L’oréal Debuts a Personalized Direct-to-Consumer Hair Color Brand

Straight out of the company's tech incubator

For a brand with more than 100 years of experience in the beauty industry, it’s not necessarily easy to figure out which categories need disrupting—and how to do it.

That’s where Color&Co, L’oréal’s newest brand out of its tech incubator, comes in. The direct-to-consumer company aims to give people their own personalized hair color. Consumers can take part in a video consultation with an actual hair colorist (about 300 around the country as of now) to determine what their hair needs to achieve the perfect shade.

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