Sunsilk’s Gen Z transformation: Social-first marketing and trend-setting new products

Sunsilk, the most-chosen hair brand globally,^[a] is launching a market-making new product and a mission to bring play back to haircare.

As part of the biggest reinvention in its history, Sunsilk is evolving from a functional, everyday range to a culturally relevant Gen Z beauty brand designed to deliver aspirational end looks.

A household name for more than 70 years, Sunsilk launched the world’s first one-wash shampoo back in 1954 and went on to create products for every hair type, texture and lifestyle, as the first to address many market trends. Now it’s reclaiming that trailblazing spirit to win with a new generation of consumers who demand benefits beyond the bottle, from shine-boosting performance to desirable design and sensorials that spark joy.

Reinventing a haircare hero

As Unilever’s biggest mass haircare line, Sunsilk's transformation represents a significant growth opportunity.

The brand is aiming to achieve this with Desire at Scale – a marketing model through which Unilever Power Brands are creating elevated everyday products that people don’t just need but also want. Our SASSY marketing approach, prioritising Science, Aesthetics, Sensorials, Said by others and Young-spirited, also underpins every element of Sunsilk’s new direction.

A streamlined range with premium ingredients and science-backed claims reinforces credibility and makes it easier for consumers to choose the perfect product for their needs. Refreshed packaging showcases products through a modernised rainbow colour palette and sleek design that signal beauty and modernity.

By elevating product performance and sensorial appeal, Sunsilk is positioned to capture share in both mass and premium segments. Central to this is the launch of Silk Touch, an innovation powered by patented amino-silk technology. The exclusive formula delivers up to 100 hours of silky smoothness, combining high-performance science with indulgent experiences.

Introducing Sunsilk Wondermist

Sunsilk is turning hair-care into hair play, with science-led formulas, and social-first marketing that connects with beauty communities. It starts with a first-of-its-kind new product that taps into a soaring Gen Z beauty trend.

According to research from Kantar, eight in ten people now seek holistic beauty routines that incorporate self-care.^[b] Beauty is no longer just about looking good. It’s about wellness, self-expression and everyday rituals that boost confidence.

Acting on this insight, Sunsilk recognised a gap in the market for products that could provide superior haircare performance while also supporting emotional wellbeing. Enter Wondermist – a hybrid hair mist that blends superior science with irresistible design and unmissable marketing.

Combining fragrance, haircare and emotional wellness in one portable format, Sunsilk Wondermist is designed for hair touch-ups on the go – and its must-have bottles are made to be seen.

Starting with the science, the Wondermist formula contains conditioning polymers to refresh hair, reduce frizz and boost shine, even in heat and humidity. But what truly sets it apart is the brand’s Emotiwaves™ fragrance technology, which is neuro-scientifically validated to elicit feelings of joy, confidence and self-esteem. The result is mood-boosting fragrances designed to last up to 100 hours.

Wondermist’s aesthetics and sensorials deliver too, with colourful ombré bottles and signature Rose Crush and Golden Glaze scents, turning readily available haircare into a sensorial experience that connects emotionally, not just functionally.

The demand for such a product is clear. The market size for hair mists in 2024 was half a billion US dollars, and data from Business Research Insights predicts it will grow to be worth $1 billion by 2033.

Cultural connection that converts into sales

Sunsilk understands that winning with Gen Z means showing up where they are and speaking their language. Discovering that while make-up touch-ups are all over social media, hair touch-ups are notably absent, the Wondermist launch is supported by a social-first campaign: #ButFirstMyHairTouchUp. It takes hair touch-ups out of hiding, inviting creators and communities to share their real-life misting rituals, from post-workout refresher to pre-interview polish.

The campaign reflects the ‘Said by others’ principle of SASSY, turning consumers into advocates who organically spread the word on social, turning hair misting into a cultural moment.

Limited-edition drops are launching in key markets to continue building a connection that converts into sales. Sunsilk is also partnering with K-Pop stars Babymonster, reaching the group’s passionate fandoms through bold, current content that connects with younger audiences on their terms. And in a collaboration with the much-loved Hello Kitty character in Thailand – the first market to launch Sunsilk Wondermist – the brand will join the trend for blind box toys, where consumers buy packs to collect the full range of surprise charms.

“At Sunsilk, we’re always looking for ways to connect more deeply with our consumers, not just by following trends, but by setting them,” says Jopa Malantic, Global Brand Vice President, Sunsilk and TRESemmé.

“Wondermist is a perfect example of that. It’s a product that delivers superior performance versus the competition, while fitting seamlessly into consumers’ lifestyles and emotional rhythm. When brands move with culture, not around it, the connection is real.”