Dae Hair

What Dae Hair does

Dae Hair (legal name Daehair, also operating as "dae") is a Phoenix, Arizona-based direct-to-consumer haircare company founded by influencer Amber Fillerup Clark. The company develops and sells a comprehensive line of clean, vegan, cruelty-free haircare products built around proprietary desert-derived botanical formulations featuring ingredients such as cactus fruit, prickly pear seed oil, dragon fruit, and meadowfoam seed oil. The product portfolio spans wash care (Signature Shampoo and Conditioner), treatment (Monsoon Moisture Mask, Desert Detox Clarifying Shampoo, Violet Hour Purple Shampoo, Stargloss Shine Treatment), styling (Cactus Fruit 3-in-1 Styling Cream as the flagship bestseller, Taming Wand, Fairy Blaster Dry Texturizing Spray, Fairy Duster Dry Shampoo, Sunsetter Hairspray, Hibiscus Wave Spray, Agave Dry Heat Protection Spray), hair oils, brushes and tools, and adjacent body and fragrance products. Core technology centers on clean formulation chemistry (free from SLS, parabens, phthalates, and synthetic dyes) combined with proprietary fragrance collections (Signature Citrus, Vanilla Dae Beam, Desert Peach, Prickly Pear).

The business operates through three revenue streams: one-time DTC e-commerce sales via daehair.com (product pricing from $14 mini sizes to $132 bundles, with 10-15% bundle savings and Build Your Own Bundle configurator), a Subscribe & Save recurring subscription program offering 10% off with flexible 1-6 month delivery frequencies, and wholesale/retail sales through Sephora. Go-to-market combines direct-to-consumer e-commerce, retail distribution via Sephora, community-led growth through the Daedreamers Rewards Club loyalty program, and influencer marketing anchored by founder Amber Fillerup Clark's personal brand with active presence on Instagram and TikTok. Customer segments include general consumers seeking simplified haircare routines, clean beauty enthusiasts, and millennials and Gen Z attracted to influencer-founded brands. As of the latest data, Dae has raised $10.6 million in total funding across a $2.6M seed round (Willow Growth Partners, July 2021) and an $8M Series A (Verity Venture Partners, December 2022), operates with 11-50 employees, and is recognized in publications including Harper's Bazaar, WWD, Women's Health, and Today.

Name

Dae Hair

Legal name

Daehair

Website

https://daehair.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Dae Hair is a Phoenix-based direct-to-consumer clean haircare brand selling vegan, cruelty-free products with desert-derived botanicals (cactus fruit, prickly pear) via daehair.com and Sephora, serving general consumers and clean beauty enthusiasts with a founder-led, community-driven model.

Ownership category

akta.pro rank

Product category

Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Natural & Clean Fragrance (CRABADAG)

Keywords

• Clean haircare products
• Vegan beauty brand
• Hair styling products
• Natural hair care formulations
• Direct-to-consumer beauty

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue channel through the company's website daehair.com, selling individual products and bundled sets at varying price points from $14 to $132.
2. Subscribe & Save Subscription: Recurring subscription model offering 10% discount on regular deliveries. Customers can choose delivery frequency of 1-6 months. Provides predictable recurring revenue and customer retention.
3. Retail/Wholesale: Sales through Sephora retail locations, expanding distribution beyond DTC to physical retail footprint.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Dae Hair manufactures and sells its own line of clean, vegan, cruelty-free haircare and body care products — including styling creams, shampoos, conditioners, leave-in treatments, hair masks, hair oils, dry shampoos/texturizing sprays, heat protection, brushes and styling tools, fragrance mists, and body wash — formulated with desert-derived botanicals such as cactus fruit, prickly pear seed oil, and dragon fruit. The brand distributes through its daehair.com e-commerce site, the Sephora retail partnership, the Subscribe & Save subscription program, and the Build Your Own Bundle configurator, with scent-organized merchandising across Signature Citrus, Prickly Pear, Desert Peach, and limited-edition Vanilla Dae Beam collections.

