Hair color — especially the fun, unnatural colors that are offered by brands such as Arctic Fox — is overwhelmingly used by women. When men use hair color, it’s to cover gray hairs. In fact, hair color that is marketed exclusively to men is almost always marketed for this purpose (I couldn’t find a single one that wasn’t, but who knows, maybe there’s one out there).
Men are half the population. Clearly, this is an untapped market that maybe brands such as Arctic Fox could attempt to reach out to.
Boundary-pushing and fashion forward men are out there. With the rise of TikTok and the fashion trends it fuels, and greater acceptance of men who seek to challenge gender norms, maybe trying to market hair dye to men isn’t such a far out there idea after all.
Emily Lentz 