P&G-Clairol
Clairol is a 90+ year heritage U.S. at-home hair color brand operating under Wella Company, selling 199+ SKUs across 12 sub-brands to individual consumers and salon professionals through drugstores, mass retailers, Amazon, DTC, and salon channels.
- Company typePrivate
- Founded1931
- HeadquartersCincinnati, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What P&G-Clairol does
Clairol is a heritage U.S. at-home hair color brand founded in 1931 and currently operated as a brand under Wella Operations US LLC (Wella Company), headquartered in Cincinnati, Ohio. The company serves individual consumers and salon professionals seeking salon-quality hair coloring outside of a salon environment, with a portfolio spanning 12 sub-brands including Nice'n Easy, Nice'n Easy10, Natural Instincts, ColorStrong, Root Touch-Up, Bold & Bright, Textures & Tones, Blonde It Up, Born Blonde, Frost & Tip, Color Pro, and Clairol Professional — collectively representing 199+ SKUs across permanent, demi-permanent, semi-permanent, and temporary color categories.
The company's core technology stack consists of proprietary hair coloring formulations rather than software platforms. Key technical differentiators include the ME+ dye molecule (developed by in-house scientists to reduce the risk of developing a hair dye allergy by 60x compared to traditional PTD/PPD molecules), SOY4PLEX conditioning technology in the professional line, ColorBlend seamless root-matching technology, the PerfectColor Comb applicator for even distribution, TrueColorSeal color-lock technology for fade resistance, and AminoLift bleach-free lightening. These are chemistry-driven innovations rather than data-driven or AI-driven ones.
Clairol generates revenue through unit-priced consumer product sales (one-time purchase model, no disclosed subscription) distributed across five primary channels: major U.S. drugstores (CVS, Walgreens), mass retailers (Target, Walmart), Amazon (including dedicated professional storefronts), the Clairol.com DTC site, and professional salon distribution. The customer base is fragmented across millions of individual end-consumers supplemented by a smaller professional salon segment. Marketing is executed through a multi-channel digital strategy anchored by 10+ influencer partnerships and active presence on Instagram, TikTok, YouTube, and Facebook, supported by an educational blog and email newsletter. The brand has earned multiple industry awards from Allure, Good Housekeeping, and Oprah Daily in 2023-2024, validating continued product relevance.
P&G-Clairol firmographics
Firmographics- Name
- P&G-Clairol
- Legal name
- Wella Operations US LLC
- Website
- https://clairol.com
- Company type
- Private
- Founded year
- 1931
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Clairol is a 90+ year heritage U.S. at-home hair color brand operating under Wella Company, selling 199+ SKUs across 12 sub-brands to individual consumers and salon professionals through drugstores, mass retailers, Amazon, DTC, and salon channels.
- Ownership category
- akta.pro rank
P&G-Clairol industry classification
Industry- Product category
- Personal Care - Hair Color
- NAICS
- Synthetic Dye and Pigment Manufacturing (32513), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Professional Hair Color (CRABALAA)
- akta.pro secondary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where P&G-Clairol is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
P&G-Clairol business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Consumer Hair Color Products: Clairol generates revenue through the sale of its hair color products including Nice'n Easy, Nice'n Easy10, Natural Instincts, ColorStrong, Root Touch-Up, Bold & Bright, Textures & Tones, Blonde It Up, Born Blonde, Frost & Tip, and Color Pro lines. Products are sold as one-time purchases through retail partners (drugstores, mass retailers), e-commerce platforms (Amazon), and direct-to-consumer through Clairol.com. The Clairol Professional line targets salon professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer hair color products sold as individual units |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
P&G-Clairol product offering
Product offeringCore offering
Clairol manufactures and sells at-home hair color products across permanent, demi-permanent, semi-permanent, and temporary categories. Its 199+ product portfolio spans 100+ shades and includes core permanent lines (Nice'n Easy, Nice'n Easy10), root coverage solutions (Root Touch-Up), gentle formulas (Natural Instincts, ColorStrong), vibrant fashion colors (Bold & Bright), specialized textured-hair formulas (Textures & Tones), lighteners (Born Blonde, Frost & Tip, Blonde It Up), and a salon-grade Clairol Professional line sold to stylists. Products are sold as individual kits through U.S. retail, e-commerce, and salon channels.
