Launched: 2022
Key Executives:
2025 Full Year Expected Revenue Range: $20 to $30 million according to industry estimates.
Primary Category: Haircare
Other Categories: Facial Skincare, Bodycare
Key Markets: United States, Canada, European Union, United Kingdom, Australia, New Zealand, select countries in Asia
Retail Partnerships: Goop, Amazon, Salons
Primary Distribution Channel: DTC
Other Distribution Channels: Amazon, Boutique, Professional
I was retired out of hair. However, Covid hit, and I was stuck inside. I was at home with my then girlfriend, now wife, and my mind started going. I wondered about different chemistries and applications. Then, I started doing experiments and found amazing results and new science. My prior technology was created in a garage. This time, it was built in a bathroom. Once I had something, I knew it had to be better in every way, so I focused on the aspects that were needed to make a generational change in technology. Epres was born.
Insights provided by Eric Pressly, Founder
Key business initiatives for 2025?
We want to stay very focused. We are not a brand to launch newness just to launch. Innovation takes time, and we want to continue to reach new users of our existing technology. We will drive depth and penetration in our existing channels with our existing products. There are a few additional countries we will open simply because of the demand where we have heavily vetted the right channel partners. In terms of new products, I am always working a few things, however, we don’t launch until we are ready. Until then, we focus on customer usage, experience, education, and acquisition to delight and have users discover what it means to truly have healthy hair.
What are you most proud of having accomplished?
Creating something that is truly next generation is difficult. In the past I was the first. Today, I can say that in terms of performance, I believe we are the best. Communicating this in the right way, while upholding others in the industry and striking that balance is a big motivator.
What has been the biggest surprise?
It’s complex to make something simple and yet simplicity can often times be made complex. I wanted to simplify the category, to simplify the user experience for salon professionals and consumers. What’s been surprising is explaining the ease of everything can still take time as beauty aficionados are used to complicated routines and believe simplicity must come with some “catch.”
What fuels your competitive advantage?
Our brand has the advantage that innovations come in house (literally) with fearlessness to focus on white spaces that others will not touch as they lack the performance.
Insight on the future of the beauty industry.
I believe ingredients and technologies will be scrutinized more, and they should be. We see the rise in conscious chemistry, ways to check impact like the Yuka app and EWG are growing, and a willingness from all buyers across channels to know more. Education, real education, delivering real results will drive loyalty and truth.
What is the best piece of advice you’ve been given?
When innovating, it is easy to come up with ideas, and most of those ideas are bad. Great advice I was given early on was to learn when to give up on a bad idea as you only have so much time, and you need it for the good ideas.
What is the best mistake you've ever made and what did you learn?
I still make mistakes and learn every day, so it is hard to pick just one.
What advice would you give to someone contemplating launching a beauty brand?
Coming from the technology side, something I see scientists trying to do is create a technology and forget the consumer is buying a product not a technology. Thus, you need to focus on making a quality product, not just a new technology.
If you could change one thing in the beauty industry what would it be?
There is a need for some common sense regulation: for example, transparency of fragrance ingredients or known thermal degradation chemicals.
