SOHO Color FAQ

That's actually the best time to look - when you're not in a pinch. Most of our happiest salons made the switch when things were already going fine, simply because they found something that worked even better. SOHO is Italian-made, PPD-free, resorcinol-free, and built with Blue/Violet Base Technology that neutralizes warmth before it starts. And unlike most lines where permanent and demi are entirely separate systems, every SOHO tube serves as both - giving your stylists more flexibility with less inventory. Cleaner results, fewer toning steps, happier clients.

The per-tube price may look similar or slightly higher, but the real number is cost per result. SOHO's zero-guesswork mixing ratios - 1:1 for permanent, 1:2 for demi - reduce waste and eliminate costly corrections. And because every tube functions as both permanent and demi-permanent, you are getting two products in one. Most salon owners find their actual color costs drop within the first 60 days - because they are using less product and spending less time fixing things.

That's exactly the point. SOHO wasn't built by a big-box manufacturer chasing margins - it was created by Ryan and Jeni Weeden, the founders of Masters of Balayage, who spent over a decade building one of the most respected education platforms in the professional beauty industry before a single product was ever made. They're stylists. They built this for stylists. Every formula decision was made from behind the chair, not behind a boardroom table. SOHO is privately owned, professionally focused, and kept out of mass market retail by design. When you choose SOHO, you're supporting the kind of brand that was built by your own kind - not a corporation that sees your chair as a distribution channel.

SOHO is actually simpler than most lines - significantly so. The mixing ratios alone tell the story: 1:1 for permanent, 1:2 for demi-permanent. No complicated math, no guesswork. And every tube in the SOHO line does double duty - your permanent is also your demi-permanent, so you are working with one cohesive system, not two separate product families. The Blue/Violet Base does the heavy lifting so stylists stop chasing warmth, and the color stays true to the swatch - no unexpected darkening like you get with many other lines. Even a stylist brand new to color can achieve polished, luxury-looking results that make them look like a seasoned pro with years of experience. Most stylists are quietly blown away after their first application.

They'll notice - in the best possible way. The Blue/Violet Base delivers cleaner, cooler results without extra toning steps, and the color looks completely natural - like they were just born with beautiful hair, not like they just left the salon chair. That's the difference clients feel but can't always explain. Their hair is noticeably shinier, healthier-looking, and has that luxury quality that makes them reach for their phone to take a mirror selfie. Longer-lasting color, a comfortable experience, and results that feel like an upgrade - not a change. And because your clients already trust your judgment, when you present it as something special, they'll take your word for it.

No - and that's actually one of the things that makes it valuable. SOHO is rep-direct and professional-only. It's not available on Amazon, in beauty supply stores, or through general distributors. That means your investment in the brand isn't undercut by clients buying the same thing at a discount online.

You don't have to replace anything - think of it as adding one. SOHO isn't available through standard distribution, so your current rep simply can't offer it. Rich Rose brings it direct, along with hands-on local support and next-day delivery. It's an addition that expands what your salon can offer.

Your clients trust your expertise - not the label on the tube. And when you introduce SOHO, you're offering them something genuinely exciting: one of the newest color technologies on the market. SOHO is PPD-free and resorcinol-free, with next-day delivery throughout Florida - and it was created by one of the most successful balayage educators of the past decade, Ryan and Jeni Weeden of Masters of Balayage, with nearly 1 million social media followers combined. We're talking superior coverage, brilliant shine, and a conditioning experience built right into the formula - not an afterthought. The ingredients are cleaner and healthier, specifically designed to guard against irritation and deliver a comfortable, luxury experience in the chair. And here's one clients notice immediately without being told: no harsh odor. Traditional color has a smell clients just accept. SOHO doesn't. That alone starts conversations. Position it as an upgrade - because it genuinely is - and your clients will love you for it.

Absolutely worth a conversation. SOHO isn't available through standard suppliers, so it wouldn't conflict with most existing agreements. And if the timing isn't right today, Rich is local and not going anywhere. Building the relationship now means you'll have a trusted option when you're ready.

Tell them you found an exclusive Italian-made professional color line that's PPD-free, resorcinol-free, with next-day delivery throughout Florida, and a local rep with 30+ years in the industry. It was created by Ryan and Jeni Weeden - one of the most successful balayage educators of the past decade with nearly 1 million social media followers - who built the formula from behind the chair, not in a boardroom. And that there's an intro kit available - one of everything, full swatchbook, incredible value - that makes it easy to see what SOHO can do before committing to a full order. That usually starts a pretty easy conversation.

