OVERTONE’s Nationwide Launch in Sally Beauty Stores
Credit: OVERTONE
OVERTONE’s Nationwide Launch in Sally Beauty Stores
OVERTONE, the women-founded vegan hair color brand, has expanded its retail footprint with a nationwide launch in all 1,878 Sally Beauty stores and online at SallyBeauty.com
OVERTONE, the women-founded vegan hair color brand, has expanded its retail footprint with a nationwide launch in all 1,878 Sally Beauty stores and online at SallyBeauty.com .
The move highlights the brand’s strategic shift beyond direct-to-consumer (DTC) sales, leveraging partnerships to meet growing demand for accessible, damage-free hair color.
sleek, sustainable packaging made from 30% post-consumer recycled materials. At Target, OVERTONE joined the Target Zero initiative, aligning with eco-conscious shoppers—a demographic driving 78% of under-35 beauty purchases .
Key products now at Sally Beauty include bestsellers like Ginger Glow and Scarlet Red Color Depositing Treatment Masks , which condition hair while depositing vibrant, semi-permanent color in 10–15 minutes without ammonia or peroxide.
Priced at $15–$47, the masks target consumers seeking salon-quality results at home, particularly those with brown hair, who make up 60% of OVERTONE’s user base . Balancing DTC and Retail OVERTONE’s retail growth reflects broader beauty industry trends: DTC Challenges : Despite retail accounting for
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