Celebrity hairstylist Jen Atkin’s Snapchat is an all-encompassing guide to getting killer Kardashian hair in seconds-long snippets. Even if my paltry tresses won’t ever slay like Kim’s, Khloe’s or Kourtney’s, I follow it religiously for product tips and tricks to enhance my seriously feeble mane efforts. (It doesn’t hurt that Khloe Kardashian has mastered Snapchat lenses to hilarious effect.) From her snaps, I’ve learned products from Kardashian Beauty, Kevin Murphy, Ibiza, GHD, Kérastase and her own line Ouai are staples in Atkin’s tool kit. Those may not be astonishing, but I was amazed when Color Wow Root Cover Up kept popping up in Atkin’s product mix and not to hide unseemly roots – and I wasn’t the only beauty editor who noticed. Allure’s Maddie Aberman got the scoop from Atkin on using Color Wow to make hair appear fuller. “I brush it right along the part and around the face and the nape of the neck if I do a bun or a ponytail to fill in any exposed scalp,” Atkin told Aberman.
I decided to dive deeper into unusual applications of Color Wow by chatting with Giles Robinson, the brand’s global director of training and education. He explained current trends are pushing Color Wow beyond simply concealing unwelcome roots. “A big movement at the moment is toward a strong hairline and really thick, healthy-looking hair. She [Atkin] actually puts it in the part line and in the hairline to make hair look thicker. She’s really looking at it in quite a different way than gray coverage,” he said. “One of the big things I try to get across is that it isn’t like the root touch-up of old. This is something you use as a styling tool as much as a root touch-up.” Breaking down how to properly sweep Color Wow across the part, Robinson continued, “You generally use the small end of the brush. You load it up with powder, and you start an inch back from the front of your hairline and work forward. Then, you brush it back a little bit, and really blend it through on the hairline. It’s really important that you use a mirror and perhaps a bigger mirror than you normally do.”
Color Wow’s versatility doesn’t end at the part and hairline. Robinson mentioned two other bonus applications: to reenergize highlights and boost eyebrows. If a highlight has gone dark at the front of the hair, Robinson gave us the 411 on how to revive it with Color Wow. He detailed, “Again, you use the small end of the brush, and load it up with the powder. Then, just press it to the front. Always match an existing highlight. Our platinum is phenomenal. It is bright and light, and matches traditional blond highlights.” Amplifying brows with Color Wow is equally easy. Robinson instructed, “Use your own eyebrow brush. Our brush is a little big. There is something with the blend of the pigments. The way they work on the brows is just fantastic. Once Color Wow is on, it is waterproof.” Wow is right!