Surfer hair is a tousled type of hairstyle, popularized by surfers from the 1950s onwards, traditionally long, thick and naturally bleached from high exposure to the sun and salt water of the sea. In the late 1960s and 1970s, the long hair and general lack of personal grooming was closely associated with hippie culture. Today, hairstyling companies brand their own hair gels, shampoos and hair wax to achieve the "surfer look" with hairstyles that are often shorter than traditionally, which often require more grooming to achieve the permanent hair lift or intentional windswept look. Amongst women, fashion magazines have referred to "sun streaked surfer hair" as a desirable look for women, although genuine surfer hair is often heavily damaged by the elements.