Amazon unveils tech-led London salon

Amazon is launching a salon in London to trial new industry technology alongside hair care and styling services provided by Elena Lavagni, owner of Neville Hair & Beauty

Amazon is launching its first salon in London’s Spitalfields. Set over two floors and more than 1,500 sq. ft,  Amazon Salon will test the latest industry technology, while Elena Lavagni, owner of Knightsbridge based Neville Hair & Beauty, will head up the concept and provide hair care and styling services. Customers will be able to experiment with different virtual hair colours using augmented reality technology. Amazon Fire tablets will be available at each styling station and clients will be able to capture their new look in a dedicated creative area.

The salon will also test new point-and-learn technology. Customers can point at a product on a display shelf and the relevant information, including brand videos and educational content, will appear on a display screen. They can also can scan the relevant QR code on the shelf to visit the product detail page on and buy, with delivery to their home.

The salon will be open to Amazon employees only initially, before it opens to bookings “in the coming weeks”. Amazon said the salon would be an experiential venue showcasing new products and technology. Currently there are no plans to open any other salon locations.

“I’m really proud to be involved in the launch of Amazon Salon. Innovation is key to every industry and it’s really exciting that Amazon is getting behind the world of hair and looking to collaborate,” said Elena . “I am always looking for the next big treatment, product or style. It’s that curiosity which really drives me forward, and this new concept was really exciting to me. I am looking forward to hearing what clients think.”

Amazon Salon will offer a full range of hairdressing services for adults and children. Prices have not yet been shared but cut and colour services will be offered, plus texturiser treatments and braids.

“We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry,” said John Boumphrey, UK country manager at Amazon. “We want this unique venue to bring us one step closer to customers. It will be a place where we can collaborate with the industry and test new technologies.”

The salon is the latest move by the online retailer into the professional beauty sphere, following the launch of its professional beauty store on The online space offers more than 10,000 salon and spa products and supplies at wholesale pricing. There’s also added elements such as invoicing, no minimum order value and speedy delivery.

Click here for more business news >

Sign up for FREE access to the Salon Smart HUB

Join the Club

Most Wanted Awards

Most Wanted Awards

Creative HEAD on Instagram