Ain't nobody got time for a 30-minute hair treatment, and brands are taking note. Over the last few months we've seen an increase in deep conditioners, bond restorers, and nourishing treatments that don't force the user to sit there twiddling their thumbs and counting down the clock. For example, L'Oreal Paris just launched their Elvive 8 Second Wonder Water Lamellar Hair Treatment, $8.99, which they've been working on behind the scene for a while. It's rich in proteins and takes approximately 10 seconds to work its magic. We argue it's a straight dupe for Moremo's (spendier) Water Treatment Miracle 10, $31. Another example is IGK's Antisocial Overnight Bond Building Dry Hair Mask, $34, which you can apply to dry hair before going to bed or — pro tip — just as you head out the door.

"We've now passed the dawn of the experience economy. It's no longer a surprise that people are drawn to investing time and money on experiences over things," says MindBody. "In 2020, we predict that the wellness industry will help catapult this trend to the next level. While a yoga class, blowout, or massage is already experiential in nature, 2020 will usher in a new level of what these experiences can entail." For example, AirBnB's new Experiences vertical, spa retreats, fitness pop-ups, and wellness festivals.

Image via @airbnb