How I Built This with Guy Raz Madison Reed: Amy Errett
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Aug 18, 2025 
Amy Errett, the Founder and CEO of Madison Reed, transitioned from finance to revolutionize the at-home hair color industry after her wife's frustrations inspired her. At 55, she faced immense challenges, including a management meltdown with co-founders, which she describes as deeply personal. Errett discusses developing a safe, chemical-free hair dye and targeting health-conscious women, all while navigating complex early-stage business hurdles and redefining the beauty brand landscape. Today, Madison Reed thrives with thousands of retail locations and its own salons.
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Confirm Manufacturing Early
- Validate manufacturing feasibility by meeting multiple suppliers and testing stability and shelf life.
- Expect higher up-front costs and minimum order commitments when building a unique formula.
Use Tech To Replace In-Salon Expertise
- Build algorithms and a detailed quiz to emulate salon color-matching online.
- Measure retention and NPS early to validate that your matching tech works.
Groupon Trial Backfires
- Madison Reed offered a free box via Groupon which drove thousands of trials but poor retention among deal-seekers.
- The campaign taught them free-trial limits and later helped amplify PR and email reach.