Australian brand DunGüd is changing the game, as a brand built for real life that fuses high-performance professional products with a laid-back street culture. Their latest campaign, titled ‘Do Good’ turns that ethos into a movement.
DunGüd’s mission statement is to never overpromise or overwhelm, with effortless, elevated, relevant tools that are multifunctional and Australian made. The range offers endless potential and capabilities in under 20 styling products, as an exclusive, boutique collection that sidesteps unnecessary products. You can also expect unisex and universal products with modern marketing, and clean, conscious, cruelty free formulas that prioritise hair health, scalp health and the planet.
The trendy brand is inspired by fashion and music, for a young, fashion forward clientele that cares about both their aesthetic and what goes into the products they use. It also inspires professional hairdressers with useful, fresh and creative tools.
Hero products such as the brand’s Nirvana treatment primer and second day re-styler, which is maybe DunGüd’s most well-rounded tool, and the Dry Cleaner Dry Shampoo and texturing paste, showcase this versatility. Nirvana is all of a cutting lotion, porosity equaliser before colour, detangler, conditioner, thermal protector and styler that eliminates frizz and offer shine in one. Dry Cleaner offers revolutionary ‘serum to powder technology’ for a dry matte and voluminous texture, which also extends the life of blow dries. When the brand says it thinks outside the box and does it all – it means it.
These values are clear in the all-new ‘Do Good’ campaign, which inspires hairdressers and salons to seek innovation, be inclusive, value honesty, make ethical choices and keep things simple, as a true call to action.
“This isn’t just a campaign—it’s part of who we are. We believe in keeping it simple, making ethical choices, and feeling good about the way we look, live, and create,” the brand shared. “The campaign is a celebration of inclusivity, innovation, honesty, and a laid-back approach to beauty.”
Their values of inclusivity and environmental awareness are also key to the campaign and the movement.
“Inclusivity isn’t just a buzzword; it’s a mindset. It’s about supporting each other, celebrating differences, and making sure everyone feels seen, valued, and empowered,” the brand shared. “DunGüd is also all about ethical, clean, and conscious choices. We create products with integrity—no nasties, no shortcuts and no unnecessary waste. Looking good and feeling good should never come at a cost to the world around us.”
The campaign was launched in events across Melbourne, Adelaide and in WA, with presenters such as Nathan Forbes from Parlour, Adelaide, Tom White from Same-Same in Melbourne, Bec Snow of Alchemy, Melbourne, and renowned session hairdresser Lauren McCowan.
Attendees had the chance to win exclusive education sessions, premium product packs and scissors from Excellent Edges, while food, drinks and an energised networking atmosphere pointed to the brand and campaign’s community values. The campaign was also on display at Cosmoprof, Bologna and will go global with a planned world tour through Europe and Asia.
Speaking to being bold, brave and innovative, ‘Do Good’ captures DunGüd’s change making style and that of its professional hairdressers and consumers.
“At DunGüd, we embrace change, challenge the norm, and push the boundaries of what’s possible,” the brand shared as part of the campaign. “Innovation isn’t about being fancy—it’s about being better. Smarter formulas, forward-thinking ingredients, and bold ideas that make haircare effortless and exciting. Join us as we rewrite the rules of hair.”
For more information visit www.dungud.com