughout history. Research by Synnott (1987) highlights how hair, often considered a “crowning glory,” functions as a key indicator of identity, with its length, style, and color communicating gender, ethnicity, age, and social status. For example, the cultural significance of hair in African communities is evident in traditional practices where intricate hairstyles symbolize tribal affiliation, age, marital status, and spiritual beliefs (Byrd & Tharps, 2001).

Similarly, hair has been used as a form of resistance and empowerment, as seen in the “Black is Beautiful” movement, which encouraged African Americans to embrace their natural hair textures as a rejection of Eurocentric beauty standards (Mercer, 1987). Moreover, gender identity is often expressed and challenged through hair, as shown in Weitz’s (2004) study, which discusses how women and men use hair to conform to or resist gender norms. Thus, hair is not just a biological feature but a potent cultural symbol that reflects and shapes individual and collective identities across time and space.

Building on the idea of hair as a symbol of identity, it’s important to understand how hair can also function as a site of social control and resistance. Foucault’s concept of biopolitics, explored in his works on discipline and punishment, suggests that the regulation of bodies—including hair—can be a means of exercising power over individuals and groups (Foucault, 1977). This is evident in historical contexts where hair has been used to enforce conformity, such as in the imposition of short haircuts on prisoners and military personnel, stripping them of their identity and autonomy (Bartlett, 2000). Conversely, hair can also be a form of rebellion against societal norms, as seen in the 1960s and 1970s countercultural movements, where long hair became a symbol of resistance against mainstream values and traditional gender roles (Hebdige, 1979). In this sense, hair is not merely a passive element of appearance but a dynamic medium through which individuals negotiate power structures, express their autonomy, and challenge societal expectations. This interplay of conformity and resistance through hair underscores its profound significance in both personal identity and broader socio-political contexts.

A perfect example of this is Empress Elisabeth of Austria, who spent hours grooming her hair – reasonably so: Her brown hair fell to the floor and was particularly thick. Her hairdresser, Fanny Feifalik, was required to brush, braid, and create spectacular updos for the Empress (whom you may know as “Sissi”), which awarded her the title of one of Europe’s greatest beauties.

Wall Street journalist Barbara Stepko states, “According to Ludwig Merkle’s biography, Sissi’s hair was washed every three weeks with a mixture of raw eggs and brandy. Afterwards, she would slip into a waterproof dressing gown and pace the floor until her hair dried.”

What you may not realize here is that not only did Sissi set a precedent when it comes to beauty standards and haircare, but her hair was a pretense to avoid staying in court, as she detested social obligations imposed by her mother-in-law, Archduchess Sophie.

As such, Sissi’s hair represents a means of submission (to beauty standards and gender roles) and freedom (from social expectations).

Society has engineered an obsession with hair – Let’s look at it from a marketing perspective

Numerous studies have demonstrated how hair is not just a cosmetic concern but a deeply ingrained aspect of self-perception and social identity, making it a potent tool in advertising.

For instance, research by Tiggemann and Polivy (2010) shows that advertisements often capitalize on societal beauty standards, particularly emphasizing the desirability of certain hair types—smooth, shiny, and voluminous—thereby creating a demand for hair products that promise to achieve these ideals. This strategy is evident in the way global brands like L’Oréal and Pantene market their products, often using celebrities with iconic hairstyles to endorse their brands. These endorsements not only link the product with the aspirational beauty of the celebrity but also reinforce the cultural significance of hair as a marker of personal and social identity.

Modern figures such as Beyoncé, Ariana Grande, and David Beckham are often defined by their hair, which becomes a signature aspect of their public persona. Ariana Grande’s high ponytail has become synonymous with her brand, reinforcing her image as youthful and vibrant, while David Beckham’s ever-changing hairstyles have made him a trendsetter in both the fashion and sports worlds, influencing men’s grooming practices globally. These examples illustrate how hair can serve as a distinctive branding tool, with its power to convey personality and style being harnessed in marketing to create strong brand identities and foster deep emotional connections with consumers.

Moreover, studies like those by Cash et al. (2004) highlight how hair-related products and services are marketed not just on aesthetic appeal but also on the promise of enhancing self-esteem and social success. This is particularly prevalent in marketing campaigns targeting women, where hair is often depicted as what makes or breaks your appearance. The psychological impact of such marketing taps into deeply rooted insecurities about appearance and social acceptance, driving consumer engagement and loyalty to particular brands.

My hair is my health.

Hair has long been perceived as an indicator of health and fertility, with various studies supporting the idea that hair quality can reflect underlying biological conditions related to overall well-being and reproductive health.

Evolutionary psychology suggests that physical traits, such as hair, have developed as signals of genetic fitness and reproductive potential. Research by Buss (1989) indicates that, across cultures, people often associate thick, shiny, and well-maintained hair with vitality, youthfulness, and reproductive capability, qualities that are evolutionarily desirable in a mate. This is particularly evident in the way long, lustrous hair in women is often culturally linked to femininity and fertility, as these characteristics are seen as signs of robust health and hormonal balance.

Studies have shown that hair can provide clues about a person’s nutritional status, with deficiencies in key nutrients like iron, zinc, and vitamins leading to hair loss or dullness (Rushton, 2002).

For example, conditions like anemia, which is often associated with iron deficiency, can manifest in symptoms such as thinning hair, reinforcing the idea that healthy hair is a visible marker of good health. In women, hair loss or changes in hair texture can also be linked to hormonal imbalances, such as those occurring during menopause or as a result of polycystic ovary syndrome (PCOS), further connecting hair to reproductive health (Azziz et al., 2004).

These associations are deeply ingrained in societal perceptions, where healthy hair is often unconsciously interpreted as an outward sign of a person’s internal health and fertility.

The role of hair in signaling health and fertility extends beyond individual attraction and into cultural and social domains.

So, are you a superficial nitwit for thinking about your hair more than you should? Probably not, is what I would say.

This was written by our contributing writer, Suzanne Latre.