EXCLUSIVE: Hally Hair Partners With Sour Patch Kids to Launch a Glow in the Dark Accessory Collaboration for Gen Z

Hally Hair is bringing an edible surprise to all Gen Z ravers and concert enthusiasts.

The accessories and hair dye company, founded by Kathryn Winokur in 2021, has partnered with Sour Patch Kids to release a new, limited-edition Glow Up Gem Pen Set, which will feature the brand’s viral Gem Pen tool and Glow Up Watermelon candy. The set, priced at $35, will also come with a glow-in-the-dark travel bag and Sour Patch neon hair gems that shine under black light.

This partnership is the first of its kind for Hally Hair after the brand’s previous collaborations with Disney, Universal and Mattel. The product launch also comes amid festival season mania.

“We have been thinking about doing a food collab for a long time. And while a lot of brands have approached us, we waited for just the right one,” Winokur told WWD. “The Sour Patch Kids brand has the perfect amount of humor, fun and playfulness that fit with Hally’s DNA, and they are also an absolute favorite among our Gen Z target demographic.”

Winokur and her team collaborated with the Mondelez-owned gummies company for the past year, bringing their ideas to life. The product set was ultimately inspired by the popularity of the Hally Hair Gem Pen and Sour Patch Kids’ latest innovation: Glow Up candy, which was released in March. The Glow Up candy is coated in flavorless confetti made from turmeric extract, allowing it to glow under black light.

The Hally Hair Gem Pen is a reusable, pocket-sized tool that allows you to stamp gems on the hair and anywhere on the body. The product is a Gold Star Seller on TikTok with over 30 million views on the app and is the top hair gem brand on Amazon.

“This collaboration is full of energy, summer fun, and social interaction. add a little edge and something totally new to our portfolio,” Winokur added. “Given that the products glow under blacklight, we are targeting the young, fun-loving concert and party goers who love to spend time getting ready with friends and perfecting their hair glam before a fun night out.”

The Glow Up Gem Pen Set will be available for purchase on the Hally Hair website, Amazon, and TikTok for the remainder of 2025.

Hally Hair initially debuted in more than 100 Ulta stores before launching in all store locations nationwide.