Nish Hair recently launched its first collaboration with celebrity hairstylist Priyanka Borkar. Delving into India’s first celebrity hair extension partnership, Vidhi Arya from Professional Beauty India explores the creative journey that brought this collection to fruition
The new collection by Nish Hair in collaboration with Priyanka Borkar offers six hair pieces, catering to people with thin, short, thick, or long hair. The stand-out offering remains a unisex, clip-on bun. “I feel like today not just women but men also are very aware of their hair. Especially in the growing hair phase, it works beautifully to give you the bun feel even if your hair isn’t long enough,” says Priyanka Borkar. Additionally, the collection brings forward a long wraparound ponytail, vibrant purple strands, a half wig with a unique V-shaped extension, side patches featuring a thinner profile and layered cut, and a set of bangs.
The collection is India’s first-ever collab between a celebrity stylist and an extensions brand. Nish Hair has offered collab collections with brands like Freakins and Tint in the past. It has been a successful strategy for the skyrocketing brand growth and reach. But now, the collab comes with the expertise of Borkar, who has extensive experience in hair styling and extensions. “We wanted an expert professional on board with us for the same. We approached a celebrity hairstylist, Priyanka Borkar. Priyanka was my first choice because I have worked with her in the past. I am an absolute fan of her work. It was a no-brainer choice for us.” says Parul Gulati, Founder of Nish Hair.
The collection offers options that help the users blend fun, style, and versatility. It enables them to confidently step out whilst exploring their creativity with extensions. After thorough research and valuable customer insights, the line came to life. Gulati adds, “To develop the new collection, we both did a lot of brainstorming. Priyanka saw the kind of products Nish Hair already has. She suggested how some products could be tweaked to give them a different feel. We also deliberated on the products not yet available in the market, such as the ponytail. She brought her expertise into play and gave us ideas on what products we could create and how. The development and manufacturing process was taken over then by Nish Hair.”
Borkar added, “Parul and her team met me a couple of times to discuss what the market lacks. Once we came down to what was missing, we decided to start with these six pieces in the collection. These are easy to use and can give you that ‘celebrity feel’.”
Commenting on the current consumer sentiment and the future of extensions, Gulati explained, “It took us a while to break the myth around hair extensions and educate customers how to use it, who can use it, the fact that it can be such a great solution to hair problems. Over time, we have seen that many women are not open to talking about buying or wearing hair extensions. We are still at a phase where many older women don’t want to show or tell their friends they are wearing the product. They want it to look seamless and natural. However, the overall acceptance of hair extensions in our day-to-day lives has increased.”
