Beauty maintenance is a common topic on social media. From nails to lashes, nowadays every inch has a routine associated with it. And for hair? Beyond the standard hygiene practice of shampooing and conditioning, nothing much was thought about it until the “Clean Beauty” aesthetic took over.
Rooted in cleanliness, the “Clean Beauty” aesthetic meant looking clean as well as performing it. That’s when hair oiling entered the mainstream as a matter of beauty maintenance. Bottles of coconut and argan oil suddenly entered vanities and the For You page, touted as the secret hack to getting effortless, healthy hair. And it is true: hair oiling helps promote hair growth and boost blood circulation. Not to mention, the massage releases endorphins, relaxing the body. But what is supposedly a “secret life hack” has always been a love language within our communities.
And the numbers don’t lie on this one. According to a report by IMARC, the global hair oil market was valued at $4.50 billion. That number is estimated to reach $6.2 billion by 2033. And within the report, in 2024, the Asia Pacific region held a market share of 38%, dominating the market. While the growth in the global market size can be attributed to trends, the region’s domination cannot. Tracing back to ancient civilisations in the Middle East, South Asia, and the Mediterranean, hair oiling is a deeply embedded cultural practice that’s part ritual, part love language.
Whether it was the “liquid gold” argan oil, olive oil made from freshly plucked olives, budget-friendly coconut oil, or a multi-blend concoction made at home, hair oiling came with community. It came with a secondary pair of hands—usually mothers and grandmothers—and sometimes it would come with hair knots, a little tugging, and pain.
More than beauty maintenance, it was a bonding moment, with plenty of women across the region holding fond memories of the like. Because even though dealing with thick hair or an aggressive head massage might feel uncomfortable, in cultures where love is usually expressed through actions and not words, the ritual of hair oiling was the greatest act of love that could be performed—for both the person sitting on the floor, getting their scalp attacked, and for the hands meticulously parting the scalp and diligently working through each inch.
