Madison Reed Meets Growing Demand for Root Coverage and Advances Its Leadership with the Launch of The Gray Escape Hair & Brow Mascara

SAN FRANCISCO--(BUSINESS WIRE)--Madison Reed, the prestige hair color brand revolutionizing the way women color their hair, today announced the launch of The Gray Escape Hair & Brow Mascara, the brand’s first mascara format designed to make roots and grays disappear instantly while on the go. This innovation represents a meaningful category expansion in temporary gray coverage, part of the fastest-growing segment in hair color, joining its multi-award-winning The Great Cover Up Root Touch Up powder in offering quick, temporary coverage.

“From the beginning we’ve built Madison Reed by listening to the needs of our guests and we’ve consistently heard they want more on the go and quick-fix solutions for gray coverage,” said Madison Reed CEO and Founder Amy Errett. “The Gray Escape was created to give women more confidence and control, with a new solution that fits beautifully into her busy life.”

Building on its beloved hair color portfolio designed to empower women at home, at a Madison Reed Hair Color Bar, or on the go in between appointments, this effortless, on the go fast-fix instantly covers roots and grays with a unique precision brush that delivers targeted coverage and seamless blending. The quick-drying Smart 8-Free formula, made without titanium dioxide, ammonia, PPD, resorcinol, parabens, phthalates, gluten, or SLS is packed with argan oil and ginseng root extract for softness and shine, and delivers all-day wear that is smudge-, flake-, sweat-, and pillow-proof. Also ideal for brows, this cruelty-free, Leaping Bunny Certified multi-tasking hero is available in four versatile shades: Black, Dark Brown, Medium Brown, and Light Brown.

Since launching in 2013, Madison Reed has disrupted the hair color industry by building a comprehensive suite of salon-quality gray coverage solutions with a focus on women who color their hair every 2–6 weeks, a high-frequency, high-value consumer long underserved by the traditional hair color industry. The brand quickly built a loyal following and has won Allure Best of Beauty awards across its hair color portfolio: Radiant Hair Color Kit, Root Perfection Root Touch Up Kit and The Great Cover Up Root Touch Up + Brow Filler.

In 2025, Madison Reed accelerated omnichannel growth through international expansion with Ulta Beauty Mexico; launched the first-ever mother-daughter NIL partnership with Sarah Strong and Allison Feaster; introduced UConnic Blonde with Paige Bueckers, the first signature hair color created with a woman athlete, and continued pioneering with AI-powered tools that enhance product discovery, personalization, and operational optimization. Madison Reed’s growing Hair Color Bar business expanded to 97 locations and experienced nearly 40% growth in Hair Color Bar membership in 2025. Madison Reed was also recently recognized by Inc. Magazine as a 2025 Best in Business winner.

About Madison Reed

Founded in 2013, Madison Reed is a prestige beauty brand that has revolutionized the hair color industry. Madison Reed offers over 85+ shades of high-quality hair color, Smart 8-Free formulas developed in Italy, technology, personalized service, and the freedom to get high-quality results whether they color their hair at home or by a professional colorist in one of Madison Reed's 97+ Hair Color Bars across the country. Products can be found online at www.Madison-Reed.com, Madison Reed Hair Color Bars nationwide, Ulta Beauty, Amazon and select Sally Beauty, Target, and Walmart stores. Stay up-to-date by following us on Instagram and TikTok.