Düsseldorf, Germany-based hair color manufacturer, Henkel, has signed an agreement to acquire a 51 percent stake in eSalon.com LLC. Launched in 2010, Los Angeles-based eSalon offers customized hair color for at-home application. The joint venture looks to strengthen Henkel’s hair color portfolio and expand its digital business. ESalon founders and existing management team will stay on board.
ESalon offers Henkel immediate access to its unique capabilities in individualized production of personalized at-home color. In fiscal 2018, the business generated sales of around $30 million, mainly in the U.S. market and employs around 120 people.
“Through our partnership with Henkel, we look forward to accelerating our marketing efforts and enhancing our product offering for our current and future clients”, said eSalon CEO, Francisco Gimenez.
“We expect to gain valuable consumer insights that will also help us to create meaningful innovations for our classical retail consumers”, said Jens-Martin Schwärzler, Executive Vice President and responsible for Henkel’s Beauty Care business.”