What Madison Reed does

Madison Reed is a San Francisco-based, female-founded and female-led beauty company founded in 2013 that sells salon-quality hair color products directly to women consumers through a true omni-channel model. Its core product is the Radiant Cream Color permanent hair color kit, available in 55+ multi-dimensional shades with 100% gray coverage and a proprietary "Smart 8-Free" formulation (free of ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide) crafted in Italy and enriched with keratin, argan oil, and ginseng root extract; the portfolio is extended by ColorWonder demi-permanent color, Root Touch Up Kit, Color Reviving Gloss, Light Works highlights, Color Therapy masks, Bond Building Treatment, styling and haircare products, and a Men's Hair Color sub-brand.

Underlying the consumer experience is a beauty-tech platform that combines a Hair Color Quiz recommendation engine, an AR-powered Virtual Hair Color Try-On tool that processes selfies and live camera input, and "Madi," an agentic AI concierge deployed across web and phone channels for product discovery, salon appointment booking, and customer support; the same AI backbone powers an optimization engine for Hair Color Bar staffing that lifted chair utilization from the low-70% to mid-80% range. The company operates 95-97 owned Hair Color Bar service locations (as of late 2025) where licensed colorists deliver Roots, All-Over Color, Partial Highlights, and Gloss services.

Madison Reed generates revenue through (i) recurring hair color subscriptions (approximately 70% of estimated $200-250M revenue), (ii) professional services at Hair Color Bars including the Limitless Pro+ monthly membership for unlimited root touch-ups, (iii) one-time DTC e-commerce purchases through its Limitless Plus membership (free shipping, up to 15% off, one free Roots service per year), and (iv) wholesale distribution across Ulta Beauty, Target, Walmart, Amazon, and Sally Beauty totaling over 3,800 retail doors. The company is reported EBITDA-positive, has raised more than $250M cumulatively, and as of October 2025 was evaluating a 2026-2027 public listing.

Name

Madison Reed

Legal name

Madison Reed, Inc.

Website

https://madison-reed.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Madison Reed is a female-founded beauty company selling salon-quality at-home hair color and operating 95+ Hair Color Bar locations. It serves women consumers via DTC e-commerce, subscription memberships, and 3,800+ retail doors including Ulta, Target, Walmart, Amazon, and Sally Beauty.

Ownership category

akta.pro rank

Product category

At-Home Hair Color Products

NAICS

Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Coloring & Highlights Services (HSALAAAE)

akta.pro secondary industries

Professional Hair Color (CRABALAA), Hair Color & Bleaching (CRABABAD), Haircare & Hair Color Distribution (CRAOAEAE)

Keywords

• At-home hair color
• Professional salon color
• Hair color subscriptions
• Clean beauty formulations
• Color bar services

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hair color subscriptions: Recurring delivery of hair color kits (e.g., Radiant Cream Color) drives approximately 70% of the company's estimated $200-250 million revenue, representing a sticky subscription revenue stream.
2. Hair Color Bar services: Service revenue from 95+ owned Hair Color Bar locations offering Roots, All-Over Color, Partial Highlights, and Gloss services, including the Limitless Pro+ monthly membership for unlimited root touch-ups.
3. Direct-to-consumer product sales: One-time and repeat online purchases of hair color, hair care, styling, treatment, and accessory products via the Madison Reed e-commerce site.
4. Wholesale/retail distribution: Wholesale revenue from retail partnerships with Ulta Beauty, Target, Walmart, Amazon, and Sally Beauty, extending the brand's footprint to over 3,800 retail doors nationwide.
5. Limitless Plus membership: Paid membership that includes free shipping, up to 15% off every product and service, and one FREE Roots service per year.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels8 records

Core offering

Madison Reed develops and sells at-home hair color kits (permanent, demi-permanent, gloss, root touch-up, highlights) under a "Smart 8-Free" formulation philosophy free of ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide. The company also operates 95+ Hair Color Bar retail salon locations where licensed colorists deliver Roots, All-Over Color, Partial Highlights, and Gloss services. Distribution spans DTC e-commerce, the Hair Color Bar network, and 3,800+ retail doors across Ulta Beauty, Target, Walmart, Amazon, and Sally Beauty.

