The pandemic-era revival of the 1990s butterfly claw clip from forgotten accessory to essential hair tool, driven by work-from-home culture and 3-second updo TikToks.

Origins

Claw clips—plastic hinged hair clips with “teeth” that grip hair—were ubiquitous in the 1990s-early 2000s (butterfly claw clips, mini claws in frosted plastic). By the 2010s, they’d vanished from fashion, replaced by hair ties and bobby pins.

The revival began in March 2020 as COVID-19 lockdowns started:

• Work-from-home hair: Need for quick, camera-ready updos for Zoom
• No salon access: DIY hair solutions during lockdowns
• Comfort priority: Headache-free alternative to tight ponytails
• TikTok tutorials: @mimiizarate, @abbeyyung showed “3-second claw clip hairstyles”

TikTok videos demonstrating effortless claw clip updos went viral—the technique was genuinely easy and looked polished. Search for “claw clip” on Google Trends showed a 1,200% increase from March-May 2020.

TikTok Hair Tool Phenomenon

#ClawClip became one of TikTok’s most viral hair trends:

• Tutorial videos: “messy bun claw clip,” “half-up claw clip,” “French twist claw clip”
• Hair texture guides: Tutorials for straight, wavy, curly, thick, thin hair
• ASMR element: The satisfying click of clip closing
• Quick content: Perfect for TikTok’s short format

Creators demonstrated that claw clips worked for various aesthetics—professional Zoom meetings, casual errands, date nights—making them more versatile than scrunchies or headbands.

By late 2020, #ClawClip had 500 million+ views. The hashtag included:

• Tutorials: How to use claw clips
• Hauls: “My claw clip collection” showcasing dozens
• GRWM: Get ready with me videos featuring claw clip styling

Market Explosion

The claw clip market went from nearly nonexistent to massive:

Budget options:

• Amazon: Generic packs of 6-12 clips for $8-15 (top sellers)
• Target/Walmart: Scunci, Goody brands restocked 90s styles
• Claire’s: Resurrection of mall brand’s claw clip selection

Mid-tier:

• Kitsch: Elevated claw clips ($14-22), tortoiseshell and matte finishes
• Anthropologie: Designer-looking clips ($18-28)
• Urban Outfitters: Vintage-inspired translucent colors

Luxury:

• Machete: $42 handmade acetate claws, Instagram favorite
• Alexandre de Paris: French luxury brand, $60-120 claws
• Hermès: Released $1,100 claw clip in 2022 (peak luxury absurdity)

Google Shopping data showed claw clip searches increasing 800%+ in 2020. By 2021, the accessory was sold out everywhere—supply couldn’t meet demand.

Style Evolution

Claw clips evolved beyond basic functionality:

2020: Pandemic basics

• Simple black, brown, neutral colors
• Focus on function over fashion
• Messy bun aesthetic

2021: Aesthetic expansion

• Tortoiseshell patterns (most popular)
• Pastel colors (cottage-core appeal)
• Jumbo claws (thick hair solutions)
• Mini claws (front hair sections, Y2K vibes)

2022-2023: Fashion accessory

• Metallic finishes (gold, silver)
• Pearl-embellished claws
• Designer logos (Hermès, Chanel entering market)
• Intentionally visible styling (not hidden updos)

The shift from “quick fix” to “fashion statement” showed the accessory’s staying power.

Cultural Significance

The claw clip revival represented several cultural shifts:

• Pandemic practicality: Low-effort beauty during lockdowns
• 90s nostalgia: Millennials’ childhood, Gen Z’s vintage discovery
• Accessible fashion: $10 accessory worked across income levels
• Anti-damage hair care: Gentle on hair vs. tight elastics

Hair care influencers championed claw clips as healthier alternatives to ponytails (no breakage, no tension headaches). The narrative shifted from “lazy hair” to “protecting your hair.”

Criticisms and Debates

Not everyone loved claw clips:

• Professional settings: Some workplaces deemed them too casual
• Thick hair frustration: Standard claws couldn’t hold heavy/thick hair (led to jumbo claw development)
• Slipping issues: Cheap clips didn’t grip properly
• Over-styling: Some looks required 4-5 clips, defeating “easy” purpose

Hairstylists on TikTok debated whether claw clips were actually “effortless” or required specific techniques and hair textures to work well.

Longevity

Unlike many pandemic trends, claw clips showed remarkable staying power:

• 2020: Pandemic necessity
• 2021-2022: Fashion accessory evolution
• 2023: Permanent hair tool category

The hashtag reached 1.4 billion+ views by 2023. Claw clips had successfully transitioned from trend to staple—retailers stocked them alongside scrunchies and hair ties as essential accessories. The pandemic-born revival had permanently restored claw clips to fashion relevance.

Sources:

• Allure: “How Claw Clips Became the Hair Accessory of 2020” (2020)
• Glamour: “The Claw Clip Is Back and Better Than Ever” (2021)
• Who What Wear: “Why Everyone Is Obsessed With Claw Clips” (2020)