THE WHAT? Revlon has announced the launch of a new vegan hair care range named Total Color, with Chef and Author Katie Lee named as the Global Ambassador of the brand. 

THE DETAILS The color is said to be Revlon’s first permanent hair color that gives total coverage. The product is formulated with botanicals and oils and is free from ammonia, parabens, sulfates, silicones, mineral oil, phthalates and gluten. 

The range has been dermatolocgially tested, with each box containing cream colorant and developer formula along with a post-color conditioning gloss. Shades cater to all hair colors with the packaging being made with FSC Certified Material and the carton and insert being fully recyclable. 

Lee will star in TV and digital campaigns as well as promote the range on her own channels.  

THE WHY? With clean beauty being a current buzzword in the personal care and cosmetics world, the move into vegan haircare is a strategic and well-timed development for Revlon. 

Silvia Galfo, Revlon Global Brand President, said, “Revlon Total Color represents a significant milestone in clean beauty with real innovation in the hair color category. Clean beauty has primarily been about makeup and skincare, but now consumers have a choice in at-home color without having to compromise product performance.”