Online hair color specialist Madison Reed is headed into bricks-and-mortar.

Four shades of Madison Reed’s Quick Root Touch Up on the Go are headed into 224 Sephora doors this month. The entire seven-stockkeeping-unit line will also be available on

“Brands are becoming more omnichannel, including us,” said Amy Errett, founder and chief executive officer of Madison Reed. “While it would be tough to sell permanent hair color in bricks-and-mortar, as we have an extensive shade-matching service, Quick Root Touch Up on the Go is a natural for stores. The product has a more forgiving color match.” The $30 product’s micro-milled pigments are designed to provide dense root coverage that is waterproof and pillow proof — according to Errett, it will stay on until it is shampooed out, and each compact contains roughly 60 applications’ worth.

“Sephora is a huge player in the beauty space, and we believe being in their doors validates for our customer that we’re offering high quality,” said Errett. “We’ll still do direct-to-consumer on our own website,, but people shop everywhere, and we wanted to address that.”

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Madison Reed is backed by Norwest Venture Partners, True Ventures and venture capital firm Maveron and has raised $15 million to date. Errett founded Madison Reed after leaving her role as general partner.

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