Hair color enthusiasts gathered last Wednesday at the new El Segundo headquarters of eSalon.com to celebrate the opening of the 40,000-square-foot facility on 1910 E. Maple Ave.

eSalon, which makes hair care products for home use, including custom formulated hair color, hair highlighting color and temporary root concealer, among others, said the new location is three times the size of its previous headquarters in El Segundo.

“eSalon was founded on the belief that no one should have to choose between the personalized experience of the salon and the convenience and affordability of boxed dye,” Francisco Gimenez, the company’s chief executive, said via email.

The company was founded in El Segundo in 2008 by the team behind the price-comparison site PriceGrabber.com Inc., which includes Gimenez, Omar Mourad, Tamim Mourad and Cory Rosenberg.

Startup funding came from the founders and their friends and family, Gimenez said.

“We do not have any institutional investors,” he said.

The company counts 100 employees on its payroll and has satellite offices in London, U.K.

eSalon’s big selling point is the custom color it creates for customers. Clients sign up and fill out a profile online by answering questions about their hair type, length and other attributes. The company’s algorithm selects a color based on the answers. Then, a custom machine fills each bottle with a customized pigment formula. eSalon claims to have created over 165,000 unique combinations for its customers.  

“We own and operate our own manufacturing, production, fulfillment, customer service, marketing, and operations,” Gimenez said. “Further, we have direct communication with our clients. This gives us access to extensive data about their preferences, behaviors, and feedback.”

He declined to comment on eSalon’s revenue.

Gimemez said the company does not have any direct competitors.

“We’re currently the only hair color brand that offers hair color that’s made-to-order and customized to the individual for at-home use,” he said. “We compete with virtually any hair color brand that’s accessible in store or online. That said, there is virtually no other company that does what we do.”

eSalon has mostly sold its product via its website, but in April, it made its retail debut at CVS Health Corp. with its Hair Color Starter Kit, available at over 1,500 stores nationwide. The kits retail for $15.99.