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Pandemic boredom inspires women to try bold hair colors at home – Bizwomen – The Business Journals

Caitlin Mullen, Bizwomen contributor
Feb 10, 2021, 8:05am EST
Hair coloring

When not leaving home much, we’re more willing to experiment with pink, green or blue hair. The term for this pandemic trend? “Quarantints.”
After salons closed during Covid-19 lockdowns last spring, at-home coloring took off. Once salons reopened, some remained uncomfortable leaving home to refresh their hair color, or felt their at-home dye job sufficed. Allure reports one-third of women dyed their hair themselves during 2020 lockdowns, according to a poll of 2,000 women by hair care brand Garnier. 
For most (85%), covering up grays was the goal, with more than half of women saying they believe they’ve gone gray faster during the pandemic than they would have otherwise.
But 32% said pandemic boredom inspired them to try something new, and 44% craved change. More than half surveyed tried a bold color like pink or blue for the first time. About 37% said lockdowns inspired them to try a color they might not have otherwise, per Garnier
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“I figured if I botched it, it wouldn’t really matter because no one would see me. I’m normally pretty lazy with my hair and like minimal effort, but lockdown was the perfect opportunity to experiment,” author Alexandra Tweten, who bleached her hair and tried dying it a light purple shade, told Allure.
Glossy reports “how to color your hair at home” was one of last year’s top Google searches, and the at-home hair color market exceeded $2.4 billion in retail sales for 2020.
Retailer Sally Beauty said U.S. and Canadian sales of hair color products were up 19% in the last quarter of 2020, compared to the year prior, reports The Dallas Morning News
Bold colors like pink, purple, green and blue saw the greatest increase, at 50%. Sally Beauty CEO Christian Brickman said vivid colors predate the pandemic, but lockdowns furthered the trend, as more consumers felt free to experiment with color. 
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Many hair color brands have seen double-digit growth amid the pandemic. Sales of rosy hair color in particular have skyrocketed: For U.K. brand Colour Freedom, shades like Pink Pizazz and Magenta Dream sold five times more than other colors in 2020, per Forbes. Pink and blue hair dye were among Amazon’s top-selling beauty products last year, Glossy reports. 
About 35% of women told Garnier it was their first time coloring their hair at home, and 88% said they’ve dyed their hair at home more than once since the pandemic began.
Many of those new to the experience watched videos on YouTube or Instagram, per Allure. Garnier discovered 30% of women found hair color inspiration on social media and 41% were inspired by celebrities. Per Glossy, TikTok has been particularly influential when it comes to hair-dye trends among Gen Z.  
Two-thirds of those polled said they aren’t done with at-home hair color, and 32% will only color their hair at home from now on. Additionally, two-thirds who went bold said they’ll try another bold color this year, per Garnier. Hair color brand Good Dye Young predicts orange will be the next big color, per Glossy.
“The younger generation now is much more daring with their hair colors. … When the world is in such a disarray as it is right now, people take a lot more chances with their hair,” XMONDO Color founder and CEO Brad Mondo told Glossy. 
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