Beauty Store Business magazine - January, 2020

Color & Co

L'Oreal Creates DTC Personalized Color With Color & Co

L’Oréal's incubated startup partner, Color & Co, is giving leading at-home, customized hair color brand Madison Reed some serious competition. Color & Co is set to launch a new direct-to-consumer solution for personalized hair color. The product was created to solve the discrepancy problem of color failing to match based on what's printed on a box. Also, this new product empowers consumers to color at home, saving the time and expense of going to a salon and paying a colorist to do the job.