Boosted by a new photogenic in social networks, it is no longer plastic, it has beautiful designs and helps in the tedious fight against frizz.
In spring 2017, Miuccia Prada crowned Miu Miu models with a very unfashionable accessory: the shower cap. Only she could make such an unattractive accessory desirable and photogenic (it's a fact: it doesn't favor anyone) associated with domestic marujeo . However, that proposal did not go from the covers of some magazines surrendered to its beautiful vintage aesthetic De Ella. Something must have caught on because three years later and thanks to social networks, the shower cap is becoming a new cult object among those who care the most for their hair. Different entrepreneurs from all corners of the world have opened an unusual door to the trend for these hats: they are no longer plastic or unsightly. They attribute properties to care for the hair, prevent frizz and prolong styling . In addition to being pretty, they fit very well into the current discourse of reusing things (no disposables) and being more aware of our habits (less washing, less water, less shampoo, less waste). But there is something else that has given them a new visibility : the pandemic.
“I wear one of your shower caps as personal protective equipment in the hospital. Is there any way you could make a donation to our team? We are on the front line in caring for pregnant patients with COVID.” This message, sent by a nurse named Michelle to the Shhhowercap brand , was joined by many others from other doctors and health companies, launching a solidarity action that connected the buyers of one of their beautiful shower caps (which are also antibacterial and machine washable) so present on Instagram (they have almost 50,000 followers ) with the staff of several American hospitals.
As its own founder, Jacquelyn De Jesu , tells on her page, it all started with a Google search, back in 2013. “Like most women, I didn't wash my hair every day. It just didn't. It doesn't matter if it was because she was trying to stretch out the day a little longer or simply because she didn't have time to wash and style it before rushing off to a morning meeting. She also knew from blogs and magazines that it was healthier to cut back on shampooing and avoid heat styling as much as possible. It was basically easier and I think dry shampoo exists for a reason. I did have a shower cap though which I never wore because I hated it. It didn't work right and was a pain every time I put it on. So instead I decided to tie my hair up in a bun and dance around in the shower hoping my hair wouldn't get wet. As we all know, if you have tried it, it is not a good solution. I was tired of this dance. So, I decided to find a new shower cap. I wanted something better, ”says she this entrepreneur.
What encouraged him in his project was not that he found nothing on Google, but what he did find. He searched for “pretty shower cap”, “best shower cap” and “fashionable shower cap” and came up with “ a bunch of horrible options ” . All ruffled ties, cheesy prints, satin, sequins, glitter , everything. It was fatal. Not to forget the category of cheap plastics decorated with frogs, strawberries and ice cream cones”. And they had, to top it off, a “most tacky” way .
De Jesu spent the next year learning everything he could about waterproofing technologies, manufacturing, fabrics and designs. He asked every person he knew if he washed his hair every day (“quite an icebreaker ”) and what he thought about shower caps. From there he concluded that the style thing was just the tip of the iceberg, because a lot of functionality problems had to be solved . In 2015 he launched his brand of shower caps and sold his entire inventory in a few weeks. Then came Instagram, the almost 50,000 followers and the realization that there was a gap in the market for designer and functional hats . Today they are sold on luxury websites like Net-à-Porter or in beauty stores like Sephora.
Like Shhhowercap, there are other brands that have redesigned the concept of the shower cap and are very successful on Instagram. This is the case of the Australian Louvelle (famous for its hats in the form of turbans, with more than 76,000 followers ), the Californian Kitsch (with more than 350,000 followers , who makes luxury hats with beautiful prints) or the New Yorker Briogeo (with more 360,000 fans and started as a hair care brand). What all of them have in common is that not only have they incorporated aesthetics and functionality into this accessory, but they have also done research to turn it intoa tool that protects and cares for the health of the hair .
Its first advantage is to eliminate the frizz caused by the humidity of the shower, but its users recognize different uses for it: a woman named Cait, for example, tells on Instagram that she uses hers (from Shhhowercap) for her night treatments .
Being waterproof, it allows you to put on a nighttime hair mask without fear of ruining your pillow and, as it is machine washable, there is no residue left behind. Another young woman, Diana, tells on Instagram that she has used it for "everything", from the shower to training, through her cleaning and facial care routine, and even tanning .
And so, with a mix of technology and taste, the shower cap has jumped the barrier from functional to fashion. From the intimate to Instagram.