What The Shade does

The Shade (legally Theshade Pty Ltd) is an Australian direct-to-consumer hair care company headquartered in Malvern, Victoria, that designs, sources, and sells Italian-made hypoallergenic hair colour products targeted at consumers with sensitive scalps and people seeking grey coverage. Its core product line comprises 47 intermixable ammonia-free, PPD-free, paraben-free, phthalate-free, SLS-free, and gluten-free permanent, demi-permanent, semi-permanent, and intensive permanent colour formulations, supported by a graduated developer system (5, 10, 20, and 27 vol) and sold as individual tubes, toners ($27.95-$41.95), and colour kits. The product surface has been extended into the Restore hair growth collection (Scalp Therapy Spray, Hair Food Oil, Scalp & Hair Therapy Oil), a Repair line (Repair Mask, Repair Spray, Split End Serum), a Rebuild Protein Treatment, premium oils (Tsubaki), and accessories (Scalp Massager, bundles), with the Restore line validated by a 12-week consumer perception study reporting 89-94% improvement in hair growth, volume, and breakage metrics.

The Shade generates revenue through a mix of one-time product purchases and a recurring membership subscription. Prices range from $5.95 (25ml Repair Mask sachet) to $49.95 (Scalp Therapy Spray) per unit, with free domestic shipping over $70, Afterpay instalment payments, and international shipping to 11 countries. The membership program offers scheduled colour kit delivery, 15% accessory discounts, a free reusable Salon Set, and members-only offers, processed via Commonwealth Bank direct debit. Customer acquisition is driven by a product-led growth motion centred on free online colour consultations, a video tutorial library, an educational blog (Colour HQ), email marketing, and a loyalty rewards program. Distribution is entirely owned (no third-party retail or marketplace channels disclosed), with Australia Post handling logistics and Stripe, PayPal, and Google Analytics supporting the e-commerce stack. The company is founder/operator-owned with no disclosed institutional funding, and employs 11-50 people.

Name

The Shade

Legal name

Theshade Pty Ltd

Website

https://theshade.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

The Shade is an Australian DTC brand selling Italian-made, ammonia-free hypoallergenic hair colour and a botanical Restore hair growth line directly to consumers with sensitive scalps and grey coverage needs across 11 countries.

Ownership category

akta.pro rank

Product category

Hypoallergenic Hair Colour and Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Color & Bleaching (CRABABAD)

akta.pro secondary industries

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Conditioners & Hair Masks (CRABABAB)

Keywords

• Hypoallergenic hair colour
• Ammonia-free hair dye
• Natural hair care products
• Botanical scalp therapy
• At-home hair colouring

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Hair Colour Products: One-time purchase of colour tubes, colour kits, and developers for at-home hair colouring. Products include permanent colour, demi-permanent, semi-permanent, and toners ranging from $27.95 to $41.95
2. Hair Care Treatments: Sales of botanical-based hair care products including Repair Mask ($25.95), Tsubaki Oil ($39.95), Scalp Therapy Spray ($49.95), and Restore Hair Food Oil ($34.95)
3. Membership Subscription: Recurring membership providing regular delivery of colour kits, 15% discount on accessories, free reusable Salon Set, and members-only offers
4. Tools & Accessories: Sales of hair tools, accessories, and bundles including Scalp Massager ($12.95) and combo packs

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

The Shade manufactures and sells salon-grade, Italian-made hypoallergenic hair colour products (47 intermixable permanent, demi-permanent, semi-permanent, and intensive permanent colours) free from ammonia, PPD, parabens, phthalates, SLS, and gluten, targeted at consumers with sensitive scalps and those needing reliable 100% grey coverage. The product line is complemented by a botanical Restore hair growth collection (Scalp Therapy Spray, Scalp & Hair Therapy Oil, Hair Food Oil), a Repair collection (Repair Mask, Repair Spray, Split End Serum), a Rebuild Protein Treatment, and accessories, with a free Colour Consultation Service and a recurring Membership Program for home delivery of colour kits.

