YouTuber Zoella has created fresh demand for grey hair dye after posting a picture of herself sporting a new hair colour.
On 23 March the blogger, whose real name is Zoe Sugg, posted a picture on Twitter or herself wearing a grey wig. The picture was widely shared by her fans gaining almost 4,000 retweets and 32,000 likes.
In the days that followed, retailer Superdrug has reported a 30% uplift in sales of grey hair dye, with Colour Freedom being a top choice. The brand is exclusive to Superdrug and has recently expanded its range with the Metallic Glory collection, which includes four new shades of grey.
Andrew McGill, Hair Colourant Buyer at Superdrug, said: “Our customers love to keep up with the latest trends in hair colour and often turn to celebrities for inspiration. Grey hair dyes are becoming increasingly popular as our customers embrace braver and bolder looks.”
Rihanna, Kylie Jenner and Jade Thirwall from Little Mix have all been pictured with grey hair styles in recent months as part of a wider trend for quirky hair shades.
Sugg already has a best-selling beauty range at Superdrug. Last year, the retailer said that the star’s second range, called Tutti Fruity, broke sales records. On the day of its launch, products from the range were said to be selling at a rate of one every two seconds.