First and Only Truly Custom Hair Color Company Optimizes the At-Home Hair Color Experience With New Demi-Permanent Formula
eSalon, the pioneer in custom at-home hair color, introduces today its demi-permanent hair color in Europe. The 0% ammonia formula gradually fades in about 24 washes, limiting a line of demarcation, ultimately allowing clients to change their hair color with ease and convenience.
The demi-permanent formula, part of the company’s premium range of professional-grade hair color and hair care, was developed in-house by eSalon’s expert team of cosmetic chemists and stylists.
Since its launch 10 years ago, eSalon has dispensed over 251K unique color combinations and shipped over 9.7M orders throughout North America, Europe, Australia and New Zealand, and formulated and dispensed custom color from the brand’s London production facility since 2019. eSalon is currently available in over 20 European markets including France, Germany, Spain, Italy, and the UK.
“After years of bringing customized hair color experiences to Europe, we saw an opportunity to innovate the cornerstone of our custom hair color and bring our salon-grade demi-permanent formula to the market,” said Graham Jones, CEO of eSalon. “With this differentiated formula, we are now able to offer even more custom options for clients to achieve their hair color goals without a long-term commitment to color and maintenance.”
Lead Colorist Leianna Hillo breaks down demi-permanent hair color and shares expert tips to achieve the best results:
Q: What Is Demi-Permanent Hair Color and How Does It Work?
A: Demi-permanent hair color has 0% ammonia and is mixed with a low-volume developer, so it washes out after about 24 to 28 shampoos. Applied to dry hair before you shampoo, it works by depositing pigment on the surface of the hair.
Q: Who is Demi-Permanent Hair Color For?
A: Demi-permanent is great for anyone who wants a color change without the commitment, or for those who are looking to enhance their current shade with a new tone. It’s also great for people with up to 25% grey. Why only 25%? Because demi-permanent hair color only lives on the surface of the hair strand. The color will give your grays a translucent “highlighted” look, which helps them blend with your overall shade. Because Demi-permanent color is designed to gradually fade in about 24 to 28 washes, you won’t have a noticeable line of demarcation where you last colored your hair, leaving no notable regrowth at your roots. This also offers less maintenance if you tend to get off track with your coloring schedule or just like to change your color from time to time.
Q: What Results Does Demi-Permanent Hair Color Yield?
A: Compared to permanent color, demi appears more translucent but still offers enough blending for those with a lower percentage of grey. Since Demi-permanent color works by depositing color on top of the cuticle, it can’t “lift” or lighten your hair. However, applying a demi-permanent color on top of pre-lightened hair can yield multi-dimensional color with beautiful results. Applied over your natural color, Demi is a great way to enhance your natural undertones or add a subtle pop of color.
Q: What Are The Benefits of Demi-Permanent Hair Color?
A: Our Demi-Permanent (and Permanent) formulations include conditioning agents such as vitamin E, B5 and aloe vera to help soften and strengthen your hair. Plus, the formula has been scientifically proven to enhance shine. See here or a full list of our ingredients.
