Business duo turn over $70K a month with their $25 at-home hair dye treatment

A duo has created an at-home hair kit that bridges the gap between boxed hair dyes and expensive salon treatments.

Maia Dodds, 46, and Craig Ford, 54, launched the subscription service ‘The Shade’ in 2019 offering a high-quality home hair dye solution the only costs $25.95.

The idea sparked after Maia started experiencing forehead rashes as a result from using boxed hair dye but didn’t want to overpay for a salon treatment.

The service is said to be an ‘Australian first’ and today the brand turns over $70,000 a month.

Customers can choose from 30 hair colours ranging from black to blonde and are provided with all the tools and dyes within the kit

‘It was definitely a lightbulb moment; I noticed Maia begrudgingly giving up four hours of her Saturday to get her hair dyed and she wasn’t satisfied with box hair dye,’ Craig told Daily Mail Australia. 

‘We thought there had to be a better way.’ 

As the duo had no o expertise in the haircare industry, they worked with manufactures to create the product that’s now made in Italy. 

Craig said he and Maia were previously medical experts and were excited for the new business venture. 

‘We have innovated with salon quality hair dye kits delivered to your home at a fraction of the price, backed up with a consultation with a professional hair colourists,’ Craig said. 

‘We estimate women colour their hair every six weeks – that’s 28 to 32 hours stuck in a salon chair and spending $2400 each year, money that could be better spent elsewhere and time spent with their family and friends.’ 

Customers can choose from 30 hair colours ranging from black to blonde and are provided with all the tools and dyes within the kit

The all-in-one kit comes complete with shampoo, conditioner, hair clips, brushes and ‘everything you need’ to dye your hair at home

The all-in-one kit comes complete with shampoo, conditioner, hair clips, brushes and ‘everything you need’ to dye your hair at home.

Customers can choose from 30 hair colours ranging from black to blonde and are provided with all the tools and dyes within the kit. 

Customers can also choose the frequency of the subscription between two to eight weeks, and Craig said the most popular time is six weeks between sets.

‘We find a lot of customers use the product to touch up their regrowth,’ he said.

Those wanting to simple try the product once can also do so.

The hair dye is also made with botanicals and aloe vera which softens and conditions the hair for a long-lasting shine. 

The hair dye is also made with botanicals and aloe vera which softens and conditions the hair for a long-lasting shine

‘We knew it would take time to grow the brand because women needed to have faith in our product,’ Craig said. 

On average the brand has sold more than 70,000 kits since launching and the brand is now looking to expand the brand overseas.

To help take their business to the next level, Maia and Craig will raise capital through Birchal equity crowdfunding, so its most loyal fans can share in their success. 

The Shade’s equity crowdfunding raise will support The Shade’s marketing, website improvements, the rollout of one-on-one video consultations, and developing new colour shades.

The company’s mission is to become the Australia’s premier low cost, premium home hair colour brand giving women and men a real alternative to expensive salons and cheap supermarket boxes with their outdated and harsh ingredients.