From Root Touch-Ups to Runway-Inspired Looks: How Indians Are Reimagining Hair Colour
The way Indians perceive hair colour has evolved dramatically—from simple root touch-ups to bold, runway-inspired styles. Priyanka Puri, Senior Vice President – Marketing at Hygienic Research Institute (HRIPL), shares insights on how the company’s multi-brand portfolio—Vasmol, Streax, and Streax Professional—is transforming hair colour from a functional purchase into a lifestyle statement.
**Hair Colour: From Functional Need to Self-Expression**
Hair colour has moved beyond just covering greys. Nowadays, it’s about reflecting one’s personality, experimenting with new styles, and staying on-trend—all while prioritizing hair health.
At HRIPL, our diverse portfolio caters to every consumer segment: from traditional users to trend-savvy Gen Z consumers and salon-going professionals. Our multi-brand strategy ensures we remain relevant across different demographics and regions.
**A Creative Outlet for Younger Consumers**
Younger generations no longer view hair colour as mere maintenance. Instead, they see it as a creative outlet—a way to stand out, tell their story, and experiment with bold shades, highlights, and fashion tones. Influencers, celebrities, and global trends heavily inspire them.
Unlike older generations who primarily focused on covering greys or using henna, Gen Z and millennials aim to express their individuality through hair colour. This shift is reshaping the category from being functional to truly aspirational.
**Trends and Innovations in Hair Colour**
There is a growing demand for semi-permanent colours and globally inspired shades such as ash blondes and mochas—reimagined in India-friendly tones. Consumers want to try new looks without committing long-term.
At Streax Professional, we emphasize high-performance formulas that are also gentle on hair. Salons seek vibrant, lasting results but never at the expense of hair health.
Our initiatives like stylist education programs, trend collections, and industry events such as ACT and MEGA SHOWS position us as leaders in innovation and credibility.
**Building Trust Through Transparency and Quality**
Trust is paramount in the hair colour category. Consumers want transparency about what they put on their hair—ingredients, safety, and certifications.
To meet these expectations, we’ve introduced ammonia-free, natural formulations backed by dermatologists. Moreover, salons and stylists play a crucial role in fostering trust, as their endorsements add professional credibility.
Consistency in performance combined with brand values such as clean beauty and sustainability fosters emotional loyalty, helping us connect deeply with today’s consumers.
**Marketing That Combines Credibility and Creativity**
Our marketing approach merges scientific credibility with creative outreach. Dermatologists back our ingredient science, while celebrities like Vaani Kapoor (Streax Professional) and Sara Ali Khan (Streax) bring aspirational appeal and relatability.
We leverage influencer storytelling and digital-first campaigns to engage younger audiences, while maintaining relevance across metros and smaller towns. The goal is to build brands that are both trusted and trendy.
**Q-Commerce: A Game Changer for Distribution**
Q-commerce platforms like Blinkit, Zepto, and Swiggy Instamart have revolutionized convenience by delivering salon-quality products to customers’ doorsteps within minutes.
This goes beyond speed; it offers a direct engagement channel with consumers, enhancing product visibility, driving trial, and increasing purchase frequency—especially among young urban buyers.
Q-commerce has become an integral part of our omnichannel strategy.
**Expanding Horizons: Bridal Edit and Skincare Entry**
To cater to festive and wedding needs, we recently launched the Bridal Edit—a curated collection designed specifically for bridal styling.
Earlier this year, we expanded into skincare with essentials such as face washes, serums, sunscreens, and professional de-tan and facial kits.
**Looking Ahead**
As we move forward, our focus remains on innovation—introducing products that reflect evolving consumer needs and trends, while staying rooted in trust and quality.
Whether in haircare or skincare, our mission is to be an essential part of the consumer’s everyday beauty journey.
https://www.freepressjournal.in/brandsutra/how-streax-captured-the-imagination-of-people-dyeing-to-express-through-hair-colour
