OVERTONE Expands into Sprouts Farmers Market
HEALTH & BEAUTY
Known for its vegan and cruelty-free formulas, OVERTONE makes salon-quality color accessible to wellness-minded shoppers across the country.
The clean beauty movement is extending its vibrant reach straight into the hair color aisle. OVERTONE, the industry leader in cruelty-free, semi-permanent hair color, has announced a significant retail milestone: a nationwide expansion into Sprouts Farmers Market stores across the country.
This launch is more than just new shelf space; it represents a major alignment between a brand dedicated to clean, vegan formulas and a retailer trusted by wellness-minded shoppers. By entering Sprouts' health-forward retail environment, OVERTONE is making salon-quality, vivid color more accessible than ever to ingredient-conscious consumers.
Redefining Clean Color
Since its founding in 2014, OVERTONE has positioned itself as an industry disruptor, developing hair-healthy dye alternatives after its founders grew tired of damaged, faded results from traditional formulas. Their mission has been simple: to allow consumers to condition their way to colorful, healthy hair.
Now, OVERTONE is proud to become the first and only semi-permanent hair color system in Sprouts. This exclusivity highlights the brand's unique ability to blend high-performing color innovation with clean, transparent ingredients—a non-negotiable for Sprouts' discerning customer base.
“At OVERTONE, we believe that color should care as much as it transforms,” said Barbara Roll, Chief Executive Officer at OVERTONE. “Expanding into Sprouts goes beyond just a new retail partner for us, it's about redefining what clean beauty means for your hair. We’re proud to offer vibrant, nourishing color in a space where wellness meets self-expression.”
Color That Conditions
The focus of the retail launch is OVERTONE’s fan-favorite Color Depositing Treatment Masks. These innovative formulas deliver bold, expressive color in just 10–15 minutes, completely without the need for harsh chemicals like bleach, ammonia, or peroxide.
The masks effectively bridge the gap between expressive color and deep hair health. They are enriched with nourishing ingredients such as avocado oil, shea butter, and coconut oil, which deeply condition the hair, support scalp health, and boost hydration across all hair types and textures. Shoppers can now find popular shades like Ginger Glow, Espresso Brown, Scarlet Red, and Golden Rose on Sprouts’ shelves.
The decision to partner with Sprouts Farmers Market—a retailer dedicated to natural, sustainable, and wellness-forward products—is strategic. It reinforces OVERTONE’s commitment to self-expression without compromise, allowing consumers to achieve vibrant color while prioritizing transparent ingredients and cruelty-free practices.
OVERTONE’s Color Depositing Treatment Masks are now available at major Sprouts stores nationwide, with the full rollout completing by mid-December, marking a significant step in making clean, expressive hair color a staple of the everyday wellness routine.