Color

Color&Co was an American direct-to-consumer hair-color brand created to make at-home hair coloring more personalized. Rather than offering only a fixed range of conventional boxed dyes, the service combined an online questionnaire and optional real-time video consultation with an independent colorist. The resulting recommendation was used to configure a customized at-home hair-color kit, known as a Colorbox, with the base shade adjusted for depth and tone according to the customer's hair, preferences, and consultation outcome. The concept originated in 2017 when a collective of colorists and technology engineers from L'Oréal Research and Innovation developed the business within L'Oréal's Technology Incubator. Color&Co launched online in May 2019 as a digitally delivered service aimed at consumers who wanted more guidance than traditional supermarket hair-color products typically provided, while retaining the convenience and lower cost of coloring at home. Its model connected expert advice, personalization, fulfillment, and direct digital commerce in one customer journey. The brand's consultation process was central to its proposition. Customers could first answer questions about their current hair and desired result, then either receive a recommendation based on that information or speak with a colorist by live video. Color&Co used the resulting information to select and modify a shade before shipping the kit. This positioned the brand at the intersection of beauty technology, professional color expertise, and consumer packaged goods. Color&Co was ultimately discontinued by L'Oréal. The company ended the service suddenly in March 2022 and closed the brand's website. It therefore no longer operates as an active retail or consultation brand. Publicly available reference material does not establish a separate publicly traded entity, a standalone headquarters, a detailed executive roster, or a successor brand operating under the Color&Co name.

Color&Co was developed as a digitally oriented hair-color venture associated with L'Oréal's Technology Incubator. Its origins date to 2017, when a collective comprising colorists and technology engineers from L'Oréal Research and Innovation worked on a model intended to improve the personalization of at-home hair coloring. The project brought together professional hair-color knowledge and a technology platform capable of collecting customer information, facilitating remote advice, and translating a recommended result into a customized product shipment. The brand launched online in May 2019. Its customer journey began with a questionnaire covering the consumer's existing hair color, desired result, and related preferences. Customers could also consult an independent colorist through real-time video. The questionnaire or consultation informed the selection of a base shade, after which Color&Co adjusted the color's depth and tone to produce a personalized Colorbox. The kit was shipped directly to the consumer for at-home use. This operating model differentiated Color&Co from conventional fixed-shade hair-color products. It did not rely solely on a shelf-based choice among standardized boxes; instead, it used digital interaction and human advice to create a more tailored recommendation. The brand consequently presented itself as a combination of beauty service, technology platform, and direct-to-consumer product business. Its target users included women and men seeking an at-home solution while wanting additional confidence and guidance around color selection. Color&Co remained part of L'Oréal's portfolio rather than becoming a separately listed company. Public reference material provides limited information about its standalone management structure, physical headquarters, financial performance, and geographic reach. The available account identifies the service primarily with the American market. In March 2022, L'Oréal suddenly discontinued Color&Co and shut down the brand's website. That decision ended the online consultation service, the personalized Colorbox ordering process, and the brand's direct-to-consumer operations. No reliable public source in the supplied material identifies a replacement service, a sale to another owner, or a later relaunch under the Color&Co name. Color&Co is therefore treated as a defunct brand.

• 2022

  Service discontinued

  [1]Color&Coen.wikipedia.org

  L'Oréal discontinued Color&Co in March and closed the brand's website.

• 2019

  Online launch

  [1]Color&Coen.wikipedia.org

  Color&Co launched online in May, offering personalized at-home hair-color kits supported by questionnaire-based recommendations and live video consultations.

• 2017

  Brand concept developed

  [1]Color&Coen.wikipedia.org

  A collective of colorists and technology engineers from L'Oréal Research and Innovation developed Color&Co within L'Oréal's Technology Incubator.

A digitally enabled, personalized alternative to conventional boxed hair dye, combining professional colorist guidance with the convenience of at-home hair coloring.

• Personalized at-home hair-color kit · 2019

  Colorbox

  Colorbox was Color&Co's core shipped product. The kit was assembled after the customer completed an online questionnaire or consulted an independent colorist through live video. Color&Co selected a base hair-color shade and adjusted its depth and tone to reflect the recommended result and the customer's preferences. The offering was designed to provide more individualized guidance than a standard off-the-shelf boxed dye while preserving the convenience of home application.

• 2022

  L'Oréal ends the Color&Co businessStrategy

  Background

  Color&Co operated as a digitally delivered, direct-to-consumer hair-color service built around personalized recommendations and remote colorist consultations.

  Action taken

  L'Oréal discontinued the brand in March 2022 and shut down its website.

  Aftermath

  The consultation platform, personalized Colorbox ordering service, and Color&Co direct-to-consumer operations ceased. No successor or relaunch is identified in the supplied reference material.

  Source

• 2021.01.04

  Reported2021.01.04

  Color brings on three senior executives[2]Color 引入三名高级管理人员techcrunch.com

  Color said it was bringing on Claire Vo as chief product officer, Emily Reuter as vice president of strategy and operations, and Ashley Chandler as vice president of marketing.

Read more

1. 1Color&Coen.wikipedia.org
2. 2Color 引入三名高级管理人员techcrunch.com