Trusted professional styling and salon color brand RUSK expands its professional color offerings with new launches designed to optimize colorists time behind the chair.

 

Coming this July, the brand will introduce a new Deepshine Xpress Gloss capsule collection, new shades of their unique RUSKin10 offerings and a space saving collection of RUSK Developers.

The new capsule collection of Deepshine Xpress Gloss includes four shades of demi permanent liquid color that process in five minutes. These new Xpress Glosses include versatile shades for faster color service, from flash toning to creating a base bump, root smudge or adding dimension. This new collection offers a variety of advantages for both clients and colorists. 

 

“The new Xpress Gloss really gives me the freedom of time during appointments,” said RUSK Global Creative Director, Matt Swinney. “The quicker processing allows me to maximize my time toning and with that, spend more time on my blonding services. I’ve noticed with this new Xpress Gloss, I can really dedicate that extra time to added care and technique for amazing results.”

 

The lasting Xpress shades are pure tone pigments that are intermixable with Deepshine Gloss for customizable results. All Deepshine Gloss & Xpress Gloss formulas deliver excellent conditioning and combability. Oleic Acid further softens, strengthens, and adds shine to the hair. 

 

The curated collection features “go-to” shades for toning and are perfect for making more money behind the chair – as a quick and easy add-on service. These shades include Deepshine Xpress Gloss 9VRXpress Mauve, Deepshine Xpress Gloss 9PXpress Pewter, Deepshine Xpress Gloss 7NXpress Breige, and Deepshine Xpress Gloss 6NWXpress Mocha. 

 

Xpress Gloss is the continuation of RUSK’s dedication to helping stylists reinvent how they book their clients and maximize their time behind the chair. In addition to introduction of Xpress Gloss, there are two new RUSKin10 shades – High Lift Ash and Boost Clear.

 

These two new shades allow professionals to expand their express color service menus. New High Lift Ash lifts and tones in 10 minutes, up to four levels on virgin hair with cool results. New Boost Clear offers a variety of uses, allowing colorists to boost and brighten hair or mix with other RUSKin10 formulas for an additional ½ – 1 level of lift.

 

RUSKin10 is a 10-minute permanent color that processes completely in just 10 minutes for long lasting color and 100% gray coverage. The full collection now includes 24 shade options for colorists to love.

 

“Using RUSKin10 can take away 1/3 of the retouch appointment time. This allows you to see more people in a day and can help maximize your time behind the chair while delivering a higher yield to you and the salon,” said Swinney. 

 

Lastly, the brand is transitioning to a tighter developer portfolio with new RUSK Developers, now optimized to use across all RUSK color and lighteners, including Deepshine Permanent Color, Deepshine Gloss, Xpress Gloss and RUSKin10. Housed within the brand’s new packaging, this practical collection has serious shelf appeal. The new RUSK Developers include Zero Lift Developer, RUSK 10 Volume, RUSK 20 Volume, RUSK 30 Volume and RUSK 40 Volume. Offering optimal conditioning and moisturizing during color processes, this concise collection of five products allows for salons to house fewer developers, a great way to save space and reduce inventory while maximizing results. 

 

“As a professional focused brand, RUSK is all about helping stylists find their freedom – whether that is their schedule, their finances, or their creativity,” says Beauty Quest Group’s Chief Marketing Officer Mary Burns. “These launches are a demonstration as to how we have stayed true to that mission, by providing stylists with innovative new launches that cut time, cost, and salon space, and increase their earning potential while also providing tools to push color creativity to the max.” 

 

Launching in July, Deepshine Xpress Gloss shades will be available at Cosmoprof Beauty or Marlo Beauty for $6.25 per unit, RUSKin10 shades will be available at Cosmoprof Beauty or Marlo Beauty for $7.25 per unit and Universal Developers will be available at Cosmoprof Beauty or Marlo Beauty for $7 per unit.