Hally Hair's Kathryn Winokur: 'Gen Z is not static — she's growing up'
Mar 13, 2025
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Kathryn Winokur, Founder and CEO of Hally Hair, dives into the Gen Z beauty landscape with her innovative haircare brand. She shares insights on the creative processes behind products like Lady H, an alcohol-free hair perfume that enhances both scent and shine. With a focus on youth culture, she outlines her unique marketing strategies, including collaborations with college teams and TikTok engagement, all aimed at fostering self-expression and meeting evolving beauty aspirations. Hally is truly reshaping the hair and fragrance game for a dynamic generation.
Kathryn Winokur highlights Hally Hair's innovative products, like foam hair dye, which allow Gen Z to express themselves creatively without long-term commitment.
The successful launch of Lady H hair perfume demonstrates Hally Hair's strategy of engaging with Gen Z through direct insights and social media platforms.
Deep dives
Nostalgic Hair Practices
The conversation reflects on childhood hair experiments, highlighting how early experiences with hair dye, like using Kool-Aid, shaped personal identities during formative years. The co-hosts share personal stories, emphasizing the rebellious spirit of their youth, where hair color was a form of self-expression despite potential repercussions from parents and school rules. This nostalgia sets the tone for the podcast, reinforcing the significance of hair in personal style and self-discovery, which resonates with their audience. By weaving in these memories, they create a relatable connection that underscores the evolution of hair trends over the years.
Hallie Hair's Innovative Products
Catherine Winokur, founder of Hallie Hair, discusses her brand's unique approach to hair care, which aims to cater specifically to Gen Z's preferences. The introduction of products like foam hair dye and Shade Sticks represents a shift towards fun and playful hair color applications, allowing users to experiment with hair without the commitment of traditional dyes. These products not only make hair color more accessible but also encourage creativity, similar to how makeup is used for self-expression. This innovation positions Hallie Hair as a leader in a previously stagnant market, offering fresh solutions that resonate with younger consumers.
Market Research and Consumer Engagement
Winokur emphasizes the importance of understanding Gen Z and their evolving preferences through extensive market research. By conducting surveys and engaging directly with college ambassadors, Hallie Hair captures real-time insights on product usage and consumer behavior. This strategy of combining data from surveys with live interactions allows the brand to remain agile and responsive to trends, effectively adapting to the needs of their target audience. This hands-on approach not only informs product development but fosters a sense of community and loyalty among consumers.
The Launch of Hair Perfume
The recent introduction of Lady H, an alcohol-free hair perfume, aligns with Hallie's mission of offering safe and innovative products that enhance self-expression. This fragrance utilizes biodegradable technology and aims to nourish hair while providing a light scent that complements other perfumes. The launch strategy included a TikTok Live event, engaging creators to organically promote the product through personalized content. This approach not only leverages the virality of social media but also connects with a consumer base eager for authenticity in beauty products, showcasing Hallie's commitment to staying relevant in a competitive market.
Kathryn Winokur launched Hally Hair in 2021 after working for companies including PepsiCo and Dove. From engineering college partnerships to hosting a trip for Alabama sorority girls, the brand has succeeded by keeping its finger on the pulse and remaining deeply entrenched in youth culture. Its latest move is a timely one, too: On March 6, it introduced Lady H, a $39 alcohol-free hair perfume that also adds shine to hair. The scent launched DTC and on TikTok Shop and will hit Ulta Beauty — in all doors and online — on April 20.
"We see hair and fragrance as some of the most individualistic forms of self-expression. That was the driving force behind Hally's new hair perfume," Winokur said.
In this episode of The Glossy Beauty Podcast, Winokur talks about filling a white space with Hally, getting insights directly from Gen Z and launching the brand's new product, Lady H hair perfume. The scent has notes of ripe cherry, jasmine vanilla and deep moss.
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