oVertone Haircare Announces April 16 Launch Date For 3 New Earthy Shades, Amasses 5,000-Person Waitlist In 5 Days

DENVER, March 27, 2019 /PRNewswire/ -- When it comes to innovations in hair color, oVertone just dropped 👏 the 👏 mic 👏. On April 16, the vegan and cruelty-free brand will unveil three new earthy shades of Coloring Conditioner that promise to transform strands in less than 15 minutes. And the hype around oVertone's latest announcement is already very real, with the new hues amassing a 5,000-person waitlist in anticipation of the launch.

The new Coloring Conditioners — Honey Brown, Espresso Brown, and Rich Black — are an all-in-one solution for adding color to hair and maintaining the shade without risk of damage. The hair-healthy formula boasts a thick consistency, making it ideal for fast, easy, drip-free application. In addition to depositing high quality pigment onto the hair strand, the Coloring Conditioners simultaneously saturate locks with nourishing ingredients, including avocado oil, jojoba oil, shea butter, aloe vera, and coconut oil.

"Expanding our color range with these new shades allows us to cater to more aesthetics than ever," said Liora Dudar, Co-founder of oVertone Haircare. "As a brand built on inclusivity, we're excited to offer options on all sides of the color spectrum," she added.

In future months, oVertone will roll out the new product name, Coloring Conditioner, for all  shades of their Deep Treatment. New packaging will also be unveiled, reducing the brands eco-footprint by more than 7,500 jars worth of plastic each year. While the Deep Treatment's name is changing, everything else about the well-loved product will remain the same, including the formula, volume, and quality.

"These three Coloring Conditioners are the same in every way as our Deep Treatment, just with a new name that better communicates how versatile the product is, as it can be used to initially color hair and, with regular use, keep the shade looking fresh," said Bella Romeo, Vice President of Research and Development at oVertone. "Like our vivid hues, our new colors are highly dependent on starting shade and work with hair's natural dimension to produce custom results," she explained.

All oVertone conditioners are manufactured in the U.S. using plant-based ingredients. Because these formulas are non-damaging, they are not guaranteed for gray coverage. oVertone conditioners are deposit-only, so the the thick cuticle layer of naturally gray or white strands can sometimes prevent color from staying put. Each formula is vegan, cruelty-free, sulfate-free, paraben-free, ammonia-free, curl-friendly, and contain no harsh chemicals or heavy alcohols.

oVertone's new shades are available in the following formats:

• 8 oz. Honey Brown Coloring Conditioner, $29
• 8 oz. Espresso Brown Coloring Conditioner, $29
• 8 oz. Rich Black Coloring Conditioner, $29

The new shades will be available for purchase exclusively at overtone.co.

About oVertone:
Motivated by years of damaged and faded hair, oVertone founders Maegan Scarlett and Liora Dudar created a product they had always wanted: a hair-healthy, semi-permanent alternative to dye that could both achieve and maintain head-turning hair colors. Since its launch in 2014, oVertone has become known as an industry disruptor in the hair color world, offering consumers a means to skip the box dye (or salon touch-ups) and condition their way to a  vibrant, healthy hue. The company is headquartered in Denver. For more information or to purchase products, visit overtone.co.

SOURCE oVertone

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