This time, the company is stepping into a new category of hair care products by introducing ColorBox – an at-home hair coloring system designed for those who love bright, bold shades and aren't afraid to experiment with their look.

At its core, ColorBox is built on a simple but powerful color theory concept: thousands of shades can be created by mixing just three primary colors. So how does it actually work? Think of a printer, but instead of ink on paper, it produces a custom hair dye in your chosen color. Just like a printer, ColorBox has three cartridges – yellow, blue, and red – plus a conditioner-based diluting cream.

Through a mobile app, you can choose from a library of 1,000+ preset shades or create your own from scratch. There is a bonus feature that allows you to upload any image and tap on a color you like. The device will do the rest by dispensing the dyes in the right proportions in a bowl. Took a photo of a sunset on the beach? That exact shade can now live in your hair.

Once dispensed, you mix the components manually into a cream-textured base. The whole process takes just a couple of minutes. If the mix doesn't look quite right on the first try, you can make adjustments by adding small amounts of the required dye until you achieve the tone you're looking for.

The app also keeps a history of all the shades you've created, so you can easily reproduce your favorites at any time. In addition, ColorBox can generate a matching color-depositing conditioner to help maintain your shade between dye sessions.

The device uses a semi-permanent dye formula. Unlike permanent dyes, it doesn't alter your hair's natural pigment but instead simply adds color to the outer layer. That's why the result can vary a lot depending on your base hair color, and whether it has been pre-lightened. So, beginners might not get perfect results on the first try. The shade gradually fades with washing, making it a low-commitment option – and that's the whole point! You can experiment as often as you like, which is why this type of dye is so popular in the fashion industry.