Rather than encouraging women over 50 to cover their grays, UK-based haircare label White Hot Hair celebrates natural locks. The brand specializes in color-boosting products and offers bestsellers like a brightening shampoo, a luminous conditioner and even its signature 'Lifeshine Oil' that smoothes and strengthens dry tresses.
In addition to its hair-boosting product range, White Hot Hair is also uniquely branded with real models that range from their mid 40s to their mid 60s. Models like 55-year-old Nicky and 58-year-old Sharon show off the different ways they wear their grey hair on the beauty brand's website and prove that covering up one's age is not nearly as exciting as embracing it.
As more consumers begin to seek natural remedies and beauty products, the hair care industry is recognizing this shift. Rather than creating a stigma around age, many brands are rejecting anti-aging marketing tactics and are instead encouraging boomers to embrace a new chapter of their lives and the vitality that comes with it.