# Humorous Hair Campaigns Dark & Lovely Debuts The Hairapist Campaign By Kalin Ned | Published 2026-07-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dark-lovely References: [aol](https://www.aol.com/articles/dark-lovely-introduces-hairapist-bold-170800000.html)  [Dark & Lovely](https://www.trendhunter.com/trends/play-in-color) is a heritage brand renowned for its hair color products formulated specifically for [curls, coils, and tighter textures](https://www.trendhunter.com/trends/love-ur-curls). Recently, the company launched a new marketing campaign titled 'The Hairapist,' which uses humor and cultural insight to address the frustrations of stylist dependency and promote the brand's Fade Resist at-home coloring line. Dark & Lovely's campaign features marketing executive Bozoma Saint John as a soothing color confidante who counsels a distressed client, portrayed by media personality Scottie Beam, after her stylist cancels at the last minute. She ultimately prescribes a home coloring session with the brand's hero shade. The Hairapist's creative approach reframes [at-home hair color](https://www.trendhunter.com/trends/color-pro) not as a compromise but as an empowering act of self-reliance. The Fade Resist collection, in particular, offer over 20 shades with a vegan formula enriched with shea butter, sunflower oil, and vitamin E. Image Credit: Dark & Lovely ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 32% | Activity: 40% | Freshness: 84% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Humor-driven Beauty Marketing:** Comedic storytelling gives heritage beauty brands a culturally resonant way to reduce product anxiety and reposition routine care as entertaining, relatable, and confidence-building. - **At-home Hair Empowerment:** Self-service hair color is becoming a symbol of independence as consumers seek salon-quality results, flexible timing, and products designed for textured hair needs. - **Cultural Insight Campaigns:** Brand narratives rooted in specific community experiences create space for more authentic product education, stronger emotional relevance, and differentiated consumer trust. ### Sectors Adopting This - **Beauty and Personal Care:** Inclusive formulations for curls, coils, and tighter textures point to growth in specialized products that combine performance, convenience, and identity-driven branding. - **Advertising and Marketing:** Character-led campaigns that blend humor with consumer pain points offer fresh models for turning product tutorials into memorable entertainment assets. - **Hair Care Retail:** Expanded shade ranges and nourishing vegan formulas support retail opportunities around premium at-home color kits tailored to underserved textured-hair shoppers. ## Related on Trend Hunter - [Defiant Hair Color Collections](https://www.trendhunter.com/trends/aging-disgracefully-collection.md) - [Hair Hotline Campaigns](https://www.trendhunter.com/trends/john-frieda-hot-hair-hotline.md) - [Textured Hair-Focused Product Lines](https://www.trendhunter.com/trends/love-my-natural-hair.md) - [Escapist Haircare Campaigns](https://www.trendhunter.com/trends/herbal-essences-scent-of-your-dreams.md) - [Home-Centric Beauty Campaigns](https://www.trendhunter.com/trends/holiday-beauty-at-home.md) - [Community-Focused Hairstyling Campaigns](https://www.trendhunter.com/trends/on-your-wavelength.md) - [Boldly Inclusive Hair Campaigns](https://www.trendhunter.com/trends/splat-hair-color.md) - [Grey Hair-Tackling Shampoos](https://www.trendhunter.com/trends/rewind-it-10.md) - [Red-Carpet-Ready Hairstyling Campaigns](https://www.trendhunter.com/trends/redcarpetready-hairstyling.md)