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Saturday, Feb 4, 2023

Beauty Awards Honoree: Brand of the Year


Customers of eSalon enjoy a truly custom, salon-grade home hair color concept. While many other brands describe themselves as custom, they typically just map their clients to a premade hair color. eSalon’s hair color is genuinely made-to-order and is never premixed. 

eSalon clients have complete an online questionnaire sharing gray percentage, hair color history, hair length, texture, and other factors. Once approved, each customer’s custom formula is dispensed on location at eSalon’s El Segundo headquarters (or at its UK location for EU customers), packed with everything needed to color at home, including personalized instructions, and shipped directly to each customer’s door. eSalon also offers a subscription option where clients can adjust timing, pause, skip or even cancel – all in their accounts and receive access to licensed colorists. Since eSalon’s launch in 2010, the company has formulated over 235,000 unique color combinations and shipped over 9.2 million orders throughout North America and Europe. 

As COVID-19 began and more “safe at home” orders were put into place, many who wanted to maintain their hair color were searching for a home hair color that wouldn’t make them sacrifice quality. eSalon’s orders increased tenfold and with current staff resources, it was a challenge to keep up with the spike in demand. eSalon hired more production staff, customer service reps, and colorists and created a second production shift to meet demand while adhering to strict physical distancing requirements. With salons closed, eSalon has been able to hire stylists who would otherwise be out of work, to help meet the spike in order approvals. 

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