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.

SAN FRANCISCO, Calif. – Protesters dressed in salon gear took to the street outside House Speaker Nancy Pelosi’s San Francisco home Thursday.

In video of the protest, some demonstrators are seen with curlers in their hair, plastic is draped over them and hair dryers hang from trees.

The rally came two days after video of Pelosi getting her hair cut inside a California salon surfaced.

California Governor Gavin Newsom lifted restrictions on hair salons serving customers indoors at the end of last month. However, the city of San Francisco still requires such services to only be provided outside.

Pelosi says the salon told her it would be OK to come inside, because they are only accommodating one person at a time.

She also claims the whole thing was a set-up, since the video was released to the media by the salon's owner, KGO reports.

A photo of Pelosi on the same visit shows her wearing a mask around her neck instead of on her face. She says that's because she had just had her hair washed.