Temptu is bringing its signature airbrush makeup technology to hair.

In June, the brand marked its foray outside the makeup category with the launch of its Airbrush 24-Hour Root Touch-Up & Hair Color exclusively on Net-a-porter.com. This month it began rolling out in the U.S. to Nordstrom, Cos Bar and Bloomingdale’s SoHo and Space NK in the U.K., as well as online at nordstrom.com, cosbar.com and spacenk.com. Industry sources estimate the product could do $10 million in retail sales in its first year on the market.

The root touch-up, which comes in seven shades that each retail for $35, is a pod designed to be compatible with Temptu’s airbrush makeup devices. Aside from concealing gray hairs, it is said to soften the look of regrowth, refresh the look of roots and fill in brows, beards and thinning hair at the scalp as well. Temptu utilized its proprietary airbrush technology it implemented last year with the launch of the Temptu Air, a device featuring a targeted spray pattern that yields a precise application.

“It’s a big category that continues to grow, but it’s a messy application out there,” Michael Benjamin, chief executive officer of Temptu, said of traditional root concealers. Temptu’s root-touch-up formula is nonpowder and enriched with pro-vitamin B-5 and vitamin E, designed to leave hair soft and pliable. It is water-resistant, transfer-resistant and has a weightless feel.

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He noted that prior to this launch, he was approached by hairstylists who thought the Temptu airbrush technology would work for a product in the hair-color category, but he wanted to make sure the formula was right before proceeding into a new category.

“We saw the opportunity to develop that precision-less product to get more results for the hair-color category as well,” said Samantha Mandor, chief creative officer. “The [Temptu Root Touch-Up] is not an aerosol. It’s not going to go everywhere.”

Benjamin and Mandor believe the root touch-up pods appeal to new swath of prestige beauty buyers looking for an upscale root-concealing product, but are banking on the existing customer base getting excited about having a new item to play with.

“Our customer base knows and loves us,” said Benjamin. “We’re adding on that and giving them more to do with their tool.”

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