70+ YEARS OF HERITAGE
“WAIT… THIS IS DAX?”
For many consumers, seeing DAX today sparks an immediate reaction.
According to Awaka Green, Sales and Marketing Manager for DAX Hair Care, it’s a response she hears often.
“I love that reaction because people recognize the brand instantly, but they’re excited to discover how much we’ve evolved.”
For more than 70 years, DAX has earned the trust of consumers through products that consistently deliver results. While many still associate the brand with its iconic pomades, today’s DAX is expanding its portfolio while remaining true to the heritage that built its reputation.
Backed by General Manager Scott Stein’s vision, Awaka Green is helping lead DAX’s evolution while preserving the heritage consumers have trusted for more than 70 years. Her focus is on introducing a new generation to DAX while honoring the loyal consumers who have supported the brand for decades.
“What attracted me to DAX was the chance to help shape the next chapter of a brand that already had such strong cultural familiarity. There’s something special about helping people rediscover a brand they already know and trust.”
One of the biggest opportunities, she explains, is changing perceptions.
“People often think of DAX as grease and pomades, but today we’re so much more than that.”
That evolution is evident in DAX Naturals, a collection created for today’s consumer. Featuring lightweight whipped textures, fragrance free options, and formulas designed to support both hair and scalp health, the line reflects growing demand for healthier, more versatile hair care while introducing DAX to a new generation of consumers.
“The future belongs to brands that stay authentic, embrace innovation, and truly listen to their consumers,” says Awaka Green.
“Awaka has reminded consumers why they’ve loved DAX for generations while helping introduce the brand to an entirely new audience. Her passion, creativity, and commitment have been an incredible asset to the DAX family, and we’re excited for what’s ahead,” shares Scott Stein, General Manager, Imperial DAX Company.
The DAX story continues.
She also sees influencer partnerships as an important way to introduce the brand to younger audiences without losing sight of its legacy.
“The right creator can introduce DAX to an entirely new generation while still honoring what has made the brand iconic.”
Beyond marketing, Green also has a deep appreciation for DAX’s global footprint and the trust the brand has built over generations.
“Many consumers don’t realize just how established DAX is across Europe. Our products are trusted throughout the United Kingdom, France, the Netherlands, and many other international markets.”
She believes that international success reflects the company’s longstanding commitment to quality, safety, and regulatory excellence.
“Consumers are getting smarter. They’re reading labels, asking questions, and going back to products that actually work.”
FOR GREEN, THE MISSION IS CLEAR.
Introduce DAX to new consumers while reinforcing why generations have trusted the brand in the first place.
SAME STRENGTH. NEW STYLE.
It’s more than a tagline. It’s a commitment to preserving the quality consumers have always trusted while continuing to evolve for the next generation.
And judging by the reactions she’s hearing, that evolution is already making an impression.
“WAIT… THIS IS DAX?”
YES.
And according to Green, they’re just getting started.
-DAX
SOFTENS & DETANGLES
FRAGRANCE FREE
HAIR & SCALP SUPPORT
MODERN FORMULAS
Website: daxhaircare.com
Instagram: @daxhaircare
Facebook: DAX Hair Care
