Style Edit

What Style Edit does

Style Edit (legal entity: Style Edit Luxury Care) is a privately-held US hair care company that develops and sells semi-permanent root concealer products for at-home gray coverage between salon visits. Its core technology centers on color-adaptive pigments designed to self-adjust across natural and color-treated hair shades, packaged across three product forms — aerosol Root Concealer Spray, keratin-enriched Root Touch-Up Powder, and a wax-free cream-to-powder Instant Root Cover-Up Stick — with sub-lines for brunette, blonde (Blonde Perfection), and red (Drop Red Gorgeous) shades, plus a newer Hair Building Fibers line and a Styling Collection. Products are validated through independent laboratory testing, are formulated without parabens, silicones, or sulfates, and are sold as wash-out cosmetics with sweat/rain resistance and keratin-enriched claims.

The company runs a primarily direct-to-consumer model on Shopify (styleedit.com) with prices ranging from $14.99 to $114.97, complemented by a Subscribe & Save program offering a permanent 15% discount on 1/2/3-month cadences. Distribution is layered across Amazon marketplace and a 'Find a Salon' salon/retail locator, while a Pro Ambassador program (10-30% commission, zero-inventory model) and a broader affiliate program (Shopify Collabs, Dovetale) recruit hairstylists and creators as a distributed salesforce. Target customers are split across beauty-conscious individual consumers seeking salon-quality at-home touch-ups, professional hairstylists reselling or recommending between appointments, and bridal/event stylists with sweat- and transfer-resistant requirements.

The business is founder-led and independent, with no disclosed institutional funding, no parent company, no M&A activity, and no executive team information in the available data. Headcount is reported at 11-50 employees and the company is incorporated in New York, with a registered address in Stony Point, NY, and corporate headquarters listed at 123 Salon Avenue, Suite 500, New York, NY 10012. Notable gaps include undisclosed revenue, undisclosed founding year, and no certifications, patents, or regulatory actions on record.

Name

Style Edit

Legal name

Style Edit Luxury Care

Website

https://styleedit.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Style Edit is a private US hair care company that sells salon-quality at-home root concealer products (spray, powder, stick) using color-adaptive pigments, serving individual consumers with gray hair, professional hairstylists, and bridal stylists via DTC e-commerce, Amazon, salon retail, and an ambassador affiliate program.

Ownership category

akta.pro rank

Product category

Hair Care Root Concealers

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

akta.pro secondary industries

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Root concealer products
• Gray root coverage
• Hair color maintenance
• Keratin hair fibers
• Salon hair touch up

Headquarters

HQ city

Stony Point

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of individual products and bundled kits through e-commerce website. Products range from $14.99 to $114.97. Includes travel sizes, multi-packs, and trio combinations.
2. Subscription and Save Program: Recurring subscription model offering 15% permanent discount on all orders. Customers choose delivery frequency (1, 2, or 3 months). Includes free shipping and early access to new launches. Targets repeat purchase revenue and customer retention.
3. Affiliate and Ambassador Commissions: Commission-based revenue through affiliate program (10%+ standard commission, up to 30%) and Pro Ambassador program (10-30% base commission scaling with performance, $50 referral bonuses). Zero-inventory model drives word-of-mouth sales.
4. Wholesale and Salon Distribution: Products sold through salon partners and retail locations. 'Find a Salon' locator helps customers discover retail partners carrying Style Edit products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Style Edit manufactures and sells salon-quality, at-home hair root touch-up products designed to conceal gray roots and regrowth between salon color appointments. The portfolio centers on three core product formats (aerosol Root Concealer Spray, Root Touch-Up Powder, and Instant Root Cover-Up Stick), offered across multiple shade families (brunette, blonde, and red) and complemented by Hair Building Fibers, accessories, and bundled kits sold primarily through its own e-commerce site, Amazon, and salon partners.

Product overview

Style Edit is a hair care company offering salon-quality root touch-up products for everyday use. The product portfolio centers on three core product forms (spray, powder, and stick) designed to conceal gray roots and add hair volume. The offerings include standalone products across multiple shade lines (Black, Dark Brown, Medium Brown, Light Brown for brunettes; Light Blonde, Medium Blonde, Dark Blonde for blondes; Light Red, Medium Red, Dark Red for red hair), travel-size versions, and bundled packages combining multiple product forms. The products use color-adaptive pigment technology and are marketed as temporary, wash-out formulas free from harsh chemicals. The portfolio is complemented by accessories (brush, replacement sponge) and a Subscribe & Save subscription service.

