L’Oréal Paris Launches Colorsonic

L’Oréal Paris, the brand that invented permanent hair colour over a century ago, has unveiled its latest at-home colour innovation: Colorsonic.

In development for the past decade, Colorsonic is a pioneering at-home hair colour device featuring over 29 patents. Designed for all hair types, lengths, and textures, Colorsonic simplifies hair colouring by automatically mixing dye and developer in the perfect ratio to deliver long-lasting colour at the press of a button. Its brush applicator parts and saturates each hair strand, ensuring even colour distribution, even in hard-to-reach areas. Furthermore, its bristles move 300 times per minute, adjusting their speed to deposit the right amount of formula for all hair types.

In just five minutes, Colorsonic provides beautiful, high-shine colour results with long-lasting, 100% grey coverage.

“What has remained consistent since L’Oréal invented permanent hair color more than 100 years ago is our dedication to high-performance, research-backed innovation for superior performance,” said Ali Goldstein, president of L’Oréal Paris USA. “Colorsonic is a true gamechanger for the category, bringing cutting-edge technology to hair color, and is a testament to L’Oréal Paris’ unwavering commitment to delivering the highest quality results in the comfort of your own home.”

The device comes equipped with L’Oréal Paris’ first multi-use hair colour cartridge, offering up to three applications per cartridge—each providing one full hair colour or up to three root touch-ups. Colorsonic’s palette of 20 expertly crafted shades offers a modern, salon-inspired range of colours, powered by high-performance formulas free from ammonia, silicones, parabens, SLS, SLES, and phthalates.

In addition to enhancing your hair, Colorsonic also benefits the planet. The cartridge uses less plastic per application than traditional box dye, and the device eliminates the need for separate single-use plastic dye and developer bottles. It also replaces single-use gloves with high-performance reusable gloves, included in the device box.

Launching alongside the device is colorsonic.com, an online resource that helps customers find their perfect shade and provides step-by-step video tutorials. The site will also feature colourists on call, ready to assist with any at-home hair colouring questions.

The Colorsonic retails for $124.99, with colour cartridges retailing for $29.99. The device is available to purchase at colorsonic.com and will launch exclusively at select Target stores and on target.com in July. Information regarding a UK launch is yet to be announced.