Developlus

What Developlus does

Developlus Inc. is a third-generation, family-owned and woman-operated hair color manufacturer founded in 1991 and headquartered in Corona, Southern California, where it operates an on-site manufacturing facility producing millions of products annually for both consumers and beauty professionals. The company operates a portfolio of five distinct sub-brands—Splat (bold, vivid DIY hair color), Satin (premium color), Color Oops (positioned as the #1 U.S. hair color remover), No Gray (gray coverage featuring proprietary Dual-Chamber Pump Technology), and Go Gray (products for embracing natural gray hair)—with all formulations marketed as vegan, cruelty-free, and paraben-free.

The company sells through two primary channels: mass retail, with Walmart disclosed as a key partner for at least the No Gray and Color Oops brands, and direct-to-consumer via five branded e-commerce storefronts (splathaircolor.com, satinhaircolor.com, coloroops.com, no-gray.com, go-gray.com). Notable proprietary technology includes the Dual-Chamber Pump mechanism that separates dye and developer until the point of dispense, applied in the No Gray line and cited as the technical differentiator for the Quick Color Shampoo launch. The company is privately held with no disclosed institutional investors or external funding rounds, and pursues marketing through social media, influencer/creator partnerships, event activations (LA Pride Parade), PR coverage, and limited-edition collaborations such as the Splat x Warner Bros. Discovery Batman collection.

Developlus generates revenue through one-time unit purchases of branded hair color products priced across mass-market and premium tiers (e.g., No Gray Quick Color Shampoo at $19.99), with no subscription component disclosed. Its customer base spans everyday at-home hair color consumers, beauty professionals and salons, and identity-driven segments such as the LGBTQ+ community reached through partnerships with the Los Angeles LGBT Center and aligned NGOs. Geographic operations are explicitly U.S.-only per the company's Terms of Use, and the ownership structure remains concentrated within the founding family with no parent company or subsidiaries disclosed.

Name

Developlus

Legal name

Developlus Inc.

Website

https://developlus.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Developlus is a third-generation, family-owned and woman-operated hair color manufacturer based in Corona, California, operating five sub-brands (Splat, Satin, Color Oops, No Gray, Go Gray) sold through Walmart and branded DTC e-commerce sites to at-home consumers and beauty professionals.

Ownership category

akta.pro rank

Product category

Hair Color Products

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Color & Bleaching (CRABABAD)

akta.pro secondary industry

Ethnic & Textured Haircare (CRABABAL)

Keywords

• Hair color products
• At-home hair dye
• Hair color remover
• Gray coverage solutions
• Professional hair care

Headquarters

HQ city

Corona

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Consumer Hair Color Products: Developlus generates revenue through the sale of multiple hair color brands including Splat, Satin Hair Color, Color Oops, No Gray, and Go Gray. Products are sold through retail partners (Walmart) and direct-to-consumer via brand e-commerce websites. Revenue is derived from one-time product purchases with no subscription component mentioned.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels5 records

Core offering

Developlus is a third-generation, family-owned hair color manufacturer that designs, formulates, and produces at-home hair color and hair care products from its Southern California facility. It operates a portfolio of five sub-brands (Splat, Satin, Color Oops, No Gray, and Go Gray) covering bold expressive color, premium color, color correction/removal, gray coverage, and gray hair transition products sold through Walmart and direct-to-consumer brand websites.

Product overview

Developlus is a multi-brand hair color and beauty products company that operates as a unified portfolio of sub-brands rather than a single platform. The company manufactures all products on-site at its Southern California facility, producing millions of quality products per year for beauty professionals and consumers. The portfolio consists of five distinct sub-brands: Splat Hair Color (bold, vivid colors for self-expression), Satin Hair Color (premium finish products), Color Oops (the #1 U.S. hair color remover brand offering correction solutions), No Gray (gray coverage products including the Quick Color Shampoo), and Go Gray (products for embracing natural gray hair). All brands share common values of vegan, cruelty-free formulas, environmental sustainability, and accessibility at affordable prices.

Differentiator

Problem solved

Functional benefit

Brands

• Splat Hair Color: Bold, vivid hair color brand featuring DIY at-home hair coloring kits with vibrant shades. Known for 'Fearlessly in Color' ethos and self-expression through hair color.
• Satin Hair Color
• Color Oops
• No Gray
• Go Gray

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Los Angeles LGBT CentercoreStrategic or Co-development Partner · 10 June 2026Splat Hair Color has partnered with the Los Angeles LGBT Center to support LGBTQ+ youth through the Center's Youth Prom on June 4th, including product donations and charitable contributions. This aligns with Splat's ethos of 'Fearlessly in Color' and self-expression through hair color, supporting the LGBTQ+ community during Pride 2026.
• Warner Bros. Discovery Global Consumer Products (WBDGCP)flagshipGTM or Marketing Partner · 11 November 2025Splat Hair Color launched a limited-edition Batman collaboration with Warner Bros. Discovery Global Consumer Products, featuring five exclusive kits with bold hair color, comic book variants, and Funko POP! figures. Available exclusively at splathaircolor.com, highlighting the strong partnership between Splat and WBDGCP.
• The Pink AgendacoreStrategic or Co-development PartnerAs a woman-owned and led company, Developlus supports breast cancer awareness and research through ongoing partnership with The Pink Agenda and their Pencils & Dreams program.
• HollyRod FoundationminorStrategic or Co-development PartnerDeveloplus supports autism education, advocacy, and research through the HollyRod Foundation, dedicated to providing compassionate care to those living with autism and Parkinson's disease.
• To Write Love on Her ArmsminorStrategic or Co-development PartnerDeveloplus partners with To Write Love on Her Arms, a group dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Arctic Fox: Direct competitor to Developlus's Splat brand in the bold, vivid, semi-permanent at-home hair color category, targeting similar Gen Z / millennial self-expression consumers via vegan, cruelty-free formulas.
• Manic Panic: Iconic bold-color hair dye brand with overlapping DIY, vegan, and LGBTQ+ community positioning. Directly comparable to Splat in target consumer, product format, and cultural-brand marketing approach.
• Jerome Russell: Bold, vivid at-home hair color brand (Punky Color) directly comparable to Splat. Targets the same DIY, self-expression segment with vegan formulations and mass retail distribution.

Broad incumbents

• Wella Company: Professional and consumer hair color brand (owned by KKR). Comparable to Developlus on the beauty-professional channel served by some Developlus lines, but operates globally across professional and retail.
• Schwarzkopf (Henkel): Major global hair color and care brand owned by Henkel. Directly comparable in hair color formulation and at-home retail distribution, but operates as part of a much broader FMCG portfolio.
• Clairol (Coty Inc.): Mass-market hair color leader owned by Coty. Competes with Developlus's Satin and No Gray lines in at-home permanent hair color and gray coverage, but operates at vastly greater scale across more channels and price points.
• L'Oréal Paris: Global hair color incumbent (Excellence, Feria, Preference). Overlaps with Developlus across premium and mass hair color; substantially larger R&D, marketing, and distribution footprint.

Emerging players

• Color Wow: Premium haircare brand with growing retail presence. Compares to Developlus in the premium haircare category with differentiated, technology-led formulations and strong DTC and salon distribution.
• Madison Reed: Direct-to-consumer premium at-home hair color brand with salon-quality positioning. Comparable to Developlus's Satin line in target consumer and channel mix, but emphasizes custom color and online-first distribution.
• eSalon: DTC custom hair color brand producing personalized formulas shipped direct. Comparable to Developlus's at-home color business model with emphasis on DTC e-commerce rather than mass retail.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Developlus