A growing number of men and women are skipping the salon or barbershop.

45% percent of men are cutting their hair at home, according to research firm Attest.

21% of women are doing the same.

"Men are getting more haircuts themselves because it's cheaper, they can, and they've learned how over the last two years," said Jeremy King, CEO of Attest.

King said he's one of them.

"I could get some clippers for about $20 from Amazon, which is already about $10 than one haircut," King said. "That lasted me for five haircuts during lockdown at various times. And my wife did a pretty good job with some minor instructional videos."

The haircut trend is reflective of a broader shift toward a quicker, more D.I.Y. style of grooming.

76% percent of people are spending less than 30 minutes on their morning routine.

"The last few years have given us these tectonic shifts in consumption behavior," King said. "People tend to have a limited amount of time and a limited number of slots where they can think about beauty and grooming products."

There is one notable exception to this rule.

Researchers say there is a group of people, mostly millennial men and women, who are spending more than $100 a month on beauty products.

This group is "Highly Invested in Beauty and Grooming," or HIBAGs for short.

"These groups are throwing off worries about higher prices, economic uncertainty and inflation," King said. "But what's interesting is we start to pick up takeaways for brands here. How to win these HIBAGs, and how things you learn from them can be applied to broader markets."

Social media 'influencers' are one of the least important factors in the decision-making process.

The research from Attest shows people value the opportunity to sample products.

They are also looking for a clean message.

"Consumers are looking for brands that promote clean beauty, rather than sustainable beauty, which is an interesting distinction," King said. "More than half of Americans say that a brand's use of natural or clean ingredients is a big consideration when making purchasing decisions. By contrast, only 26% take a brand's environmental credentials into account."

Sustainability experts warn that some deceptive marketers are already using these tactics to "greenwash" their products.

Some ingredients to avoid, according to conservationists, include sulfates and triclosan, which are sometimes found in toothpaste or body wash.

NEW PORT RICHEY, FLA. (WFTS) — There are hairstyles, and then there is the mullet. Over the years it’s become a part of pop culture.

For Kayden Manning of New Port Richey, Florida, it's business in the front, party in the back, for nine-year-old Kayden Manning.

“When I went to school on the first day all my friends were saying, ‘I like the haircut’ and some were saying, ‘what happened to your head,'” said nine-year-old Kayden. “Not a lot of kids in my whole school have mullets.”

Kayden got the idea to grow the neck warmer from his own step-dad, Chris, who is in a mullet chat group with some of his friends.

“We hear nice mullet, sweet mullet, whether we are at the baseball field, or out at the beach, anywhere, everybody loves the mullet,” said Chris Brotherton.

Kayden’s family never thought their son’s Tennessee top hat would make him famous, until they discovered the website, mulletchamp.com.

“And I said, ‘wow those are some pretty good mullets I want mine to be like that,’” said Kayden.

Out of 500 entries in the kids' category, Kayden, with his signature American Flag look, found himself in the top 25. Now it’s up to the public to vote for the winner. The first prize receives $2,500.

“He’s such a sweet kid he said, ‘I’ll give you some,’ and I said, ‘no that’s your haircut, your mullet, that’s going right into your bank account,’” said Brotherton.

However, maintaining a championship mane isn’t all glitz and glamour.

“Sometimes my hair gets stuck to my neck but I’m fine with it, it doesn’t bother me,” said Kayden.

So what does mom think about all this?

“They both tried to convince me to cut my hair into a mullet, I’m not that far yet, but I like it on them,” said Brittany Hundertmark.

Kayden said he plans to rock the mullet for the rest of his life.

To vote for Kayden go to mulletchamp.com and click on his picture. Voting ends October 11.

“Vote for me Tampa Bay I got the winning mullet,” said Kayden.

This story was originally reported by Robert Boyd on ABCActionNews.com.