eSalon

eSalon is a provider of made-to-order at-home hair color kits. The company develops custom hair colors based on a web based assessment that includes a selfie uploaded by a customer and an online quiz that obtains data related to hair texture, skin tone, color history, and dye schedule. eSalon uses a patented software and a proprietary “Polly Chrome” mixing machine to formulate and produce the custom hair colors. According to the company, “Polly Chrome'' is capable of dispensing over 2.2 octooctogintillion (10267) pigment variations. The company can develop and ship a custom hair color within 3–5 days. In addition to personalized hair colors, eSalon’s hair color kit includes accessories such as a brush, gloves, shampoo, conditioner, personalized instructions and the access to a virtual personal colorist.

In September 2024, the company launched a range of  a new line of personalized hair care products, including shampoos, conditioners, leave-in conditioner sprays, and hair masks.

In June 2020, the company launched its sub-brand “Colorsmith” targeting men and in January 2021, it introduced “Aura,” offering semi-permanent color pigments. The brand Colorsmith was introduced to the UK market in April 2021 followed by an expansion across Europe in June 2021. In February 2021, the company introduced its demi-permanent custom hair color products to the European market.

As of March 2023, eSalon had created more than 330,000 color combinations and shipped more than 13 million orders throughout North America, Europe, Australia, and New Zealand.

Key customers and partnerships

In March 2022, a suite of 60 eSalon products was made available on the Amazon eSalon store , and, in March 2023, eSalon expanded its omnichannel presence by launching its personal colorist kit in over 1,900 CVS brick-and-mortar stores.

Key Competitors : None comparable (eSalon is the only company in the hub that develops made-to-order at-home hair color kits.)