How Innovative Beauty Products Is Helping Men Embrace Gray Hair with Confidence
Today’s customers are looking for more than just results—they want brands that align with their values, use quality ingredients, and truly care about the customer experience. That’s where Innovative Beauty Products stands out. In a market where men’s grooming often focuses on covering up, Innovative Beauty is taking a different approach: embracing and enhancing natural aging. We spoke with Clay Campbell, the visionary behind the company, who saw a gap in the market and stepped in with Silver Fox—a line created specifically for men with gray and silver hair. With over 30 years in the beauty industry, Clay shares how Silver Fox is helping redefine modern grooming and how beauty supply retailers can meet the growing demand for products that promote confidence, dignity, and self-expression.
OTC: Can you tell us your role at Innovative Beauty Products and how you became involved in the beauty and grooming industry?
Clay: As the owner at Innovative Beauty Products, I oversee product development and strategic marketing across our men’s grooming portfolio, including Silver Fox and Barber’s Choice. My journey in beauty began over three decades ago in professional cosmetics, but it was a gap in effective, dignified grooming solutions for aging men that pulled me into this niche. I wanted to challenge notions of masculinity in grooming and create solutions that honor natural aging, rather than trying to hide what is a natural process.
OTC: What inspired the creation of the Silver Fox line, and how does it reflect the evolution of men’s grooming needs?
Clay: Silver Fox was born from a simple observation: more men are choosing to keep their gray hair but lacked products designed specifically for it. Traditional men’s grooming still leans heavily on concealment, covering grays, masking age. Silver Fox is the opposite. It’s about enhancement and maintenance, not disguise. As men become more ingredient-conscious and expressive in their self-care, our line evolved to reflect that modern mindset.
OTC: How does Silver Fox address the specific needs of men embracing gray or silver hair, compared to traditional grooming products?
Clay: Gray hair behaves differently, it is coarser, drier, more prone to yellowing. Most mainstream products ignore that. Silver Fox formulas are pH-balanced and sulfate-free to preserve tone, with violet pigments to neutralize brassiness. We also incorporate hydrating elements to reduce wiry texture without weighing hair down. The goal isn’t just to clean and style, it’s to preserve the integrity and vibrancy of gray.
OTC: What key ingredients or formulations make Silver Fox products effective for enhancing and maintaining gray hair?
Clay: We use neutralizing violet and blue pigments, coconut-based cleansers, and conditioning agents. These ingredients preserve brightness and hydration while counteracting the yellow tones caused by hard water, pollution, sweat, and sun exposure. Every product in the line is free from harsh sulfates and parabens, critical for maintaining softness and luster in aging hair.
OTC: How has customer feedback shaped the development of the Silver Fox line—from packaging to performance?
Clay: We heard loud and clear that men didn’t want anything that felt too “cosmetic” or fussy. So, we kept the packaging masculine, clean, and straightforward. Feedback also informed performance: early users asked for a richer lather without residue, and a neutral scent that didn’t compete with cologne. We reformulated accordingly.
OTC: Many men are now choosing to celebrate their gray hair. How does Silver Fox support this shift in grooming culture?
Clay: Silver Fox isn’t about reversing aging, it’s about refining it. Our messaging and product design intentionally avoid the language of “anti-aging” or “fixing.” Instead, we support self-assurance and visibility for men with gray hair. Through our social channels and partnerships with mature creators, we normalize silver hair as a style choice, not a compromise. We want to illustrate elegance, intelligence, and grace with the aging process.
OTC: What are your best-selling products within the Silver Fox collection, and why do you think they resonate with customers?
Clay: The standout is our Silver Fox Beard Oil. It’s our top performer because it delivers an immediate visual payoff: brassiness reduction after just one use, along with intense moisturizing benefits. The Artic White Beard Pen is a close second and is a temporary white paste which covers patches of color. This creates a solid white appearance for the day in an effortless fashion.
OTC: How should beauty supply store owners educate their customers about the benefits of Silver Fox products?
Clay: Start by reframing the narrative: these products aren’t about hiding age, they’re about optimizing it. Point out the functional benefits like tone correction, hydration, manageability. Signage and shelf talkers that call out “for gray & silver hair” or “fights brassiness” help catch the eye and clarify use instantly. We provide a display for our Beard Pens which can speak to some of the education. Staff training is also crucial.
OTC: Are there common misconceptions about gray hair care that Silver Fox aims to address or correct?
Clay: Yes. First, that gray hair doesn’t need special care. False. It’s drier, more porous, and more vulnerable to discoloration. Second, that only women need tone-correcting products. Also false. Many men don’t realize the yellow hue in their silver hair is fixable. Finally, that all purple shampoos are the same. Ours is optimized for short, coarse male hair with faster rinse times and less fragrance.
OTC: Can you walk us through the ideal grooming routine using the Silver Fox line—from shampoo to styling?
Clay: Start with the Silver Fox Neutralizing Shampoo 2–3 times a week to tone and cleanse. Follow with our Beard and Hair Oil to soften and detangle without residue. Finally the moisturizing leave-In Conditioner can be applied to lock in moisturizing benefits of both the oil and conditioner. It’s a 3-step process that takes under 5 minutes. High impact, low maintenance.
OTC: What type of marketing or in-store support do you offer to help retailers promote the Silver Fox line effectively?
Clay: We provide retail displays, shelf talkers, educational brochures, and digital assets for social media. We also offer demo videos as well. We back this with online awareness campaigns to drive foot traffic into stores.
OTC: How does the Silver Fox line complement your other men’s grooming brands like Barber’s Choice?
Clay: Barber’s Choice is about traditional male grooming. Silver Fox is its modern counterpart: minimal effort, natural finish, age conscious. Where Barber’s Choice handles bold transformations, Silver Fox focuses on refinement. Many customers graduate from one to the other as their grooming goals evolve. The two lines share shelf space well without cannibalizing each other.
OTC: What’s next for Silver Fox? Are there any upcoming products, innovations, or expansions in the works?
Clay: Our newest release is to expand the color range of the Beard Pen to include more shades of white and gray to allow customers to better match their personal gray tone. Later in the year we plan to include violet, white, and gray styling gels and pomades which can provide styling and color refinement at the same time. Expanding the scent profile of our care line is also in development to provide more choice for the customer.
