It is the haircare phenomenon of the decade. Every minute worldwide a Color Wow Root Cover Up is sold and it is the first product of its kind to win every major beauty award in the UK and US – 29 in total.
Described by Vogue as a colourist in a compact the mineral powder, which you simply brush directly onto your regrowth, has finally launched a shade for redheads.
With so many flame-haired stars in the spotlight - Jessica Chastain, Emma Stone, Amy Adams and Christina Hendricks - it is about time they too got to keep up appearances while the hairdresser is away.
And with the likes of Rihanna turning red hot, we're sure to see more fiery locks this summer. "More people than ever are playing with their hair colour and it's not just about blonde and brunette anymore," says Giles Robinson, senior stylist, John Frieda Salons. "Women are having fun with colours like pink and purple, but many are going red."
Color Wow compact, £28, launching in June
Color Wow CEO Gail Federici says: "Since we launched Root Cover Up, we’ve been fielding countless calls and emails for a red shade. There are so many different shades of red that it's been a difficult process determining the best combination of pigments to create a versatile blend. But we've created a shade that will work on redheads from Jessica Chastain to Julianne Moore to Florence Welch."
The range now includes seven shades, from platinum via light brown through to black, to see you through the frustrating salt-and-pepper stage. It’s water-resistant - you can go to the gym, swim in the pool, get caught in the rain - and it won’t budge until it is shampooed out. Such is its staying power, women are even using it to shade in their eyebrows.