Summer Hair Dryer Survey: 67% Admit to Quitting Mid-Dry, Revealing the 'Dryer Cancel' Trend

Liberta Inc. (TSE Standard: 4935), maker of the Coolist cooling brand, surveyed 100 women aged 20-45 with medium-to-long hair about summer blow-drying habits. Results show 70% find summer drying 'unbearably hot,' while 67% admit to stopping midway or leaving hair partially wet due to heat and sweat. Despite 75% recognizing the risks of skipping drying—scalp moisture buildup, hair damage, color fading, and unruly morning hair—many still quit early. This behavior, dubbed 'dryer cancel,' has become a trending term on X (formerly Twitter), alongside the related 'bath cancel' trend. The survey also found 87% want a more comfortable drying experience, and 73% would use a product that reduces heat discomfort on the scalp. In response, Liberta promotes its Coolist Scalp Cooler, a pre-drying cooling lotion applied directly to the scalp via a penetrating nozzle. It delivers a perceived -5°C cooling sensation with menthol, contains sweat-absorbing powder for root volume, and includes botanical extracts for scalp care. The survey was conducted online from May 12-14, 2026.