L'Oreal Paris Colorsonic Hair Color Cartridge 6RR Light Brown Red — Eva Longoria uses the Colorsonic hair color device during L'Oreal's keynote presentation at CES 2024. YouTube; L'Oreal

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Earlier this year, L’Oreal unveiled a game-changing new hair gadget that landed on our Best of CES 2024 list: the Colorsonic, a mess-free hair coloring device that lets you brush on permanent hair color at home.

Previously only available at the beauty company’s website, the L’Oreal Colorsonic is now available to buy in stores and online at Target for $125. Select cartridges are on sale for a limited time for $29.99 (reg. $31.49) and include enough product for a full application or three touch-ups, plus after-color conditioner. They color cartridges are currently available in 20 shades: three black, five blonde, 10 brown and two brown/red, with formulas free of ammonia, parabens, phthalates, SLS, SLES and silicones. L’Oreal eventually plans to offer up to 40 color options.

At CES 2024 (where L’Oreal was the keynote presenter), brand ambassador Eva Longoria helped introduce the Colorsonic from home, calling it “life-changing, game-changing” during her video demonstration. ”

“It’s not lockdown anymore, but I still color my hair at home,” the Desperate Housewives star told the crowd in a pre-recorded iPhone video at CES 2024. “Sometimes I would dread it a little bit because it’s kind of a production, you gotta get the gloves out, you gotta get a towel that you’re gonna sacrifice in case anything drips down … but those days are gone. Today I am using Colorsonic by L’Oreal, an automatic coloring brush. It’s a color machine, so the color mixes itself and all I have to do is brush it on. It’s so easy, and my hands aren’t even dirty. It’s amazing … and it’s so easy to get the back [of your hair] now [and] What used to take 30 minutes in my house, now takes five minutes.”

It works like this: Insert your color cartridge into the Colorsonic, press the button and comb the device through your hair for instant results. Per L’Oreal, the gadget’s bristles “parts and saturates every hair strands and distributes color evenly, even in hard-to-reach areas.” The device works on all hair textures, lengths and types, and indicator lights let you know when your cartridge is almost empty or if the device’s battery is low.

L’Oreal first announced the device at CES 2022 and finally unveiled it at this year’s tech convention.

Target shoppers can also save on the newly launched Colorsonic. Members of the retailer’s free-to-join Circle rewards program get 5 percent off; create an account with your name and email address here. Another perk when you shop at the mass retailer? Online purchases are eligible for free local pick-up via Target’s Drive-Up or in store (so you might as well check off your grocery list, too).

Shop the new L’Oreal Colorsonic and select cartridges below, and see the full lineup at Target here.