Oway, a leading brand in ethical beauty, recently announced its latest revolutionary innovation: Customize Your Agricolor—a versatile professional color system dedicated to purity, efficacy and environmental sustainability.

Oway’s new creative color system strives to emphasize artistry, customization and sustainable innovation and is the first permanent hair coloring system with more than 35% biodynamic and organic Sage Macerate, a plant-derived keratin and ethical Sicilian Prickly Pear oil, sustainably sourced from the brand’s Ortofficina. Agricolor embodies Oway’s commitment to maximum purity and efficacy, with minimal human impact on the environment.

A Compact range, consisting of 10 natural bases, 16 vibrant pigments, a universal clear base, dedicated toners and diverse developers, Agricolor empowers stylists to become color alchemists.

To officiate the launch, on February 18^th and 19^th, Oway will be hosting an exclusive ‘Agri-life’ presentation and series of workshops to unveil Agricolor’s range of hair color products designed to transorm hair into a true work of art.

The “Customize Your Agricolor” event will take place in Chicago at The Joinery, and will mark the US debut of Oway’s Global Hair Color Manager, Jo McKay, in her newly minted role for the Italian brand. McKay, alongside the Oway Collective team, will introduce ‘Agricolor’ to beauty industry experts and demonstrate the unmatched professional full range of shades and combinations that deliver long lasting results.

In addition to the introduction of Agricolor, the program will also offer an opportunity to salon owners and hairstylists in attendance to discover Oway’s complete product range—Care, Styling, Skin and Lifestyle.

Click the links below to find additional information on each of the Agri-life events:

Agri-life: Evening Soiree—Feb. 18, 4-6 p.m.

Agri-life: Agricolor AM Session—Feb. 19 10 a.m. to 1 p.m.

Agri-life: Agricolor Full Day Workshop—Feb. 19, 10 a.m. to 5 p.m.

Agri-life: Skin + Body Care AM Session—Feb. 19, 10 a.m. to 1 p.m.

Agri-life: Styling Workshop—Feb. 19, 10 a.m. to 2 p.m.

These exclusive experiences and workshops are all part of the Customize Your Agricolor series on February 18^th and 19^th at The Joinery in Chicago.

About Agricolor: At the heart of Agricolor lies an unparalleled blend of 35% biodynamic and organic Sage macerate, plant-derived keratin, and ethical Sicilian Prickly Pear oil. More than just a hair coloring system, Agricolor embodies Oway’s dedication to purity, efficacy and environmental responsibility. With product benefits ranging from up to four levels of lift and 100% gray coverage to pioneering sustainable beauty through 97% biodegradable ingredients, Agricolor stands as a testament to Oway’s commitment to setting new standards in clean color technology. The inclusion of upcycled, biodynamic and organic sage macerate enhances the sensory experience, providing exceptional results. Furthermore, Agricolor extends its environmental stewardship beyond the product itself, with 99% plastic-friee packaging and salon tools crafted from natural, durable and recyclable materials. Agricolor is not just a hair color, it’s a sustainable art form that revolutionizes the professional beauty industry.

About Oway:Oway is a biodynamic Agricosmetic brand for hair, skin and body, made in Bologna, Italy and sold in salons and spas worldwide. For the first time, in the professional beauty industry, Oway converted all containers into glass bottles and aluminum tubes in 2013. Their philosophy is that real beauty is plastic-free, and a circular lifestyle is the only way to preserve and protect our environment. To uphold these core principles, Oway uses only ultra-concentrated formulas made with a high percentage of plant-based and biodegradable ingredients, using biodynamic practices without sacrificing fashion-forward, high-quality results.