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Madison Reed to Launch Root Touch Up "Makeup for Hair" at Sephora Nationwide

Web-Based Hair Care Startup Brings Better-For-You Product Into Sephora to Disrupt Multi-Billion Dollar Hair Care Industry

Aug 14, 2015
SAN FRANCISCO – August 12, 2015 – Madison Reed, a direct-to-consumer healthier hair care brand that offers salon-quality, personalized hair color and care products free of the usual harsh chemicals and packed with natural ingredients healthy hair loves, today launched its partnership with beauty retailer Sephora to sell its Root Touch Up brush-on powder in Sephora stores nationwide and online.

Root Touch Up is a multi-dimensional, non-toxic powder compact, free of Titanium Dioxide, that quickly and expertly disguises root regrowth or stray grays between hair coloring applications. Ideal for quick touch-ups between colorings, Root Touch Up acts as an on-the-go “Makeup for Hair” and brushes on dry to instantly cover roots and grays when you don’t have time to color. Madison Reed’s Root Touch Up will be available in Sephora stores for $30 in four shades: Dark Brown, Medium Brown, Light Golden Brown and Auburn Red. The complete line, including three additional shades – Light Brown, Light Blonde and Black – will be available online at madison-reed.com and sephora.com.

“We’re thrilled to partner with such a loved, specialty retailer that we admire as a revolutionizing force in the beauty space,” said Amy Errett, Founder and CEO of Madison Reed. “More than 100 million women in the U.S. color their hair, and my mission for the brand was to create a healthier, easy-to-use, high performing hair color experience. We’re excited to join Sephora in empowering women with fresh, new beauty solutions, as we believe if you color your hair, you deserve better—healthy and gorgeous hair.”

Madison Reed continues to reinvent the $50 billion hair care industry by making healthier at-home hair care more accessible and convenient to women. Partnering with Sephora as their first retail distributor brings Madison Reed’s products and efforts to new clients across the U.S.to set a higher standard for the integrity of hair care by scaling back the typical harsh ingredients in hair care and color.

“At Sephora we pride ourselves on offering the most diverse and innovative assortment of prestige beauty products on the market,” said Priya Venkatesh, Vice President of Merchandising, Skincare and Hair. “We know our clients color their hair and are looking for convenient ways to touch-up between salon appointments or at-home coloring sessions. We are now offering a great choice of innovative formulations to really complete her look.”