A New York-based beauty company has introduced a new range of dyes for pubic hair. And Betty Beauty says sales have been brisk since the product line was introduced.

The company, which markets the products as "color for the hair down there," has appeared on television and in magazines such as Vogue to promote the hair dyes.

According to Advertising Age magazine, Betty Beauty was founded by Nancy Jarecki who came up with the idea three years ago when she visited Rome, Italy.

She said she noticed women leaving the salon were given a little brown bag by their hair stylists after undergoing a change in hair color.

She said, "They would receive it with such delight, kiss kiss, and away they would go."

Jarecki said she became so curious that she asked the receptionist what the women were getting in those little bags and was told "to match down there."

She adds, "I thought, 'Of course, who wouldn't want to be a true blonde?'"

Back in the U.S. she hired a chemist and a toxicologist to develop a gentle, no-drip formulation and special application tools.

Betty Beauty is sold in five colors, Brown Betty, Blonde Betty, Auburn Betty, Black Betty and Fun Betty (bright pink), priced at about $19 a box.

Bettybeauty.com also sells T-shirts that ask, "Is your betty ready?" And the firm says its products are not just aimed at women.

Jarecki adds, "Men can be betties, too."