Sally Beauty broadens hair coloring assortment

New shades under own brands and national brands expand the retailer beyond 1,200 total colors for consumers to choose from.
Dan Ochwat
Executive Editor
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blue bottle

Sally Beauty has added a range of hair color shades from its own brands and exclusive brands, as well as national brand partners, that total more than 60 new hair color shades, expanding on what the company said is already an assortment that is four times larger than other retailers.

The store brands include Ion, Iroiro and Color Lux, along with shades from brands such as Good Dye Young, Manic Panic and more. The retailer carries more than 1,200 shades in various uses from professional coloring to vibrant brights and root touch-up hair color products.

“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," said Pam Kohn, chief merchandising officer, Sally Beauty. "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."

strands of blue hair

To assist shoppers with choosing among the color choices, the Denton, Texas-based retailer also provides educational content online and in-stores and through technology. The company has a virtual try-on tool where consumers can test hundreds of hair color before buying. Additionally, Sally Beauty hosts live online classes on topics such as hair colorging among other things through its platform, DIY University by Sally Beauty. All of the retailer’s social channels provide digital, educational content and virtual classes, too.

For example, this month, hair color expert, professional stylist, and Sally Beauty Celebrity Consultant, Gregory Patterson, will host a DIY Hair Color class where first-time DIYers will learn the basics of at-home hair color. Patterson will give a crash course on how to prep, pick the right shade, and the right products to give first-time DIYers the confidence they need.