For 70 years, DAX Hair Care has been more than just a brand—it’s been a trusted name passed down through generations, with formulas that continue to deliver real results. Known for its iconic pomades and deep roots in multicultural hair care, DAX has remained relevant by evolving with its customers and staying committed to quality and customer care. In this exclusive interview, Scott Stein, General Manager of Imperial DAX Company, shares how the brand is honoring its legacy, expanding its offerings, and showing up stronger than ever in beauty supply stores nationwide.
OTC: Can you tell us about yourself and your role at DAX Hair Care and how you first got started in the beauty industry?
Scott: My name is Scott Stein, General Manager of Imperial DAX Company overseeing all global business operations for DAX Hair Care and High Life Brands. Reading OTC magazine inspired me to work in the industry, of course!
OTC: DAX is such a trusted name in hair care. What would you say has contributed most to the brand’s longevity and success over the years?
Scott: For 70 years DAX has sourced the finest ingredients, creating quality products for our customers around the world. We manufacture all of our products in Fairfield, New Jersey, giving us great access to major cities and shipping ports. Our customers are loyal because we’ve always worked hard to provide them with the best products and services. 70 years in and we’re still gaining momentum, pushing to do more.
OTC: How has the DAX product line evolved to meet the changing needs of today’s consumers, especially in textured and multicultural hair care?
Scott: DAX’s new water-based Hair Gel, Braid Gel, and Edge Pro Gel products, along with the DAX for Naturals line, adds new diversity to a product lineup that’s been around for generations. The DFN Curling Cream and the DFN Combing Cream are so good they can actually double as body moisturizers.
OTC: What are the standout products in the DAX collection that beauty supply store owners should make sure to highlight to their customers?
Scott: We have over 50 DAX and High Life products. DAX Bergamot Pomade is our #1 seller worldwide as it appeals to people of all ethnicities and genders. While some use it to style and sculpt, others use it to condition their scalp and hair follicles. Overall, it is DAX’s Hero product.
OTC: Can you share some tips or insights for store owners on how to effectively educate their customers about pomades and how to use them properly?
Scott: Your best bet is to look at DAX’s Instagram page @daxhaircare! You will see men and women from every background using our pomades in a myriad of ways. Black men who create waves, women who set their eyebrows, Hispanic and White men who create slick backs, pompadours and more. Black women who lay down their edges, White women who seal their ends. The possibilities and applications are seemingly endless with pomades so store owners can never go wrong promoting and/or selling them. Whether they come in a tin or a jar, whether they have a heavy hold, or provide a higher shine… DAX has the pomade game covered for them!
OTC: Do you have any upcoming product launches or rebranding efforts that our readers should keep an eye out for?
Scott: Yes, we do! We are modernizing our core jar products with new labels and a newly designed website. The label rebranding – launching this summer – promises to be more camera-friendly for social shares and will be more detailed with directions and descriptions. Buyers and sellers should note that our DAX Tins and the iconic SuperGro will not be included in our 70-year-old facelift! We’re also developing 3.5oz packaging for all DAX and High Life Products so more people can travel with DAX wherever they go!!
OTC: How does DAX support its retail partners, particularly beauty supply stores, when it comes to in-store marketing or product education?
Scott: We are investing heavily in merchandising across the country. I want our products to be the first and last thing customers see when shopping in stores. It’s a partnership and support system – we want to help them succeed.
OTC: Are there any unique customer success stories or brand loyalty moments that really capture the spirit of DAX Hair Care?
Scott: Everyone who picks up a DAX Wave & Groom smells the fragrance, closes their eyes and says to me “wow, I grew up with this stuff!” Sentiments like this make us work harder because we have a high standard to live by at DAX. We set the standard that others try to follow.
OTC: What message would you like to share directly with the beauty supply store owners who help bring DAX into communities across the country?
Scott: Thank you for remaining loyal. Thank you for staying young and relevant with us. Thank you for allowing us to bring you and our customers quality products at affordable prices. We’re excited to work with you for another 70 years!
