With more consumers working from home and buying online, Madison Reed has seen the upside. The DTC hair color company launched a men’s hair color line in 2020, as well as a color-depositing hair mask, and during the peak of the pandemic saw customers buying its hair color kits every five seconds.
“What 2020 demonstrated is something we’ve always known: hair color is a category that’s essential to every woman,” Madison Reed founder and CEO Amy Errett said in a statement, noting that business has “surged” over the past months.
The company sells through its own site and stores, but also has an exclusive wholesale deal with Ulta, which Errett told Retail Dive in July would likely be the destination for its men’s line as well. At that time, Errett said the company planned 20 Color Bars by the end of the month and 27 by the end of the year. It seems the company has stuck to that timeline, as it now has 30 stores, according to the release, and will have 60 by the end of 2021.Retail Dive