The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
The New Class: It was a breakout year for these founders, designers and TikTokers.
Kathryn Winokur, founder of hair-color brand Hally Hair, has spent much of the past year on a branded truck. So far, in 2023, the truck has stopped in 26 cities across 18 states. When interviewed for this story in October, Winokur was about to leave on a trip to the University of Alabama, now famous for its #BamaRush culture. While there, she hosted four student events in three days.
Despite being less than 3 years old, Hally has managed to insert itself into youth culture by taking a diversified approach to connecting with college-age students. In February, it became the first beauty brand to collaborate with universities on a beauty product in an official capacity. It’s also built an ambassador program of over 1,200 students and hosted tailgates at Taylor Swift concerts. In September, it leveraged its college ambassadors to activate across 15 campuses for an event it dubbed “Streak For A Cause.” The student-led event raised over $25,000 for two nonprofits, Morgan’s Message and the American Foundation of Suicide Prevention.
Hally Hair is also growing through strategic partnerships. In the last two years, it’s teamed on products with film franchises including “Barbie,” “Turning Red” and “Trolls.” Winokur said Hally had intended to launch a red version of its hair color before the release of “Turning Red,” which made for an authentic partnership. And this summer, Hally collaborated with Ulta Beauty on special “Barbie” editions of its Shade Stix, which use mascara-like wands to apply hair color.
As for other partnerships, in August, Hally linked with Too Faced to offer traditional makeup on its truck alongside its own “makeup for your hair.”
Summarizing her approach to partnerships, Winokur said, “It’s about being able to say no and understanding when there is an authentic synergy that makes sense, doesn’t feel forced and propels Hally forward.”
Before founding Hally, Winokur worked in marketing — at one point, at Pepsi, where she focused on getting “cans in hands.” Her approach for Hally is not so different, she said. By taking its bus across the country, she has ensured that thousands of young women have experienced the brand’s Shade Stix.
The strategy is working: Hally Hair reached 7 figures in revenue in its first year, before growing over 150% in 2022. It is projected that it will close 2023 with another 200% year-over-year growth.
Click here to see all 2023 Glossy 50 honorees.
