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D2C Hair Color Brand eSalon Moves Into Retail

Direct-to-consumer hair color specialist eSalon is broadening its distribution to traditional retail and home shopping.
The digital-born Los-Angeles-based brand, which sells personalized at-home hair color, last week launched starter kits on QVC and in 1,500 CVS doors.
ESalon launched in 2010 and has remained a direct-to-consumer brand since. Chief executive officer and cofounder, Francisco Giminez, said the move into additional channels is primarily an attempt to acquire new customers. “We think it can be a great driver of growth,” said Giminez, who added that the brand has sold six million unique at-home color kits since its launch in 2010.
ESalon is not the first exclusively direct-to-consumer beauty business to cross into retail channels — ColourPop entered Ulta Beauty in February. The brand cited at the time that its move into retail was primarily due to the expansion of its product assortment with complexion, a category in which in-store try-on is often preferable to consumers. eSalon’s products are not meant to be tested in-stores — they are uniquely personalized to each customer.
Until now, the brand has mostly made its customer acquisition attempts through paid promotion on Facebook, Google and Pinterest. These attemps have been successful — Giminez said a given month can draw in

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