This pigment powder, which you brush into your roots to conceal unwanted regrowth, or to fill in sparse areas, has legions of fans — among them, the Cut’s editor Stella Bugbee and our beauty writer Rio Viera-Newton’s equally beauty-obsessed mother. Says Rio of the stuff: “My mom’s experience with the Color Wow was major. Within seconds, her bright-gray roots were completely and totally concealed, with no evidence that they ever existed. And, even better, she said it didn’t feel like there was anything in her hair, the way pigmented sprays can get dry and crusty. My mom put it on in the morning and it lasted all day long, so as a test, I asked her to sleep in it. In the morning, the product still hadn’t budged. At all. There were no marks on her pillow, either.” If you tend to get lazy between colorist appointments, now is your moment: It’s a little more than half off right now, as part of Ulta’s Gorgeous Hair Event.
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