Streax Professional Launches Evoque Collection to Drive Hair Color Trends Across India

Streax Professional has unveiled its annual hair colour collection — Evoque — a vibrant interplay of nostalgia and modern expression. This year, the brand adds a sparkling new dimension with Evoque Bridal Edit, a concept that reimagines hair colour as part of a bride’s complete fashion identity. In conversation with Priyancka Puri, Head of Marketing, Hygienic Research Institute (HRI), we decode the idea behind Evoque, the colour trends driving India’s hair market, and the digital-first strategy powering the brand’s community of stylists. (Edited Excerpt)

Q. What inspired the new collection, Evoque?

Every year, Streax Professional launches a new trend collection for hair colour, and this year, it’s Evoque. The name itself is rooted in “igniting fashion.”

We’ve seen so many retro trends return — like baggy pants now being called Korean pants, or the classic Sadhna cut now known as a fringe. Evoque draws from this very comeback of vintage aesthetics, blending it with contemporary flair. The collection features eight looks — five for women and three for men — each with a unique colour recipe crafted for the Indian audience.

Q. The Evoque Bridal Edit sounds like a bold move. What led to it?

This came from a strong community insight. While brides focus on their lehengas, jewellery, and makeup, hair tends to remain a secondary styling element. But in Indian culture, hair has always been considered a gehna — an ornament.

With Evoque Bridal Edit, we wanted to change that — to make hair colour part of the bridal statement. The idea is to let brides carry bold, expressive shades even on their wedding day. You’ll see shades like Mocha Mirage and Crimson Layers paired with traditional bridal looks — bringing personality and colour into the most memorable day of their lives.

Q. How are you amplifying this launch on digital and social media?

Digital is at the core of our outreach. We directly engage with over 40,000 hairstylists across India — sharing lookbooks, sectioning guides, and detailed “colour recipes” for the Evoque looks.

On the consumer side, we’re working with influencers and digital creators — especially on Instagram and Meta — to bring these looks alive. The timing aligns perfectly with the festive and wedding season, so the campaign will run through both stylist networks and social amplification.

Q. What colour preferences are emerging among Indian consumers?

Browns remain the most preferred — they complement Indian skin tones best. Reds and burgundy families are gaining traction, particularly in eastern India.

That said, Gen Z is breaking rules. They’re embracing bold shades like greens and blues — and we’ve included options like Espresso Fade and Ash Mullet to cater to their taste, as well as more corporate-friendly looks for men above 30.

Q. How are you balancing premium positioning with accessibility?

Streax Professional has always stood for “mass premium” — aspirational yet accessible. We’ve made sure our innovations reach not just metros but tier 2 and tier 3 towns as well. In fact, smaller cities are showing greater enthusiasm and experimentation today, thanks to digital exposure and rising disposable incomes.

Q. And what’s next after Evoque?

Work on our next collection is already underway — we start about seven to eight months in advance. India’s beauty landscape is shifting; we no longer just look West for inspiration. We now balance influences from both East and West, while grounding our creations in India’s own diversity.

This time, with Evoque, we’ve also brought men into the narrative — ensuring colour and style are inclusive, expressive, and rooted in individuality.