Color&Co
| Company type | Subsidiary |
|---|---|
| Industry | Hair care |
| Founded | 2017 |
| Founder | Team of color experts and technology engineers from L'Oréal Research and Innovation |
| Defunct | March 2022 |
| Fate | Brand terminated, website shut down |
Area served | United States |
| Products | Personalized at-home hair dye kits |
| Parent | L'Oréal |
Color&Co was a U.S.-based personalized hair coloring brand operating on a direct-to-consumer model and functioned as a subsidiary of L'Oréal. In March 2022, L'Oréal decided to terminate the brand, shutting down its website following reports indicating customer dissatisfaction with the guidance provided by color specialists.
The company specialized in offering individualized consultations through live video sessions with freelance colorists, allowing clients to design customized at-home hair dye kits that matched their specific preferences.
Background
Established in 2017 by a team of color experts and technology engineers from L'Oréal Research and Innovation, Color&Co originated within L'Oréal's Technology Incubator. The brand officially launched its online service in May 2019. Consumers could either fill out a detailed questionnaire or engage in a live video consultation with a colorist to determine their ideal hair shade. Utilizing this information, Color&Co produced a tailored "Colorbox"—a base hair color modified for tone and intensity—which was then delivered directly to the customer.