ColorMetrics

What ColorMetrics does

ColorMetrics LLC is a US-based personal care company, founded in 2003 and headquartered in Santa Fe, New Mexico, that develops and sells professional-grade temporary hair color products targeted at individual consumers seeking at-home gray root coverage and color maintenance between salon visits. The company's product portfolio centers on a patented ionic bonding technology that integrates real hair color with the hair cuticle, differentiated from surface-adhering alternatives such as powders, mascaras, and sprays. Its three core SKUs are TouchBack PRO (a gray root touch-up marker, $20), ColorMark Pro (a liquid touch-up wand, $16), and the Color Shampoo & Conditioner system ($14), all formulated without ammonia, peroxide, or sulfates and enriched with botanical extracts. All products are offered in multiple shade variants.

The company operates a lean direct-to-consumer model with 1-10 employees, distributing through its own e-commerce website (colormetrics.com) and the Amazon marketplace with Buy with Prime checkout integration. Pricing is one-time purchase only, with no subscription or recurring billing, limiting predictable revenue mechanisms. The business is founder-led — Joan Lasker serves as Founder, President, and CEO — and has not disclosed any external funding rounds, institutional investors, or M&A activity. Distribution is concentrated almost entirely through Amazon, with no wholesale, salon, or retail channel diversification identified in available data.

Name

ColorMetrics

Legal name

ColorMetrics LLC

Website

https://colormetrics.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

ColorMetrics is a US-based personal care company that develops and sells professional-grade temporary hair color products, including gray root touch-up markers, liquid wands, and color-depositing shampoo and conditioner, serving individual consumers through its own website and the Amazon marketplace.

Ownership category

akta.pro rank

Product category

Temporary Hair Color / Beauty Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro primary industry

Hair Color & Bleaching (CRABABAD)

akta.pro secondary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Temporary hair color
• Gray root touch up
• Color-depositing shampoo
• At-home hair color
• Ionic bond hair color

Headquarters

HQ city

Santa Fe

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct consumer purchases through the company's website (colormetrics.com). Customers browse and purchase products directly online.
2. Amazon Marketplace Sales: Revenue from sales through Amazon's marketplace platform using Buy with Prime integration. Products are listed with Amazon ASINs and fulfillment is handled through Amazon's logistics network.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

ColorMetrics develops and sells professional-grade, at-home temporary hair color products — a gray root touch-up marker (TouchBack PRO), a liquid root touch-up wand (ColorMark Pro), and a color-depositing shampoo and conditioner system. All products use a patented ionic bonding technology that integrates real hair color with the hair shaft and are formulated without ammonia, peroxide, or sulfates.

Product overview

ColorMetrics offers a unified product portfolio of professional-grade temporary hair color solutions centered on its patented color-bonding technology. The product line comprises TouchBack PRO (a precision gray root touch up marker), ColorMark Pro (a liquid root touch up wand), and the Color Shampoo & Conditioner system (color-depositing shampoo and conditioner for maintaining color between treatments). All products utilize the company's proprietary ionic bonding technology to adhere real hair color to the hair shaft rather than sitting on top like powders or sprays, and are free from harsh chemicals (no ammonia, peroxide, or sulfates). Products are sold exclusively through Amazon with Buy with Prime checkout integration.

Differentiator

Problem solved

Functional benefit

Brands

• TouchBack: Professional-grade gray root touch-up marker brand offering instant coverage. Includes TouchBack PRO variant.
• ColorMark

Products and services

• TouchBack PRO Professional-grade gray root touch-up marker that bonds real hair color to the hair shaft using patented ionic bonding technology. Contains no ammonia or peroxide, is gentle on hair, and provides instant, seamless gray root coverage for individual consumers between salon visits.
• ColorMark Pro

Quantifiable outcome

• Color lasts through three ordinary washings
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as the primary distribution and checkout partner for ColorMetrics. Products are listed on Amazon with ASINs and utilize Buy with Prime integration, allowing customers to checkout securely using their Amazon credentials. Amazon handles fulfillment and provides Prime shipping benefits to customers.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Others

• Amazon: Listed as a channel partner rather than competitor, but Amazon's own private-label and aggregator dynamics shape search visibility, pricing, and customer acquisition costs for ColorMetrics' products and are therefore critical ecosystem context.

Direct peers

• dpHUE: At-home hair color brand offering root touch-up kits, color-depositing shampoos, and gloss treatments. Directly overlaps with ColorMetrics' gray root coverage and color maintenance use case across both marker/wand applicators and color-depositing shampoo systems.
• Madison Reed: Direct-to-consumer professional-grade at-home hair color brand. Closely comparable to ColorMetrics in targeting consumers seeking salon-quality results at home, though Madison Reed focuses on permanent color versus ColorMetrics' temporary root touch-up niche.
• Color Wow: Professional haircare brand with a popular Root Cover Up powder product for gray coverage. Competes head-to-head with ColorMetrics' TouchBack PRO and ColorMark Pro in the instant gray root touch-up category.

Emerging players

• eSalon: Custom at-home hair color brand offering personalized permanent color with subscription options. Comparable as a DTC professional-grade color brand, though focused on custom permanent color rather than temporary touch-up.
• Eva NYC: Affordable professional haircare brand with color-depositing masks and toning products. Overlaps with ColorMetrics' color maintenance and color-bonding shampoo/conditioner positioning at a similar accessible price tier.
• Rita Hazan: Celebrity colorist brand offering at-home color-depositing products and root touch-up solutions. Comparable in the premium at-home color maintenance category, with salon-credentialed positioning similar to ColorMetrics' professional-grade messaging.

Broad incumbents

• Clairol: Long-established haircare brand with root touch-up and at-home color lines (e.g., Nice'n Easy, Root Touch-Up). Comparable as a broad incumbent competing across the same consumer use cases ColorMetrics targets.
• John Frieda: Established haircare brand with root touch-up and color-depositing products (e.g., Root Blur). Comparable as a broad incumbent in the at-home gray coverage category with mass retail distribution.
• L'Oréal Paris: Global beauty conglomerate offering root touch-up sprays, mascaras, and color-depositing products (e.g., Magic Root Cover Up, Colorista). A mass-market incumbent whose pricing and retail presence shape the competitive set ColorMetrics operates in.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ColorMetrics