NEW GEN Z 101: Unlock & Outlast Microtrends

Gen Z women in South Korea are wearing hair rollers in their bangs in public for both functional purposes and to defy traditional beauty standards.

Feb 22 2022

Gen Z women in South Korea are wearing hair rollers in their bangs in public for both functional purposes and to defy traditional beauty standards. Not only are hair rollers making a beauty comeback in the U.S., young women in South Korea are wearing them in public to keep their bangs “airy and perfect for a longer time.” The look has become so common on the streets of Seoul that Korean Netflix shows and Saturday Night Live Korea have fused the style into scenes. And though the look has confused elder South Koreans for displaying something so private out in public, young women explain that it’s downright functional being able to keep bangs in place while running errands or traveling to and from location—not to mention being able to show up to their final destination with fluffy, airy bangs in tact. The trend signals how young South Korean women “are a lot more independent and prefer to focus on themselves,” as consumer behavior expert Jaehee Jung explains. “Korean society is now less confined by group norms on beauty. It values individual looks that are different from others.” (Insider)