Revlon debuts clean, vegan hair color line

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Revlon debuts clean, vegan hair color line

By Gisselle Gaitan - 01/27/2020

Revlon is diving into the clean and vegan hair color game.

The beauty brand unveiled its new Total Color collection, which is infused with nourishing oils, botanicals and does not contain traditional hair color ingredients.

Total Color delivers full coverage, healthy shine and up to six weeks of color vibrancy with a formula that is gentle on hair, the company said.

“Revlon Total Color represents a significant milestone in clean beauty with real innovation in the hair color category,” Silvia Galfo, Revlon global brand president said. “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.”

In addition, Total Color is formulated without such ingredients as ammonia, parabens, sulfates, silicones, mineral oil, phthalates and gluten, the company said.

Each box of color contains a cream colorant and developer formula, as well as a post-color, multi-use botanical enriched conditioning gloss infused with camellia oil and botanical extracts that have been selected by shade family — chamomile for blondes, cranberry for reds, sesame for brunettes and black tea for dark brown/back.

When it came to choosing an ambassador for the brand, the beauty brand tapped cookbook author and television chef Katie Lee. She will appear in ads and share her Total Color experience with followers on her own social media channels.

“I strive to make choices that fit my healthy lifestyle,” Katie Lee said. “For the first time, I can get clean hair color without compromising vibrancy and the condition of my hair with Revlon Total Color.”

Revlon Total Color is available in 16 shades for the suggested retail price of $7.99 at drug and mass retailers nationwide.