Colab is promoting its mission with a new social media campaign, and the brand says it is “TikTok’s favorite dry shampoo.”

The brand inspires its followers to make every day a great hair day, so users can step out with “Colab Confidence.”

Jeff Veiro, head of R&D at Colan explains, “Dry shampoo is perfect for those in-between wash days. As you go about your day, it is common for excess oil to build up on the hair, giving it a greasy appearance. That’s where Colab comes in—our starch-based active ingredients soak up excess oil and grease from the hair.” 

Colab has sold 25 million of its eye-catching cans since the brand launched a few years ago—and social media has helped. 

Partnering with producer, actor, and choreographer Glen “Pulse” Murphy, Colab has created an original song for its campaign and is encouraging users to “shake, spray & show” to enter its sweepstakes. The winners will receive to a year’s supply of Colab Dry Shampoo and one of two $500 vouchers to spend at Walmart or Target.

The campaign will launch on TikTok. Influencers will help spread the word, including @katemaries, @sarahesri, and @mypawfectfamily.