Naturtint USA

What Naturtint USA does

Naturtint USA is a private direct-to-consumer beauty brand headquartered in Glenmont, New York, operating naturtintusa.com and distributing through Amazon, Walmart, Buy with Prime, and physical retail partners. Founded in 1994, the company sells naturally-derived hair color and adjacent hair care products, with a catalog of 72 SKUs anchored by a 45-shade Women's Permanent Hair Color line and a 6-shade Men's Permanent Hair Color line. Complementary product lines include Root Retouch Crème, Instant Root Retouch 2-in-1, the Color Care Collection (shampoo, conditioner, CC cream), Hair Food Deep Conditioning Masks in four variants, shampoo and conditioner bars, styling products, and a reusable home hair coloring kit.

The company's differentiation is grounded in formulation science rather than software. Products are formulated with 90–99% naturally-derived ingredients per ISO 16128 standard, certified under the USDA BioPreferred program as the first permanent hair color to receive this designation, and free from ammonia, parabens, and heavy metals. The proprietary MelanoGray™ Technology combines Tangerine Extract, Acetyl Tyrosine, and Gluconolactone to help reduce gray visibility with repeated use. Customer testimonials and third-party reviews (4.7/5.0 across 1,416 reviews, 92% recommendation rate) emphasize efficacy for sensitive-scalp users, complete gray coverage, and long-lasting results.

Revenue is generated through one-time product sales across DTC, marketplace, and retail channels, supplemented by the Naturtint Perks loyalty program. Pricing ranges from $7.99 for masks and men's units to $17.99 for the women's permanent hair color flagship, with multi-pack options and free shipping thresholds ($55+). The customer base is fragmented individual consumers, with no enterprise or B2B segment disclosed. The company is small (1–10 employees) and operates with no disclosed funding, ownership structure, or management team beyond a customer service contact, suggesting Naturtint USA functions as a US distribution and marketing entity for a broader brand.

Name

Naturtint USA

Website

https://naturtintusa.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Naturtint USA is a private DTC beauty brand selling naturally-derived permanent hair color and complementary hair care products to health-conscious individual consumers, primarily through its own e-commerce site, Amazon, and Walmart. The company is the first USDA BioPreferred certified permanent hair color, with formulations containing 90–99% naturally derived ingredients.

Ownership category

akta.pro rank

Product category

Consumer Hair Color & Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Color & Bleaching (CRABABAD)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Permanent hair color
• Natural hair dye
• Root touch-up
• Hair care collection
• Color care products

Headquarters

HQ city

Glenmont

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase model for permanent hair colors, root retouch products, hair care collections, and accessories sold through e-commerce, Amazon, Walmart, and retail stores. Products include single units and multi-packs (e.g., 6-pack options).
2. Naturtint Perks Loyalty Program: Points-based loyalty program where customers earn points on purchases that can be redeemed for discounts and rewards, driving customer retention and repeat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Naturtint USA manufactures and sells naturally-derived permanent hair color products and complementary hair care items directly to consumers. Its core catalog spans a 45-shade Women's Permanent Hair Color line, a 6-shade Men's Permanent Hair Color line, Root Retouch Crème, Instant Root Retouch 2-in-1 (with proprietary MelanoGray™ Technology), a Color Care Collection (shampoo, conditioner, leave-in CC Cream), Hair Food Deep Conditioning Masks, 2-in-1 Shampoo & Conditioner Bars, a styling foam, and a reusable Home Hair Coloring Kit.

