CHI Color Express promises permanent hair color in 10 minutes

In her book, The Artifice of Beauty: A History and Practical Guide to Perfume and Cosmetics​, author Sally Pointer writes that “the development of synthetic dyes for hair is traced to the 1860s,” but the practice dates back throughout human history. Products in this category have been continuously innovated over the years, and most recently, Farouk Systems, Inc. has launched Color Express 10 Minute Permanent Hair Color through its Chi hair coloring brand.

To learn more about the R&D behind the product launch, including the major influences impacting product development and the most significant trends and opportunities for the brand in the hair coloring space, we spoke to Mego Ayvazian, Vice President of Education & Shows at Farouk Systems, Inc. for his insights.

Product R&D

“The R&D process behind CHI Color Express involved a comprehensive approach to formulation,” Ayvazian began. When Farouk Systems, Inc. formulators began developing the product line, they “aimed to create a product that not only guarantees swift application and comprehensive gray coverage but also aligns with our commitment to health and sustainability,” he explained.

The resulting collection line features a "collection of 20 ammonia-free, permanent hair colors, formulated with Hue Definition Technology,” he said, and added that “this technology incorporates a powerful blend of ingredients like Aloe Vera, Hyaluronic Acid, and Silk Protein [which] ensures a faster and gentler coloring process that is perfect for express services like root touch-ups, effective gray coverage, and men's gray blending.”

Throughout the R&D process, CHI’s Color Express line’s formulation “was influenced by the evolving needs of professionals and clients alike” after formulations “recognized the demand for a faster color application process without compromising on the quality of results,” said Ayvazian. “This insight drove our team to create CHI Color Express, a 10-minute color line, that not only meets these demands but exceeds expectations,” he added, “providing vibrant, long-lasting color without the use of ammonia or PPD.”

Innovation in the hair color market

In the current hair coloring market and “vibrant haircare industry, everything is going digital,” said Ayvazian. As a result, “CHI Color Express isn't just confined to traditional tubes; it's also integrated into our LG CHI Color Master Factory – a definitive step forward into the digital age,” he shared.

Therefore, “this revolutionary color customization system empowers colorists to craft unlimited color formulations effortlessly, with just a few clicks [which] allows hairdressers to be more creative and more efficient,” he explained.

In addition to incorporating trends in technological innovation, CHI Color Express also focuses on “another trend, [which] is using a bleach that helps prevent breakage during the lightening process,” he said. “Our CHI Bleach & Shine, made with aloe and natural oils, lifts 9+ levels while keeping the hair strong, nourished, and protected,” he continued, meeting both consumer expectations and demand.

Finally, the product collection also fits the trend of incorporating bond-building ingredients, which “is becoming an area of focus for hair care for repairing damaged hair,” he explained. The current industry trend “is why we created our Royal Treatment Bond & Repair line, created with natural bonders, moisture, and fatty acids to maintain manageability, softness, strength and shine.”

Next steps

Moving forward, “our R&D focus will continue to explore innovative solutions that align with sustainability and the evolving preferences, including creating a new CHI Tone & Gloss line, which offers the best pre-mix blondes and trending shades,” Ayvazian revealed. Additionally, “we are also looking to revamp our CHI Ionic color line for a completely reimagined color portfolio,” he shared, and the brand is also “incorporating Hue Definition Technology, a blend of Aloe Vera, Hyaluronic Acid, and Silk Protein” into its product formulation process.