Bad transitions usually happen when support disappears after the sale. With SOHO, your rep is Rich Rose - and while showing up in person isn't always possible, he is virtually always available by phone, text, or Zoom. Whatever you need, he's reachable. That kind of accessibility is a real difference from the typical distributor experience.

SOHO offers an intro kit that gives you one of everything - the full range with a complete swatchbook - at an exceptional value. It's the smartest way to experience the whole line without building a full opening order from scratch. Call Rich Rose and he'll walk you through exactly what's included.

The best thing we can do is get the color into your hands. SOHO's intro kit gives you one of everything - the full line plus a complete swatchbook - at an incredible value. It's a lot easier to decide when you've actually seen the color perform. Give Rich a call and he'll tell you exactly what's in it.

SOHO is PPD-free and resorcinol-free - two of the most common irritants found in professional color. For clients who have experienced scalp sensitivity or reactions with other lines, SOHO is worth specifically recommending. It's a gentler formula without sacrificing color performance. Don't just take our word for it:

Hi Rich, wanted you to know I just used SOHO color on one of my regular clients who has a severe itching reaction to every color I have ever used on her over the last 30 years. I tried to combat it with Stop the Burn, Tea Tree oil, and whatever else I can find - she also takes Benadryl before her appointment. I did not put any additive in the SOHO color, mixed as directed, and she had no allergic reaction whatsoever. She and I are both thrilled. Can't wait to try it on my other clients who have sensitive scalps!- Angela Christian, Craze Salon

If SOHO can deliver a reaction-free experience for a client with 30 years of color sensitivity history, imagine what it can do for yours.

A bad transition is a real cost - in time, morale, and client trust. Rich Rose is based in the Jacksonville market, but available to support any salon that needs it - by phone, text, Zoom, or in person when possible. Whatever you can't find an answer to, he'll find it for you. And for salons with 6 or more stylists, he can schedule a free in-salon or Zoom demo to get your whole team comfortable before you commit to a thing.

Totally understood - and Rich respects that. He can work around your schedule, pop in between clients for a quick conversation, or simply talk you through the intro kit over the phone. The first introduction doesn't need to be a big event. Just a conversation when you have 10 minutes.

SOHO was built with colorists in mind - not shelf space. Rather than offering hundreds of shades that rarely get used, SOHO was intentionally designed around the most popular, most-needed shades in professional color. Its 59 carefully curated shades give colorists what they'll actually reach for 99% of the time - without the fluff colors that sit on your shelf and cost you money. Everything you need, nothing you don't.

That loyalty is earned and it's worth respecting. Nobody's asking you to walk away from what's working. But SOHO is exclusive - your current brands are available to every salon in town. SOHO gives you something your competitors can't easily copy. Even a small trial tells you a lot.

That's completely fair, and it's exactly the right mindset. Rich can connect you with North Florida stylists already using SOHO, or set up a free Zoom or in-salon demo for salons with 6 or more stylists. You're making a professional decision - you should have real evidence to go on.

Next-day delivery through SOHO applies to Florida orders and while not guaranteed, it's the goal on every order. But here's the real difference: most distributors charge for delivery - typically $13 or more per order. SOHO offers free delivery. That adds up fast over a full year of orders, and your current distributor almost certainly can't match it on that front.

Volume discounts look great on the invoice - but they don't account for what you spend on corrections and wasted product from inconsistent results. Because Rich is a direct rep, you're also not paying distributor markup layered on top of manufacturing cost. And for larger salons and larger orders, Rich can work with you on pricing on a case-by-case basis. When you compare true cost per application, the numbers usually surprise people.

Italian professional color is held to a different manufacturing standard - denser pigment, tighter quality control, and formulations that don't cut corners for mass production. SOHO specifically adds Blue/Violet Base Technology, which neutralizes warmth at the formula level. The result is cleaner color in fewer steps - and you'll feel the difference in the texture and consistency right away.

That's the right question to ask before you invest, and it's why Rich doesn't push large opening orders. Start small, test it across a handful of services, and let your stylists give you honest feedback. Most of the time they come around quickly - but the point is you find out without taking on real risk.

Good results are worth protecting - but here's the thing: you never really know if what you're using is good until something better comes along and makes what you thought was good... not so good anymore. Consider this: with most lines, permanent is permanent and demi is a separate system. With SOHO, every tube does both - simplifying your backbar and your workflow at the same time. The Blue/Violet Base addresses warmth at the formula level, meaning fewer toning steps, fewer corrections, and more consistent results chair to chair. To keep clients loyal and pre-booking their next appointment, you need to stay ahead of the competition by offering solutions they are going to love. SOHO might just be the upgrade that turns good clients into raving ones.