ColorOops

What ColorOops does

ColorOops is a consumer hair care brand operating in the at-home hair color removal and correction category, marketed as the "#1 hair color remover brand in the U.S.". The brand is operated by Developlus Inc., a third-generation family-owned manufacturer headquartered in Corona, California, which develops and manufactures ColorOops products in-house. The portfolio centers on Bond Rejuvenating Technology—proprietary, bleach-free and ammonia-free formulations that shrink dye molecules for wash-out removal—and spans multiple remover variants (Extra Strength, Extra Conditioning, Bold Color Remover, Fix & Fortify), color prep products (Hair Color Stain Remover Wipes, the new Color Barrier+ Style Stick), supporting bleaches and fading washes, and a deep conditioner for post-color care.

Revenue is generated through one-time unit sales of consumer products priced between $4.99 and $18.99 (through), distributed across a Shopify-based DTC storefront at ColorOops.com, national mass retailers including Walmart, Target, and Amazon, and a network of 400+ physical retail locations across the United States. The brand targets DIY at-home hair color consumers needing color correction, removal, and stain protection, with secondary use cases in everyday styling. Acquisition and retention rely on organic social (Facebook, Instagram, YouTube), a content blog, email with a 10%-off first-order incentive, prominent on-site reviews, and a refer-a-friend and points-based rewards program.

The company is privately held by the founding family through Developlus Inc., with no disclosed external funding, M&A activity, or public market participation (ownership_commentary). The brand remains focused on a single product category and a single primary geography (USA), with passive international availability via Shopify multi-currency checkout rather than dedicated international expansion.

Name

ColorOops

Legal name

Developlus Inc.

Website

https://coloroops.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ColorOops is the self-described #1 U.S. hair color remover brand, operated by family-owned manufacturer Developlus Inc., selling at-home color removal, correction, and protection products to DIY hair color consumers via DTC e-commerce and mass retailers including Walmart, Target, and Amazon.

Ownership category

akta.pro rank

Product category

Hair Color Care Products

NAICS

Toilet Preparation Manufacturing (325620), 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 industry

Haircare & Hair Color Distribution (CRAOAEAE)

Keywords

• Hair color removers
• At-home hair color correction
• Color prep accessories
• Hair dye stain protection
• Bond rejuvenating 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

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from selling hair color removal products, color prep accessories, and hair care products directly to consumers through e-commerce (ColorOops.com) and retail distribution channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

ColorOops is a hair care brand that manufactures and sells at-home hair color removal and color protection products, including bleach-free and ammonia-free hair color removers, bond rejuvenating treatments, color barrier sticks, stain remover wipes, conditioning bleaches, and post-color deep conditioners. Products are developed and manufactured by parent company Developlus Inc. and are sold direct-to-consumer via ColorOops.com, as well as through major retail chains (Walmart, Target, Amazon) and over 400 physical retail locations across the United States.

Product overview

ColorOops is a hair color care brand offering a comprehensive portfolio of at-home hair color solutions. The core product line centers on hair color removers in multiple variants (Bold Color Remover, Fix & Fortify, Extra Strength, Extra Conditioning) designed to reverse unwanted hair color through bond-rejuvenating, bleach-free, ammonia-free technology. Supporting the color removal system are color prep products including the new Color Barrier+ Style Stick (a dual-purpose stain protection and styling wax) and Hair Color Stain Remover Wipes. Additional offerings include conditioning bleaches, fading washes, and deep conditioners for complete post-color care. The brand positions itself as the #1 hair color remover brand in the U.S., with products developed by family-owned manufacturer Developlus based in Southern California.

Differentiator

Problem solved

Functional benefit

Brands

• Color Barrier+ Style Stick: A dual-purpose wax stick that protects skin from hair dye stains during coloring and doubles as a styling product for frizz control and edge styling.
• Bold Remover
• Fix & Fortify
• Extra Strength Hair Color Remover
• Extra Conditioning Hair Color Remover

Products and services

• Color Oops Color Barrier+ Style Stick A dual-purpose wax stick that protects skin from hair dye stains during at-home coloring and doubles as a styling balm to smooth flyaways, tame frizz, and polish sleek looks. Enriched with Aloe Vera, Soy & Rosemary Oil, Shea Butter, and Castor Oil.
• Color Oops Bold Color Remover

Quantifiable outcome

• 30+ uses per Color Barrier+ Style Stick
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• DevelopluscoreOthersDeveloplus is the third-generation family-owned manufacturer based in Southern California that develops and manufactures ColorOops products. As the parent company, Developlus backs ColorOops' product portfolio expansion including the Color Barrier+ Style Stick launch. The company is headquartered in Corona, CA and operates with a focus on innovation, quality, and environmental sustainability in hair color solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Olaplex: Olaplex is the most direct peer: both brands build their value proposition around proprietary bond-repair/strengthening technology for color-treated hair and compete for the same consumer mindshare in the color-care aisle at Sephora, Ulta and mass retailers.

Broad incumbents

• Madison Reed: Madison Reed is a digitally native hair color brand sold DTC and through Ulta; it competes for the at-home color-correction consumer and overlaps in mass-retail hair-color discovery, complementing (rather than directly replacing) ColorOops' removal positioning.
• Clairol (P&G): Clairol is a mass-market hair color incumbent whose DIY kits are sold alongside ColorOops removers in Walmart, Target and drugstores; same shelf, same shopper, opposite side of the color-use cycle.
• Schwarzkopf (Henkel): Schwarzkopf is a major global hair color and care brand whose at-home color kits occupy adjacent shelf space at mass retailers; ColorOops removes what Schwarzkopf (and others) apply, making them directly intertwined at retail.
• Wella Company: Wella is a global professional and retail hair color brand (Color Fresh, Koleston) and a peer in the broader hair color category; its mass-market Color Charm line competes for the same DIY consumer at drug and mass channels.
• L'Oréal Paris (hair color): L'Oréal Paris' at-home color lines (Preference, Excellence) sit in the same mass-retail hair color set as ColorOops removers and represent the dominant incumbent benchmark for share of voice, R&D depth, and pricing in the category.
• John Frieda (Kao): John Frieda offers at-home hair color and toning products (Precision Foam Colour, Brilliant Brunette) targeting the same mass drug and grocery shopper and overlapping with ColorOops' brass-correction and color-care adjacencies.

Emerging players

• eSalon: eSalon is a DTC custom hair color company; like ColorOops, it targets the at-home colorist and has built an online-first go-to-market model, making them comparable on channel even if the product focus differs (application vs. removal/correction).
• Pulp Riot: Pulp Riot is a bold/vibrant professional and retail hair color brand; its semi-permanent direct dyes are precisely the type of pigment ColorOops Bold Remover is engineered to strip, making them a natural upstream/downstream pairing.

Regional players

• Redken (L'Oréal): Redken is a professional-salon bond and color-care brand (Extreme, Acidic Bonding Concentrate) that influences consumer expectations for bond technology; ColorOops' Bond Rejuvenating Technology markets against similar claims at the consumer level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRtTfMGsqTpUR9dPqCn0X5g
• Facebookfacebook.com/ColorOops
• Instagraminstagram.com/color.oops
• LinkedInlinkedin.com/company/color-oops

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 ColorOops