R+Color, R+Co’s professional hair color range, is getting more star power.
The brand has partnered with celebrity colorist Jenna Perry, whose clients include Kendall Jenner and Emily Ratajkowski, on the Hypermatic 10-Minute Demi-Permanent Liquid Hair Color collection.
The collection has 10 new shades, including Jenna Perry’s signature shade: Twenty-Four K, a copper-gold hue.
“I’m a natural redhead, so I owe it to my younger self to make a signature red. There’s just something so beautiful about warmth in hair — I had to have copper gold as my signature Hypermatic shade,” Perry said.
Related Articles
While Perry has her eponymous salon in Manhattan’s SoHo and has earned herself the title of “the cool girl of color,” this is the first time she has developed product, playing a core part in the testing and refinement process.
“We’ve been working with R+Co now for a couple years, and I was really drawn to their team, and also the formulation. I loved how natural their color line was and I really wanted to be involved in their demi-permanent line,” she said in an interview. “It’s the first time that I was able to be in a lab and see how this is made. It was one of my favorite projects.”
Dan Langer, president of R+Co, said the attraction of Perry is that she’s known for what’s about to trend.
“Instead of following trend, we like to work with people that are doing editorial, celebrity and setting the trend,” he continued. “That way, our brands always feel like they’re on the forefront of what’s going on. Jenna has an incredible eye for hair color that is about to trend, that is of the moment, and is actually wearable, but still jaw dropping, and that’s a very rare thing.”
Tev Finger, chief executive officer of Luxury Brand Partners, the parent company of R+Co, is hopeful this is just the beginning of the partnership. The future is unlimited with her and us at R+Co. It’s the beginning of a very long and big journey. We could go so much deeper into the color stuff.”
The other new shades are Teddy Bear, Shadowfax, Idol, Capri, Midas, Euphoria, Billionaire, Tea Room and Palazzo. They will be available for colorists and salons to purchase starting Monday. Key ingredients are aloe, hydrolyzed protein, biopolymers and creatine.
“With Hypermatic, colorists and clients no longer need to compromise,” said Elisa Fischer, senior vice president of R+Color. “Hypermatic is a liquid demi with modern technology and a modern color result, with stylist and client wellness top of mind in every detail. The fragrance-free formula offers superior conditioning, long-lasting results beyond a few shampoos with no PPD or Resorcinol in any shade, and 100 percent recycled aluminum packaging.”