I went to Amazon’s high-tech hair salon and practically dyed my hair pink

Kate Duffy

Amazon’s hair salon in London. Insider/Kate Duffy

  • I went to Amazon’s only hair salon in East London for a $72 (AU99) haircut.

  • I used the augmented reality app to see what hair color and style I liked before making a decision.

  • The living room is filled with Amazon-branded products, such as Echos and Fire Kindles.

  • See more stories on Insider’s business page.


I went to Amazon’s first hair salon in London to see what it was all about. When it opened in April, only Amazon employees could go there. It opened to the public at the end of May.

Admission to the Amazon Lounge

The salon is known for its augmented reality app, which lets me experiment with different hairstyles and colors through a screen before deciding on the look I want.

Amazon's augmented reality technology

First, I practically dyed my hair pink. I was impressed at how real it felt around my roots.

Selfie of hair color in Amazon's augmented reality app

Then I went for platinum blonde – it looked less natural around my face.

Selfie of hair color in Amazon's augmented reality app

There was also the option for an ombre look. It was less subtle and hard to see on screen due to the reflection.

Selfie of hair color in Amazon's augmented reality app

Finally, I tried purple but decided to stick with my natural color. I was too nervous about the difference between the actual dye and the AR app color.

Selfie of hair color in Amazon's augmented reality app

The salon is based in East London, an area that has gentrified over the years and is popular with hipsters. Hairdressers told me that the salon is well positioned as locals are more likely to experiment with unusual hairstyles.

Hair Products at Amazon Salon

The hairdresser took me to the sink to wash my hair. The lounge even had its own branded towels.

Hair wash seat in Amazon salon

I sat in a chair while the hairdresser talked to me about my hair type and how to apply the products.

Selfie in the hair salon mirror

Behind me was a range of products, including shampoos and hair straighteners, which customers can purchase on Amazon.

Hair Products at Amazon Salon

Customers can use their smartphone to scan a QR code next to a product they want. This takes them to the Amazon page where they can order the product and have it delivered to their doorstep.

Hair Products at Amazon Salon

Online ordering allows customers to leave the salon without taking bottles with them. Amazon Prime customers have an advantage with faster delivery times.

Hair Products at Amazon Salon

I pointed to hair products on a shelf for information to appear on a display screen in front of me. I had to make sure my finger was hovering over a black sensor on the shelf for it to work.

Hair Products at Amazon Salon

Halfway through my appointment, I was happy with how my hair looked.

Selfie in the hair salon mirror

There were four seats upstairs and seven seats downstairs in the Amazon Lounge.

Seats in the Amazon Lounge

Most of the tables had an Amazon Fire Kindle, and there were Amazon Echo speakers scattered around the living room, which were used for music.

Customer seat and desk in the Amazon Lounge

Amazon salon hairstylists are hired and employed by ELSL Hairdressing, run by Elena Lavagni, owner of Neville Hair & Beauty Salon in London. A handful of Amazon Salon stylists are also qualified to teach hairstyling, an Amazon spokesperson told Insider.

Hair Products and Seats in Amazon Salon

Here is the result of my $72 (AU$99) Amazon Salon haircut!

Hairdresser selfie after cutting


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