Action Hair Color / Hair Dye

Action is a prominent Dutch international discount retailer that offers a wide variety of personal care and household items, including hair dye products. While Action is a retailer headquartered in the Netherlands, many of its personal care products are manufactured by third-party suppliers across Europe, particularly in Italy, known for its expertise in cosmetic production.

The brand 'Action' itself serves as the flagship brand for its stores. The company has grown significantly since its founding in Enkhuizen in 1993, expanding its footprint across several European countries. Currently, Action is majority-owned by the British private equity firm 3i Group, which oversees its international operations and retail strategy.