Madison Reed Mr. tackles men’s hair coloring needs

Although Madison Reed is known for its women’s hair color and care products, the brand is looking to expand its market reach.

To do so, the San Francisco-based company is launching Madison Reed Mr. Hair Color for Men.

This new line is the brand’s first foray into the men’s personal care market and was designed to gently blend away grays for both hair and beards.

Consisting of a formula that was crafted in Italy, it complies with EU safety standards, as well as its own Smart 8 Standard, which means that products are free of ammonia and seven other harsh ingredients as PPD, resorcinol, parabens, phthalates, gluten, SLS and titanium oxide, the company said.

“We think Madison Reed Mr. is the future of men's hair color,” Amy Errett, Madison Reed founder and CEO said. “In our women's line, we brought dimension to at-home hair color and created a category of salon-quality hair color delivered to your door and so we set a challenge for ourselves with Men's — to say goodbye forever to that flat, shoe polish look.”

Enriched with such ingredients as eucalyptus leaf oil and hops extract to nourish, moisturize and provide both strength and shine, products also contain black pepper seed to also protect the hair from environmental stressors, the company said.

“Since I founded Madison Reed, we've heard from so many people asking us when we would launch a men's line,” Errett said. “I'm so thrilled that time has finally come.”

Madison Reed Mr. is available in five shades —  dark blonde, light brown, medium brown, dark brown to black, and graphite — and just takes 10 minutes to apply.

Those interested in picking up a one-time order, which retails for $25, or a subscription to ship every four weeks for $20, can do so at Madison-reed.com/men