The Barbiecore trend has made its solution to the at-home hair-coloring game.

Preluding the July release of Greta Gerwig’s “Barbie” movie starring Margot Robbie, at-home hair-color brand Hally has partnered with Mattel to launch a group inspired by the famed doll.

“The thought originated from the Ulta Beauty team — they told us they were planning on doing full-chain, huge displays around Barbie this summer and wanted a hair dye brand to be an element of that,” said Kathryn Winokur, who founded Hally in 2021 with a spread of demi-permanent, foaming Color Cloud dyes priced at $25.

Inside two months of launch, Hally entered Ulta through its Sparked platform, joining brands like Madison Reed and Arctic Fox on the retailer.

The brand has since introduced temporary hair-coloring Shade Stix, a Fluffy G hair glaze and a number of other movie and pop culture-inspired collaborations which have sought to widen the parameters of at-home hair dyeing.

“Our biggest opportunity is to create more relevant purchase occasions inside the category,” said Winokur, who collaborated with Disney’s “Hocus Pocus 2” on a group, and in February partnered with Baylor University to release Shade Stix in the college’s yellow and green colours.

“Our litmus test in selecting what we would like to do is, ‘Does this ladder as much as our mission of being the primary popular culture hair brand?,’” said Winokur, who said Hally crossed the seven-figure sales threshold inside one yr available on the market, and tripled its sales in yr two. Though she didn’t comment on sales expectations in 2023, industry sources estimate Hally could exceed $10 million in sales this yr.

The brand’s bestselling stock keeping unit is its Blue Shade Stix, of which 25 are sold every hour.

“We see Shade Stix as our gateway drug, for lack of a greater term: People develop into aware of the brand through them and as they age up, might determine they’re ready for at-home hair color options which are just a little more everlasting, like Color Cloud,” Winokur said.

Launching Monday, the Hally x Barbie collection consists of pink, purple and Malibu Blue Shade Stix, $14.99 each, and corresponding hair accessories. Like all the brand’s formulas, the products are freed from ammonia, sulfates and parabens, and shall be available at Ulta Beauty, Walmart and Amazon.

“[At-home hair dye] is such a premeditated purchase, since the category isn’t at the identical maturation as color cosmetics or skincare — there’s a finite number of individuals straight away who feel comfortable doing box dye at home,” said Winokur, whose mission is to lower consumers’ barrier to entry into the category.

One means to this goal has been the Hally Mobile, which conducted a 12-stop College Football Tour last season, allowing tailgaters to point out their school spirit on their strands.

“Student athletes, they’re our core demographic — we all know that college is a first-rate spot for the Hally customer,” said Winokur, who’s amongst a growing group of founders harnessing college athletes for ambassadorships to resonate with Gen Z consumers.

The Hally Mobile will return to varsity campuses this fall in partnership with Too Faced, expanding its terrain to sorority rush events at The University of Alabama (which have develop into a widely watched sensation on TikTok since 2021), and even select stops of the ultimate leg of Beyoncé’s ongoing “Renaissance” world tour.

Also this fall, the brand will introduce a “Trolls” collaboration to coincide with the premiere of the movie’s third installation.

“Our brand ethos has quite a lot of fun and levity to it, and our [collaborations] have been a natural fit — we’re not forcing hair color right into a conversation where it doesn’t exist already,” Winokur said. “We’re out to construct the [at-home hair-coloring] category, and education is a giant a part of that.”

Greater than 160,000 people interacted with the Hally Mobile during its fall 2022 tour; this fall, the brand goals to attract 355,000-plus visitors.

“Gen Z could be very ‘show, don’t tell,’ in order that’s what we’re doing,” Winokur said.