Hair styling and care opens up a world of vast creative possibilities: from intoxicating product scents to transformational bond-building to gravity-defying volume infusions. With the launch of its Summer Hair Styling Campaign, Sephora is tapping into that artistic potential, combining trend-driven visuals with storytelling-driven brands. The accompanying campaign is a sunny and bright story of different hair textures and lengths, from voluminous bleached-blonde bobs to free-flowing beachy waves to textured hair slicked back into a low ponytail.In-store and online, the campaign’s lineup includes hair stylist–backed names like Mane (by Jen Atkin), clean beauty innovators like Crown Affair and dae, and textured hair/scalp care–focused brands like Sienna Naturals, with highlighted SKUs like the  It’s Giving Body Hot Round Brush (a nano-coated ceramic barrel brush), The Texturizing Air Dry Mousse (a weightless styling foam to add texture without the use of heat), Cactus Fruit 3-in-1 Styling Cream (which defines natural curls and smooths hair), and Plant Power Hair Mask (infused with vegan protein to strengthen damaged hair). Prices for these featured products range from $28-$98, aligning with the recent growth in premium haircare.According to Circana’s report for the first half of 2024, prestige hair product sales increased by 10%, with treatments and styling products being the fastest-growing category. Hair products priced at $30 or above grew three times faster than lower-priced items, constituting 25% of unit sales compared to 15% just three years prior. Online sales for these higher-priced hair products are growing by double digits.