Henkel Buys 51% of ESalon

Henkel has acquired a 51 percent stake in eSalon, a custom hair color business.  Terms of the deal were not disclosed. ESalon did about $30 million in sales for fiscal 2018, according to the company, mostly in the U.S. market.  For Henkel, the deal ups access to technology and gives it access to a direct-to-consumer platform. While eSalon branched into CVS in 2018, the brand is primarily sold directly to consumers online, where they can take an online survey before a fully personalized hair color is created for them. Subscriptions are also available.  “We continue to drive the execution of our strategy by strengthening our portfolio and our digital capabilities through targeted investments. With this joint venture, we aim to grow our core business and at the same time expand in an innovative digital business model. The strong eSalon business which addresses the growing trend of personalization in beauty care will be a perfect fit. We expect to gain valuable consumer insights that will also help us create meaningful innovations for our classical retail consumers,” said Jens-Martin Schwärzler, executive vice president, and the person in charge of Henkel’s beauty-care business. Henkel owns many hair brands, including Schwarzkopf, Kenra and Sexy Hair. ESalon’s founder, Francisco Gomez,

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