Dae Haircare Launches Powder Dry Shampoo

A magical dusting?

Our favorite desert-inspired haircare brand, Dae has released a new product that promises to bring you a “dusting of desert magic”. 

A non-aerosol dry shampoo. 

With consumer awareness around the harmful ingredients often found in aerosol dry shampoos growing, we’re seeing more and more haircare brands come out with powder-based dry shampoos. 

Plus, powder formulas last longer! Dae claims Fairy Duster lasts 600 pumps - 4x longer than the typical aerosol can! 

But do they leave your hair looking like you just poured flour on it, or do they absorb quickly and actually work well? 

Well, reviews for this new launch are just starting to pour in, but we feel this is one you can trust to absorb oils, boost volume, and refresh hair without washing. 

Established in 2020, Dae is now at Sephora stores across the nation. And that’s due to the winning combo: great products and great marketing. 

Inspired by the deserts of Arizona, all of Dae’s products are infused with desert-derived botanicals. This dry shampoo powder is blended with Mojave Yucca, Moringa Leaf Extract, Prickly Pear Seed Oil, and Cactus Flower Extract. 

It also has Dae’s sweet, warm Signature Citrus Scent, reminding us of a summer breeze. 

As part of the brand’s go-to-market strategy, Dae dropped hints about the launch on their monthly Spotify playlist. It's a super cute idea we haven’t seen many beauty brands replicate! 

The launch video featured a Gen Z girl in her dreamy, pink room spraying Fairy Duster on her beautiful brown locks. 

Seeing the spritz in action alone makes us want this dry shampoo. 

The brand also posted a cute giveaway calling dae fans called “daedreamers” to leave their fairy name in the comments. 

Whoever is on Dae’s social team deserves a raise. 

Dae also invited local daedreamers to test out Fairy Duster pre-launch. The reaction video feels authentic and inviting. 

The brand also sent the cutest PR package! A little pink book complete with fairy duster and a butterfly claw clip. They held a social giveaway to gift one to a daedreamer as well. 

Overall, we love Dae’s fairy duster launch campaign. It feels magical yet inclusive and approachable at the same time. 

Will you be testing out this launch?