L’Oréal Paris Launches Hair Coloring Device

L’Oréal Paris is launching Colorsonic, a first-of-its-kind hair coloring device that will revolutionize the at-home hair coloring category. The French beauty giant’s latest innovation is 10 years in the making and backed by more than 29 patents.

The device is designed to make coloring hair at home easier by automatically mixing dye and developer. The brush is designed to saturate each strand of hair, with bristles moving 300 times per minute to evenly distribute color. Coloring hair from root to tip in just five minutes. The device launches with a multi-use hair coloring kit, available in 20 colors.

"Since inventing permanent hair color over 100 years ago, we have remained relentless in our commitment to high-performance, research-backed innovations that deliver exceptional results," explained Ali Goldstein, President of L’Oréal Paris USA. "Colorsonic is a true game-changer in the category, bringing cutting-edge technology to hair coloring and demonstrating L’Oréal Paris’ unwavering commitment to enabling you to achieve the highest quality hair coloring results in the comfort of your own home."