What made it a winner: For a personalized at-home hair color experience, turn to ammonia-free Madison Reed, which changed the game with its online service that offers custom shade recommendations delivered to your door and video consultations with pro colorists. It outperformed other custom-color kits at being simple to use and not messy, having an unobtrusive scent, not causing irritation, hiding grays, and resisting fading.
In Lab evaluations, 100% of testers agreed that the selection process was seamless, the color was easy to prepare, application wasn’t messy, and the scent wasn’t offensive. Among the personalized dyes, it concealed grays best (though not as well as traditional boxed hair color) in Lab assessment.
In a comparison of just-dyed human hair samples versus those exposed to 20 wash/dry cycles and 10 hours of UVA light (simulating four weeks of wear), the color faded the least per measurements of color change with the VeriVide DigiEye system.
Testers said: Many testers noted that applying it was an effortless, “pleasant experience” and that their hair felt “healthy” after use.
