OVERTONE, the women-founded vegan hair color brand, has expanded its retail footprint with a nationwide launch in all 1,878 Sally Beauty stores and online at SallyBeauty.com. The move highlights the brand’s strategic shift beyond direct-to-consumer (DTC) sales, leveraging partnerships to meet growing demand for accessible, damage-free hair color.
Strategic Retail Expansion
The Sally Beauty partnership marks OVERTONE’s latest push into physical retail, following its October 2024 Target rollout featuring sleek, sustainable packaging made from 30% post-consumer recycled materials. At Target, OVERTONE joined the Target Zero initiative, aligning with eco-conscious shoppers—a demographic driving 78% of under-35 beauty purchases.
Key products now at Sally Beauty include bestsellers like Ginger Glow and Scarlet Red Color Depositing Treatment Masks, which condition hair while depositing vibrant, semi-permanent color in 10–15 minutes without ammonia or peroxide. Priced at $15–$47, the masks target consumers seeking salon-quality results at home, particularly those with brown hair, who make up 60% of OVERTONE’s user base.
Balancing DTC and Retail
OVERTONE’s retail growth reflects broader beauty industry trends:
- DTC Challenges: Despite retail accounting for <10% of revenue, partnerships like Sally Beauty and Target boost brand awareness and cater to immediacy-driven shoppers.
- Packaging Overhauls: Transitioning to retail required secondary packaging and FSC-certified cartons, a shift from DTC’s minimalist approach.
- Consumer Demand: 70% of shoppers prioritize “hair wellness,” favoring products that avoid damage while delivering bold color.
The brand’s strategy mirrors that of competitors like Revolution Beauty (Walmart) and Rodan + Fields (Ulta), which also expanded their retail footprints in early 2025 to capture omnichannel shoppers.
Science-Backed Formulas Drive Loyalty
OVERTONE’s rise stems from its patented conditioning formulas, which avoid harsh chemicals linked to hair damage. A 2019 Good Housekeeping review noted the masks left hair “super soft” with color lasting over a month, despite initial bleeding during rinsing. The brand’s DTC roots—founded in 2014 by Maegan Scarlett and Liora Dudar—built a cult following among Gen Z and millennials, with 40% citing social media as their discovery channel.
Challenges and Future Outlook
While retail diversifies revenue, OVERTONE faces hurdles:
- Resource Allocation: Balancing DTC (90% of sales) with retail demands strains marketing budgets.
- Competition: Sally Beauty’s shelves include rivals like Arctic Fox and Adore, requiring aggressive in-store promotions.
CEO Barbara Roll emphasizes the brand’s “commitment to inclusivity and sustainability,” noting plans to amplify Sally Beauty-exclusive shades and limited editions. Analysts project the semi-permanent hair color market to grow 8.2% annually through 2030, driven by Gen Z’s preference for low-commitment beauty.
As OVERTONE bridges DTC agility with retail scale, its success hinges on maintaining hair-health innovation while scaling accessibility—a balance that will define the next era of beauty retail.
