Tones
Indigo Tones, a sole-proprietorship founded by Kerry Jones and based in Rochester, NY, delivers in-person and virtual personal color analysis consultations using a proprietary 12-season tonal system, and sells coordinated mineral cosmetics, clothing, swatch books, and color harmony tools directly to consumers, crafters, and fellow color analysts.
- Company typePrivate
- Founded2005
- HeadquartersRochester, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Tones does
Indigo Tones, legally operating under the trade name Indigo Tones and headquartered at 1200 East Ave Suite #4, Rochester, NY, is a founder-owned personal color analysis services and products company operated as a sole proprietorship by Kerry Jones. The company delivers a 12-season tonal classification service built on Albert Munsell's scientific color theory combined with the seasonal color theory of the Impressionist painters, with classification determined along three dimensions: value (lightness/darkness), hue (warmth/coolness), and intensity (brightness/dullness). Core service is a ~2-hour Personal Color Analysis Consultation priced at $375 per individual or $325 per person for groups of two or more, delivered at the Rochester studio, on a traveling studio van tour to cities including San Francisco, Boston, New York City, Chicago, Charlotte, and Vero Beach, FL, or virtually. Each consultation includes a proprietary Personal Color Plume swatch book (retail-equivalent value ~$150), a seasonal tone profile, and add-on consultations covering hair color, eyeglass selection, cosmetics, and clothing style personality.
Revenue is generated through three primary streams: (1) professional PCA services, (2) e-commerce sales of a botanically-based mineral cosmetics line (lipstick $24, foundation $38-$42, eyeshadow $24, brushes $20-$62), curated clothing (cashmere ponchos $150, dresses $25-$97), and color-coordinated accessories, and (3) educational/wholesale products including 12-season swatch books, drapes, and a training program for aspiring color analysts, with gift cards in $50-$1,200 denominations used as a referral mechanism. The technology stack is non-software: classification is human-performed by the founder, supported by proprietary physical swatch tooling, and there is no AI, app, API, or SDK component. The company is privately held, has no external funding, and operates with a headcount of approximately one, making it a classic lifestyle business with a differentiated IP portfolio (proprietary swatch system, branded product catalog, founder-led brand reputation) rather than a venture-scale venture.
Tones firmographics
Firmographics- Name
- Tones
- Legal name
- Indigo Tones
- Website
- https://indigotones.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Indigo Tones, a sole-proprietorship founded by Kerry Jones and based in Rochester, NY, delivers in-person and virtual personal color analysis consultations using a proprietary 12-season tonal system, and sells coordinated mineral cosmetics, clothing, swatch books, and color harmony tools directly to consumers, crafters, and fellow color analysts.
- Ownership category
- akta.pro rank
Tones industry classification
Industry- Product category
- Personal Color Analysis Services
- NAICS
- Beauty Salons (812112)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Coloring & Highlights Services (HSALAAAE)
Keywords
Where Tones is headquartered
LocationHeadquarters
- HQ city
- Rochester
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Tones business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Personal Color Analysis Consultations: Individual and group color analysis consultations priced at $375 per person for individual sessions and $325 per person for groups of 2 or more. Includes Personal Color Plume swatch book, seasonal tone profile, clothing style personality profile, hair color consultation, eyeglass consultation, and cosmetic consultation.
- Cosmetics Sales: Sale of botanically-based mineral cosmetics including lipstick ($24), lipgloss ($20), pressed mineral foundation ($42), liquid foundation ($38), concealer ($22), eyeshadow ($24), blush ($28), eyeliner ($22), eyebrow wax ($22), and cosmetic brushes ($20-$62).
- Clothing Boutique: Sale of new and gently used clothing including dresses, jackets, sweaters, skirts, tops, vests, and cashmere ponchos ($150-$232) curated to match the 12 seasonal tone harmonies.
- Accessories: Sale of bags, scarves, and jewelry color-coordinated to seasonal tones.
- Gift Cards: Gift cards available in $50 denominations from $50 to $1,200, usable toward color analysis consultations or merchandise.
- Color Harmony Tools: Sale of fabric swatch books for personal color analysis professionals and creatives including quilters, knitters, and artists.
