In response, we have launched the Boots straighten kit, which works to permanently straighten hair, reducing the amount of time a woman will spend with her straightening irons.

Others will insist that your hair will look better with hours of straightening every day... yet even if you had the time, would you use it for doing that?

Cutting our children's hair is "unnatural" too, much like punching holes in their earlobes and straightening their teeth through painful orthodontic procedures.