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" ... Errett, who previously worked as a venture capitalist, is taking on an industry that has long been dominated by companies like L’Oréal and Clairol. She has positioned the company’s hair-coloring products as cleaner, safer alternatives by ditching harsh chemicals like ammonia, parabens and resorcinol in favor of natural ingredients like argan oil and ginseng root extract. She has also created a series of tools—like an online quiz and an augmented reality feature that allows customers to virtually “try on” new colors—to help women find their perfect shade. Cosmetologists are on hand to answer questions via phone. ... "