eSalon.com, the first customized hair color system for home use, is now offering its product to the UK market.

“We constantly get requests from overseas consumers about our products,” said Francisco Gimenez, CEO of eSalon. “We’re very excited to expand into the UK.” 

According to a company-issued statement, some hairdressers have complained that eSalon is taking clients from them by providing a lower-cost solution and salon results at home – and the ability to shop in the method increasingly preferred by consumers: online.

eSalon.com offers personal consultations where clients provide details about current hair color, desired color, and upload a photo of themselves. eSalon’s expert color matchmakers then create a personalized hue, using professional grade ingredients typically only available in salons. The color kit is then sent to the client so that they can apply it at their own convenience. It’s a true multi-channel experience. Sure, you don’t get the benefit of a pro applying your color in a salon environment. But evidently for some, forgoing that is a small price to pay for such a deep discount in the end.

Each custom color application is $24.95 and promises long-lasting, vibrant color and 100% grey coverage. It is unlike off-the-shelf, premixed dyes because it’s created for the client specifically, the same way it is done in salons.