• AURA, the D2C personalized haircare brand offered by eSalon, has announced a launch at SHOWFIELDS store in New York City, a store that features global products and brands including wellness, lifestyle, fashion, food, and drinks.

• Customers will be able to order personalized products through a QR code located at the store, which will be made to order and shipped from the company’s HQ. In addition, AURA products (shampoo, conditioner, and hair masks) will be available for purchase directly from the store.

• AURA will be featured for four months at the store until September 19 this year starting from May 23.

<ul><li> Analyst QuickTake: eSalon first introduced AURA in January last year as a D2C brand offering personalized shampoos, conditioners, and hair masks. Direct-to-consumer (D2C) brands are seen increasing their presence by selling at physical stores. For example, eSalon’s peer Function of Beauty has also launched its products at Target stores to provide a better experience to its customers. Pure Culture Beauty, another D2C brand that provides custom skincare products, also partnered with Target to make its products available in Target stores as well as on the website.</ul>