Hair care brand Overtone is launching its newly repackaged products exclusively at Target. The brand’s redesign includes a refreshed look and sustainable packaging.

Barbara Roll, Chief Executive Officer at Overtone, says, “We’ve always believed that amazing hair color doesn’t have to come at the expense of hair or scalp health. Our new packaging reflects that mission—combining sustainability with innovation to offer the most curated color experience possible.”

Overtone’s newly designed sustainable packaging at Target includes tubes made from 30% PCR. “The eco-friendly update aligns with our commitment to sustainability while offering a chic and modern look that reflects our playful spirit,” the brand states. 
 
Overtone’s Color Depositing Treatment Masks, in the new colorful tubes, are shown above. The mask comes in the following colors—and the product color corresponds to the tube’s color: 

• Royal Plum
• Ginger Glow
• Espresso Brown
• Scarlet Red
• Golden Rose
• Black Velvet

Overtone now qualifies to join the Target Zero initiative. The retailer is recruiting brands to work together to create packaging solutions that are reusable, compostable, or made from responsible materials. Products are categorized and labeled “Target Zero” on store displays.