The hair changes inevitably with age, but growing older does not have to mean sacrificing luscious locks.
GB News spoke exclusively to Stanimir Hristov, owner of Your Hairdresser salon in Putney, London, about how women over 40 can improve their hair.
According to the expert, women in this age group often deal with increased dryness, but they need not worry, as expert advice can help restore moisture and shine.
Sharing his advice, Stanimir said: "The most important consideration is to use highly moisturising masks once or twice per week.
Apply a hair mask post-shampoo and conditioner
GETTY IMAGES"After washing, towel dry the hair, apply the mask for 10 to 15 minutes, and rinse it off. This will allow the hydrating ingredients to fully penetrate the hair cortex."
Providing an important word of warning for hair care enthusiasts, he added: "Do not apply on fully wet hair, as this will dilute the mask and make it slip away."
Stanimir recommended Wella's Invigo Nutri-Enrich Mask, calling it a "hero product" for dry hair. It serves as a "deep nourishing mask for dry or stressed hair", promising "instant deep nourishment", "anti-frizz", and "smooth and soft" strands.
"I have observed impeccable results with this mask, leaving my clients' hair super hydrated, smooth and shiny," he revealed.
While Stanimir swears by this Wella Professionals product, there are countless masks out there catering for all hair types and concerns. Have a look around and find the one that's best for you; for tailored expert advice, your hairstylist will be happy to help.
Garnier confirmed that hair masks are incredibly beneficial, describing them as "intensely hydrating" and "hair-loving".
They stated: "Between hot styling, colouring, blow drying and exposure to the elements, your hair goes through a lot of stress that can cause serious damage. Thank goodness the hair fairies invented hair mask treatments to help your locks weather every storm."
Sharing a top tip, the experts instructed: "Apply the mask from below the roots to your mid-lengths, then gently comb down."
The experts at Hair Biology confirmed that dryness is a common concern as women age.
They explained: "As we get older, our hair texture changes dramatically. Hair will slowly become drier, coarser, and thinner over the years.
"The truth is that as we grow older, the oils that our scalp relies on for nourishment decrease, resulting in drier, frizzier hair.
"Along with a change in oil production, our body stops creating melanocytes, the substance that colours our hair. This reduction in pigment also changes the structure of our hair, giving it that distinctive brittle feel."
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Hair masks and serums are 'intensely hydrating' and 'hair-loving'
GETTY IMAGESThe hair gurus acknowledged that this can be "disheartening", although hope is not lost, as dry, brittle hair can easily be restored with the right hacks.
They recommended adding moisture to "replenish natural oils". This can be achieved by using a hydrating shampoo and conditioner, followed by a serum or oil created for "extra moisture".
Reducing your use of heated tools, having regular chops, and being mindful of your diet are all good options, too.
Hair loss is another major concern for women over 40, according to Stanimir. In a previous conversation with GB News, he shared his top tips.
The expert recommended flattering styles such as blunt bobs, layered bobs, and pixie cuts to create the appearance of "fullness" and "volume".
Conversely, he advised against tight ponytails and suggested gentle brushing with a boar bristle brush to prevent further hair loss.
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