Differentiator

Problem solved

Functional benefit

Brands

• Hair Building Fibers: Product line for adding volume and coverage for thinning hair.
• Styling Collection
• Blonde Perfection
• Drop Red Gorgeous
• Instant Root Cover Up Stick

Products and services

• Root Concealer Spray Lightweight aerosol root concealer spray that uses color-adaptive pigments to deliver instant gray root coverage blending with natural or color-treated hair; priced at $34.99-$39.99 and targeted at consumers and stylists needing wide-area root coverage.
• Blonde Perfection Root Concealer Spray Shade-specific aerosol spray formulated for blonde hair, using color-adaptive pigments to deliver natural-looking gray root coverage; part of the Blonde Perfection line.
• Travel Size Root Concealer Spray Compact travel-size aerosol root concealer spray priced at $14.99, designed for on-the-go gray root touch-ups and portable use in purses or travel bags.

Quantifiable outcome

• 90% of customers reported easy, mess-free application
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon marketplace partnership for broader product distribution. Products available on Amazon alongside main e-commerce site, providing access to Prime shipping and wider customer reach.
• ShopifycoreTechnology or IntegrationE-commerce platform powering styleedit.com online store. Handles payment processing, order fulfillment, and customer data management.
• Shopify CollabscoreTechnology or IntegrationAffiliate management platform powering ambassador and affiliate programs. Provides dashboard for tracking clicks, sales, commissions, and payouts.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Color Wow: Salon-born hair care brand offering color-protecting and root-covering products (e.g., Color Wow Root Cover Up). Direct competitor in premium, stylist-endorsed gray-concealment with strong DTC and salon channels.
• Rita Hazan: Celebrity colorist brand offering at-home root cover-up and color-depositing products. Mirrors Style Edit's salon-credibility-led DTC positioning with similar price points and stylist endorsement strategy.
• dpHUE: DTC brand offering at-home root touch-up kits, color-depositing masks, and shampoos. Competes head-to-head with Style Edit in the gray-covering, color-refresh category with a similar salon-quality, made-in-USA positioning.
• Madison Reed: Direct-to-consumer hair color brand offering at-home root touch-up and permanent color kits with a professional salon-quality positioning. Closely comparable to Style Edit in category, channel mix (DTC + retail), and target consumer (color-treated women seeking salon-grade at-home solutions).

Broad incumbents

• Oribe: Luxury professional hair care brand spanning styling, treatment, and color. Comparable salon-quality premium positioning with stylist advocacy, although Oribe is a broader portfolio brand rather than a root-concealer specialist.
• Bumble and bumble: Professional hair care brand (owned by Estée Lauder) offering salon-grade styling and color products. Comparable as a salon-quality positioning playbook, though broader in category and not focused on root concealers.
• Kerastase: L'Oréal-owned professional hair care brand offering salon-grade color, treatment, and styling products. Overlaps with Style Edit on salon-quality positioning and stylist endorsement, but operates across a much wider category set.
• L'Oréal Paris Magic Root Cover Up: L'Oréal's mass-market root concealer spray and Precision Root Pen. Competes on the same use case with global brand scale, mass-retail distribution, and significantly larger marketing budget — a primary pricing-and-distribution incumbent.
• Clairol Root Touch-Up: Mass-market incumbent in root touch-up under Coty/Clairol Professional. Same end-use case (gray root coverage) but distributed through mass retail and drugstores at lower price points — direct competitive threat to Style Edit's premium positioning.

Emerging players

• The Hair Care Company (Toppik / HairMax): Hair Building Fibers and thinning-hair concealer specialist. Overlaps with Style Edit's Hair Building Fibers launch and shares the same end-user (volume and coverage seekers), providing both a competitive reference and a cross-sell adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/styleedithair
• Xx.com/StyleEditHair
• Facebookfacebook.com/StyleEditHair
• LinkedInlinkedin.com/company/styleedit

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 Style Edit