Product overview

Madison Reed operates a unified beauty-tech platform spanning at-home hair color products, in-salon services, and an agentic AI layer, all anchored by a "Smart 8-Free" formulation philosophy free of ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide and enriched with keratin, argan oil, and ginseng root extract. The core at-home portfolio centers on Radiant Cream Color (55+ permanent shades with 100% gray coverage) and is extended by modular sub-products including the Root Touch Up Kit / Root Reboot, ColorWonder demi-permanent color, Color Reviving Gloss, Light Works highlights with LightWorks Toning Glaze, Color Therapy color-depositing masks, Bond Building Treatment, Pro Boosts, Prime for Perfection, the color-protecting Shampoo + Conditioner Set, the Styling line, and a Men's Hair Color sub-brand. These at-home offerings are wrapped by the Limitless Plus subscription and a network of 95+ Hair Color Bar retail service locations (with the Limitless Pro+ Unlimited Roots membership), where Roots, All-Over Color, and Partial Highlights services are delivered by the Color Crew of licensed colorists. The platform is unified digitally by the agentic AI concierge "Madi" (powering web/phone consultations, product discovery, and Hair Color Bar bookings), the AR-powered Virtual Try-On / Hair Color Changer app, the online Color Quiz, and Free Video Color Consultations, with the agentic AI additionally driving salon staffing optimization that raised chair utilization from the low-70% to mid-80% range.

Differentiator

Problem solved

Functional benefit

Brands

• Hair Color Bar: Retail salon service sub-brand offering professional in-person hair color services at 95+ locations nationwide (including Flatiron, Walnut Creek, Plano, and others).
• ColorWonder
• Limitless Plus

Products and services

• Radiant Cream Color (Permanent Hair Color Kit) Longest-lasting permanent hair color kit providing 100% gray coverage with multi-dimensional, salon-quality results. Available in 55+ shades, formulated in Italy with keratin, argan oil, and ginseng root extract, and free of ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide.
• ColorWonder (Demi-Permanent Hair Color) Demi-permanent hair color that boosts color or blends grays, gradually washing out and lasting up to 25 shampoos. Pitched for a vibe shift without the commitment of permanent color.
• Root Touch Up Kit Fast-fix root touch-up that provides easy, quick, effective gray coverage, stretching color between salon visits. The Gray Escape root mascara variant is the company's award-winning, on-the-go stray-gray coverage product.
• Color Reviving Gloss Semi-permanent gloss treatment that refreshes faded color, neutralizes brassiness, and adds shine to color-treated hair between permanent colorings, layered on top of roots color for a "Perfect Pair" routine.
• Light Works (Highlights) At-home highlights kit offering dimensional, lightened results, designed to be paired with the LightWorks Toning Glaze for refinement.
• LightWorks Toning Glaze Toning glaze used to tone, refine, or neutralize unwanted orange or yellow tones in highlighted hair, complementing the Light Works highlights kit.
• Color Therapy (Color-Depositing Hair Mask) Color-depositing hair mask that tones and enhances color while adding intense hydration, available in variants like Castagna, Rubino, and Perla.
• Bond Building Treatment (Bonding Time) Bond repair treatment formulated to repair bonds broken from within the hair shaft while smoothing the outer cuticle layer, designed for highlighted or color-treated hair.
• Shampoo + Conditioner Set (Color Protecting) Sulfate-free, color-protecting shampoo and conditioner formulated to lock in color and protect color-treated hair.
• Men's Hair Color Madison Reed's dedicated line of men's hair color products, accessible via the /men sub-brand.
• Hair Color Bar (Retail Service Locations) Network of 95+ company-operated Hair Color Bar locations nationwide where licensed colorists provide Roots, All-Over Color, Partial Highlights, and Gloss services.
• Limitless Plus / Limitless Pro+ Membership Subscription/membership offering. Limitless Pro+ at Hair Color Bars provides unlimited root touch-ups for a flat monthly fee plus member perks. Limitless Plus at-home tier includes free shipping, up to 15% off products and services, and one free Roots service per year.

