Sally Beauty Introduces COLORfest: A New Campaign Celebrating Self-Expression Through Color

PLANO, Texas — March 9, 2026 — Sally Beauty, a leading global retailer of professional-quality beauty products, has officially announced the launch of COLORfest, a dynamic new campaign designed to celebrate creativity, individuality, and transformation through hair and nail color. The initiative invites beauty enthusiasts of all skill levels to explore bold shades, experiment with new looks, and embrace color as a form of personal expression.

The campaign highlights the powerful connection between beauty and self-identity, emphasizing that hair and nail color can serve as a canvas for creativity and confidence. Through immersive experiences, educational resources, and curated product offerings, COLORfest aims to empower individuals to discover their personal style and transform their look through color.

A Month-Long Celebration of Color and Creativity

COLORfest is designed as a month-long celebration of vibrant beauty across Sally Beauty stores and its online platform. Throughout the campaign period, customers can participate in special events, interactive experiences, and exclusive promotions that spotlight the transformative power of color.

The initiative brings together beauty professionals, product experts, and everyday consumers to explore the latest trends in hair and nail color. From bold neon shades to subtle pastel tones, COLORfest encourages individuals to step outside their comfort zones and experiment with color in exciting new ways.

According to the company, the campaign reflects Sally Beauty’s mission to make professional-quality beauty products accessible to everyone while providing expert guidance that helps customers achieve salon-worthy results at home.

Immersive Pop-Up Experience in Los Angeles

A major highlight of the COLORfest campaign is an immersive pop-up event taking place in Los Angeles. The event will be held at The Grove, one of the city’s most popular retail and lifestyle destinations, and is open to the public free of charge.

The pop-up experience will run from 10:00 a.m. to 10:00 p.m. PST and offers visitors a unique opportunity to interact directly with beauty experts, discover new products, and participate in hands-on activities focused on color exploration.

Guests attending the event will be able to enjoy a range of engaging experiences, including:

• Personalized color analysis to identify their ideal color palette
• Professional consultations with Sally Beauty experts
• Interactive hair and nail demonstrations
• Photo-ready moments designed for social media sharing
• Product giveaways and beauty samples
• Special glam services and styling enhancements

The pop-up environment is designed to create a lively and inclusive atmosphere where visitors can explore new beauty trends while connecting with a community of fellow color enthusiasts.

Personalized Color Analysis and Expert Consultations

One of the key attractions at COLORfest is the opportunity for guests to receive personalized color analysis. This process helps individuals discover their “color season,” a concept used in beauty and fashion to determine which shades best complement a person’s natural complexion, hair color, and undertones.

By identifying their ideal color palette, participants can gain valuable insight into which hair and nail shades will enhance their appearance and express their personality most effectively.

Several renowned beauty professionals will be present at the event to provide consultations and share their expertise, including:

• Gregory Patterson – A leading Sally Beauty expert known for his expertise in hair color trends.
• Monae Everett – A respected hairstylist and educator specializing in diverse hair textures.
• Juli Russell – A professional colorist with extensive experience in creative hair transformations.

These experts will offer personalized guidance to help visitors choose the right shades, techniques, and products to achieve their desired look.

Hands-On Glam Services and Creative Styling

To make the COLORfest experience even more exciting, guests can enjoy several hands-on beauty services designed to inspire creativity and experimentation.

Visitors will have the opportunity to try unique styling elements such as:

• Glitter hair spray applications
• Temporary hair color transformations
• Hair tinsel accessories
• Nail color inspiration and demonstrations

These services are intended to provide a playful and interactive way for attendees to explore bold beauty looks without long-term commitment.

Participants can also capture their new styles in specially designed photo areas that encourage social media sharing, allowing them to showcase their transformations and inspire others.

Exclusive Beauty Brands Featured at COLORfest

The campaign highlights a wide range of popular and exclusive brands available through Sally Beauty. Visitors will have the opportunity to explore products from some of the most recognized names in the beauty industry.

