L’Oréal Paris is lifting the veil of its new hair color innovation designed to make the process easier.

The beauty company is officially launching Colorsonic into the US marketplace. The device had been previewed at CES.

Developed and incubated for 10 years by L’Oréal Paris, Colorsonic touts a first-of-its-kind at-home hair color device with more than 29 patents. Designed for all hair types, lengths and textures, it makes hair coloring easier by automatically mixing dye and developer in a perfect ratio to deliver long-lasting color results with the push of a button, per the brand.

Akin to brushing hair, Colorsonic parts and saturates every hair strand and distributes color evenly, even in hard-to-reach areas like the back of the head. The bristles move 300 times per minute and adjust their speed to perfectly deposit the right amount of formula for all hair types. In five minutes, users can achieve root-to-tip coloration, per the brand.

Colorsonic delivers high-shine color results and long lasting, 100% gray coverage, with up to two times less breakage, thanks to the L’Oréal Paris after-color conditioner (compared to uncolored hair).

Multi-Use Hair Color Cartridge

Alongside the device comes L’Oréal Paris’ first multi-usage hair color cartridge, which offers up to three applications per cartridge (one full-hair coloring or up to three root touchups). Colorsonic’s palette of 20 shades brings a modern and salon-inspired taste of color powered by a system of high-performance formulas free of ammonia, silicones, parabens, SLS, SLES and phthalates, per marketers.

“What has remained consistent since L’Oréal invented permanent hair color more than 100 years ago is our dedication to high-performance, research-backed innovation for superior performance,” said Ali Goldstein, president of L’Oréal Paris USA. “Colorsonic is a true gamechanger for the category, bringing cutting-edge technology to hair color, and is a testament to L’Oréal Paris’ unwavering commitment to delivering the highest quality results in the comfort of your own home.”

Sustainability is also at the forefront of Colorsonic’s design. The cartridge uses less plastic per application than traditional box hair color. Colorsonic eliminates the need for separate, single-use plastic dye and developer bottles and replaces single-use gloves with high-performant reusable gloves, which are included in the device box.

L’Oréal Paris partnered with crowdfunding platform Kickstarter last month to engage with early tech adopters and give them early access to Colorsonic. The device reportedly sold out within days.

The Colorsonic website serves as an educational resource for DIY hair coloring consumers. It will feature a shade quiz to help consumers find their perfect shade, along with step-by-step video tutorials, articles and colorists on call who can help with coloring questions.

Colorsonic is available online at Colorsonic.com and exclusively at select Target stores and Target.com beginning in July with a retail price of $124.99 and $29.99 for the color cartridges.