Dandruff, acne and even sweat are all problems that product developers have tried to tackle for decades. But a slew of new brands is marketing solutions to these in a different way: by making them fun, and even aspirational.

You may know Straand’s electric orange bottles from its aggressive Instagram and TikTok campaigns. Its desirably named products (Crown Cleanse, Head Doctor, Miracle Worker) are shown in the hands – and on the heads – of influencers and its resident trichologist, Chelcey Salinger. If not, don’t worry: with $2 million in pre-seed funding from Unilever, you’re likely to come across it soon enough.