- Founded In: 2020
- Founder: Amber Fillerup Clark
- Headquarters: Arizona, USA
- Brand Philosophy: "We believe haircare doesn’t have to be complicated and aimed to make a line that is simple and effective."
- Known For: Signature Shampoo, Signature Conditioner, and Cactus Fruit 3-in-1 Styling Cream
Founded in 2020 by Amber Fillerup Clark, dae is a haircare brand inspired by the landscapes of the American Southwest. The name, short for “day,” reflects a philosophy of effortless, uncomplicated beauty. Rooted in clean, high-performing formulas, dae products are made with desert-derived ingredients like prickly pear, moringa, and hibiscus. Each ingredient is chosen for its ability to hydrate, strengthen, and enhance natural texture.
dae launched with a tightly edited lineup, starting with its Signature Shampoo and Conditioner. Both were designed to cleanse and nourish without stripping the hair’s natural oils. Since then, the brand has expanded into treatments and styling essentials, all created with the same commitment to simplicity and effectiveness. Sustainability is central to dae’s mission, with recyclable packaging and responsible sourcing guiding every product.
More than just haircare, dae is a brand that celebrates warmth, ease, and everyday rituals. Its sunlit aesthetic and thoughtful formulations have built a dedicated community that values products that work without unnecessary steps or harsh ingredients.