Overtone Haircare launched a pH-balanced hair cleanser, The Fader Clarifying Shampoo.

The Fader Clarifying Shampoo offers a solution for "color chameleons" to navigate the color wheel without the need to bleach, the brand says. In pre-launch trials, users saw fading results after 1-2 washes, and increased fading with continued use.

The sulfate-free, plant-based formula also gently removes impurities and build-up from the scalp, creating an ideal environment for healthy hair growth.

Bella Romeo, vice president of research and development at Overtone, says, "We formulated The Fader to deeply cleanse while conditioning hair and scalp, so users won't experience that familiar dried out feeling often associated with traditional clarifying shampoos. The Fader contains plant-based, biodegradable ingredients derived from coconut and glucose. These ingredients are effective at fading color gently while also protecting delicate strands."

Romeo explains, "We're also excited to bring this formula to market in a recyclable sugarcane resin tube, which has ⅓ the carbon footprint of regular plastic," she explained.

To fade color or prep for a new shade, wet strands thoroughly and lather a quarter-sized amount between palms, massaging into the roots and the crown of the head. Work down as far as desired. Let shampoo sit for about a minute then rinse thoroughly.

Every product in Overtone's range is effective on all hair types, vegan, cruelty-free, sulfate-free, paraben-free, ammonia-free, and contains no harsh chemicals or heavy alcohols.

Back in February, the brand expanded its color range — and last year, there were 5k consumers on its waitlist for its new earth-toned hair coloring conditioner shades.