Redken

Redken offers a virtual hair color try-on tool on its website and mobile app that lets consumers upload a selfie or use a live camera feed to see how more than 70 professional hair color shades would look on them before visiting a salon. The tool is powered by augmented reality technology from ModiFace, an AI and AR company acquired by parent company L'Oréal in 2018.

The virtual try-on tool is accessible via redken.com and through the Redken Style Station mobile app for salon professionals to use with clients. It uses augmented reality and computer vision to detect and segment the user's hair in real time and overlay selected color shades. ModiFace, which built the underlying technology in collaboration with L'Oréal's Professional Products Division, describes their hair VTO as combining 'superior tracking and realistic shade rendering.' The partnership with Perfect Corp. (YouCam Makeup app) launched in September 2017 also made Redken's 75+ professional shades available through that platform's AR try-on experience.

Redken's parent company L'Oréal uses agentic AI tools to automate content updates and monitor product listing quality for Redken (and other L'Oréal brand) listings on Amazon and Sephora.com, replacing tasks that previously required manual human oversight. This practice was publicly confirmed by L'Oréal's CEO on the company's Q1 2025 earnings call.

According to trade reporting on L'Oréal's April 2025 earnings call, L'Oréal brands including Redken are now officially listed on Amazon and Sephora.com, and agentic AI is being used to automate content updates, monitor listing quality, and ensure consistency across regions for these storefronts. The source describes these as 'tasks that once required manual oversight but can now be executed in real time.' This practice is part of L'Oréal's broader 'One L'Oréal' digital transformation plan. Redken was specifically named by L'Oréal CEO Nicolas Hieronimus as one of the brands whose listings are managed under this system.

Redken offers the Style Station app to salon professionals, which includes a formula finder tool that takes a stylist's inputs about a client's starting hair level and desired goal level and outputs a recommended Redken hair color formula. The app is available for free on iOS and Android.

The Redken Style Station app's Formula Finder allows stylists to select a hair color line, input the client's current hair level, gray hair percentage, and desired target level, and receive a specific color formula recommendation. The app also includes a Color Converter feature described as an 'intelligent Color Converter' that translates formulas from other hair color brands directly into Redken equivalents. According to Redken's official page, the formula database contains thousands of shades. The app is described as designed for use 'behind the chair,' meaning during live salon client sessions.