oVertone expands colouring conditioners range with three new Magenta shades

US-based haircare brand oVertone has expanded its colouring conditioners with the launch of three new Magenta shades Pastel, Vibrant and Extreme.

The new shades will be available for purchase in three formats 8oz Magenta colouring conditioner; 8oz Magenta daily conditioner; and the Magenta Complete System.

The Complete System features the 8oz colouring conditioner, 8oz daily conditioner, and a free 2oz travel size daily conditioner.

According to the company, the cruelty-free and curl-friendly shades are suitable for platinum blonde strands and do not contain bleach, damaging lightening or lifting agents.

Vibrant Magenta is effective on platinum to medium blonde strands and Extreme Magenta can be used on platinum to medium brown strands.

oVertone noted that the semi-permanent pigmented conditioners are not suitable for use on jet black strands.

The three new shades increase the company’s pigmented conditioners to 38 shades.

oVertone Haircare Research and Development vice-president Bella Romeo said: “Our pink and purple formulas have always been staples in our shade range and these new Magenta shades offer even more versatility.

“Magenta, being a mix of both warm and cool pigments, mixes really well with most other shades on the colour wheel. So whether you’re colouring your hair for the first time or transitioning to a new shade, it’s an incredibly customisable option.

“Magenta can be the final colour destination, but this particular colour family offers a lot of opportunities for mixing, blending, and unique self-expression.”

The vegan conditioners are free of sulphate, paraben, ammonia, and harsh chemicals or heavy alcohols.

Headquartered in Denver, oVertone was established in 2014 by founders Maegan Scarlett and Liora Dudar.