Runway colorist Josh Wood raised $6.5 million in a Series A funding round led by Index Ventures with participation from Jamjar Investments and Venrex for his namesake product line. The terms of the deal were undisclosed.

Technavio analysts forecast the global hair color market to grow at a CAGR of over 8% during the forecast period 2017-2021. According to Market Research, in Europe nearly 70% women and 10% of men use some form of hair dye. In the United States, over 75% of women use some kind of hair dye with nearly 1.43 billion units of hair color products sold in the United States in 2016. The category is dominated by multinational brands such as Henkel, Kao Corporation, L’Oréal, and Coty, but Madison Reed has created a case for category disruption.

The investment will primarily be focused on improving the personalization on the brand’s website. “We’re evaluating how to best serve our customer online—and how we ensure every individual receives a personal consultation,” Wood told Business of Fashion. This will involve further developments to the brand’s existing shade personalization technology. “It’s not standardised, it’s not box results, it’s not dense and heavy,” he said.