ROUX

What ROUX does

Roux is a U.S.-based consumer beauty brand operating in hair care and hair color, headquartered in Jacksonville and operating under the parent BrandCo Multicultural Group 2020 LLC. The company sells a portfolio of established product lines divided into two categories: hair color (Fanci-Full Rinse semi-permanent rinse, 'Tween Time for younger consumers, and Clean Touch Stain Remover) and hair care (Rejuvenating anti-aging line, Repair & Shine, and Weightless Precious Oils). Distribution is anchored by a direct-to-consumer e-commerce storefront at rouxbeauty.com, supplemented by physical retail partners located through a store locator on the site.

The business model is straightforward consumer packaged goods: one-time purchase of branded hair care and color SKUs, primarily through the company's own website with additional offline retail shelf presence. Customer segmentation is horizontal, targeting individual consumers seeking at-home hair coloring, grey coverage, anti-aging treatments, and general maintenance, with the multicultural positioning of the parent group signaling particular relevance to diverse hair care needs. The company is privately held with no disclosed venture funding, no public listing, and no detailed ownership structure available.

Operationally, Roux maintains a mid-sized employee base (251-500) and an active digital presence including a blog and rotating homepage campaigns (e.g., "Chocolate," "Grey Hair Don't Care," anti-aging). No revenue, growth metrics, M&A activity, leadership changes, or technology stack details are disclosed in available sources, limiting visibility into financial trajectory and strategic direction beyond product-level website updates.

Name

ROUX

Legal name

BrandCo Multicultural Group 2020 LLC

Website

https://int.rouxbeauty.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

251–500 employees

Short description

Roux is a privately held U.S. consumer beauty brand selling hair color (Fanci-Full Rinse, 'Tween Time, Clean Touch Stain Remover) and hair care (Rejuvenating, Repair & Shine, Weightless Precious Oils) products directly to consumers via e-commerce and retail, operating under BrandCo Multicultural Group 2020 LLC.

Ownership category

akta.pro rank

Product category

Hair Care and Hair Color Cosmetics

NAICS

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 industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Hair color products
• Hair care cosmetics
• Personal care manufacturing
• Beauty brand
• Consumer hair care

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Hair Care and Hair Color Products: Roux generates revenue through the direct sale of hair care and hair color products to consumers. Products include hair color lines (Fanci-Full Rinse, 'Tween Time, Clean Touch Stain Remover) and hair care lines (Rejuvenating, Repair & Shine, Weightless Precious Oils). Revenue is generated through one-time product purchases via their e-commerce platform.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Roux Beauty manufactures and sells hair color and hair care cosmetic products directly to individual consumers. The product range is organized into two categories: Hair Color products (Fanci-Full Rinse semi-permanent color rinse, 'Tween Time hair color for young consumers, and Clean Touch Stain Remover) and Hair Care products (Rejuvenating, Repair & Shine, and Weightless Precious Oils). Products are distributed through the company's own e-commerce website and retail store locations.

Product overview

Roux Beauty is a hair care and hair color product company offering a portfolio of consumer beauty products. The product lineup consists of two main categories: Hair Color products (including Fanci-Full Rinse, 'Tween Time, and Clean Touch Stain Remover) and Hair Care products (including Rejuvenating, Repair & Shine, and Weightless Precious Oils). The company operates under BrandCo Multicultural Group and sells directly through its e-commerce platform at rouxbeauty.com.

Differentiator

Problem solved

Functional benefit

Brands

• Fanci-Full Rinse: Hair color rinse product line
• 'Tween Time
• Clean Touch Stain Remover
• Rejuvenating
• Repair & Shine
• Weightless Precious Oils

Products and services

• Fanci-Full Rinse A semi-permanent hair color rinse product that provides temporary color coverage and shine for at-home use by individual consumers.
• 'Tween Time A hair color product designed for pre-teen and young consumers transitioning from kids' to adult hair products, providing gentle color options for personal use.
• Clean Touch Stain Remover A stain remover product designed to remove hair color stains from skin and surfaces, intended for at-home use by individual consumers applying hair color.
• Rejuvenating A hair care product line focused on revitalizing and anti-aging benefits for hair, intended for individual consumers seeking at-home hair rejuvenation.
• Repair & Shine A hair care product line designed to repair damaged hair and enhance shine, intended for individual consumers with damaged or dull hair.
• Weightless Precious Oils A hair care line featuring lightweight oil formulations that nourish hair without weighing it down, intended for individual consumers seeking weightless hair nourishment.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Direct peers

• Clairol: Clairol (owned by Procter & Gamble via Wella/Coty) is a direct competitor in mass-market at-home hair color, including semi-permanent rinses like Roux's Fanci-Full Rinse, targeting the same consumer need for convenient grey coverage and color refresh at home.
• Garnier USA: Garnier (L'Oréal) sells Olia and Nutrisse hair color lines and Fructis hair care lines directly competitive with Roux's Fanci-Full Rinse and treatment portfolio, distributed through the same mass retail and DTC channels.
• John Frieda: John Frieda (Kao) competes with Roux in the color-care crossover space, offering Brilliant Brunette and Sheer Blonde lines that combine color and treatment benefits mirroring Roux's Fanci-Full Rinse + Rejuvenating portfolio logic.
• Schwarzkopf (Henkel): Schwarzkopf offers color (Color Expert, Keratin Color) and care (Gliss, Schauma) ranges that overlap directly with Roux's portfolio and operate with a similar mass-market, salon-inspired positioning in the same retail aisles.
• Pantene (Procter & Gamble): Pantene is a direct competitor to Roux's Repair & Shine and Weightless Precious Oils lines in the mass-market hair treatment and conditioning category, sold through identical retail channels with substantially larger marketing support.
• TRESemmé: TRESemmé (Unilever) competes with Roux across both color-adjacent and treatment hair care lines, occupying the same mass-market, professional-inspired price tier with overlapping retail distribution.

Broad incumbents

• L'Oréal Paris: L'Oréal Paris is a broad incumbent operating across the same hair color (Excellence, Preference) and hair care ( Elvive, EverPure) categories as Roux, with overlapping DTC and mass-retail distribution and far larger marketing and R&D budgets.

Emerging players

• Madison Reed: Madison Reed is a DTC-native hair color brand competing head-on with Roux in the at-home color category, differentiated by a digitally-led, ammonia-free formulation and a salon-quality positioning aimed at the same consumer seeking convenience and quality.
• eSalon: eSalon is a DTC custom hair color brand competing with Roux's Fanci-Full Rinse in the at-home color category, differentiated by personalized formulation and a subscription model that threatens legacy color brands lacking similar digital infrastructure.
• Color Wow: Color Wow is a DTC-led premium treatment brand (Dream Coat, Money Masque) competing with Roux's Rejuvenating and Repair & Shine lines with a strong influencer/editorial presence that pressures Roux's digital marketing effectiveness.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RouxBeauty
• Facebookfacebook.com/RouxBeauty

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 ROUX