Quantifiable outcome

• Approximately 70% of $200-250M estimated annual revenue from hair color subscriptions
• +7 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Azzi FuddflagshipGTM or Marketing Partner · 15 April 2026NIL partnership with Azzi Fudd, the 2026 WNBA first overall draft pick for the Dallas Wings, as part of Madison Reed's broader UConn women's basketball engagement. The partnership included equity stakes and potential franchise ownership, illustrating the use of NIL as a transformational tool rather than a purely transactional deal.
• Sarah Strong (UConn) and Allison Feaster (Boston Celtics VP)flagshipGTM or Marketing Partner · 28 October 2025First-ever mother-daughter NIL partnership in collegiate sports, announced October 28, 2025, between Madison Reed and Sarah Strong (UConn) and Allison Feaster (Boston Celtics VP). The collaboration highlights themes of confidence, self-expression, and empowerment through hair color campaigns and future opportunities, and aligns with Madison Reed's broader UConn Athletics and women's sports engagement.
• Sally BeautycoreChannel Partner/ Reseller/ Distributor · 7 April 2025Strategic retail partnership announced on April 7, 2025, to expand Madison Reed into select Sally Beauty stores nationwide and on SallyBeauty.com, making 34 SKUs available including the Radiant Hair Color Kit and the new ColorWonder Demi-Permanent Hair Color. The partnership extends Madison Reed's retail footprint to over 3,800 stores nationwide, adding Sally Beauty to its existing presence at Ulta Beauty, Target, Walmart, and Amazon.
• Ulta BeautycoreChannel Partner/ Reseller/ DistributorMadison Reed is sold through Ulta Beauty stores nationwide, contributing to its 3,800+ retail-door footprint alongside Target, Walmart, Amazon, and Sally Beauty.
• TargetcoreChannel Partner/ Reseller/ DistributorMadison Reed is sold at Target stores nationwide as part of its 3,800+ retail-door footprint and reported 890-store rollout of related indie beauty brands via Target partnerships.
• WalmartcoreChannel Partner/ Reseller/ DistributorMadison Reed is featured in Walmart's elevated beauty departments across 4,600 U.S. stores under Walmart's four-pillar beauty strategy, alongside premium and new-gen brands.
• AmazoncoreChannel Partner/ Reseller/ DistributorMadison Reed products are sold on Amazon as part of its 3,800+ retail-door footprint.
• University of Connecticut (UConn) AthleticsflagshipGTM or Marketing PartnerMulti-year partnership between Madison Reed and UConn Athletics to spotlight women athletes and promote confidence through hair color. The collaboration includes offers of cash, stock, and sponsorship agreements, and is part of a broader trend of beauty and lifestyle brands expanding partnerships with female college athletes.
• Paige Bueckers (UConn Women's Basketball)flagshipGTM or Marketing PartnerMadison Reed's 'game-changing' partnership with Paige Bueckers and the UConn Women's Basketball Team is featured prominently on the company's website to uplift and spotlight women athletes. The partnership has included equity stakes and potential franchise ownership as part of Madison Reed's broader women's sports strategy.
• Peloton and Tonal (executive routine tools)minorOthersNot formal commercial partnerships; Peloton and Tonal are referenced as part of CEO Amy Errett's personal morning exercise routine, indicating her brand affinity but not a documented business alliance.

Scale indicators12 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• dpHue: DTC hair color and hair care brand selling at-home color products, root touch-ups, and gloss treatments; overlaps directly with Madison Reed's Radiant Cream Color, Root Touch Up, and Color Reviving Gloss categories.
• Color&Co: L'Oréal-owned DTC custom hair color brand offering personalized shade consultations and home delivery; directly competes with Madison Reed's DTC subscription and color-advisor value proposition, with the backing of a global beauty incumbent.
• eSalon: DTC custom hair color brand offering personalized at-home formulas online; directly competes with Madison Reed in the salon-quality-at-home segment with a similar quiz-based personalization funnel and subscription model.

Emerging players

• Function of Beauty: DTC personalized beauty brand offering customized hair care, and now hair color, formulations; comparable to Madison Reed's quiz-driven personalization engine and subscription model, though broader in category scope.
• Overtone: DTC color-depositing hair care brand offering vivid and conditioning color treatments; competes with Madison Reed's Color Therapy masks and ColorWonder demi-permanent line in the at-home color refresh segment.
• Prose: DTC personalized hair care brand with proprietary consultation and custom-formulation technology; mirrors Madison Reed's online consultation and AI personalization approach in the adjacent haircare category.

Others

• Sally Beauty Holdings: National specialty retailer of professional hair color and beauty supplies, and a Madison Reed wholesale channel partner since April 2025; relevant as a distribution platform and as a peer for the salon/retail service leg of Madison Reed's business.

Broad incumbents

• Clairol (P&G): Mass-market hair color brand owned by Procter & Gamble; a much larger incumbent offering at-home permanent and demi-permanent color at lower price points, competing across Madison Reed's retail and DTC channels.
• Revlon: Iconic mass-market beauty and hair color company (ColorSilk, Revlon Color); competes with Madison Reed in the at-home permanent color category, particularly through drugstore and mass retail channels.
• L'Oréal Paris: Mass-market beauty giant that owns hair color lines (Excellence, Preference, Feria) plus Color&Co; competes with Madison Reed across price tiers and channels and has unmatched R&D and marketing scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Madisonreedllb
• Facebookfacebook.com/madisonreedllb
• LinkedInlinkedin.com/company/madison-reed
• Instagraminstagram.com/madisonreed
• Pinterestpinterest.com/madisonreedllb
• Xx.com/madisonreedllb

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds16 records

Investors30 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madison Reed