Product overview

Naturtint USA offers a comprehensive portfolio of naturally-derived permanent hair color products anchored by a 45-shade Women's Permanent Hair Color line and a 6-shade Men's Permanent Hair Color line. The offering expands through complementary hair care categories including Root Retouch Crème and Instant Root Retouch 2-in-1 (for gray coverage touch-ups), the Color Care Collection (Shampoo, CC Cream, and Conditioner), Hair Food Deep Conditioning Masks in four variants, Shampoo & Conditioner Bars, and Styling Products. An accessory line includes the Home Hair Coloring Kit. The entire portfolio emphasizes plant-based ingredients (90-99% naturally derived per ISO 16128 standard), USDA BioPreferred certification, cruelty-free and vegan formulations, and exclusion of ammonia, parabens, and heavy metals.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Permanent Hair Color Line A 45-shade permanent hair color line for women, including Natural (N), Ash (A), and Golden (G) tones ranging from 1N Ebony Black to 10N Light Dawn Blonde. Formulated with up to 99% naturally derived ingredients, providing up to 100% gray coverage without ammonia, parabens, or heavy metals. Single units from $17.99 with 6-pack multi-buy options available.
• Men's Permanent Hair Color Line An ammonia-free permanent hair color gel specifically formulated for beard and hair application, containing naturally derived ingredients from Maca, Ginseng, and Meadowfoam. Available in 6 shades (1N Black, 3N Dark Chestnut Brown, 4N Natural Chestnut, 5N Light Chestnut Brown, 6N Dark Blonde, 7N Hazelnut Blonde). Starting at $9.99 per unit.
• Root Retouch Crème A permanent hair color crème designed for root touch-ups between full color applications. Contains toluene-2,5 diamine sulfate (PTD) at levels below EU regulatory limits. Available in 6 shades compatible with the permanent hair color line.
• Instant Root Retouch 2-in-1 A temporary root touch-up product combining gray concealment with MelanoGray™ Technology (Tangerine Extract, Acetyl Tyrosine, Gluconolactone) to gradually reduce gray visibility with repeated use. Available in 4 shades (Black, Dark Brown, Light Brown, Dark Blonde). Washes out with next shampoo. Formula is 98.5% naturally derived.
• Color Care Shampoo A sulfate-free shampoo formulated to maintain vibrancy and extend color life of treated hair. Part of the Color Care Collection.
• Color Care Conditioner A color-preserving conditioner that helps maintain hair health and color vibrancy after coloring treatments. Part of the Color Care Collection.
• CC Cream Leave-in Conditioner A leave-in conditioning cream that detangles hair and provides moisture without leaving residue. Designed to complement color-treated hair as part of the Color Care Collection.
• Hair Food Deep Conditioning Masks Deep conditioning hair masks available in 4 variants: Quinoa Color & Shine, Chia Protection, Goji Revitalizing, and Purple Rice Moisturizing. Formulated with naturally derived ingredients to nourish and treat color-treated hair. Starting at $7.99 per mask.
• 2-in-1 Shampoo & Conditioner Bars 2-in-1 solid shampoo and conditioner bars for eco-friendly, convenient hair care. 3 products in this category.
• Styling Foam A styling foam product for finished looks. 1 product available in the styling category.
• Home Hair Coloring Kit A 6-piece reusable hair color application kit including protective cape, mixing bowl, measuring cup, applicator brush, tail comb, and 2 hair clips. Sold with UPC 661176015993. Starting at $7.99.

Quantifiable outcome

• Up to 100% gray coverage
• +4 more outcomes

Named customers5 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

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a major third-party marketplace for Naturtint products, offering broad e-commerce distribution and access to Prime members. Products available include permanent hair colors and hair care items.
• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart.com marketplace partnership providing retail distribution for Naturtint products to reach a wider consumer base through Walmart's e-commerce platform.
• Amazon Prime (Buy with Prime)minorChannel Partner/ Reseller/ DistributorBuy with Prime integration allowing Amazon Prime members to purchase Naturtint products directly from the brand's website while enjoying Prime shipping benefits.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• eSalon: DTC custom hair color brand delivering personalized formulas to consumers. Comparable on e-commerce GTM, subscription-like repeat model, and target customer (women seeking salon-quality results at home), though with a custom-formulation angle vs. Naturtint's standardized shade range.
• Herbatint: Permanent hair color brand emphasizing natural and herbal ingredients with ammonia-free formulations. Directly comparable to Naturtint on positioning (natural, permanent, at-home), shade breadth, and international-to-US distribution model.
• Madison Reed: Direct DTC competitor in at-home permanent hair color, with a strong natural/clean positioning, multi-shade range, and omnichannel retail presence. Most directly comparable peer to Naturtint on brand strategy and target customer.
• Arctic Fox Hair Color: Vegan, cruelty-free semi-permanent hair color brand with strong social media presence. Comparable on natural/vegan positioning and color-depositing technology, though focused on vibrant/semi-permanent vs. Naturtint's natural permanent segment.

Broad incumbents

• Garnier USA: Mass-market beauty brand with Olia and Whole Blends color lines emphasizing botanical/natural positioning. Comparable as a broad incumbent that competes directly in the natural hair color segment and across retail and online channels.
• Clairol: Mass-market hair color leader under Wella/P&G corporate ownership. Comparable as the dominant incumbent in at-home permanent hair color against which Naturtint positions on natural ingredients; massive scale and marketing budget define the competitive frame.
• Schwarzkopf USA: Global professional and consumer hair color brand with a long-standing retail presence. Comparable on at-home permanent color technology and retail distribution, though Schwarzkopf's center of gravity leans more professional/salon than Naturtint's clean-DTC focus.
• Wella Company: Professional and consumer hair color parent company (Clairol parent). Comparable as a broad incumbent across permanent, demi-permanent, and natural hair color categories, with both retail and salon distribution against which Naturtint competes.
• L'Oréal Paris USA: Global mass beauty leader with Excellence and Preference permanent color lines plus EverPure/Botanicals clean sub-lines. Comparable as the largest incumbent in the category, with both conventional and natural hair color offerings that compete across price points.

Emerging players

• dpHUE: Premium at-home hair color and care brand with a clean-beauty positioning. Comparable to Naturtint on target customer (health-conscious women) and premium DTC distribution, though with a smaller shade range and a stronger hair-care halo mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/ntusa12345
• Facebookfacebook.com/NaturtintUSA
• Instagraminstagram.com/naturtint_usa
• Pinterestpinterest.com/naturtintusa
• TikToktiktok.com/@naturtintusa

Compliance2 records

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 Naturtint USA