dae
LAUNCHED IN 2020
FOUNDER Amber Fillerup Clark
Inspired by its Arizona heritage, dae harnesses the power of desert botanicals to creat simple yet powerful hair-care products.
WHY WE LOVE IT
dae makes hair care simple with clean, efficacious products for every hair concern, from frizz to flyaways.
SHOP AT
Sephora, Amazon
Amber Fillerup Clark was inspired to start her brand by a desire to offer products that embody the concept of hair care as self-care. She wanted every product to be infused with desert-derived botanicals that treat, protect and restore hair to its healthiest and shiniest. Her goal was to create a line that is ideal for all hair types and textures, and that features dreamy, desert-inspired signature scents.
BEST-SELLING PRODUCT
Cactus Fruit 3-in-1 Styling Cream ($30)
Description: In the age of multitasking products, dae's 3-in-1 Cactus Fruit Styling Cream sets the precedent, using desert-derived botanical extracts to define natural curls, create smooth, air-dried styles or prep the hair for a bombshell blowout. Whatever your vibe is, this 3-in-1 styler has you covered.
FOUNDER NOTES
This product has seen multiple viral moments on social media, most notably TikTok, which significantly boosted its popularity and led to several sell-out instances.
FIRST PRODUCT
Signature Shampoo and Conditioner (56)
Description: dae won over the hearts of its users with their simple, effective, clean formulas, which started with their Signature Shampoo and Conditioner. Free from synthetic ingredients, sulfates and parabens, dae's Signature line harnesses the power of desert botanicals to help you create your healthiest hair yet in the simplest way possible.
FOUNDER NOTES
We launched with these essentials to help create a foundation for healthy hair care. The response to these initial products was overwhelmingly positive. Customers appreciated the simplicity and effectiveness of the products, along with their delightful scents and focus on hair care as self care.