Product overview

Dae Hair is a Phoenix-based, clean haircare brand offering a comprehensive line of styling, wash, and treatment products built around desert-derived botanicals. The core portfolio centers on the Cactus Fruit 3-in-1 Styling Cream (the flagship bestseller) which is available in multiple scents and formats including the new limited-edition Vanilla Dae Beam collection. The brand's product ecosystem includes Signature Shampoo and Conditioner for daily wash care, leave-in conditioners (Mirage Mist), treatment masks (Monsoon Moisture Mask, Desert Detox Clarifying Shampoo), styling products (Fairy Blaster Dry Texturizing Spray, Fairy Duster Dry Shampoo, Sunsetter Hairspray, Hibiscus Wave Spray), heat protection (Agave Dry Heat Protection Spray), hair oils (Prickly Pear Hair Oil), brushes and tools (Vegan Detangle + Style Brush, Dual Edge Styling Brush), body and fragrance products (Dream Veil Fragrance Mist, Signature Body Wash), and curated kits and bundles. Products are organized by scent families including Signature Citrus, Vanilla Dae Beam, and Prickly Pear, and are formulated to be clean, vegan, and cruelty-free. The brand operates a subscription program (Subscribe & Save) and rewards club (Daedreamers Rewards Club).

Differentiator

Problem solved

Functional benefit

Products and services

• Cactus Fruit 3-in-1 Styling Cream Best-selling multitasking styling cream for individuals seeking a single product that smooths styles, prepares shiny blowouts, and defines natural curls. Formulated with cactus fruit, prickly pear seed oil, and dragon fruit extracts.
• Taming Wand Compact mascara-like applicator with styling product for precise application to tame flyaways and smooth frizz on the go. Available in Signature Citrus and Desert Peach scents.
• Taming Wand Duo Travel-friendly pair of Taming Wands in Signature Citrus and Desert Peach scents for touch-ups that tame flyaways and smooth frizz.
• Signature Shampoo Gentle daily cleansing shampoo with Signature Citrus scent; available in full-size, jumbo, and mini formats for daily wash-care routines.
• Signature Conditioner Hydrating and detangling conditioner with Signature Citrus scent that leaves hair silky, soft, and manageable. Available in full-size, jumbo, and mini formats.
• Mirage Mist Leave-In Conditioner Multi-use leave-in conditioner mist that tames frizz, refreshes curls, adds shine, or smooths flyaways on towel-dried or dry hair. Lightweight formula with desert botanicals.
• Prickly Pear Hair Oil Nourishing hair oil rich in vitamins, antioxidants, and fatty acids from prickly pear seed; adds shine, tames frizz, and conditions strands.
• Monsoon Moisture Mask Deep hydrating hair mask delivering intense yet weightless moisture for dry, dull, and moisture-resistant hair, leaving it frizz-free, smooth, glossy, and soft.
• Desert Detox Clarifying Shampoo Deep-cleansing color-safe clarifying shampoo that removes product buildup while remaining suitable for all hair types; formulated with desert-derived ingredients.
• Fairy Blaster Dry Texturizing Spray Dry texturizing spray that builds texture and volume, refreshes roots, and absorbs oil for effortless styles. Distributed through Sephora retail.
• Fairy Duster Dry Shampoo Dry shampoo that refreshes roots and absorbs oil, extends time between washes, and adds volume while keeping hair fresh.
• Sunsetter Hairspray Flexible-hold, brushable hairspray providing shiny finish without drooping; offers all-day hold that remains re-workable.
• Hibiscus Wave Spray Wave-enhancing spray that creates waves and enhances natural texture with a nourishing formula for defined, bouncy curls.
• Agave Dry Heat Protection Spray Heat protection spray that shields hair from heat damage while detangling and preparing hair for heat styling with nourishment.
• Violet Hour Purple Shampoo Color-correcting purple shampoo that cleanses and tones brassiness, designed to maintain blonde and silver hair colors.
• Stargloss Shine Treatment Shine treatment that tames frizz and adds brilliant shine, restoring dull and brittle strands to natural glossy luster.
• Vegan Detangle + Style Brush 100% vegan hair brush that detangles while minimizing damage; suitable for all hair types and textures.
• Dual Edge Styling Brush Dual-edge styling brush designed to tame flyaways and style edges, with versatile styling options.
• Fairy Duster Dry Shampoo Blending Brush Kabuki-style blending brush designed for easy, mess-free application of dry shampoo with soft bristles.
• Dream Veil Hair + Body Fragrance Mist Layerable fragrance mist for hair and body with Signature Citrus scent providing all-day scent while adding shine to hair.
• Signature Beaming Body Wash Citrus-scented body wash that hydrates skin while cleansing and wraps skin in sun-soaked scent for all-day freshness.
• Dae Signature Duo Shampoo and conditioner duo that cleanses, hydrates, and detangles; foundational wash-care set for daily hair rituals.
• Signature & Leave-In Trio Complete wash-and-style trio including shampoo, conditioner, and leave-in conditioner to nourish strands and prevent breakage.
• Citrus Twist Hair Styling + Fragrance Mist Duo Styling cream and fragrance mist pairing with bright citrus notes that provides both styling hold and all-day scent.
• Build Your Own Bundle Customizable bundle configurator on daehair.com letting customers select products for 10–15% savings by mixing full-size and mini items.
• Vanilla Dae Beam Capsule Limited-edition bundle in the Vanilla Dae Beam scent (creamy vanilla, praline, candied lemon), pairing the Cactus Fruit 3-in-1 Styling Cream and Taming Wand at promotional pricing as part of the seasonal Vanilla Dae Beam Collection.
• Subscribe & Save Recurring delivery subscription that delivers Dae Hair products on a flexible schedule (1 to 6 months) at a 10% discount, with free shipping on US orders of $40+, providing predictable recurring revenue and customer retention.
• Daedreamers Rewards Club Brand-run loyalty program that rewards customers with points per dollar spent, tiered VIP benefits, referral incentives, and birthday rewards to drive repeat purchase and community engagement.

