Meet the hair color startup that’s giving L’Oreal a run for its money

Madison Reed built a better box of hair dye—then a chain of salons, a wholesale business, and a devoted membership base. Now it’s coming for the incumbents.

Amy Errett, founder and CEO of Madison Reed [Photo: Madison Reed]

For decades, the millions of American women who dye their hair had two options: They could spend three hours and upwards of $300 in a salon or grab a $10 box off the drugstore shelf, squint at the ingredient list, and hope for the best. There was no middle ground.

Amy Errett thought that was absurd. “There was no prestige........

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