German personal care giant Henkel has acquired a 51 percent stake in Los Angeles-based customized hair company eSalon.com.

Financial details of the deal were not disclosed, however, it is reported that the eSalon.com management team will stay on board following the purchase, which is subject to regulatory approvals.

eSalon.com creates a customized hair color for at-home application and can be bought as a one-off purchase or as a subscription.

Jens-Martin Schwärzler, Executive Vice President responsible for Henkel’s Beauty Care business, said, “With this joint venture, we aim to grow our core business and at the same time expand in an innovative digital business model. We expect to gain valuable consumer insights that will also help us to create meaningful innovations for our classical retail consumers.”

Henkel has also announced the opening of its Henkel Experience Centre in Stamford. The centre has 10 stations highlighting the company’s products via multimedia elements and has experiential experiences for visitors.

Henkel Consumer Goods, North America President Stephan Fuesti-Molnar, said, “With the ability to customize visits for each customer according to their needs and goals, it provides an ideal setting for collaboration with Henkel Beauty Care and Laundry & Home Care experts on individualized business growth discussions and strategic partnership planning.”