The startup company, eSalon.com, is continuing to reinvent the hair color category. The ecommerce site has fulfilled over 500k orders for the at-home hair color sold on the site.

The ecommerce site launched in 2010, and helps women to find their perfect hair color – so they can skip the salon and get better results from at-home color. eSalon’s sales have tripled over the past year and the company is on track to reach $10 million in anticipated revenues by the end of 2013.

“Reaching 500,000 orders over the past three years is an incredible milestone for the business,” said Francisco Gimenez, CEO, eSalon.com “Our goal has been to offer clients the chance to finally fall in love with their hair color, and we are excited for the continued success of this vision.”

The breakthrough technology platform for its hair dye mixing machine, known as “the love machine,” is the company’s “secret weapon,” because it helps customers find their perfect hair color match.