"At a certain age, every woman colors their hair," said Amy Errett on this week's Glossy Beauty Podcast. As the CEO and founder of the rapidly growing hair-color brand Madison Reed, she would know. Concretely, "every woman" means a market of about 90 million customers coloring their hair "on an average cadence of about seven weeks."
Madison Reed first came to market as a DTC brand to be an at-home solution for color, but Errett could not stop before expanding to the salon market, too. The company announced last month that it would begin franchising in order to make its nearly 60 shades available to more consumers across the country.
"Our highest penetration just basically follows the U.S. population. Urban metros have the highest population, but we reach out to about a 150-mile radius around any of those cities and suburbs in a big way," said Errett.
Errett joined beauty editor Priya Rao to talk about how she's breaking the stigma around coloring at home, how she's catering to a younger customer and what tough words of advice she would give to a competitor.