About Silvering
about
Founder's Story
Alexis Eizinas is a beauty insider with 30+ years in the beauty industry who stopped dyeing her own hair in 2008.
She had first-hand experience struggling to find products that worked with her evolving hair. Her old products stopped working: they built up on her silvers, ingredients discolored them, and heavy formulas dulled shine instead of enhancing it. Alexis spent years experimenting, compromising and finding her own DIY solutions.
In 2020, during COVID lockdowns, Alexis saw a new wave of women take the opportunity to grow out their grays and start asking the same questions she had been asking for years:
Now what? Where are the products made for me? Why don’t my old products work anymore?
So Alexis decided to do something about it.
Using her industry experience and a design-thinking approach to product development, she built the brand she wished had existed all along.
Silvering launched in 2023 and immediately found its women, earning hundreds of 5-star reviews and 7-figure revenue in its first year.
Proof that when women feel seen, they respond.
Women have earned every one of their silvers.
Time to show them off.
Wisdom. Is. Beautiful.
ABOUT
Why "Silvering" ?
Words matter.
Words are the primary means by which we communicate our thoughts, ideas, and feelings to others. They have the power to influence and persuade, as well as to educate and inform. Words shape our understanding of the world, and the way we think about ourselves and others.
That's why we use the term “SILVERING” to describe the natural, beautiful evolution of our hair color.
The term “going gray” is loaded with negativity. The word “greying” is typically associated with the idea of fading, of a gradual loss of vibrancy, of becoming dull, disappearing.
If you've made the transition, you know that this just isn't true. Embracing your naturally evolving hair is such a positively powerful change. A change that can bring renewed self-confidence, a sense of freedom, beauty, and wisdom. The word “gray” just doesn't do us justice.
That's why we are SILVERING.
Silvering is about transformation, evolution, and improving with age.
Silvering suggests a preciousness in this transformation... that something is gaining value with age. It more accurately reflects this feeling we have that our evolution is a state of becoming more refined and polished.
Silvering is something to be celebrated.
Words matter.
ABOUT
With Wisdom Comes Responsibility
Let’s do better.
The new expectation for corporate transparency in beauty is a good thing. Amidst the bad news about corporate behavior and the environment, we have the power to drive change by voting with our dollars. Knowing what we support allows us to make better choices. Wisdom is power.
The privilege of owning a business comes with responsibilities we take seriously. With Silvering, we are old enough to think critically about the world and actually do something about it.
We proudly manufacture in Canada. Unlike corporations that look for loopholes, we pay our corporate taxes right here to support the healthcare and educational systems we hold dear. We believe luxury can be responsible, which is why our products are effective, free of toxic ingredients, cruelty-free, and housed in beautiful, sustainable packaging. (For full transparency: the few necessary components sourced globally are carefully vetted.)
Additionally, a percentage of all profits is donated to Look Good Feel Better, a national charity supporting women dealing with cancer.
We want you to feel as great about your purchase as you will looking fabulous in your silvering crown. When you buy Silvering, you are supporting a business genuinely out to do better.
Wisdom. Is. Beautiful.
About
Mission
At Silvering, we aim to change the way ALL women and girls see silvering hair; to see it as aspirational and chic.
It’s scandalous that a beauty industry built for women has spent decades telling us to hide our “grays” and pretend we aren’t growing up, growing stronger, wiser and more confident with every year that passes.
Nobody told us it can feel this good to let our natural hair grow free.
That’s why representation matters.
Giving silver-haired women a real range of products in the beauty aisles signals to all women that letting their silver hair shine is a valid beauty option.
Our products help women look as great as silvering feels.
Every Silvering customer is part of our mission. When women walk confidently through the world in their silver, gray and white hair, they show the next generation that growing up is something to admire and look forward to.
We’ve earned every one of these wise silvers... it’s time to show them off.