Product overview
Clairol is an at-home hair color brand with over 90 years of history, now operated under Wella Company. The portfolio consists of multiple product lines targeting different hair color needs: Nice'n Easy serves as the core permanent color line with comprehensive gray coverage; Nice'n Easy10 offers a fast-acting variant completing in 10 minutes; Root Touch-Up provides specialized root coverage solutions in various formats (permanent, semi-permanent, temporary); Color Pro delivers professional-grade accessories for DIY colorists; Natural Instincts offers gentle demi-permanent color without ammonia; ColorStrong provides zero ammonia permanent color with bonding technology for curly/coily hair; Bold & Bright delivers vibrant, fade-resistant colors; Textures & Tones targets textured hair with moisturizing formulas; Blonde It Up specializes in blonde toning; Born Blonde and Frost & Tip provide lightening and highlighting capabilities. The Clairol Professional line serves salon professionals with advanced formulations including SOY4PLEX technology and Beautiful Collection products.
Differentiator
Problem solved
Functional benefit
Brands
- Nice'n Easy: Permanent hair color with natural-looking results and 100% gray coverage, featuring 3 tones plus highlights
- Nice'n Easy10
- Root Touch-Up
- Color Pro
- Natural Instincts
- ColorStrong
- Bold & Bright
- Textures & Tones
- Blonde It Up
- Born Blonde
- Frost & Tip
- Clairol Professional
Products and services
- Nice'n Easy Permanent hair color providing 100% gray coverage with 3 tones plus highlights that mimic natural hair color highs and lows. Features Moisturizing ColorLock Treatment for up to 8 weeks of color. Available in 49 shades.
- Nice'n Easy10 High-speed permanent hair color delivering glossy color in just 10 minutes with PerfectColor comb for easy application and 100% gray coverage. Features advanced dual conditioning system and ColorSeal Intensive Conditioner, providing 6 weeks of color and shine.
- Root Touch-Up Line of root touch-up solutions including permanent crèmes, semi-permanent color blending gels, temporary concealing powders, and color refreshing sprays for seamless root coverage between full colorings. Includes 56 products across formats.
- Color Pro Professional-grade DIY hair color accessories including Pro Primer Pre-Color Treatment, Pro Fixer Hair Color Remover, and Pro Shiner Gloss Treatment for salon-quality at-home results.
- Natural Instincts Zero ammonia, vegan demi-permanent hair color with Coconut Oil and Aloe that conditions hair and washes away gradually. Available in 37 natural-looking shades including Bold variants for vibrant colors.
- ColorStrong Zero ammonia permanent hair dye powered by Bonding Primer and Bonding Treatment with AHA, delivering multidimensional color with shine. Available in 21 shades.
- Bold & Bright Vibrant permanent hair dye with TrueColorSeal Technology that locks in color to protect against water-fading, featuring HydraShine Conditioner for moisture and shine.
- Textures & Tones Zero ammonia hair color with Argan and Olive oil designed for textured hair types. Features Intensive Moisturizing Mask for curl definition and shine.
- Blonde It Up Blonde enhancing toners in permanent and demi-permanent formulas that brighten and enhance blonde hair with long-lasting color.
- Born Blonde Most powerful blonding system that lightens hair up to 6 levels with anti-breakage masque for natural-looking blonde results on all hair shades.
- Frost & Tip At-home hair highlighting kit with sectioned cap for precision blonde highlights, includes anti-breakage masque for hair protection.
- Clairol Professional Professional-grade hair color products for salon use including Beautiful Collection Moisturizing Color and Advanced Gray Solution (ammonia-free), SOY4PLEX Permanent Liquid and Cream Color, BW2+ powder lightener, Kaleidocolors clay-based lightener, developers, and Shimmer Lights toning products.
Quantifiable outcome
- 100% gray coverage
- +4 more outcomes
Companies that use P&G-Clairol
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles2 records
P&G-Clairol technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
P&G-Clairol partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights5 records
P&G-Clairol competitors and assessment
Company assessmentEmerging players
- Madison Reed: Madison Reed is a digitally native at-home hair color brand (Radiant Hair Color Kit) competing with Clairol via a salon-inspired positioning and direct-to-consumer subscription model.
