oVertone Haircare is launching 3 new earth-toned hair coloring conditioner shades on April 16th -- and there is a 5,000 person waitlist.
The new colors are Honey Brown, Espresso Brown, and Rich Black. The vegan, cruelty-free brand is known for its signature vivid hues.
oVertone's Coloring Conditioners transform strands in less than 15 minutes. 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.
A New Name & New Packaging
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.
"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.