No Fade Fresh targets hair color fading woes

No Fade Fresh wants to help simplify how hair color is maintained between applications.

How so? Through a collection of color depositing shampoos and conditioners that were designed with keeping color vibrant and true-to-tone between applications done at home or at the salon, the Fort Lauderdale, Fla.-based company said.

Available in seven shades that range from natural blonde to natural brown and silver platinum to bright red, the collection also features such pastels as light pink and lavender, as well as purple Bordeaux.

Each of No Fade Fresh’s color depositing shampoos and conditioners contains BondHeal, which aims to counteract the dry, damaging effects of bleach and hair color, as well as aiming to strengthen and repair hair from the inside out while also sealing in color, the company said.

In addition, the brand also offers a separate hydrating and healing clear conditioning mask also called BondHeal, which targets the driest and damaged sits deep in the hair, and provides moisture and nourishment to prevent further damage.

Bottles also feature an interactive label that provides users with salon colorist advice, color swatches on the front of each label to show results to be achieved, and an instruction panel on the back of the can that can be activated via a QR code and leads to a selection of how-to videos.

“With our smart labels, we’re literally putting the colorist’s knowledge and creativity in the stores as well as in the shower with the customer,” founder, Leland said. “This information was created with our experienced team of expert salon colorists who actually talk to the user, guaranteeing the best, most suitable and long-lasting hair color.”

No Fade Fresh color depositing shampoos and conditioners are PETA-certified, cruelty-free, vegan and free of harsh sulfates, parabens, gluten, mineral oil, ammonia and peroxide, the company said.

Shoppers can find the brand’s products at select CVS Pharmacy stores and CVS.com beginning on Feb. 27.