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oVertone Names Urban Outfitters as Retail Partner

The brand is now selling its award-winning hair and color care products through Urban Outfitters’ website.

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By: Charlie Sternberg

Associate Editor

oVertone has announced Urban Outfitters as its latest retail partner, now selling its award-winning hair and color care products through Urban Outfitters’ website.
 
oVertone is known for its semi-permanent, color-depositing conditioners. The brand offers solutions for achieving and maintaining head-turning hair colors — right from the shower. And all it takes is 15 minutes.
 
Vegan and cruelty-free, oVertone products do not contain ammonia, bleach, or developers, so while they add color to blonde or brown strands, they won’t lift or lighten — just enhance and reinvigorate. The formulas are ideal for all hair types and based on the nourishing powers of plant-based oils. This includes coconut oil, linseed oil, jojoba oil and evening primrose oil. Whenever possible, ingredients are also organically and/or sustainably sourced.
 
“We are thrilled to be launching online at Urban Outfitters. They’re the ideal partner for us to make healthy hair color more available to a young, expressive audience that’s embracing their individuality through color and customization,” said Jane Jun, VP, Growth Strategy & Marketing Operations at oVertone.
 
To start, urbanoutfitters.com will carry a variety of oVertone’s Coloring Conditioners ($32; Rose Gold, Extreme Blue, Extreme Magenta, Extreme Purple, Extreme Teal, Neon Yellow, Pastel Green and Pastel Orange). For toning options, urbanoutfitters.com will carry the brand’s Toning Conditioners ($18) in Blue, Purple, Green and Pink.
 
In addition to color products, the online launch also includes oVertone’s The Remedy Colorless Hair Mask ($27) to keep hair in maximum condition and The Fader Clarifying Shampoo ($22) to gently remove existing shades.
 
“We are so excited to launch Overtone, a leading brand in the hair color space! We love that the hair dye is semi-permanent and takes hair health into consideration. Our customers are creative and experimental when it comes to their beauty routines and have been eager to purchase Overtone through UO for a long time, so this partnership is a perfect fit,” commented Alexa Amorim, Buyer at Urban Outfitters

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