From A 100 Day TikTok Challenge to the Indie Film Circuit

Bay-area advertising exec turned first-time filmmaker, Aishah Iqbal, didn’t set out to make a film about gray hair. She was sparked by her nephew's 100-day social media challenge and propelled into an unexpected journey.
What began as a playful experiment turned into White Hair Don’t Care, a short documentary that’s picking up awards and opening deeper conversations about beauty standards and what it really means to age. With a sharp instinct for storytelling, Aishah captured something real and resonant about the silver hair movement. More than anything, it became a way to challenge the idea that women have to hide as they age and to show her daughter, by example, what it looks like to be fully yourself.
Silverist
We’re excited to sit down with you and would love to dive into what inspired you to take your experience with gray hair and go the extra mile to create an entire film around it. Let’s start with White Hair Don’t Care. How did this film come about?
Aishah Iqbal

Thank you for having me here and spending time with me. White Hair Don’t Care started completely by accident. Thanksgiving 2022 in Houston, my nephews were doing a 100-day social media challenge for their businesses. One of them said, “Hey, you’re on social, do it with us.” I laughed it off. But when I got home, it was like a freaking gnat in my head. I couldn’t stop thinking of ideas. That’s when I know I have to act. So I told my nephew, “Fine. I’ll do it.”
Then came the next question: what do I even talk about for 100 days? That’s when it hit me. My white hair.
Silverist
That became the seed for the film?
Aishah Iqbal
Yeah. I’d had such a positive experience, I wanted to hear what other people thought about a woman proudly showing her aging hair. I was going to do it on Instagram, but my nephew said, “Do it on TikTok.” I was terrified. I said, “Those Gen Z kids will eat me alive!” But I did it anyway.
At the end of November, I did my first post and kept it going for 100 days. It was like an informal focus group on TikTok where I was engaging in conversations with people. And so, not only did I walk away with amazing insights... but I experienced going viral and I was just like I've never had this experience before. So that was kind of fun.
Two big takeaways. Younger women who had positive views on aging had role models. And younger women who didn’t were freaking out. That told me we’re not showing them enough examples of thriving as we age. And that’s a problem.
I pitched this idea at a TEDx event in DC. I got to runner-up, but I didn’t get a speaker role.
I was crushed. I let myself be depressed for about a month because I so believed in this idea. But then I had this thought: what if I made a documentary?
Silverist
And you did!
Aishah Iqbal
I bought a camera I barely knew how to use. Filmed a microdoc, under four minutes as my proof of concept. I submitted it to indie film festivals. It got picked up, screened, even won some awards.
One festival director called me and said, “Hey, your film is being watched like crazy.” I hadn’t even told people. These were strangers watching it. What I didn’t tell him was that I hadn’t shared it with anyone in my camp. These were complete strangers finding the film on their own. That blew my mind. A few weeks later, I won Audience Choice. Got a trophy in the mail. That’s when I thought: okay, this thing’s got legs. Let’s run with it.
By January 2025, I had a 24-minute version of White Hair Don’t Care. I still don’t know where it’s going but I know it’s going further than my initial proof of concept.
Silverist
I know a little bit about how you cast some Silver Sisters, etc. Tell me how you went about doing that.
Aishah Iqbal
I have a background in advertising, so I knew I wanted to explore how media messaging shapes how we feel about aging. I wanted to bring in both experts from the beauty industry and influencers who were visibly living this journey.
I didn’t know how it was going to turn out. The whole time I’m really battling my internal imposter syndrome and just pushing through. So with each yes that I got, it just helped me live to fight another day. At first, I thought I’d fly to each woman and film individually, but I was bootstrapping this and quickly realized that wasn’t sustainable.
So I used my ad-world brain. I thought: how do brands do it? They plan influencer retreats. So I created one. I hired a retreat planning team, booked a beautiful spot in Mexico City, and invited six incredible women from around the world. That weekend turned into one of the most magical experiences I’ve ever had.
The whole time I’m really battling my internal imposter syndrome and just pushing through. So with each yes that I got, it just helped me live to fight another day.
Silverist
That’s incredible. Tell me about the people you pulled in.
Conversations about embracing your natural gray hair

