Madison Reed has come to the East Coast for the opening of its second Color Bar — in New York City’s Flatiron District at 11 W. 18th Street, after the success of its temporary pop-up store earlier this year.  The company’s first Color Bar opened last June next to its headquarters in San Francisco’s Mission district.

The Madison Reed Color Bar in Manhattan has eight chairs, and takes walk-in customers or appointments by phone or online. The services offered include Roots, Permanent Color, Color-Reviving Gloss and Blow-Outs.

Madison Reed is a fast-growing startup founded in 2013 — based on the belief that hair color should be fast, easy and made with natural ingredients. The company uses technology in conjunction with a team of licensed colorists to help women find their perfect salon-quality at-home hair color, which is delivered to their door for under $25. The hair color is formulated without ammonia, parabens, resorcinol, PPD, and phthalates – and contains argan oil, keratin, and ginseng root.

“Color Bars are our next frontier,” says Amy Errett, Madison Reed’s CEO and co-founder. She continues, “…we will keep innovating for those women who want to color at home. But there will always be women who want to have someone else do it.”

According to Errett, Madison Reed is turning its attention to disrupting the salon channel, and has a goal to make the hair color process faster, more affordable and convenient. Errett continues, “There is no reason in the world that a salon appointment should be three hours and $300. At Madison Reed Color Bars, that will not be what happens.”