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Young people are (still) dying their hair at home to express their creativity and experiment with new styles. 

May 26 2021

Young people are (still) dying their hair at home to express their creativity and experiment with new styles. YPulse reported that at-home hair dye products surged in popularity at the beginning of lockdowns last year, and the trend is still going strong. According to Mintel, at-home hair dye sales surpassed $2.4 billion in 2020 (a 16% YoY increase), and Glossy notes that searches for “How to color your hair at home” was one of the top Google search trends of last year. Now, beauty retailers are responding to young peoples’ growing interest in semi-permanent hair dye: Sally Beauty added 60 colors to its hair dye assortment and launched DIY University by Sally Beauty, a DIY hair color class hosted by celebrity hairstylist Gregory Patterson, and Good Dye Young created an “I’m Bored” collection featuring five semi-permanent pigments. Color&Co (whose average shopper is 50-years-old) notes that the interest in semi-permanent products has attracted younger consumers to its brand, with 25-35-year-olds making up 12% of its sales, and the trend has opened up new retail and online opportunities as the brand plans to work with influencers and develop TikTok ads to continue engaging with young people. (Glossy)