Wash Day & Chill: Deep Dive on Wash Day Practices

Aside from Braids, Weaves, and Wigs, Wash & Go styles are also popular. This report takes a deep dive into wash day. When, how often, how long does it take, what products and processes form part of the wash day? Are they literally just washing and going? Have they simplified and shortened the process from what it used to be? With these questions in mind, SSI Wash Day & Chill report provides consumer research insights that supply answers and implications.

What Is Wash Day?

Wash day is an integral component of the hair experience of African American and multiracial women. It is often seen as an event in and of itself rather than an everyday practice. In fact, unlike women of other ethnicities, wash day for AA/MR women is far from every day; more than three-quarters of surveyed consumers wash weekly or less often, and more than half wash every two weeks or less.

Wash Day Processes and Products

Women with quick wash day routines have more streamlined regimens, typically just cleansing, using one type of conditioner, and towel drying, while women with longer routines are typically incorporating more steps and products. Even a seemingly simple style like a wash & go often employ multiple steps and products in addition to cleansing and conditioning.