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Life and Work with Liora Dudar

Today we’d like to introduce you to Liora Dudar.

Liora, can you briefly walk us through your story – how oVertone started and how it got to where it is today.
Maegan Scarlett and I were in our 20s when we co-founded and bootstrapped oVertone Haircare.

We were introduced by a friend and bonded over our mutual love for vivid hair color. Neither of us was happy with the color maintenance products available on the market and were both struggling with hair damage from the constant exposure to dye.

At the time, at-home color maintenance meant mixing dye with conditioner which, if you’ve ever done it consistently, really dries out and compromises the health of your hair. Since the product we wanted didn’t exist, we made our own! We took all the things we liked about the dye/conditioner cocktail, added in extra nourishing ingredients, and left out all the harsh chemicals and heavy alcohols. Maegan has a background in chemistry and mine is in photography, so together we were able to make the product, build the brand, and get oVertone off the ground. We have grown exponentially since then and our hair-healthy, semi-permanent pigmented conditioner brand now has more than 300K followers on Instagram. We’ve come a long way since selling that first bottle.

Has it been a smooth road? What were some unexpected struggles you want into?
Labels. Getting labels on our jars and bottles was a struggle we hadn’t even considered until the time came to do it. We ended up doing research and finding a third-party vendor and outsourcing as a solution. Little things can turn into big things as a company grows and for us, this was one of them.

Any advice for female entrepreneurs?
Don’t be afraid to be money-motivated when building your business. It’s okay to put a pin in your altruism (unless it’s an integral part of your business model) and focus on growing your brand and your company. Once your business is successful, you’ll be able to make a much bigger impact philanthropically.

So, as you know, we’re impressed with oVertone Haircare – tell our readers more, for example, what you’re most proud of and what sets you apart from others.
oVertone specializes in cruelty-free, non-damaging hair color but we are so much more than that. We have always been committed to using our platform to promote a message of intersectional feminism and content that pushes for global inclusivity over narrow definitions of accepted beauty standards. Our aim isn’t just to sell hair color; we want to continue to build a global community that lifts people up and celebrates individuality.


  • oVertone Coloring Conditioner: $29, available at

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