Madison Reed – the new at-home hair color brand that is just launching in February 2014 – has raised $12 million in funding led by Norwest Venture Partners (NVP). Previous investors, True Ventures and Maveron, also participated in this round.

The brand intends to “revolutionize the at-home color experience, and leverages e-commerce technology to deliver salon-quality hair coloring formulas, a personalized hair assessment, and at-home delivery to consumers. The at-home coloring kit is shown.

“We found a way for women to have it all—the premier salon experience they deserve with the at-home convenience they need,” said Amy Errett, Madison Reed CEO and co-founder.

She continues, “This investment enables us to make quality and ease in hair coloring a reality for any woman. We will continue to create a superior product and have technology enable the best customer experience, from custom online consultations, and certified trained colorists that are on-call, to a mobile app that lets customers shop from anywhere and apply color formulas hands-free.”

Jeff Crowe, NVP managing partner commented, “The beauty industry is ripe for innovation and hair coloring in particular has long been divided between elite salons and low-quality do-it-yourself boxes. The Madison Reed team has developed a completely new approach by pairing the power of technology and e-commerce with new advancements in hair treatment products to open the door of a tremendous market opportunity.”

Madison Reed’s color application process was created by salon experts, and includes 27 pre-mixed multi-tone shades. The colors have undergone 2,000 hair tests on models of all hair types and been analyzed under three separate light sources.

The formulations are made in Italy, and used by famed stylist Sally Hershberger. It’s the only at-home hair color that’s available in salons.

It looks like now eSalon has some competition.