Vegan, Gen Z-centric Hair Care Brand Hair Proud Launches into US with First Campaign

Vegan, Gen Z-centric hair care brand Hair Proud has launched into the US with its first campaign, A Cut Above. 

 

In partnership with nonprofit StandUp For Kids, A Cut Above is offering complimentary haircut services to make hair care more accessible for young adults experiencing homelessness.

 

“Experiencing housing insecurity can make it difficult to prioritize yourself and your wellness,” said independent artist and poet Keke Babers, who was the first client to have received hair services through the program.

 

According to brand research from Nora Zukauskaite, global marketing director for I Am Proud, Hair Proud's Masterbrand, 88% of Gen Zers in the US care deeply about social issues, and homelessness is a glaring concern. Over 4.2 million young people in the country currently face housing insecurity.

 

With the support from nine salons, A Cut Above is offering complimentary services in seven states to date for the month of March. Information on participating salons and locations can be found on the campaign's official website here.