With the help of $4 million she raised from a handful of venture firms and family offices, Winokur teamed up with a Brooklyn-based lab to develop two products infused with natural extracts: Color Cloud — a demi-permanent dye priced at $25; and Fluffy G — a part toning glaze, part hydrating gloss priced at $15. As well as being ammonia-free, the products are free from parabens and sulfates.
She’ll soon be tapping further into the Gen Z market when she launches the Gamer Girl set, consisting of three small 30 ml bottles of different colors in a reusable heart-shaped pouch. To coincide with the launch, KittyPlays, one of the biggest female gamers on Twitch, will be dyeing her hair live on the site, while MeganPlays will be using Hally’s avatar hairstyles on Roblox.
“To the best of my knowledge, we are going to be the first hair brand to do something on Roblox,” said Winokur. “We are bringing some very recent trending hairstyles into the metaverse — some looks from Coachella, the Met Gala, Euphoria. Every gamer has an avatar so she will change her hairstyle and play with these for the first week of the campaign. We’ve seen a really good return on our investment and getting new customers from in-app mobile gaming advertising.
“Part of it started back in the pandemic when people were doing some of this coloring at home and they definitely want to maintain that even after,” she told Beauty Inc. “We’ve also seen a lot of it in the whole evolution of self-expression and the guest really enjoying bringing their newest mood to life through their hair. Now they’re prioritizing doing it safely.
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