1. See Yourself in Color
eSalon.com

2. 02
CONTENT
03 Our Mission: Color Happinesss
04 About Us: More than Just Dye
06 Hair Color for All: Making it Happen
07 Color Happiness: Testimonials
08 Made For you Custom Color
09 Lightlab Custom Highlights
10 Our Signature Products
11 Awards & Accolades
12 Milestones
Estelle B.,
Color Director

3. 03
OUR MISSION
OUR
MISSION
To inspire, educate,
and guide you
to complete
color happiness

4. 04
ABOUT US
Beyond Boxed
eSalon began with the idea that high quality, vibrant
hair color can be achieved at home—without the
one-size-fits-all approach of boxed color. The first and
only company of its kind, eSalon delivers bespoke
hair color formulated to order and custom highlights
tailored to individual color goals.
Made to Order
Each and every bottle of our hair color
is individually blended, while every order of custom
highlights includes a tailored selection of formulas
and tools for each client. All orders include
personalized instructions for the absolute best
results. Need more? Every eSalon client has access
to our in-house team of licensed colorists for
support or education, every step of the way.
About Us:
MORE THAN
JUST DYE

5. And Growing
Since 2010, the company has expanded to over 20
markets across North America and the EU, and
launched new product categories, offering a full line of
products in support of great color. With 3MM+ orders
shipped, eSalon’s custom color has won Allure’s Best
of Beauty award for “Best Home Color” three years in
a row, and boasts a 100% Color Happiness Guarantee.
Based in Culver City, California, eSalon also has an
office in London, UK. Learn more at: www.esalon.com.
05
ABOUT US
Democratizing Great Color
“Our goal has been to offer clients the chance to
finally fall in love with their hair color, without having
to pay a great deal,” said eSalon’s Co-Founder and
CEO Francisco Gimenez. “Until now, a woman’s only
options were to spend $80 or more in a salon, or face
endless aisles of one-size-fits-all drugstore color
without meaningful guidance or support. We’ve
turned the color market on its head and are excited
to address a longstanding pain point for women
near and far,” he said.
“Our goal has been to offer clients the
chance to finally fall in love with their hair
color, without having to pay a great deal.”
-eSalon Co-Founder and CEO Francisco Gimenez

6. 06
HAIR COLOR FOR ALL
Evolution
Beauty Journey
The perfect color changes as
personal style evolves. We stay in
touch with clients to keep up with
adjustments big or small.
Customization
Color Fitting
We consider amount of gray, hair
history, eye color, and skin tone
to design the color to enhance
unique, individual beauty.
Expertise
Built on Color
Our foundation in color theory
informs everything we do, and
allows us to constantly iterate
for a smarter color offering.
Guidance
Personal Colorist
We offer support, education, tips,
and tools every step of the way,
empowering our clients to be their
own color masters.
How we make color
happiness happen.

7. 07
COLOR HAPPINESS
“It was love at first try! It
was easy! I’ve been a
superfan ever since.”
SYBIL H.
Client since 2013
“Awesome color that
I can apply whenever
I need it!”
JACQUELINE H.
Client since 2013
“I’m obsessed with eSalon.
I love my hair color - it’s
changed my life.”
JESSICA B.
Client since 2013
COLOR HAPPINESS GUARANTEE
We’re committed to your color happiness. Reformulate or adjust
your order anytime. Not 100% satisfied? It’s on us.

8. Hair color. Made for you. Literally.
The first and only of its kind, our bespoke hair color is
formulated-to-order for our clients’ unique needs and
desired look. We consider everything from amount of
gray and coloring history to hair’s length and texture to
individually blend each color. We even include personalized
instructions that deliver professional results, at home.
$10.00/£7 - First Order
$24.95/£18 - Single Shipment
$19.95/£14 - Auto-Delivery
What’s Inside
Color
Unique-to-you hair color and colorist-selected
developer work together to achieve client
color goals.
Shampoo & Conditioner
Sulfate-free and packed with beneficial proteins
and amino acids to nourish hair and seal in color.
Accessories
All the tools to color like a pro, including two
pairs of gloves, application brush, stain guard,
and stain remover.
08
MADE FOR YOU
The Made For You Difference
UNPARALLELED EXPERIENCE
Great color is just the beginning. We also
deliver door to door, on the client’s specified
schedule, and we include personalized
instructions with each delivery.
EXPERT GUIDANCE
We listen to clients’ needs and goals to
ensure we’re crafting the perfect color.
Need a change? A personal colorist will
work with the client 1:1 anytime.
AWARD-WINNING COLOR
Three-time winner of Allure’s Best of
Beauty award for “Best Home Color,” we
use professional-grade pigments that
deliver rich, long-lasting results and 100%
gray coverage.

