Color WOW Root Cover Up
the claim
Claiming the title of the world’s #1 award-winning root concealer, Color WOW, co-founded by John Frieda, boasts it will quickly cover, highlight, thicken and perfect hair without mess using a mineral powder formula. It claims to cover greys and roots seamlessly, extend highlights without peroxide, thicken hair by filling in gaps and deliver a water resistant, natural looking finish without waxes, dyes or parabens.
the science
Mica minerals, Iron Oxides and Titanium Dioxides are used as color additives in the Color WOW formula. They are naturally derived and not considered dangerous in cosmetics.
Silica is a mineral found naturally in sandstone, clay, and granite, as well as in parts of plants and animals, and serves as an anti-caking agent and absorbent. Finally, Kaolin, a natural clay, is included due to its excellent detoxifying properties. Minerals may also contain calming and sunblock properties.
Remaining ingredients are included for their binding, conditioning and thickening properties and on the whole are considered safe.
the ingredients
Mica, talc, Zinc Stearate, Pentaerythrityl Tetraisostearate, Octyldodecyl Stearoyl Stearate, Ethylhexyl Palmitate, Silica, Synthetic Fluorphlogopite, Zea Mays Starch, Aluminium Starch, Ctenylsuccinate, Kaolin, Phenoxyethanol, Dimethicone, Triethosxycaprylylsilane, CI 77499 (Iron Oxides), CI 77491 (Iron Oxides), CI 77891 (Titanium Dioxide), CI 77492 (Iron Oxides)
the analysis
The list of ingredients lacks dyes, waxes, ammonia and parabens, resulting in fairly clean CosDNA and EWG Skin Deep Cosmetic Database reports. Only the presence of Ethylhexyl Palmitate, added for its binding properties, appears to raise any flag due to pore clogging/acne forming tendencies. Given this product is applied to the scalp, it minimizes this concern.
the packaging
The plastic case it comes in is similar to an eye shadow compact. It features a full sized mirror on one side upon opening and the mineral powder plus a two headed applicator brush on the other. The clasp opens and closes easily and securely.
the application
The powder is applied to dry hair. The small brush of the applicator should be loaded with a generous amount of powder. The free hand should then pull the hair flat/taut against the head, allowing the brush to press firmly into the roots, starting from the scalp and working out (not in a sweeping motion). Additional powder to be applied as needed.
Use the side edge of the small brush to extend highlights. Excess powder should be lightly dusted off with the wide end of the brush. Color WOW have released an application tutorial.
the scent
The powder is free of scent.
the cost
The recommended retail price is AUD$49.95 for a product measuring 2.1 grams. It comes in 6 natural colors including platinum, blonde, light brown, medium brown, dark brown and black.
the availability
The product is broadly available from hair and beauty salons, the company website directly and a great number of online salon/beauty stores. The price varies as much as the store selection.
the expiry
The product expires within 12 months of opening.
the performance
Color WOW Root Cover Up is essentially a mineral powder that temporary covers re-growth and greys. Although the quantity appears minute, weighing in at a tiny 2.1 grams, it promises many applications and on that it delivers. I have used mine maybe 6 times, and it still looks almost new (as shown in the photograph below). The powder is more likely to expire before it’s finished.
So, as much as the price tag seems hefty (around AUD$24.00 per gram!), it is actually quite reasonable and significantly cheaper than increased visits to the salon. It should well and truly last past its expiry. I spray rubbing (isopropyl) alcohol over it after a handful of uses to prevent contamination and thus hopefully extend its life.
The powder brushes on very easily. Application is quick and simple with the two headed brush, much easier than a spray option. You have to load the small end of the brush initially with a good amount of powder to see the color change but it really does blend in with your hair naturally making it impossible to detect. Furthermore, you don’t have to worry about accuracy of application as it is very forgiving so it’s easy to get a perfect cover first time, every time.
It doesn’t feel sticky or stiff. There is a slight textural difference from the rest of your hair but nothing noteworthy or noticeable. And indeed, it does last between shampoos so you can extend your salon visits by several weeks without the embarrassment of visible regrowth. Of course, if you don’t have a defined part, you might have a lot of applying to do!
Its compressed compact form is small and easy to pack in a handbag or take on a trip. Furthermore, it’s not tested on animals.
the conclusion
After doing a lot of research into temporary hair colors, this was a clear winner for me. Trialing it has simply reinforced this conclusion. I absolutely recommend it.
Note, my hair is dark brown and my opinions are solely formed on my personal experience, judging the performance of this shade on my own hair.
the summary
| Pros | Cons |
| Provides lasting colour between washes | Colour range (6 choices) may be limiting |
| Colour blends well with hair tone | |
| Elegant, portable packaging | |
| Feels natural on the hair | |
the references
Color WOW website
Mica Campaign for Safe Cosmetics
Silica Truth in Aging
the disclaimer
Please read in context with my disclaimer.
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