THE WHAT? Sally Beauty is going big on color. The omni channel hair color retailer is set to add some 60 shades to its already extensive collection this season across its popular brands, including Ion, Iroiro and Color Lux.

THE DETAILS New favorites, like Lime Crime, which are currently available online will be sold in store from May while consumers will be able to ‘try before they buy’ online too thanks to the US retailer’s new ColorView AI technology.

THE WHY? Pam Kohn, Chief Merchandising Officer, Sally Beauty, explains, “Throughout the pandemic, we saw many new customers purchase vibrant brights and traditional hair colors at Sally Beauty as DIY hair color became an instant necessity and a form of self-expression. We can’t wait for customers to check out the 60+ new shades we are now offering. We are so happy to provide consumers with all the shades they can dream of.”