9. Sunswept highlights. Tailored to you.
Designed to work with eSalon custom color, Lightlab lets
clients create multidimensional, sunswept highlights—with
complete control over the light. From gentle formulas
to pro-made-easy techniques, our colorists will tailor the
application, formulas, tools, and instructions to achieve
each client’s personal color goals.
$14.00/£10 - First Order
$35.00/£26 - Single Shipment
$28.00/£21 - Auto-Delivery
The Lightlab Difference
What’s Inside
Lighten
Lightening powder and custom-selected activator
work together to achieve the desired level of bright.
Shampoo & Toner
Sulfate-free shampoo gently cleans, and our
colorist-selected toning mask adds back pigment
as it conditions.
Accessories
All the tools to paint like a pro, including two
pairs of gloves, application brush, sectioning comb,
and mixing tray.
09
LIGHTLAB
TAILORED
Custom-to-you tools,
techniques, and formulas, to
achieve the desired look.
MULTIDIMENSIONAL
Designed to work with base
color, natural or dyed, to add
depth and dimension.
PROGRESSIVE
Gets lighter and
more dimensional with
every application.

10. 10
SIGNATURE PRODUCTS
To see our complete portfolio, visit eSalon.com
Heart Lock It + Love Unconditionally
Color Safe Shampoo + Conditioner
This sulfate-free, color safe duo gives color-treated
hair the TLC it deserves.
Shampoo: 8.5 fl oz / $15/£11
Conditioner: 8.5 fl oz / $15/£11
Tinted Love
Color Enhancing Treatment
This temporary, professional-grade treatment refreshes and
maintains vibrant hair color between applications.
Available in 20 shades.
4.0 fl oz / $15/£11
Cover Story
Temporary Root Concealer
Our light spray temporarily uses quick-drying microfine pigments
to mask grays and regrowth until the next shampoo.
Available in 4 shades.*
2 oz / $15 *US only
Perfect Ending
Leave-In Conditioner
This creamy leave-in gives round-the-clock hydration with
easy detangling, frizz control, and protection against
daily color-fade.
5 fl oz / $15/£11
Shining Armor
Renewing Treatment Oil
This super versatile lightweight treatment oil is a stylist must-have
that can be used on its own or mixed into any leave-in or styler.
1.69 fl oz / $18/£13

11. Allure Best of Beauty
Best Home Color (2014, 2015, 2016)
TotalBeauty.com Reader’s Choice
Best Hair Color (2013, 2014)
Los Angeles Business Journal
Fastest Growing Business under $100MM in LA (2014)
2nd Fastest Growing Business overall in LA (2014)
#Beauty20 Award
Best Beauty Startup (2015)
Best eCommerce Website (2016)
Inc. 5000 List
#74 on the 2015 list (2015)
Internet Retailer
#7 on Hot 100 E-Retailers (2015)
InStyle
Best of the Web (2011)
11
AWARDS & ACCOLADES

12. 12
MILESTONES
2008
2010
2012
2013
2014
2015
2016
Launch in Canada
March
R&D Begins
March
First Move
Expand location to include
offices, production, and
on-site service space
March
Orders
August
Orders
September
Orders
July
eSalon employees
September
Launch in US
May
Orders
July
Launch in UK
April
Online Shop
Launches online shop
with hair care products
April
Orders
May
Lightlab launches
Custom Highligh Kit
November
100K
3MM
500K
1MM
2MM
100+

13. eSalon.com
Contact Us
Curtis Kelly | US
Brandlink Communications
curtis@brandlinkcommunications.com
(212) 338-0070
Heidi Rose | UK
Dowal Walker Agency
heidi@dowalwalker.com
(020) 7731-5459
See Yourself in Color