OVERTONE’s Nationwide Launch in Sally Beauty Stores

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…