Once upon a time, the only options for treating concerns like dryness, frizz, and dandruff were to pick up a targeted shampoo and conditioner. But we—and our hair care routines—have come a long way since then. (We’re no longer scrunching our ends into crunchy oblivion, for starters.) But beyond styling routines, there’s been a significant spike in interest in the actual health of our hair, even if it means sacrificing on aesthetics (like giving up heat styling and embracing your natural curl pattern). So why the change of heart? It’s due largely in part to what we’re calling the “skinfication” of hair.