This Mist Is What Dae Dreams Are Made Of

The brand's viral citrus scent, now bottled for your body (and your hair).

As someone who works in beauty marketing, I always pay close attention to how brands evolve their hero SKUs into something bigger. And Dae Hair? They’re doing it right.

Their latest launch, Dream Veil Hair & Body Fragrance Mist, is a masterclass in brand expansion. Retailing at $24, the mist bottles up the brand's viral Signature Citrus Scent—the same one in their viral Cactus Fruit 3-in-1 Styling Cream—and gives it new life in a trending format.

With notes of sparkling citrus, dewy orange blossom, and warm vanilla, the fragrance is nostalgic, sun-soaked, and instantly recognizable if you’ve ever tried anything from Dae. And while scent is notoriously hard to translate online, Dae has already done the work of building emotional resonance around it. They've made it into a wearable version of their brand's DNA.

From a marketing standpoint, this launch makes a lot of sense. Hair and body mists have been growing in popularity at Sephora for the last 12–18 months, fueled by TikTok, travel-friendly formats, and a growing demand for lightweight, layerable scent options. Gen Z and Gen Alpha especially are gravitating toward products that feel fun, functional, and sensorial without the luxury price tag.

They also positioned the product in a way that stays true to their roots. The formula includes cactus water and desert botanicals (consistent with the brand’s desert-inspired identity), and the product copy reads like a love letter to summer—light, playful, and transportive.

What really impressed me, though, was the launch execution. The creative was on-point: dreamy visuals of orange orchards, warm golden tones, and a bottle design that feels like a summer afternoon. It’s cohesive, elevated, and instantly clickable.

Dae backed it up with a full-funnel strategy:

• Influencer event in LA, complete with an orange sorbet machine

• Gifting to press and creators, packaged in citrus-themed mailers

• Social content that leans hard into sensorial storytelling

• UGC from their Daedreamer community, filmed and repurposed for launch-day hype

In short, it was a 360-degree campaign rooted in aesthetic appeal and authentic community engagement. The Daedreamer program, in particular, feels like a valuable unlock. They’re leveraging brand fans not just for reviews but for first impressions that feel honest and relatable.

In the era of “new drop every two weeks,” it’s easy for brand launches to start feeling chaotic or disjointed. But Dae has managed to roll out newness consistently, roughly once a month, while keeping a clear throughline across products. Everything still feels like Dae: whimsical, sensorial, and grounded in that citrusy signature.