- Wholesale Products: Wholesale distribution of cosmetics, drapes, and swatch books to other personal color analysis professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual PCA Consultation |
| One time/ perpetual license | Pay-as-you-go | Group PCA Consultation (2+) |
| One time/ perpetual license | Pay-as-you-go | Travel Consultation |
| Subscription | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Lip Products |
| Unit Pricing | Pay-as-you-go | Foundation Products |
| Unit Pricing | Pay-as-you-go | Cosmetic Brushes |
| Unit Pricing | Pay-as-you-go | Eye Products |
| Unit Pricing | Pay-as-you-go | Blush |
| Unit Pricing | Pay-as-you-go | Cashmere Ponchos |
| Unit Pricing | Pay-as-you-go | Dresses |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Tones product offering
Product offeringCore offering
Indigo Tones provides personal color analysis consultations using a 12-season tonal system rooted in Albert Munsell's color theory and Impressionist seasonal color theory, classifying clients into one of 12 seasonal tones. The company sells complementary botanically-based mineral cosmetics, color-coordinated clothing and accessories, and proprietary fabric swatch books, all organized around the 12 seasonal color harmonies.
Product overview
Indigo Tones offers a comprehensive personal color analysis ecosystem built around the 12 Season Color Analysis system, combining Albert Munsell's color theory with seasonal color harmonies derived from Impressionist painters. The core offering is the Personal Color Analysis Consultation (priced at $375), which determines a client's seasonal tone through scientific color harmony testing and includes a Personal Color Plume swatch book, seasonal profile, and consultations for hair, cosmetics, and eyeglasses. The company sells a portfolio of complementary products: 12 Season Color Swatch Books for identifying harmonious colors, a botanically based mineral cosmetics line (lipstick, lipgloss, foundation, concealer, eyeshadow, eyeliner, blush, eyebrow wax, nail polish, and brushes), and a curated clothing boutique featuring new and gently used garments organized by seasonal tone, including cashmere ponchos. Additional services include refresher consultations, travel PCA studios, wardrobe building packages, wedding color consultations, interior design consultations, personal shopping sessions, and a wholesale program for professional color analysts. The company also offers gift cards in denominations from $50 to $1,200. All offerings are organized around the 12 seasonal tones: Cool Winter, Bright Winter, Bright Spring, Warm Spring, Light Spring, Light Summer, Cool Summer, Soft Summer, Soft Autumn, Warm Autumn, Dark Autumn, and Dark Winter.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Color Analysis Consultation A 2-hour scientific color harmony consultation that classifies clients into one of 12 seasonal tones, including a Personal Color Plume swatch book, seasonal tone profile, clothing style personality profile, hair color consultation, eyeglass consultation, and cosmetic consultation. Priced at $375 per person.
- Travel PCA Consultation Personal color analysis consultation delivered via a traveling studio van to clients in cities including San Francisco, Boston, New York City, Chicago, Charlotte, and Vero Beach, Florida. Same pricing as in-studio consultation.
- Colorful Clutter Free Bedroom Package Feng shui bedroom consultation combining color harmony analysis with interior design principles to harmonize bedroom environments with the client's seasonal tone.
- Wedding Colors Consultation Color consultation for brides and bridal parties to select flattering wedding colors based on seasonal tone, including coordinated advice for the full wedding party.
- Interior Design Consultation Color harmony consultation for residential interior design projects, advising homeowners on color palettes for living spaces based on personal coloring and feng shui principles.
- Personal Shopping Session One-on-one personal shopping assistance guiding clients to identify and purchase flattering colors and styles aligned with their seasonal tone.
- 12 Season Color Swatch Books Proprietary fabric color harmony swatch books for each of the 12 seasonal tones, containing color ranges across reds, blues, greens, purples, grays, whites, yellows, and metallics for matching clothing, fiber, beads, metals, and paper.
- Botanically Based Mineral Cosmetics Botanically-based mineral cosmetics including lipstick, lipgloss, lipliner, foundation, concealer, eyeshadow, eyeliner, eyebrow wax, blush, and nail polish. Formulated to complement each of the 12 seasonal tones; gluten-free, talc-free, paraben-free, sulfate-free, cruelty-free.
- Cosmetic Brushes & Sets Premium natural bristle cosmetic brushes including eyeshadow, blush, foundation, kabuki, and detail brushes, sold individually ($20-$28) or as sets ($32-$62).
- Clothing Boutique New and gently used clothing including dresses, jackets, skirts, sweaters, tops, vests, bottoms, and cashmere ponchos curated to match the 12 seasonal tone harmonies.
- Cashmere Ponchos 100% cashmere ponchos available in colors for each of the 12 seasonal tones, designed for versatile wearing as a poncho, topper, shawl, scarf, or wrap.
