OVERTONE Launches Sustainable New Packaging at Target, Combining Bold Hair Color with Care
OVERTONE, the innovative haircare brand renowned for its vibrant, damage-free color treatments, is thrilled to unveil its newly repackaged products, now available exclusively at Target. The refreshed packaging features sustainable materials and a chic design, aligning with OVERTONE’s ongoing commitment to eco-conscious solutions. As always, the brand continues to offer easy, at-home hair coloring specifically designed for brown hair, while nurturing all hair types with its vegan, cruelty-free formulas.
A Fresh Look with the Same Commitment to Hair Health
More than just a hair color brand, OVERTONE is a movement that puts hair health first while offering over 30 stunning shades. Whether consumers seek a bold transformation or a subtle enhancement, OVERTONE’s color formulas are crafted to deliver long-lasting, vibrant results without compromising hair integrity.
“We’ve always believed that exceptional hair color shouldn’t come at the expense of hair or scalp health,” said Barbara Roll, CEO of OVERTONE. “Our new packaging reflects this mission—merging sustainability with innovation to provide a curated color experience. We’re proud to offer products that cater to everyone, ensuring professional-grade results at home without sacrificing hair’s integrity.”
What’s New at Target: Sleek, Sustainable Packaging
Target will now feature OVERTONE’s best-selling products in their newly designed packaging, made from eco-friendly 30% post-consumer recycled (PCR) tubes and FSC-certified cartons. This update aligns with OVERTONE’s values of sustainability and joins Target’s Zero initiative, which focuses on reusable and responsibly sourced packaging. The modern, playful design mirrors OVERTONE’s vibrant spirit while reducing its environmental footprint.
Products Available at Target:
- Color Depositing Treatment Masks (4.5 oz.) – $15.00
- Available in:
Royal Plum
Ginger Glow
Espresso Brown
Scarlet Red
Golden Rose
Black Velvet
- Available in:
Plant-Based, Cruelty-Free, and Hair-Loving Formulas
OVERTONE’s newly repackaged line remains dedicated to high-quality, plant-based ingredients that nourish hair while delivering rich, long-lasting color. Free from harmful chemicals, OVERTONE’s formulas are gentle on the scalp and suitable for all hair types, from fine to thick, curly to straight.
“At OVERTONE, we believe customers shouldn’t have to choose between vibrant color and healthy hair. Our new Target packaging reflects that commitment—it’s stylish, easy to use, and environmentally responsible,” added Roll.
Explore OVERTONE’s repackaged collection at select Target stores or online at Target.com. For more information on OVERTONE’s products, visit OVERTONE.co.
About OVERTONE
Founded by Maegan Scarlett and Liora Dudar in 2014, OVERTONE was born from a desire to create a hair-healthy alternative to traditional dyes. The brand quickly became an industry disruptor with its damage-free, color-depositing products and inclusive digital community. Today, OVERTONE continues to help customers achieve and maintain vivid, healthy hair through nourishing color solutions. For more details or to purchase, visit OVERTONE.co.