Featured brands include:

• Arctic Fox
• Good Dye Young
• Ion
• Iroiro
• Manic Panic
• Strawberry Leopard
• Wella
• ASP
• Beauty Secrets
• Dashing Diva
• Nailboo
• Biotera
• Bondbar
• Eva NYC

These brands represent a diverse range of hair and nail products, from vibrant semi-permanent dyes to professional hair care treatments that help maintain healthy, colorful styles.

Free Products and Exclusive Giveaways

Attendees at the COLORfest event will also have the opportunity to receive exclusive gifts and prizes. Each guest will leave with a curated selection of beauty products valued at approximately $100, while supplies last.

In addition, participants will have chances to win top-rated beauty items from the featured brands through special giveaways and promotional activities during the event.

These gifts are designed to encourage attendees to continue experimenting with color at home while exploring the wide range of professional-quality products offered by Sally Beauty.

Expanding Access to Professional Beauty Expertise

Sally Beauty has long been recognized as a trusted destination for professional-quality beauty products. For more than six decades, the company has helped consumers and salon professionals access high-performance hair color, hair care, and nail products.

Through the COLORfest campaign, the brand aims to strengthen its commitment to education and accessibility by providing consumers with expert guidance and resources.

One of the ways Sally Beauty supports customers is through its Licensed Colorists OnDemand service, which offers free hair color advice from trained professionals. Customers can access these consultations online or in stores, helping them choose the right products and techniques for their needs.

By combining product expertise with educational support, the company aims to empower customers to achieve salon-quality results from the comfort of their own homes.

A New Vision for Beauty Retail

According to Sally Beauty leadership, COLORfest represents the beginning of a broader transformation in how the company engages with consumers.

Chris Kobus, Chief Marketing Officer at Sally Beauty, explained that the campaign is designed to create meaningful experiences that connect with today’s beauty consumers.

The initiative focuses on making color more approachable, inspiring, and interactive. By blending retail with experiential events, Sally Beauty aims to build stronger relationships with customers while fostering a vibrant community centered around beauty creativity.

The company believes that immersive experiences like COLORfest can help redefine the traditional retail environment by encouraging learning, experimentation, and personal expression.

Continuing the Celebration Online and In Stores

While the Los Angeles pop-up event serves as the centerpiece of the campaign, the COLORfest celebration extends far beyond a single location.

Customers across the United States can participate through special promotions, educational content, and product features available in Sally Beauty stores and on the company’s official website.

Online visitors can access resources such as:

• Hair color tutorials and styling guides
• Expert advice on selecting shades
• Product recommendations for maintaining vibrant color
• Exclusive discounts and limited-time offers

This multi-channel approach ensures that beauty enthusiasts nationwide can take part in the celebration regardless of their location.

Future Plans for the COLORfest Campaign

Sally Beauty has announced that COLORfest will become an ongoing initiative within the brand’s marketing strategy.

The company plans to host future iterations of the campaign twice each year, expanding the program to reach more communities and introduce new experiences.

These future events will continue to focus on education, creativity, and community engagement while highlighting emerging beauty trends and innovative products.

By evolving COLORfest into a recurring celebration, Sally Beauty aims to maintain its leadership position in the professional hair color industry while inspiring customers to embrace bold self-expression.

About Sally Beauty Holdings, Inc.

Sally Beauty Holdings, Inc. is a global leader in professional beauty supply distribution. The company operates thousands of retail locations worldwide and offers an extensive portfolio of hair color, hair care, nail, and skin care products.

Through its Sally Beauty and Beauty Systems Group divisions, the company provides both consumers and salon professionals with access to high-quality beauty brands and expert guidance.

Sally Beauty stores typically carry up to 7,000 beauty products, including proprietary brands such as Ion, Bondbar, Strawberry Leopard, Generic Value Products, Inspired by Nature, and Silk Elements.

In addition to its own brands, the company distributes professional lines from well-known manufacturers including Wella, Clairol, OPI, L’Oréal, Wahl, and BaBylissPRO.

The Beauty Systems Group division also serves salon professionals through retail outlets such as Cosmo Prof and Armstrong McCall stores, offering up to 8,000 professional products used by hairstylists and beauty experts.

Through its global network of stores and digital platforms, Sally Beauty continues to support beauty professionals and everyday consumers in achieving their desired looks with professional-quality tools and products.

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