Pam is one of a number of women who sride through the office door each morning happily wearning their natural hair colour.

She’s young and fit, and wears grey beautifully. Pam is also in good company, as a growing number of women are deciding that letting those grey or silver locks down doesn’t necessarily tag them as past their prime.

Ironically, many of us know women in their seventies who continue to cover their grey even as we witness a trend in which others in their twenties pursue chemically induced heads of silver, grey or white. Annie Clark, the musician in her very early thirties who goes by the stage name St. Vincent, has done so with great style.

One of my neighbours, who is somewhere in between 45 and 60 and has been rocking a a short and elegant white head of hair since I’ve known her, laughingly told me how she was recently approached by someone less than half her age. The young gal loved our neighbour’s hair colour, and was disappointed to learn it didn’t come from a bottle!

We are talking about a massive industry here, and all the marketing that comes with it. I’ve read estimates that more than 33% of women over the age of 18, and approximately 10% of men over the age of 40, use hair dye.

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