The Origin of Pro Color: A Story Rooted in Performance, Partnership & Passion

At Covet Labs, we believe that innovation starts with listening—to stylists, to clients, and to the hair itself.

When we set out to create the first professional color line engineered for use on hair extensions, we knew we couldn’t simply adapt what was already on the market. The existing products weren’t designed for the delicate needs of extension hair: pre-lightened, chemically treated, and often compromised by harsh salon formulas. Stylists needed a demi-permanent color that would deliver rich, dimensional results—without sacrificing the integrity of the hair or cutting corners on performance.

So, we went to Italy.

Why Italy?

Italy has long been a hub of cosmetic chemistry and haircare artistry. Renowned for its heritage of craftsmanship, innovation, and precision, the Italian approach to formulation aligns with Covet Labs’ commitment to quality and performance. After months of research and vetting, we partnered with a family-owned manufacturer founded in 1982, known for its decades-long legacy of developing high-performance custom blends for professional use.

What made them the right partner wasn’t just their impressive track record—it was their shared vision. Like us, they believe great hair products are born from meticulous testing, meaningful collaboration, and above all, respect for the artist behind the chair.

More Than a Lab—A Collaboration

From day one, this was a hands-on process. Our team—including two of Covet & Mane’s trusted educators—traveled to Italy to walk the factory floor, observe each phase of the process, and test dozens of prototypes directly on extension hair.

Unlike most color lines that are only tested on natural, untreated hair, Pro Color is the first professional color system intentionally formulated and tested on hair extensions—because that’s who we made it for.

Each round of R&D began with real extension hair, assessing how the formula deposited, how it rinsed, and how it wore after weeks of wear and styling. Our educators provided invaluable real-world feedback at every stage—suggesting tweaks to tone intensity, texture, and processing time until we landed on a formulation that delivered stunning results, every time,  and preserved the health and longevity of the hair.

Engineered for Extensions. Designed for Artists.

Creating Pro Color was a journey of learning, refinement, and obsession over the details. But it was also a love letter to the stylist community who inspire everything we do.

Every shade, every pigment, and every processing instruction is a result of real-world testing, not guesswork. We didn’t just create a demi-permanent color—we created a color system that finally meets the needs of extension specialists. A tool that performs beautifully, predictably, and consistently—whether you're glossing, toning, or depositing rich new shades.

What’s Next?

Pro Color is only the beginning. Our partnership with our Italian lab continues as we develop future formulations that combine Covet’s high performance standards with thoughtful chemistry. We’ll continue showing up, testing, learning, and co-creating with the stylists who’ve trusted us from the beginning.

Because at Covet Labs, innovation doesn’t happen in a vacuum. It happens in salons. In studios. In factories across the globe. And it all starts with one simple question:

What do stylists really need to do their best work?