SHE DOES
For 95 years, Clairol has been part of women's stories, milestones, and moments of self-expression. Now, four longtime Clairol users are sharing their stories in "She Does," a documentary-style film celebrating the women who've trusted the brand through every chapter of their lives. Decades after Clairol first asked, "Does she... or doesn't she?", they're answering proudly and on record: SHE DOES.
* Watch the Film | Meet the Women
FROM A QUESTION TO A STATEMENT
In 1956, Clairol first asked the iconic question: "Does she... or doesn't she?" At a time when hair coloring was a social taboo, Clairol dared to ask a question women rarely answered out loud. Decades later, women proudly share their beauty rituals and embrace their choices on their own terms. With "She Does," Clairol hands the microphone to the women who've trusted the brand for decades, transforming its most iconic question into a statement spoken proudly and openly.
REAL WOMEN. REAL STORIES. REAL SHADES.
The four women featured in "She Does" can name the exact Clairol box they've reached for over the years and tell you why. Through intimate, unscripted conversations, they share the moments, rituals, and personal choices that have shaped their lives. Meet the women behind "She Does" and the Clairol products they've trusted along the way.
BETTYLYNN KOULES
A loyal Clairol user for over 30 years, Bettylynn has trusted the brand through every chapter of her life, with ColorStrong Medium Brown becoming her latest go-to shade.
* “I absolutely tell people that I color my hair. I've received compliments on it when walking through a restaurant and I tell them, 'Clairol, medium brown.”
PAULA LELAND
The youngest of three sisters and the first to go gray, Paula wears her silver strands on her own terms – proudly covering them with Clairol Textures & Tones in Silken Black.
* “When I have the fresh color in my hair and when I look in the mirror, I feel proud. I feel confident. I feel as if nothing can hold me back.”
DEBRA LELAND
After a battle with cancer, Debra rediscovered her confidence through her hair, turning to Clairol Textures & Tones in Honey Blonde as part of her journey back to herself.
* “It kind of opened up a whole new world. It's like, oh, walk with your head up. You've overcome cancer and there's so much more you could do. And the color kind of just like the icing on top of the cake.”
ERIN RIESELMAN
Introduced to at-home hair color by her hairstylist mom, Erin has made coloring her hair with Nice'n Easy Soft Black a ritual of her own – one that still connects her to the woman who taught her.
* “I think that women in particular have taken back some of that power to say, 'Yeah, I'm going to dye my hair and, on the opposite end of that, yes, I'm going to go fully gray and embrace it.”
95 YEARS OF COLOR, CONFIDENCE & SELF-EXPRESSION
1931 – The Beginning of Clairol
Lawrence and Joan Gelb introduce a European hair-color preparation to the U.S., founding Clairol in New York and helping make hair color more accessible.
1950 – Miss Clairol
Clairol introduces Miss Clairol Hair Color Bath, the first one-step hair-color treatment that lightens, tints, shampoos, and conditions in under 20 minutes.
1956 – “Does She… or Doesn’t She?”
Clairol launches its iconic campaign, challenging hair-color stigma and helping increase the percentage of American women coloring their hair from 7% to over 40%.
1964 – Carousel of Color
Clairol brings hair color to the New York World’s Fair with its Carousel of Color, showcasing innovation to a global audience.
1965 – Nice’n Easy Launches
Clairol introduces Nice’n Easy, a shampoo-in permanent hair color, alongside the memorable slogan, “The closer he gets, the better you look.”
1969 – “The closer he gets, the better you look”
Clairol reinforces its commitment to natural-looking hair color with the campaign “The closer he gets, the better you look,” highlighting beautiful results up close.
1971 – Herbal Essence
Clairol expands beyond hair color with Herbal Essence, entering the hair-care category.
1974 – “It Lets Me Be Me”
Clairol embraces individuality and self-expression, expanding its shade offerings to reach more women.
1981 – “It Conditions the Most”
Nice’n Easy highlights its conditioning benefits, reinforcing Clairol’s leadership in permanent hair color.
1988 – “You, Only Better”
Clairol celebrates natural beauty and confidence through its “You, Only Better” campaign and celebrity ambassadors.
1994 – Natural Instincts
Clairol introduces Natural Instincts, offering a gentler, wash-out alternative to permanent hair color.
2005 – Root Touch-Up
Clairol introduces Root Touch-Up, creating a new hair-color subcategory focused on convenient root coverage between colorings.
2008 – Perfect 10
Clairol launches Perfect 10, bringing permanent hair color results in just 10 minutes.
2016 – “Color as Real as You Are”
Clairol celebrates authentic beauty and diverse personal stories, including Tracey Norman’s return to the brand.
2018 – “Color Fearlessly”
Clairol introduces its Color Fearlessly campaign, emphasizing gentle color and care throughout the coloring process.
2023 – “It’s So Me”
Clairol launches its first global campaign in five years, returning to its roots with a renewed focus on color as a form of personal expression.
2026 – Celebrating 95 Years of Clairol
Clairol celebrates its 95th anniversary, honoring nearly a century of hair-color innovation, iconic campaigns, and empowering people to express themselves through color. From Miss Clairol to Nice’n Easy, Root Touch-Up, and Natural Instincts, the brand continues to make beautiful, accessible at-home hair color possible.