Hair Ethnicity 206 to have “controlled” straight hair, where all fibers are uniform and in place. Thus, this heated brushing technique or a flat iron process also is used after application of a thiol treatment to permanently straighten the hair. A little less than one-third of the population use thiol treatments for permanent waves to provide curl for style versatility. In addition, color treatments are popular to add flair.37 The epitome of beautiful Indian hair is shown in long, dark, thick, shiny, and soft tresses and is also an extension of personal care. To help achieve these attributes, there is prolific use of natural oils, especially olive oils, as they are thought to be best for the hair and scalp. The use of natural ingredients also is demonstrated in hair color practices from the prevalent use of henna. Other types of hair color are not widely used because they are thought to be unnatural and bad for the hair.37 European/American (Caucasian): Vast hair styles that are tailored toward personality, season, or fashion trends are exhibited within Caucasian populations. Hair lengths vary from short to long, and hair colors are often changed. Some choose to wear curly styles from their inherent curl or produced from thiol permanent wave treatments, while others sport straight styles that are often polished with flat irons. Overall, as long as the hair appears healthy with shine and body, any look can be considered as high-fashion. Many products are consumed within this segment because hair styles are unpredictable and they may change in any given moment. Thus, this segment of women use the most types of products compared to any other ethnic group.37 Hispanic: This segment of people, as defined by the United States Census Bureau, represent those from Mexican, Puerto Rican, Cuban, Central American, South American, or other Spanish culture or origin. As they can be of European or African descent, they have a wide range of cultures and styles. Overall, Hispanics prefer long hair and wear casual styles such as ponytails and tied-up dos. If worn loose, hair is usually worn straight. However, when the inherent hair is curlier, as in Latin and South America, there is more versatility in the styles and preferences.35