The Rise of Early Grays
Why Gen-Z is reaching for Alkaline Demi Color to conceal
For years, gray hair has been framed as a concern for clients in their 30s, 40s, and beyond. But in 2026, one of the fastest-growing color conversations online is happening among Gen Z. From TikTok “graying at 22” confessionals to Reddit threads about stress-induced silver strands, younger clients are confronting early grays—and they’re looking for color solutions that blend, soften, and enhance, not commit them to permanent dye for life.
Enter the newest Redken innovation: SHADES ALK!
This gentle, blendable, long-lasting alkaline color category is becoming the go-to for Gen Z clients who want to conceal early grays without permanent color. Here’s why the shift is happening—and how stylists can tap into this rising trend.
Early Grays Are More Common Than Ever—And Gen Z Is Talking About It
• Stress and cortisol levels
• Genetic predisposition
• Environmental triggers
• Nutritional patterns
• Early bleaching and over-processing
But the bigger shift isn’t the gray hair itself—it’s how open Gen Z is about it. This generation talks about transparency, mental health, hormone shifts, and identity openly online. When the first gray pops through, they don’t hide it…they look for solutions that feel clean, customizable, and low-commitment.
Why Gen Z Won’t Jump Straight to Permanent Color
Gen Z’s color identity is shaped by three desires:
1. Low Commitment & High Flexibility
This group changes their look with the seasons—or even the week. Permanent color is seen as too binding, too opaque, and too traditional.
2. Maintaining Hair Health
They prioritize scalp care, bond builders, and gentle formulas. Permanent color (especially on virgin hair) feels like “too much too soon.”
3. Natural-Looking Enhancement Over Full Coverage
They don’t always want to cover their early grays—they want to blend them. Think softness, dimension, and aesthetic restraint.
This is exactly where the new SHADES ALK steps in.
Alkaline Demi Color: The Perfect Fit for Early Gray Concealing
As more stylists educate clients about acidic vs. alkaline demi, Gen Z is quickly gravitating toward the formula that gives the most flexibility.
What Makes Alkaline Demi Different?
Compared to acidic demi color, which is ideal for glossing and toning, alkaline demi-permanent color offers:
✔ Slight cuticle lift + better gray blending
The small amount of alkalinity gently opens the cuticle, allowing pigments to deposit more effectively and delivering smoother, more even gray coverage.
✔ Longer-lasting color and richer saturation
Acidic demi fades faster and more sheer—great for glosses, but not for stubborn early grays. Alkaline demi delivers better longevity, which Gen Z expects.
✔ Freedom from the commitment of permanent color
Gen Z wants color that washes out gracefully, not roots that expose lines of demarcation.
✔ Ideal for resistant or wiry early gray strands
Those first grays often grow in more coarse and resistant, and alkaline demi grips those fibers in a way acidic demi cannot.
The Trend: Soft Gray Concealing, Not Full Coverage
Gen Z is rewriting how grays are handled in the salon:
“Soft Conceal” Services Are Booming
Clients want:
• Root diffusions
• Gray-blending melts
• Luminous tonal enhancements
• Barely-there coverage that looks natural
Alkaline demi is the perfect tool for these new service trends because it offers coverage without looking “dyed.”
Warm tones are trending again
Gen Z is embracing:
• Expensive brunettes
• Soft coppers
• Golden beige blends
These tones reflect light beautifully and disguise grays naturally. Alkaline demi deposits warm hues with richness and dimension, giving a soft-focus effect to early grays.
Alkaline Demi Color: The Perfect Fit for Early Gray Concealing
As more stylists educate clients about acidic vs. alkaline demi, Gen Z is quickly gravitating toward the formula that gives the most flexibility.
What Makes Alkaline Demi Different?
Compared to acidic demi color, which is ideal for glossing and toning, alkaline demi-permanent color offers:
✔ Slight cuticle lift + better gray blending
The small amount of alkalinity gently opens the cuticle, allowing pigments to deposit more effectively and delivering smoother, more even gray coverage.
✔ Longer-lasting color and richer saturation
Acidic demi fades faster and more sheer—great for glosses, but not for stubborn early grays. Alkaline demi delivers better longevity, which Gen Z expects.
✔ Freedom from the commitment of permanent color
Gen Z wants color that washes out gracefully, not roots that expose lines of demarcation.
✔ Ideal for resistant or wiry early gray strands
Those first grays often grow in more coarse and resistant, and alkaline demi grips those fibers in a way acidic demi cannot.
The Trend: Soft Gray Concealing, Not Full Coverage
Gen Z is rewriting how grays are handled in the salon:
“Soft Conceal” Services Are Booming
Clients want:
• Root diffusions
• Gray-blending melts
• Luminous tonal enhancements
• Barely-there coverage that looks natural
Alkaline demi is the perfect tool for these new service trends because it offers coverage without looking “dyed.”
Warm tones are trending again
Gen Z is embracing:
• Expensive brunettes
• Soft coppers
• Golden beige blends
These tones reflect light beautifully and disguise grays naturally. Alkaline demi deposits warm hues with richness and dimension, giving a soft-focus effect to early grays.
The Trend: Soft Gray Concealing, Not Full Coverage
Acidic Demi
• Great for shine and toning
• Very minimal cuticle shifting
• Tends to wash out softly and quickly
• Does not blend resistant grays well
Alkaline Demi
• Offers controlled cuticle lift
• Deposits more intense pigment
• Longer-lasting tone
• Ideal for gray blending and diffusing
This explains why younger clients—who don’t want permanent color—are increasingly requesting alkaline demi options for their gray conceal services.
The Social Media Effect: Gen Z Learns Hair Science Online
TikTok and Instagram Reels are full of stylists breaking down the pH scale, porosity, and why gray hair resists color.
As Gen Z gets more educated, they’re coming into salons asking specifically for:
• “Demi with more coverage”
• “Not permanent, but something stronger than a gloss”
They don’t know the chemistry—but they know the experience they want. And alkaline demi delivers it.
What This Trend Means for Salon Professionals
This rise of early gray clients gives salons new revenue opportunities:
⭐ Gray-Blending Add-On Services
Offer a $35–$60 add-on using alkaline demi to softly conceal scattered grays.
⭐ Soft-Roots Packages
Combining root melting + demi gray blending is perfect for the “low-maintenance luxury” trend.
⭐ Alkaline vs. Acidic Service Tiers
Help clients choose between glossing (acidic) and concealment (alkaline).
⭐ Boosted Client Retention
Early gray clients return every 4–10 weeks for upkeep—high loyalty, long-term value.
Gen Z may be the most color-fluid generation yet, but they’re also incredibly loyal to stylists who help them navigate early grays with confidence and knowledge.
Final Takeaway: Gen Z Isn’t Ashamed—They Want Control
Early grays are no longer a taboo. Gen Z is:
• Talking about it
• Normalizing it
• Choosing flexible, healthy solutions
And alkaline demi-permanent color offers the perfect balance of:
✨ gentle chemistry
✨ natural concealment
✨ longevity
✨ and zero long-term commitment
It’s the ideal tool for meeting the needs of a generation redefining what gray hair—and gray coverage—looks like.
