Dark & Lovely Expands Haircolor Portfolio

A new brand initiative by Dark & Lovely will empower Black women to experiment and express their playful side with color. 

 

Introducing “Play in Color.”

 

With the new campaign comes the debut of the brand's newest hair color collection, Fade Resist Immersive Bolds, featuring three new shades – Poppin' Pink, Virtual Violet and Reality Red.

Dark & Lovely’s Fade Resist collection purports to have the largest color offerings for Black women. The newest additions are vegan and expertly made to “pop” on dark hair, while caring for textured, curly tresses. Each shade provides up to eight weeks of bold color and brilliant shine with a new Moisture Mask for added hydration.

 

“As a stylist, I'm constantly helping my clients express themselves through hair,” said celebrity hairstylist Dhairius Thomas. “The new Dark & Lovely Fade Resist Immersive Bolds Collection is an exciting addition to my toolkit. Its bold, vibrant colors empower my clients to push boundaries and create unforgettable looks. The new Moisture Mask is an added benefit by ensuring their hair stays healthy, so we don't have to worry about damage from the coloring process.”

 

In addition to the new shades, Dark & Lovely Fade Resist unveils a fresh, new look with easy-to-follow instructions. As 72.4% of Black women use one or more boxes, the revamped design also includes a section recommending the appropriate number of boxes needed based on hair length and curl type, ensuring confidence in having enough product for at-home use, per marketers. 

All shades will come with a new Moisture Mask specifically designed to restore hydration in textured hair. Infused with a powerful combination of shea butter, vitamin E and sunflower oil, its formula is designed to increase shine, control frizz and define curls. Paraben and silicone-free, the Moisture Mask increases moisture by 40% after dying hair, according to brand officials.

 

The Dark & Lovely Fade Resist Immersive Bolds Collection is available in major retailers nationwide including Walgreens, Amazon, Walmart, CVS, Family Dollar and more with a retail price of $7.49.

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