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Brief Published: 16 Jul 2020

Colorsmith Revolutionises Men’s At-Home Hair Dye


New US brand Colorsmith is shaking up the men’s grooming category with a game-changing, tech-led, at-home hair-colouring system. It’s a shrewd launch from the founders of hair company eSalon: US sales of at-home hair dye rose 23% in the fifth week of quarantine, compared with a year earlier (Nielsen, 2020).

Available for single orders or via scheduled subscription at a reduced price, Colorsmith conducted its own study which found that over 50% of men who use hair dye do so every six weeks or less, and 75% of men who dye their hair do so at home.

Users create an online profile and complete a Colour Quiz to enable the brand’s colourists to mix a bespoke salon-grade shade from a nourishing base formula containing vitamin E, keratin and soybean protein. The custom colour and developer is packaged with personalised instructions and application tools including gloves, brush and stain guard, and delivered in a discreet box by post.

The men’s haircare market is booming, with almost half (46%) of 16- to 24-year-old British men using hair colourants even before lockdown, up from 38% in 2018 (Mintel, 2019) – see Keeping Up With Gen Z Beauty. But Colorsmith is targeting a more mature market with its innovative Gray Reduction Program, which allows users to maintain salt-and-pepper looks or blend out grey hair gradually.

For more on at-home hair maintenance, see Haircare Projections 2020.