5 Beauty Experts on How the Beauty Industry Has Evolved Over the Last Decade

In honor of the 10th anniversary of OGX’s Argan Oil of Morocco collection, five beauty experts hosted a zoom event for exclusive guests to discuss how the industry has changed over the last decade.

While 2010 doesn’t seem like that long ago, the beauty world has changed tremendously since then. Ten years ago, many of us were strategizing how to attack our “problem areas” and shape our look to fit a celebrity-inspired mold of beauty, often doing things to our hair and our bodies (and in turn, our minds) that weren’t exactly health-driven, from intense flat-ironing to over-pruning brows to extreme fake-tanning. But that time was also a turning point, the beginnings of the self-care trend — a shift toward nurturing natural beauty, prioritizing hair and skin health, and defining ourselves as individuals.

Case in point: In 2010, haircare brand OGX launched its Argan Oil of Morocco collection, bringing quality natural ingredients to market in an affordable, accessible product line for women of all hair types and textures.

And it has stood the test of time. I continue to regularly use the Dry Shampoo and the Multi-Benefit Hairspray, to be specific, and I’m not the only one.

I recently joined beauty expert and influencer Nabela Noor, celebrity hairstylist Kahh Spence, Allure executive beauty director Jenny Bailly, and Allure features director Jessica Cruel to reflect on how beauty has evolved over the past decade, not just the industry itself but our own routines and lives. We shared stories about how we first discovered OGX: Although we were all in different stages of our lives, in different parts of the country, with different hair types and textures, our experiences were similar. Our beauty choices at the time were often driven by celebrities, we were seeking ways to look fabulous on a budget, and OGX was one of the few brands that offered products that truly worked for our hair and for our budgets.

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Here, they share their first experience with OGX:

In 2010, the lack of diversity in hair products drove Jessica Cruel to become a “mixstress” in her college dorm room. “I would mix aloe vera juice, lavender oil, and coconut oil together and make my own products, and all my girlfriends would come over and I would do hot oil treatments,” Cruel shared during the virtual panel. She wasn’t always successful though, and it was way too time-consuming. Cruel turned to YouTube and found OGX was a brand many of her favorite natural-hair vloggers swore by. Thanks to them, she discovered the Argan Oil of Morocco conditioner, which she uses to detangle, mask, and sleep in.

For Nabela Noor, discovering OGX’s Argan Oil of Morocco line made her feel seen. She couldn’t afford the more expensive shampoos and conditioners on the market and felt other brands were punishing her for it. “I felt like my selection was very limited. When I stumbled upon this, it was great because you’re still getting that luxury feeling at an affordable cost. I love seeing more brands now making this effort, like OGX has been for many years.” Noor adds that she loves applying the Penetrating Oil on her damp hair. “It’s nourishing, and it makes you feel good and kind of bougie,” she told the panel.

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Kahh Spence can vividly remember seeing the brand’s iconic teal shampoo bottle for the first time. It was always in his shower, he says, but he wasn’t allowed to use it — his mom loved it too much to share. “It was the only thing that really helped nourish her hair and clean her hair.” Like his mother, Spence loved that OGX’s Argan Oil line not only is affordable but can be used by every woman “whether they want to wear a protective hairstyle or wear their natural hair out.”

Here, they share the hair advice they wish they knew when they were younger:

At the end of the talk, attendees asked panelists questions about how they practice self-love and self-care in 2020. Each one of us has learned from our mishaps 10 years ago and shared the same advice: When it comes to beauty, forget the trends, celebrate yourself, and focus on what makes you feel most beautiful. But don’t forget to indulge, too — a little shine mist (like the Argan Oil of Morocco Dry Oil Shine Mist) can be the small luxury that’ll help you feel a little more fabulous at the end of the day.