Leave it to Gen Z to make scrunchies happen — yes, again. The '80s hair accessory is having yet another revival with the help of YouTube star Emma Chamberlain. She's been teasing her upcoming line called High Key by Emma Chamberlain on social media with blurred images of the merchandise that will be available.
Last month, everything went on pre-sale with the same mysterious images on Dote, a mobile shopping app. The item that was secretly a teal floral-printed scrunchie sold out in 29 minutes, a representative from Dote tells Allure. A three-piece scrunchie set blew off digital shelves soon later. Yup, people shelled out up to $25 on something that vaguely looked like a scrunchie.
Adding scrunchies to her High Key lineup was a no-brainer for 17-year-old Chamberlain, who tells Allure that the accessory has been a part of her look since middle school. Now that she has more than 3.6 million subscribers to her YouTube channel, she's become known for the fun hair tie. Obviously, one of her new scrunchies had to come in her favorite color, yellow, which is my personal favorite of the bunch. The velvety hair bands also come in red and white, so there's a solid range of options to choose from.
For those who want to see what the hype is all about, the sold-out scrunchies, including the floral one dubbed the Grandma Scrunchie, officially restock today exclusively on Dote with the official launch of High Key. The individual scrunchies ring up at an affordable $6.50, but you'll have to download the app to shop it, so hop on your smartphone if you're interested in snagging one. The elastic on them are no joke, might I add. It held my thick hair up all day without hurting my head. Emma Chamberlain just might have made me a scrunchie believer.
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