oVertone to launch three new shades of hair conditioner

oVertone Haircare, a cosmetics company based in Denver, Colorado, has announced the launch of three new shades of its semi-permanent Coloring Conditioner of the Basics range this month.

The Coloring Conditioner, which won the Allure Best of Beauty Award this year, will be available in Ginger, Chocolate Brown and Golden Brown, in addition to the currently available shades of Rich Black and Espresso Brown.

Each shade will be accompanied by a Daily Conditioner counterpart, which is intended to keep hair colour fresh after every wash.

oVertone Haircare co-founder Liora Dudar said: “The shades in the Basics line are as practical as your go-to closet staples. You can easily incorporate them into your routine to do everything from a big color change to a subtle shift in tone, depending on your personal style. It’s color you’ll feel confident wearing, and reach for again and again.”

The new shades will be available for purchase at overtone.co from 19 November.

An 8oz Coloring Conditioner for initial colour application will be available for $29; 8oz Daily Conditioner for maintenance between colour applications for $18; and Complete System for colour application, maintenance and travel care will be available for $47.

The Complete System will include an 8oz Coloring Conditioner, 8oz Daily Conditioner and 2oz Travel Size Daily.

According to oVertone Haircare, Coloring Conditioners and Daily Conditioners nourish strands with plant-based oils as they deposit colour.

The company said that consumers will be required to apply the Coloring Conditioner to dry or damp hair and rinse the hair after 10 to 15 minutes.

oVertone Haircare said that its conditioners are produced in the US. It claimed that each formula is vegan, cruelty-free, sulfate-free, paraben-free and does not contain ammonia, harsh chemicals or heavy alcohols.

Established in 2014 by Maegan Scarlett and Liora Dudar, oVertone claims to offer consumers an accessible, hair-healthy and semi-permanent alternative to dye hair colour option.