These Are the Fastest-Growing Hair Color Products According to Spate

Whether deciding to go blonde for the summer, need a dramatic haircut after a breakup or a simple root touchup, hair dye is golden for many beauty enthusiasts.

From splurging on salon transformations to budget friendly DIYing with a box of dye, the process has remained unchanged. However, analysts say the category is starting to see some bright spots in innovation. As consumers look beyond their local markets for inspiration, new formats are gaining traction, analysts say. Currently, the fastest-growing hair coloring products per Spate’s Popularity Index are bubble hair dye and hair chalk.

Bubble Hair Dye

Unlike traditional hair dye, bubble hair dye uses a foamy, mousse-like formula that was popularized in Japan and Korea. It’s not necessarily better or worse for your hair, people consumers appreciate its seamless application and mess-free for at-home use. Analysts say the trend has grown 201.9% year-over-year across platforms and remains Low Popularity, meaning it is still relatively under the radar but gaining traction quickly. Google currently leads with 55.9% Popularity Share and 98.1% growth, while the category receives 3,200 average monthly searches on Google and 454,200 average weekly views on TikTok.

On Search, the trend shows little to no competition, with few brands strongly associated with the category, leaving significant whitespace for brands looking to enter the conversation. On TikTok, sentiment remains positive (8.1/10), with consumers praising both the results and ease of application. The top branded hashtag is Japanese haircare brand #liese (21,900 average weekly views), reflecting the format’s roots in the Asian beauty market. Related hashtags such as #ad (25,800 average weekly views) highlight the role of sponsored content in driving visibility, while #hairtok (24,900) serves as a hub for transformations and product reviews. Hashtags including #dyinghair (18,400) and #diyhairdye point to strong interest in at-home coloring, a category that naturally performs well on social thanks to dramatic before-and-after results. Benefits-focused hashtags such as #nobleach (13,200) suggest demand for lower-commitment coloring options, while #brownhairdye (13,200) reflects interest in natural-looking shades. The presence of #asianhair (56,100) reinforces the trend’s Asian beauty origins, though interest is increasingly extending beyond that consumer group.

Hair Chalk

The beloved childhood pastime of drawing up a hopscotch board with colored chalk can now nostalgically cling to adult consumers, thanks to hair chalk. Getting its name from its chalk-like texture and temporary nature, the format coats hair with color that sits on the surface of the strand rather than penetrating it. It offers a low-commitment way to experiment with color before washing out with shampoo. According to analysts, hair chalk has grown 135.8% year-over-year and has reached Medium Popularity, meaning consumers are already familiar with the category, but interest continues to rise quickly. Google currently dominates the trend, holding 95.3% of Popularity Share and growing 128.9% year-over-year. The category receives 25,100 average monthly searches on Google and 149,100 average weekly views on TikTok. Nonetheless, TikTok is growing even faster at 506.4% year-over-year.

While the trend is often associated with moms coloring their daughters’ hair, TikTok conversation suggests the category’s audience may be broadening. The leading branded hashtag, #hallyhair (7,800 average weekly views), indicates that brands with a Gen Z positioning are playing a notable role in category visibility. Sentiment is mixed (6.4/10), consumers are intrigued by the concept but often have questions around color payoff, permanence, visibility and application. Hashtags like #ad (15,500 average weekly views) highlight the role of sponsored content in driving visibility, while #pinkhair (13,000) and #barbiehair (5,300) point to the playful, experimental aesthetic that continues to drive interest. At the same time, #fail (6,500) highlights the reality of DIY color experimentation, documenting less-than-perfect applications within the broader #hairtok (4,100) community.