Hello, beautiful!

Color with Total Confidence

At-home hair color with ingredients you can feel good about

find your perfect shade

Ingredients with Integrity

Introducing the first Smart 6-free hair color—free of ammonia, resorcinol, parabens, phthalates, gluten & PPD. Crafted in Italy,
delivered to your door.

find your perfect shade ▸

Color You'll Love

Gorgeous, natural-looking hair with
brilliant shine. Coverage you can count
on, even with the most stubborn grays.
Now that's something to smile about.

find your perfect shade ▸

Beautiful Results, Guaranteed

Our color quiz will help you find
desired shade.
Or you can call our professional colorists at 1.855.742.5916.
It's really that easy.

get started online ▸call a pro colorist ▸email a photo ▸

My hair had the same soft, shiny, vibrant finish,
that I get from the salon — without the 2 hours and $200. Hello Brilliant. Now, I'm hooked."

— Chloe, Sardina Red

Madison Reed is transforming at home hair color with ammonia free hair dye that results in multi-dimensional hair color that looks beautiful, healthy and natural. With a complete system of hair care products designed to work together, Madison Reed hair color is professional hair coloring at home.