THE WHAT? L’Oreal Paris is set to revolutionize the at-home hair color category with the launch of Colorsonic, a first-of-its-kind hair color device. The French beauty giant’s latest innovation was 10 years in the making and boasts more than 29 patents.

THE DETAILS The device is designed to make at-home coloring easier by automatically mixing dye and developer. The brush design then saturates every strand, distributing color evenly with bristles that move 300 times per minute. Root-to-tip coloration takes just five minutes.

The device launches alongside a multi-use hair color cartridge, available in 20 shades.

THE WHY? Ali Goldstein, President of L’Oréal Paris USA, explains, “What has remained consistent since L’Oréal invented permanent hair color more than 100 years ago is our dedication to high-performance, research-backed innovation for superior performance. Colorsonic is a true gamechanger for the category, bringing cutting-edge technology to hair color, and is a testament to L’Oréal Paris’ unwavering commitment to delivering the highest quality results in the comfort of your own home.”