Royal heir-do: Kate Middleton will wear her hair down on her wedding day
The shininess of Kate Middleton's hair as she revealed her engagement to Prince William immediately sent people rushing to their closest Boots to stock up on high-gloss shampoos.
Sales of shiny hair products rocketed by 27 per cent after the announcement as girls nationwide rushed to copy her shimmering, sleek style, according to the Sun.
They are likely to be boosted even further after her wedding on April 29 as MailOnline can exclusively reveal that Kate will be wearing her hair down on her big day.
Following her half-up-half-down hairstyle on Monday's official visit to Lancashire, speculation was rife that that was how she was going to wear her hair on her big day.
But Kate's hairdresser Richard Ward has confirmed otherwise, telling fellow celebrity stylist, Sinead Kelly, that Kate's hair on her wedding day will '100 per cent be down and flowy.'
Ward went on to say 'Every bride's hair on their wedding day should reflect their look throughout the year. Kate's such a natural girl, so no stuffy up-dos for her.'
The princess-in-waiting's famed chestnut locks will be styled by Mr Pryce, who works at the Richard Ward salon in Chelsea.
It was Pryce who tended to Kate's locks for her engagement photos which were immediately beamed across the world.
Mr Ward himself will style Kate's mother, Carole, and sister Pippa - who will be her maid of honour.
Pryce charges £50 for styling and £88 for a cut and blow dry, but his prices are expected to increase dramatically after the Royal Wedding.
The hair stylist, who has 15 years’ experience, will be helped by a team of ‘dressers’ on the wedding day as Miss Middleton and her party get ready at the Goring Hotel just down the road from Buckingham Palace.