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# Brightening Gray Hair Shampoos
Pantene Created a Purple Shampoo to Care for White & Gray Hair

By Laura McQuarrie | Published 2019-07-30 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/purple-shampoo
References: [pantene](https://pantene.co.uk/en-gb/hairbiology/grey-and-glowing)

While most [purple shampoo products](https://www.trendhunter.com/trends/je-suis-blond) on the market are expressly created and marketed for people with light blonde hair, [Pantene](https://www.trendhunter.com/trends/miracle-collection) developed a GREY & GLOWING shampoo specifically for white and gray hair care. This brightening hair care product is beneficial for removing yellow tones from hair, all the while sharing the smoothing benefits of jojoba oil and [antioxidant-rich ingredients](https://www.trendhunter.com/trends/pantene-abundant-strong). This product comes from Pantene's new Hair Biology collection and can be paired with companion products such as the GREY & GLOWING conditioner and reparative hair mask.

This year, silver hair has become one of the most sought-after colors, leading to celebrations of naturally gray hair and the creation of new products to support—rather than hide—it.

The Pantene's Pro-V Hair Biology collection also includes solutions for oil control, volumizing hair and taming unruly hair.

## Trend Insights (Trend Hunter)

- Score: 3.5/10
- Popularity: 26% | Activity: 71% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Millennial, Gen X
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair)

## Key Themes

### Why This Trend Is Growing

- **Gray Hair Care:** The creation of gray hair care products like Pantene's GREY & GLOWING shampoo presents an opportunity for disrupting the hair care industry by focusing on a traditionally underserved market.
- **Celebration of Natural Gray Hair:** The trend of celebrating natural gray hair presents an opportunity for fashion and beauty companies to embrace diversity and inclusivity in their branding and product development.
- **Functional Shampoo Innovation:** The creation of Pantene's GREY & GLOWING shampoo, which not only brightens hair but also offers smoothing and antioxidant benefits, presents an opportunity for disruptive innovations in the functional shampoo market.

### Industries Being Reshaped

- **Hair Care:** The hair care industry can benefit from developing products that cater specifically to the unique needs of customers with gray hair.
- **Fashion and Beauty:** Fashion and beauty companies can disrupt their respective markets by embracing the trend of natural gray hair and creating products and campaigns that celebrate diversity and inclusivity.
- **Functional Shampoo:** Opportunities for disruptive innovation in the functional shampoo market are presented by Pantene's creation of the GREY & GLOWING shampoo, which offers multiple benefits beyond just cleansing.

## Related on Trend Hunter

- [Grey Hair-Embracing Care Products](https://www.trendhunter.com/trends/love-your-silver.md)
- [Specific Haircare Lines](https://www.trendhunter.com/trends/silverist-haircare.md)
- [Silver-Toned Hair Products](https://www.trendhunter.com/trends/ecoslay.md)
- [Hair Pigmentation Supplements](https://www.trendhunter.com/trends/not-today-grey.md)
- [Defiant Hair Color Collections](https://www.trendhunter.com/trends/aging-disgracefully-collection.md)
- [Tone-Correcting Hair Oils](https://www.trendhunter.com/trends/moroccanoil-treatment-purple.md)
- [Men-Targeting Anti-Aging Hair Serums](https://www.trendhunter.com/trends/antiaging-hair-serum.md)
- [Color-Friendly Shampoo Formulations](https://www.trendhunter.com/trends/shampoo-for-brilliant-color.md)
- [Color-Correcting Toothpastes](https://www.trendhunter.com/trends/colgate-optic-white-purple.md)