Who Said Hairspray Had to Be Crunchy?

Dae’s Sunsetter locks dreamy looks around the clock — minus the crunch.

Confession: I’m biased. I help write Dae Hair's emails, so I knew Sunsetter was coming. But even if I didn’t have a peek behind the curtain, I’d still be raving about it — because this hairspray is actually that good.

We’ve all been burned by the stiff, crunchy hairsprays of our past. The kind that turns your curls into cardboard. Dae’s Sunsetter Hairspray is the opposite of that. It’s soft but strong. Light but lasting. Dreamy, buildable, brushable hold, with absolutely zero crunch.

The formula blends Night Blooming Cactus (yes, that’s as magical as it sounds) to block humidity, tame frizz, and leave your hair shiny in a natural, not plastic way. And like everything Dae touches, it smells divine, thanks to their Signature Citrus Scent that makes styling feel like a sun-drenched escape.

The launch campaign brought the full vision to life. If you’ve seen the imagery, you already know: a single coral-pink can of Sunsetter balanced on a heel stacked with literal watches, styled against a warm gradient that channels golden hour in the desert. The taglines? “Lock Dreamy Looks Around the Clock" and "Nothing Sets Like the Desert Sun". Timeless. So on-brand.

Leading up to launch, Dae rolled out a teaser campaign on social (very vintage vibes) that had everyone guessing what product was coming out. They also sent out adorable PR mailers with the full-size product and ran a giveaway on Instagram to let fans get their hands on it first.

And, in classic Dae fashion, they tapped their Daedreamer community — real customers, real fans — to test and film their experience with the product, making the whole moment feel fun, inclusive, and uniquely theirs.

If Dae’s Cactus Fruit Styling Cream for slickbacks put the brand on the map, Sunsetter cements their legacy. They're not just making cute shelfie-worthy products. They're rethinking the everyday basics in your routine, and making them way better, inside and out.

Hairspray hasn’t exactly been trending the way oils or masks have, but that’s what makes this launch so exciting. It’s not trying to ride the wave. It’s creating a new one. Sunsetter feels like the beginning of hairspray’s comeback era — and with its flexible, flake-free formula and knockout branding, it’s already setting the standard.

So yeah, maybe I’m biased. But I also have good taste. And Sunsetter is that girl.