In recent years, there has been a noticeable shift in the beauty industry, as more and more women are embracing their natural silver hair. What was once considered a negative sign of aging or something to be concealed is now being celebrated as a symbol of beauty, authenticity, and wisdom. This growing trend has had a significant impact on the beauty industry and has given rise to the first brand to truly respond to the needs of this growing demographic—Silvering.
Silvering was launched in response to the lack of products that worked well with natural silver hair. The founder of Silvering, Alexis Eizinas, herself embraced her silver hair in 2008 and struggled for years to find products that met her unique needs. Recognizing an opportunity, she created Silvering to provide effective beauty solutions for women with silvering hair, making it the first brand to address the larger beauty needs of this demographic – beyond the expected ‘purple shampoo’.
Who is in the Silvering Market?
Market data reveals that the average age at which women start to silver is around 35. In the United States and Canada, over 102.8 million women are aged 35 or above, accounting for nearly 30% of the total population. These figures highlight the immense potential of the silvering hair market.
Before the COVID-19 pandemic, approximately 30% of women had already chosen to forgo hair dye. This translates to roughly 30.8 million women whose beauty needs were not being seen. These statistics emphasize the unmet demand and the opportunity for specialized products in this niche market.
An Industry Shifting
A positive change that’s been seen in the beauty industry is an acknowledgement of the grey-haired market with many beauty brands starting to include models with silver hair in their advertising campaigns. Silvering, however, goes beyond representation by developing products tailored to the needs of silvering women. The brand recognizes that inclusivity means more than just showcasing diversity—it requires a genuine understanding of the unique needs and desires of silvering women and delivering products to meet them. Silvering is leading the way in meeting the demands of this growing demographic.
The response to the launch of Silvering has been nothing short of magnificent. Even with minimal advertising, the brand has achieved five-figure monthly sales and higher-than-industry-average conversion rates for direct-to-consumer retail. However, the true measure of success lies in the glowing reviews from satisfied customers. Women have expressed their happiness with finally having products that cater to their unique needs and how using these products has positively impacted their perception of their own beauty.
Building on this success, Silvering is set to launch a curated hair care line in August. The brand has been flooded with customer inquiries about pre-orders for these upcoming products. Silvering has more innovations in the pipeline ready for growth. With the promise of high-quality formulations and a focus on sustainability, Silvering aims to continue catering to the needs of silvering women and providing them with effective and empowering beauty solutions.
When a Trend Becomes a New Normal
The rise of social media has played a significant role in the increasing popularity of silver hair among women. Women who transitioned to silver hair during the COVID-19 lockdowns started sharing their journeys, inspiring others to follow suit. This movement fostered a sense of community and support, encouraging more women to embrace their natural hair color, and creating a snowball effect of change. Additionally, factors such as hair loss due to stress or illness, cancer treatments, hormonal changes, and a heightened awareness of the chemicals in hair dye have led many women to reconsider their hair care choices.
Demographics also play a role in solidifying this trend. As the millennial women reach a median age of 35 this year, a growing number are joining the grey revolution and shifting their perspective on hair color. They are less interested in conforming to traditional beauty expectations to ‘chase their roots’ and more focused on embracing their natural selves and role modelling for family. Millennials have always been at the forefront of demanding change in the beauty industry, advocating for body positivity, authenticity, and celebrating natural beauty. For many of them, letting their silver hair free is just another way of recognizing and rejecting outdated societal expectations and embracing their own unique beauty.
Women embracing their greys are also aligning with the growing pro-age movement, challenging societal norms and reclaiming their power and authenticity. It is a feminist stance that asserts a woman's right to show up as her true self and embrace the wisdom that comes with growing up and growing wiser. The movement towards silver hair represents a celebration of growth.
Brand on a Mission
Silvering's mission is to redefine the perception of silvering hair for all women, presenting it as aspirational and chic. Unlike other beauty brands, Silvering prioritizes the specific needs of silvering women in their product development and celebrates the beauty that comes with wisdom. By featuring models under 60 who confidently embrace their silver hair during their prime career years, Silvering challenges the notion that silver hair is exclusively for older women, showcasing the elegance and sophistication of modern women with silver hair and showing younger women and girls that not dying their hair is a valid and aspirational beauty option.
With the growing market size and increasing awareness of the beauty needs of silvering women, Silvering is poised to expand its reach and influence in the industry. The brand's commitment to providing effective and empowering beauty solutions for women with silvering hair has resonated with customers and positioned Silvering as a trailblazer in the industry. As more women embrace their natural silver hair, the demand for products that cater to their specific needs will only continue to grow, and Silvering is well-positioned to meet this demand.
Wisdom. Is. Beautiful.