About us

Luxurious, hair color with ingredients you can feel good about

We are an online hair color company built on integrity, innovation, and love—for you and for your hair color. We believe in a better way and we believe in beautiful naturally healthy-looking hair color and that all women deserve it. From color-matching and caring for your color, to step-by-step guidance of your hair color experience…our personalized approach to service ensures you can color with total confidence.

Crafted with Care

Our greatest purpose is to provide you a high-performance quality collection of hair color products.

At the forefront of innovation, we created hair innovated products free of ammonia, parabens, resorcinol, PPD, phthalates, and gluten. We added hair-loving nutrients including keratin, argan oil, and ginseng root extract to protect and pamper hair.

From our professional colorists, our community, and the entire team... we thrive on listening, understanding, and creating beautiful lasting relationships (and very good hair days). Our expert colorists are here to answer all of your hair color questions from start to finish—call, email or chat.

Try it. Love it. Live it. Experience a fresh and naturally beautiful take on hair color.

We're passionate about your happiness and we are very sure that great hair bring a smile to your face.