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Men Embrace Scrunchies, Other Hair Accesories...


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Jason Momoa, Hollywood’s shaggy-haired He-man, wasn’t up for an Oscar this year, but he did notch a very different sort of honor at this February’s Academy Awards: most talked-about male scrunchie. And not just any scrunchie but a custom pink-velvet Fendi affair to match his pink-velvet tuxedo. On Mr. Momoa’s YouTube channel, he noted that his entire pink Oscars outfit was inspired by a different pink scrunchie that was lent to him by a hairdresser on the set of his upcoming Apple TV show. “I freaked out ’cause it was beautiful,” said Mr. Momoa of discovering that initial salmon-colored accessory.

Mr. Momoa is just one of Hollywood’s many male stars who reflect the trend of men’s growing their hair long. (others in this club include Bradley Cooper, Timothée Chalamet and Dev Patel). And with long hair comes the need to pull it back from time to time. Like during workouts. Or sweaty awards ceremonies. Although the company doesn’t have specific statistics on male shoppers, Ellen Slicklen, the SVP and general manager of Conair and Scünci (known for its colorful hair ties) has seen an anecdotal uptick in male shoppers with flowing locks. “We’re finding that they’re using not only hair ties, not only our skinny headbands, but they’re using scrunchies now because they’re comfortable,” said Ms. Slicklen, who added that her 19-year-old son has recently let his hair grow out. “It is a trend,” she said.

Men learning to maintain long hair often turn to women for pointers. When Yasir Mullick, 34, a product manager in Atlanta, began growing his hair out five years ago he didn’t find a lot of content for men’s hair online, he said, and so he began asking his female friends for help. Eventually, he got a regimen in place—a sea-salt spray from Bumble & Bumble or Beardbrand, a men’s beard oil company that just introduced hair products late last year; shampoo and conditioner from Hanz de Fuko, a San Francisco men’s hair-care brand; and hair ties by Goody, which he favored because they are elastic, not metal-wired.

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In January, at the E.Tautz’s fashion show in London wore his hair up with a tie. PHOTO:VICTOR VIRGILE/GAMMA-RAPHO/GETTY IMAGES

Sammy Elliott, 29, an actor and model in Los Angeles with hair that reaches below his collarbone, uses hair ties by the Longhairs, a 4-year-old company that makes accessories designed for men’s hair, which the company claimed can hold up to 100 pounds of hair. “They’re super strong, and they don’t leave any creases or dents in your hair,” said Mr. Elliott of these ties marketed to men.

 

In its first year, the Longhairs was nothing more than a blog for men grooming long hair. “These guys in their 20s and 30s, they’re just like, ‘Dude, how do I tie it up?’” said Lindsay Barto, who founded the company with his friend Chris Healy. Since launching ties in its second year, the company has experienced year-over-year growth. According to Mr. Barto the Longhairs did $370,000 in sales last year, and 80% of its customers are men who didn’t grow their hair out until they were at least 23.

When a young man grows his hair long, he makes a clear fashion statement. Thomas Michael Perras, 33, a model and carpenter in the Rocky Mountains of Canada, started growing his hair out about four years ago because he wanted to distinguish himself from his close-cropped peers. For the especially attention-hungry long-locked sort, the Long Hairs sells hair ties in loud, bro-y patterns like “missile launchers and hot mermaids and cool colors and rasta stuff and camo,” said Mr. Barto.

 

Mr. Perras has gone the Momoa route, regularly using a pink scrunchie (which he calls his “munchie” for male scrunchie) to tie up his mammoth mane. A scrunchie “just seemed to have the least amount of wear and tear on my hair itself, just seemed to pull out the least amount of hair,” he said. As for the pink color? “There was the option of buying all black, but I just like to shake things up.” Aquaman would be proud.

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