Having a great hairdo is not only time consuming but often hard on your hair, especially if it means using chemicals and straightening tools. But now many women are giving up those harsh treatments and changing the way they think about the perfect hairstyle.
For most women, their hair is their crowning glory. For the professional woman, there is the extra pressure of what works in the workplace, and that can mean using heat and harsh chemicals to subdue naturally wavy hair.
"I used to fight with my hair. I had weaves; I had it short," said Suzan McDowell.
McDowell is CEO of her own marketing company. She has rocked the straight look, the coiffed look, you name it, but is happiest now with the natural look.
More celebrities are going back to their roots on the red carpet. Oscar winner Lupita Nyongo, actresses Viola Davis and Alfre Woodard, and singer Alicia Keys let their waves flow with their formal wear.
For hair care mogul Mahisha Dellinger, it's big business. Her Curls product line is valued at millions. She thinks timing helped as more women went back to their roots.
After years of rocking processed hair, you may need help going back to natural, and there is a salon for that too. Simone Hylton owns Natural Trendsetters, in Tamarac.
"A lot of curly-haired women, caucasian women with curly hair, are embracing their curls more because it's just easier than flattening and going against the grain," said Hylton.
McDowell said going natural saved her time and money, and for the busy woman, that's priceless.
Last year the natural hair care business was estimated to generate $150 million in revenue, and it has also inspired many to make their own care products at home.