Madison Reed, the at-home hair color system and national salon chain, has taken the space next to Fonda at 141 Duane between West Broadway and Church and will open on Feb. 23. (2-23-23! They must be into numerology.) (Thanks to T. for the heads up and the pics.)

The company was founded by a venture capitalist from San Francisco, Amy Errett, in 2013 with the goal to eliminate many of the harsh chemicals in hair dyes (ammonia, PPD, resorcinol, parabens, phthalates, gluten, SLS, and titanium dioxide) and also to allow women to dye their hair at home. She has colorists on call to guide customers with decisions. Then the company opened a salon in 2017 in the Flatiron and there are now locations all across the country with six in the city. (The company is named for her daughter.) The Times has a Q&A with Errett from 2013 here.

“What I think about all the time when it come to women is finding your own authenticity, finding your own voice, feeling like you are just perfect exactly the way you are — and that’s what empowerment means,” Errett says in a video on her site. (Though I guess perfect just the way you are doesn’t apply to hair!) “There’s no question in my mind,” she says, “that how your hair looks has a direct correlation with being confident.”