Product overview

The Shade is a direct-to-consumer hair care company offering a unified product portfolio centred on hypoallergenic, ammonia-free hair colouring products complemented by a comprehensive range of hair treatment, care, and styling accessories. The core offering comprises 47 intermixable hair colour products (permanent, demi-permanent, semi-permanent, and intensive permanent) with 100% grey coverage, sold as individual Colour Kits with various developer volumes or as part of Colour Consultation Services. The product line extends into the Restore hair growth collection (Scalp Therapy Spray, Scalp & Hair Therapy Oil, Hair Food Oil) designed to nourish the scalp and support thicker hair growth, the Repair collection (Repair Mask, Repair Spray, Split End Serum) for damage repair and hydration, Rebuild Protein Treatment for porosity reduction and colour retention, and premium tools/accessories including Tsubaki Oil, Scalp Massager, and hair pins. The company also offers a free Colour Consultation Service and a paid Membership Program with recurring delivery options.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Colour Products (47 Blendable Colours) Ammonia-free, hypoallergenic Italian-made hair colour range offering 47 intermixable shades across semi-permanent, demi-permanent, permanent, and intensive permanent options, providing 100% grey coverage suitable for individuals with sensitive scalps. Products are vegan, cruelty-free, and free from PPD, phthalates, SLS, parabens, and gluten.
• Toners Semi-permanent hair colour toners with cool tones designed to balance and mute unwanted warmth, boost shine, and counter-balance unwanted warmth in coloured or natural hair. Price range: $27.95 to $41.95.
• Colour Kits Complete hair colouring kits available in multiple developer volumes (5 vol for semi-permanent/toners, 10 vol for demi-permanent, 20 vol for permanent, 27 vol for stubborn grey coverage), enabling customers to achieve various coverage levels and effects at home.
• Vitamin C Colour Pigment Remover Product for removing unwanted colour pigment from hair. Price range: $24.95 to $44.95.
• Repair Mask Deeply nourishing treatment mask with organic quinoa and argan oil that moisturises and strengthens hair, restores shine, and improves the health of dehydrated hair. Available in 250ml ($25.95) and 25ml sachet ($5.95).
• Rebuild Protein Treatment Fortifying protein and amino acid treatment ($24.95, sachet) that rebuilds, repairs, and strengthens hair by filling gaps in the hair cuticle, reducing porosity, and improving colour retention.
• Restore Scalp Therapy Spray Nutrient-rich leave-in conditioning spray ($49.95, 120ml) with 16 botanicals and organic oils that lightly conditions hair, protects from UV and heat damage, nourishes the scalp, and stimulates hair growth.
• Restore Hair Food Oil Hair oil ($34.95, 50ml) featuring 26 herbs, plant-based vitamins, and heritage organic oils including African Chebe, Ashwagandha, Brahmi, and Ginseng that deliver nutrients directly to roots to support thicker, healthier hair growth.
• Restore Scalp & Hair Therapy Oil Lightweight 100% plant-based oil (50ml) infused with 24 nourishing herbs and botanicals that revitalise and stimulate hair follicles, promote healthy hair growth, and reduce thinning and breakage.
• Tsubaki (Camellia) Oil 100% pure, lightweight dry oil ($39.95, 40ml) pressed from Camellia japonica flower seeds, rich in oleic acid, proteins, and glycerides. Transforms dry, damaged hair into soft, strong, shiny locks; also suitable for skin.
• Scalp Massager Hand-held scalp massager ($12.95) that increases scalp circulation and stimulation to support a healthy scalp, exfoliates dry skin and product build-up, and stimulates blood flow to hair follicles.
• Ultimate Restore Bundle Comprehensive hair growth bundle ($106.25, reduced from $132.80) including Restore Scalp & Hair Therapy Oil (50ml), Restore Hair Food Oil (50ml), Restore Scalp Therapy Spray (120ml), and Scalp Massager.
• Repair Spray Lightweight, non-greasy spray with organic botanicals and vitamins that boosts softness and strength of dry or damaged hair, restoring hydration, repairing, and strengthening damaged hair.
• Split End Serum Lightweight nourishing treatment that seals, smooths, and rebuilds thin and frayed ends, fortifying and protecting hair from future damage with organic coconut oil, argan oil, Marshmallow Root, and Arnica.
• Colour Consultation Service Free online colour consultation providing instant colour recommendations, or personalised colour advice from a colourist to help customers find their perfect shade.
• Membership Program Subscription service offering discounted Colour Kits, 15% off accessories, free reusable Salon Set, and members-only offers. Set the shipping schedule for convenient home delivery.

Quantifiable outcome

• 98% of users agree their scalp was not irritated, sore or itchy after use (12-week Consumer Perception Study, 125 users)
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

One partnership is on record.

• Australia PostminorOthersLogistics partnership for domestic and international delivery services within Australia and to international destinations including UK, USA, Canada, New Zealand, and other countries.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• eSalon: DTC custom hair colour company that formulates bespoke shades and ships directly to consumers. Direct competitor in the at-home, personalized hair colour category.
• Madison Reed: US-based DTC hair colour brand offering ammonia-free, multi-dimensional permanent colour kits delivered to consumers' homes. Closely comparable business model, target customer, and product positioning to The Shade.
• dpHUE: DTC brand offering at-home hair colour and colour-depositing hair care products. Comparable in combining permanent colour with treatment-focused hair care extensions.

Broad incumbents

• L'Oréal Paris Excellence: Mass-market hair colour giant with ammonia-free variants (Excellence Creme, Casting Creme Gloss). Direct competitive overlap with The Shade in the at-home grey coverage segment.
• Schwarzkopf (Henkel): Mass-market global hair colour and care brand owned by Henkel, with ammonia-free product lines (e.g., Color Expert, Simply Color). Competes with The Shade across both at-home and professional channels.
• Moroccanoil: Global hair oil and treatment brand with strong salon channel presence. Directly comparable product overlap with The Shade's Tsubaki Oil and Restore Hair Food Oil.
• Olaplex: Global professional hair care brand with bond-rebuilding treatments, sold across salons and DTC. Comparable on the treatment/repair category overlapping with The Shade's Repair Mask and Rebuild Protein Treatment.

Emerging players

• Vegamour: Plant-based hair growth and scalp health brand selling serums, supplements, and scalp treatments DTC. Directly comparable to The Shade's Restore collection (Hair Food Oil, Scalp Therapy Spray).
• Christophe Robin: Premium hair care brand focused on sensitive scalp, colour care, and natural formulations. Overlaps on the scalp-sensitive positioning and the hair care treatment portfolio.

Regional players

• NAK Hair: Australian professional hair care brand offering colour, treatments, and styling products primarily through Australian salons. Comparable Australian origin and overlapping hair colour/treatment portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Shade