Shopping Basket
{{displayTitle(item, true)}}
{{item.translated_name}}
{{getVariationType(item.variation_type)}}: {{item.variation_name}}
{{benefitsWithLabel(item)}}
{{fragranceWithLabel(item)}}
{{getHairColorVariation(item.dye_type)}}
- {{item.qty}} + remove
Included
{{showPrice($index)}}
{{showFullPrice($index)}}
{{removedItemText(displayTitle(item, true))}} undo
Your Shopping Basket is Empty.
Let's Fix That!

9x Allure Best of Beauty winner! Shop award-winning colour.

9x Allure Best of Beauty winner! Shop now

Exclusive Updates
×

We believe you should never have to fit into a box.

We believe you
should never have to
fit into a box.

So we make a box that fits to you.
No two people are the same. That’s why we craft home hair colour from scratch so you can stand out, instead of finding a match so you can fit in. It’s how we take part in disrupting the way people think about beauty. It’s revolutionary, but it’s born from a simple question: Why match yourself, when you can be yourself?

Art meets science.

Our expertise is grounded in colour theory – and a whole lot of tech.

Coded in colour.

Our engineers and coders turned colour into a language. Shade variations and pigments become characters and symbols that are sent to our on-demand colour dispenser. Because to mass-make custom colour, we had to make a custom machine. It individually fills each bottle with exact drops of pigments and has created over 260 000 unique combinations so far. See how our technology works »

To face the challenge of creating hundreds of thousands of bottles with different formulas, every piece of our machine had to be modified or completely built from scratch. There is nothing else like it.
Thomas MacNeil
Thomas MacNeil
Chief Technology Officer

Led by experts.

This isn’t just an algorithm doing all the work. This is actual people—raw, human talent. Our expert team of radical colourists come from top schools and salons around the country. They see colour a little differently. Instead of hand-mixing dye and eyeballing tones, they’re trained to create colour virtually. Traditional rules don’t apply to them and lucky for you, they’re also available to call when you need extra guidance.

We’ve had people call us from the shower asking if they are applying their colour right. We pull up their profile and walk them through exactly what to do. You can’t get that kind of personal attention with standard boxed colour.
Emily Manatan
Senior Colourist
Behind the curtain at eSalon.
0:59

Driven by results.

Perfection isn’t a thing. Not in beauty. Not in life. But we never stop working to get your experience just right. We use the results collected from years of testing, fine-tuning and listening to our clients’ feedback to deliver a promise we can actually keep: colour happiness, guaranteed.

Personalised to you.

People often have this “aha” moment where suddenly everything clicks: This isn’t just another company claiming “custom”. We actually take an empty bottle, put your name on it and fill it from scratch. Everything from your tone, warmth, density and texture, to the amount of time you process before rinsing, and even the way that you apply it – it’s all literally made just for you.

Highlights

10M
orders shipped
260K+
unique formulations
9x "Best Hair Colour" winner

This website uses cookies

This website uses cookies and similar technologies to operate our site and services, optimise the website, monitor sessions, enhance your experience, and for marketing. These technologies may monitor your use of the site and share that information with third parties, including for analytics, social media, and advertising purposes. For more info, including on data retention, see the privacy notices linked below. Click “Cookie Settings” to opt-out of certain advertising cookies. By accessing or using the website, you agree to the use of cookies to collect and share your information, and to our Terms of Use (including arbitration & class waiver terms), Privacy Policy and (for California residents) the CA Privacy Notice.