- Accessories Color-coordinated accessories including bags, scarves, and jewelry organized by the 12 seasonal tones.
- Gift Cards Classic physical or electronic gift cards available in $50 denominations from $50 to $1,200, redeemable for color analysis consultations, cosmetics, clothing, and jewelry.
- Wholesale Program Wholesale offerings for color analysis colleagues including cosmetics, drapes, and swatch books, with custom packages available for different scales and budgets.
- Training Program Professional training for individuals seeking to learn personal color analysis techniques and methods based on the 12-season system.
Companies that use Tones
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles4 records
Tones technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Tones partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Tones competitors and assessment
Company assessmentBroad incumbents
- Sephora: Mass-market multi-brand cosmetics and beauty retailer. Comparable only at the cosmetics line level — Indigo Tones' mineral cosmetics compete for the same consumer beauty wallet, but Sephora does not provide PCA services.
- Ulta Beauty: Large US beauty retailer carrying cosmetics, fragrance, and skin care. Adjacent to Indigo Tones' cosmetics retail motion but without a color analysis service overlay; serves as a scale benchmark for the broader beauty commerce category.
- Wella Company: Global professional hair color and haircare company whose seasonal hair color recommendations and color education content overlap with the hair color consultation component of Indigo Tones' PCA offering.
Direct peers
- House of Colour: Personal color analysis franchise operating in the UK and internationally, providing individual consultations, group sessions, and color-coordinated product recommendations. Directly comparable service-led PCA model with franchise-driven scale.
- Color Me Beautiful: Founded the modern personal color analysis industry in the 1970s with a seasonal color system; offers consultations, cosmetics, clothing, and accessories organized by seasonal palettes. Most direct comparable to Indigo Tones in combining PCA services with a coordinated seasonal-tone product line.
- Radiant Reflections Color Analysis: Independent PCA practice offering in-person and virtual color analysis consultations plus curated seasonal-tone product recommendations. Comparable solo-practitioner service model with similar product extension strategy.
- Kettlewell Colours: UK-based clothing company that builds its entire catalog around seasonal color analysis categories. Comparable to Indigo Tones' clothing boutique in curating apparel by seasonal tone and educating customers on the 12-season framework.
- Sci\ART Image Consultants: Long-running image and color consulting practice using Munsell color science-based personal color analysis. Highly comparable methodology, both Indigo Tones and Sci\ART anchor their analysis in the Munsell system.
- Your Color Style: Online personal color analysis service and training provider using seasonal color theory; offers virtual consultations, swatch tools, and courses for both consumers and aspiring analysts. Directly comparable digital-first PCA offering.
Others
- Munsell Color: The color science company behind the Munsell color system that Indigo Tones explicitly references as the scientific foundation for its 12-season tonal analysis. Industry infrastructure / standards enabler for the PCA category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Tones social profiles
Digital presenceTones financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tones leadership team
Management profileNumber of profiles
Profiles1 record
Tones funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tones 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 Tones
What does Tones do?
Indigo Tones provides personal color analysis consultations using a 12-season tonal system rooted in Albert Munsell's color theory and Impressionist seasonal color theory, classifying clients into one of 12 seasonal tones. The company sells complementary botanically-based mineral cosmetics, color-coordinated clothing and accessories, and proprietary fabric swatch books, all organized around the 12 seasonal color harmonies.
Is Tones a public or private company?
Tones is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tones founded?
Tones was founded in 2005. It employs 1 to 10 people.
Where is Tones based?
Tones is headquartered in Rochester, United States, in the North America region.
How does Tones make money?
Seven revenue lines are on record. Personal Color Analysis Consultations are the primary driver. The others are cosmetics Sales, clothing Boutique, accessories, gift Cards, color Harmony Tools and wholesale Products.
Who are Tones's main competitors?
Broad incumbents on record are Sephora, Ulta Beauty and Wella Company. Direct peers are House of Colour, Color Me Beautiful, Radiant Reflections Color Analysis, Kettlewell Colours, Sci\ART Image Consultants and Your Color Style. Munsell Color is listed as an others.
Does Tones have an API?
No public API is recorded for Tones.
What industry is Tones in?
Tones's product category is Personal Color Analysis Services. Its primary akta.pro industry code is HSALAAAE, Hair Coloring & Highlights Services. Its NAICS code is 812112 and its SIC code is 2844.