Aishah Iqbal
First was Natasha Han in Florida, such a community builder. Her coworkers literally started following her lead when she went gray. Then Claudia Fabian, who is an absolute powerhouse. She reminds all of us that we can be gorgeous at any age. Then came Rachel Whitman, a live wire of humor and fire. She brings this loud, energetic joy that shows aging doesn’t dull your shine.
Denise from Mexico brought a beautiful spiritual perspective to aging. She views it as a sacred commitment to our body and spirit. And Dr. Shyamala Kiru from Toronto embodied this belief I’ve always held: when you are good with yourself, that energy ripples outward. She’s a therapist and educator helping women step into their power.
Each of these women brought something powerful and distinct. I didn’t know any of them personally. I just reached out and they said yes. That belief in the vision, even from strangers, was everything.
Silverist
What has been the reaction of people who've seen it so far? What kind of feedback have you gotten back?
Aishah Iqbal
Honestly? Amazing. What’s moved me most is how it’s resonating across ages and genders. Yes, it centers women and aging, but men are engaging too. I’ve had younger people in their 30s tell me the film helped shift their mindset. That they’re less afraid of getting older now. That’s huge.
It’s sparked deep questions too. When did we stop seeing older people as wisdom holders? When did aging shift from being a symbol of experience to something we avoid at all costs?

I’ve had people ask me, “When do you think that cultural shift actually happened?” And honestly, it’s a big question.
These conversations aren’t just about beauty anymore. They’re about how our society treats aging at large, what we value, what we hide, and what we’ve lost by not showing more examples of thriving as we grow older.
Those are the kinds of conversations I hoped this would start. And now they’re actually happening.
These conversations aren’t just about beauty anymore. They’re about how our society treats aging at large, what we value, what we hide, and what we’ve lost by not showing more examples of thriving as we grow older.
Silverist
Let’s talk about your own gray hair journey. When did it start for you?
Aishah Iqbal
I had gray hair in my 20s, and honestly, I didn’t give a shit. I’ve always had a lazy relationship with beauty. Never knew how to wear makeup. Never really went to salons. I was surrounded by women who were very into beauty, and I remember thinking, “What’s wrong with me? Why am I not into that?”
So when I started going gray, it didn’t bother me. Even though I was raised in a household where the women religiously dyed their hair. My mom said I was too young to look old. My brother said it might hurt my career. But I just didn’t care.


In my 30s. My career wasn’t going the way I wanted, my love life wasn’t either. And you start thinking, “What can I fix?” We’ve been taught that outer appearance matters especially for women. So I thought, “Maybe coloring my hair will help. Maybe I’ll feel more beautiful.”
But by March 2021, I was done. The turning point was International Women’s Day. My agency asked, “What do you want to challenge?” and I thought, “I want to challenge the idea that I have to hide this.” It was a return to who I was before all the noise. And yeah I’ve been growing it out ever since.
Silverist
Was the grow-out hard?
Aishah Iqbal
Parts of it, yeah. I looked into gray balayage to speed it up, but every salon told me it’d damage my hair or take 10 hours. So I went cold turkey. But the response was amazing even strangers on the street were complimenting me.
I was in New York, and this young guy was like, “I love your Cruella DeVille look.” He thought I dyed it that way! And then a woman in a bar stopped me and said, “I love your hair.”
Silverist
Did your daughter have a big reaction?
Aishah Iqbal

Not really. I’ve heard from some women that their kids asked them to dye it. I understand why. For kids, seeing their moms look older can bring up fear.
But she sees me happy. She sees me goofy, being myself. So in her mind, my hair just is.Sometimes she’ll say, “Mom, you look so beautiful.” And I say, “Thank you.” But I also tell her — this is my choice. You’ll make yours.
Even though I’ve made this decision for myself, I don’t want her to think she has to. I want her to have real autonomy over her body and her idea of beauty.
Learn more about White Hair Don’t Care: whitehairdontcarefilm.com