Quantifiable outcome

• 300% projected revenue increase in 2021
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• SephoracoreChannel Partner/ Reseller/ DistributorMajor retail distribution partner carrying Dae Hair products in Sephora stores. Products like Fairy Blaster Dry Texturizing Spray are sold through Sephora's retail and online channels.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Ouai: Celebrity/influencer-founded haircare brand known for its founder Jen Atkin's stylist credibility, signature scents, and DTC-plus-Sephora distribution model. Highly comparable to Dae Hair on founder-driven brand identity, premium-but-accessible positioning, and the same Sephora shelf.
• Briogeo: Clean, vegan, cruelty-free haircare brand sold through Sephora and DTC with a strong natural-ingredient positioning. Directly overlaps Dae Hair on clean-beauty haircare, Sephora placement, and product breadth across wash, treatment, and styling.
• Verb Hair: Affordable-premium haircare brand positioned around accessible luxury, professional-grade results, and broad distribution including DTC and salons. Competes with Dae Hair for the same mid-premium consumer looking for quality haircare at attainable price points.
• Olaplex: Premium bond-building haircare brand with deep Sephora and professional distribution. Comparable on premium positioning, ingredient-driven storytelling, and broad styling and treatment product portfolio, though at a higher price tier than Dae Hair.
• Playa Beauty: Daytime-beach-inspired haircare brand founded by a celebrity stylist selling through DTC and select retailers. Comparable to Dae Hair on founder-led storytelling, lifestyle-driven branding, and a styling-focused product mix.
• R+Co: Premium salon haircare brand with distinctive packaging, signature fragrances, and professional-plus-retail distribution. Competes with Dae Hair on the sensorial, signature-scent styling experience and on Sephora/specialty retail presence.

Emerging players

• Pattern Beauty: Influencer-founded (Tracee Ellis Ross) haircare brand focused on curly and textured hair, sold through Sephora and DTC. Overlaps Dae Hair on founder-led brand building and Sephora distribution, though focuses on a more specific hair-texture segment.

Broad incumbents

• Kérastase: L'Oréal-owned luxury professional haircare brand with broad salon and retail distribution. Represents the incumbent benchmark Dae Hair is competing against in the prestige haircare space, especially at Sephora and specialty retailers.
• Pureology: L'Oréal-owned professional vegan haircare brand specializing in color-treated hair. Broader incumbent with overlapping clean-beauty, vegan, and color-safe positioning that competes for the same Sephora and salon-channel consumer.
• Living Proof: Science-driven premium haircare brand now under Unilever, sold through salons, Sephora, and DTC. Direct overlap with Dae Hair in styling and treatment categories, providing incumbent competition with significantly larger R&D and marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/daehair
• TikToktiktok.com/@daehair

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dae Hair