- dpHUE: dpHUE is a digitally native at-home and in-salon hair color brand (Root Touch-Up Kit, Gloss+) positioned in the premium/middle channel, competing for the same gray-coverage and color-refresh occasions as Clairol.
- Just For Men (Combe): Just For Men is a leading men's at-home hair color brand with comparable retail distribution and gray-coverage positioning, partially overlapping Clairol's Root Touch-Up line.
Broad incumbents
- Matrix (L'Oréal): Matrix offers professional and consumer hair color (ColorSync, SoColor) under L'Oréal, providing similar product breadth and salon/DTC distribution to Clairol Professional and Nice'n Easy.
- Redken (L'Oréal): Redken is a professional salon color brand owned by L'Oréal, comparable to Clairol Professional in serving stylists with permanent and demi-permanent color lines like Shades EQ and Color Fusion.
- Wella Professionals: Wella is the parent company and sister brand to Clairol, offering a professional salon color portfolio (Koleston Perfect, Illumina) that overlaps with Clairol Professional at the salon/B2B level.
Direct peers
- L'Oréal Paris Hair Color: L'Oréal Paris is a direct mass-market hair color competitor with lines like Excellence Crème, Preference, and Féria, competing head-to-head with Clairol's Nice'n Easy and Bold & Bright at CVS, Walmart, and Target.
- Schwarzkopf (Henkel): Schwarzkopf, owned by Henkel, is a major global direct competitor with at-home and professional lines (Just For Men, Gliss, Color Expert) competing directly with Clairol's consumer and Professional portfolios.
- Garnier Hair Color: Garnier (owned by L'Oréal) is a direct mass-market competitor in at-home permanent, demi-permanent, and natural hair color, including Olia and Nutrisse, sharing the same drug/mass shelf space as Clairol.
- Revlon Hair Color: Revlon is a direct mass-market competitor in permanent and demi-permanent hair color (ColorSilk, Revlonissimo), with overlapping retail distribution and consumer target segments to Clairol.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
P&G-Clairol social profiles
Digital presenceP&G-Clairol financial estimates
Financial estimateRevenue estimate
Valuation estimate
P&G-Clairol leadership team
Management profileNumber of profiles
P&G-Clairol funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
P&G-Clairol M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about P&G-Clairol
What does P&G-Clairol do?
Clairol manufactures and sells at-home hair color products across permanent, demi-permanent, semi-permanent, and temporary categories. Its 199+ product portfolio spans 100+ shades and includes core permanent lines (Nice'n Easy, Nice'n Easy10), root coverage solutions (Root Touch-Up), gentle formulas (Natural Instincts, ColorStrong), vibrant fashion colors (Bold & Bright), specialized textured-hair formulas (Textures & Tones), lighteners (Born Blonde, Frost & Tip, Blonde It Up), and a salon-grade Clairol Professional line sold to stylists. Products are sold as individual kits through U.S. retail, e-commerce, and salon channels.
Is P&G-Clairol a public or private company?
P&G-Clairol is a private company. It is classified as corporate owned and is currently operating.
When was P&G-Clairol founded?
P&G-Clairol was founded in 1931. It employs 51 to 100 people.
Where is P&G-Clairol based?
P&G-Clairol is headquartered in Cincinnati, United States, in the North America region.
How does P&G-Clairol make money?
One revenue line is on record: consumer Hair Color Products.
Who are P&G-Clairol's main competitors?
Emerging players on record are Madison Reed, dpHUE and Just For Men (Combe). Broad incumbents are Matrix (L'Oréal), Redken (L'Oréal) and Wella Professionals. Direct peers are L'Oréal Paris Hair Color, Schwarzkopf (Henkel), Garnier Hair Color and Revlon Hair Color.
Does P&G-Clairol have an API?
No public API is recorded for P&G-Clairol.
What industry is P&G-Clairol in?
P&G-Clairol's product category is Personal Care - Hair Color. Its primary akta.pro industry code is CRABALAA, Professional Hair Color, with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 32513 and its SIC code is 2844.