eSalon is based in Culver City, CA and was founded in 2008 by the founders of PriceGrabber.com, Cory Rosenburg, Omar Mourad, and Tamim Mourad, along with a former employee of PriceGrabber Francisco Gimenez. The site launched officially in 2010 after two years of research by the founders into its desired business model and market. Its initial product, still its core offering, was custom hair dye sent to customers as a one time purchase or on a subscription basis. As of 2014 the site began offering additional hair care products to its customers as well. By November of 2015 the company had sold 2.2 million units of hair color to 140,000 subscribers with 120,000 unique formulas for total revenue that year of 30 million dollars. A personalized highlight system known as Lightlab was added to eSalon’s offerings in 2016. Customers complete an initial questionnaire about their hair color history, amount of grey hair, skin tone, eye color, and other factors used to design their custom hair color. eSalon received Allure’s “Best of Beauty” award for “Best Home Hair color” in 2014, 2015, and 2016.

Custom hair color products are $25.00 for a one time order or $10.00 for an initial order with future auto shipments for $20.00 each. Highlight sets are $35.00 each on the website. Other hair care products vary in price from $0.99 for clean-up wipes to $20.00 for a set of tools with conditions, shampoos, and other products in the $15.00 to $18.00 price range. Plans can be customized by the customer to include hair color or care products or a combination at the frequency best suited to an individuals needs and desire. Auto-shipment plans receive a 20% discount on the products in the shipments and shipping is free for any order over a total of $30.00. Plans ship automatically at the chosen frequency but deliveries can be skipped or rescheduled and the plan can be cancelled at any time using the instructions below.