The monkey see, monkey do vibe is definitely strong at the moment.
Scotbot, headband and Uber have all recently done the "make up free at X age" post, obviously meant to show how wonderful their collagen/skin care products are!
It's also no coincidence that Uber posted a pic of her daughters hair the other day.
There is a post on UK FBO Facebook page with info for May and funnily enough the haircare stuff is amongst the products they are being encouraged to shift!