Dyeing to Express

Hair colour is no longer just about hiding greys — it’s a bold tool for self-expression, says Priyanka Puri of HRIPL, as they reimagine global trends for Indian consumers.

- Team BrandSutra

From root touch-ups to runway-inspired looks, the way Indians see hair colour has evolved dramatically. Priyanka Puri, Senior Vice President — Marketing at Hygienic Research Institute (HRIPL), shares how the company’s multi-brand portfolio — Vasmol, Streax, and Streax Professional — is reshaping hair colour from a functional purchase to a lifestyle statement.

Edited excerpts...

Q. How has the Indian consumer’s relationship with hair colour changed?

A. Hair colour has gone from being a functional need to a form of self-expression. Earlier, it was mostly about covering greys. Now, it's about reflecting personality, experimenting with style, and staying on-trend — all while caring for hair health.

At HRIPL, our portfolio — Vasmol, Streax, and Streax Professional — meets every consumer need, whether it’s the traditional user, the trend-savvy Gen Z, or the salon-going professional. Our multi-brand strategy helps us stay relevant across diverse demographics and regions.

Q. How do Gen Z and millennials see hair colour differently from older generations?