Dark & Lovely Introduces "The Hairapist," A Bold New Campaign Celebrating Taking Hair Color Into Your Own Hands

The legendary hair color brand empowers women to protect their peace and their edges with Fade Resist

NEW YORK, July 20, 2026 /PRNewswire/ -- Dark & Lovely, the pioneer in hair color formulated for curls, coils and tighter textures, has launched its newest campaign, 'The Hairapist'. Starring marketing executive and cultural powerhouse Bozoma Saint John as "The Hairapist" alongside media personality and podcaster Scottie Beam as her distressed client, the campaign tackles a modern phenomenon: the emotional exhaustion of "stylist codependency" and the dread of the last-minute "hey boo" cancelation text.

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