This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
After graduating from cosmetology school in 2010, Amber Fillerup discovered her passion for photography on a service trip to Fiji. Her love for photography led to her blogging about her experiences and advice on beauty, hair care and lifestyle, in general. As Fillerup’s pageviews went up, so did her followers’ requests for beauty advice. With over a million followers on Instagram, Fillerup launched her hair-care brand, Dae, in 2020. The letters in Dae stand for “dawn,” “afternoon” and “evening.” Fillerup wants to Dae to highlight the daily moments we share and the opportunities we have to practice self-care. The brand’s hair-care products take inspiration from Fillerup’s home state of Arizona, with their warm and citrusy scents and desert botanical ingredients.
Who: Amber Fillerup (Dae)
Platform: Instagram
What are you known for & how did you get your start?
I am a former hairstylist and current influencer. I grew my following by sharing hair tutorials and all things lifestyle. I pride myself on being open, honest and infectiously positive.
What’s the brand: Hair care
Ad position: web_incontent_pos1
Find it: Daehair.com, Sephora.com, Sephora in U.S. and Canada
Why did you decide to bring a brand into this crowded marketplace?
The idea to launch Dae came to me in 2017. I wanted to offer products that were simple to use, while still highly effective, and spoke to the concept of hair care as self-care. Fast-forward to today, and Dae has amassed a large following for its undeniable efficacy and dreamlike scents.
What makes the brand different?
Dae Products are intentionally crafted clean with performance at the center. In our opinion, ‘clean’ is table stakes. It is the performance and the care of hair and scalp that we focus on — perfecting and simplifying, while making the experience a delightful one.
While innovating beautiful, effective, and sensorial products, Dae is also elevating the shower experience with clean, simple hair care and deeply sensorial experiences. Because our products are intentionally crafted to encourage self-care and tranquility, we make shower time something to look forward to.
We realize the hair-care industry can be overwhelming, so we took the opportunity to provide a streamlined collection that makes selecting products easier for consumers.
Fun fact: Our name is inspired by the sun’s daily rhythm: dawn, afternoon and evening.
Best seller: Signature Daily Shampoo
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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