Hally Hair is stepping into the world of edible fun, capturing the attention of Gen Z concert-goers and festival enthusiasts with a unique collaboration that fuses hair accessories with candy. Founded by Kathryn Winokur in 2021, the brand has gained traction for its innovative hair dye products and accessories, and now it’s taking a bold leap into the world of confectionery. The new limited-edition Glow Up Gem Pen Set, developed in partnership with the beloved candy brand Sour Patch Kids, promises to deliver both a trendy hair styling experience and a tasty treat, catering perfectly to the vibrant lifestyle of Gen Z.
The Glow Up Gem Pen Set showcases not only Hally Hair’s acclaimed Gem Pen tool but also brings in Sour Patch Kids’ latest creation: Glow Up Watermelon candy. Positioned at a price point of $35, this delightful set includes a glow-in-the-dark travel bag and eye-catching neon hair gems that glimmer under blacklight, making it perfect for rave and party scenes. As live events ramp back up, Hally Hair is tapping into festival season, ensuring that fans can look and feel fabulous at every event they attend.
Winokur expressed excitement over this partnership, highlighting how the collaboration with Sour Patch Kids is a match made in heaven. She notes, “The Sour Patch Kids brand has the perfect amount of humor, fun, and playfulness that fit with Hally’s DNA.” Their shared ethos resonates particularly well with Gen Z, who prioritize creativity and fun in their self-expression. This partnership is a step beyond Hally’s previous collaborations—such as those with Disney and Mattel—marking a novel approach that embraces culinary delight along with beauty.
The creative process for this collaboration took nearly a year, as Winokur and her team worked closely with the Mondelez-owned Sour Patch Kids brand. Drawing inspiration from both Hally’s popular Gem Pen and the innovative Glow Up candy—coated with flavorless confetti that glows under black light—the team aimed to fuse the worlds of beauty and fun. This synergy resulted in a product aimed at enhancing the festive experiences and social gatherings that summer brings.
The Hally Hair Gem Pen itself has emerged as a sensation on platforms like TikTok, boasting over 30 million views and solidifying its status as a Gold Star Seller. This pocket-sized tool allows users to easily stamp gems onto hair or skin, adding a playful twist to their looks. The collaboration enhances this concept further, entwining the vibrant escapades of festivals and parties with a blend of glamour and edible joy. Winokur enthuses that the collaboration brings energy, summer fun, and social interactions to the forefront of their offerings.
The Glow Up Gem Pen Set will be available for purchase on Hally Hair’s website, Amazon, and TikTok throughout 2025. Initially launched in over 100 Ulta stores, Hally Hair quickly expanded nationwide, reflecting its growing popularity among the youth. This unique collaboration with Sour Patch Kids marks a new chapter for Hally Hair, demonstrating their commitment to innovation and connection with their audience. As they gear up for festival season, fans can look forward to not only styling their hair but also adding an element of playful sweetness to their celebrations.