The product utilizes a proprietary dual-chamber dispensing system that combines color and developer in a single pump, allowing users to apply permanent pigment during a standard shower routine. Formulated with a Hyaluronic Acid YouthRenew Bond Complex, the shampoo is designed to mask grays in five minutes. According to Mia Jenner, VP of Marketing at Developlus, the innovation addresses a growing market demand for low-maintenance beauty routines that offer longevity, providing up to five applications per bottle compared to the single-use nature of standard boxed dyes.

Beyond its speed, the formula is ammonia, paraben, and phthalate-free, positioning it as a modern alternative for those prioritizing hair health alongside convenience. The product is currently available in Dark Brown, Medium Brown, and Black shades at Walmart locations and online retailers for $19.99. This award solidifies the position of the Southern California-based manufacturer, Developlus, which has been producing at-home hair solutions since 1991.