From LVLY to Luxury Haircare: Introducing Done

Hannah Spilva, co-founder of gifting business LVLY unveils Done, the at-home colour brand taking hair salons into the home.

Hannah Spilva, co-founder of gifting business LVLY, which sold for $35 million in 2022, has returned with her next venture: Done, a disruptive luxury home hair colour brand designed to solve one of beauty’s most habitual pain points, grey regrowth.

For Spilva, the opportunity is clear. “Our research shows that women can spend anywhere from 20 to 30 years of their lives covering greys before they feel ready to fully embrace them. That’s decades of repeat colouring, making hair colour one of the longest, most habitual beauty rituals, with a huge total addressable market, long customer lifecycles and unrivalled purchase frequency,” she told Power Retail.

The launch lands at a time when the Australian beauty and personal care market is booming, valued at USD 10.59 billion in 2024 and forecast to reach USD 15.74 billion by 2033, representing a 4.5 PERCENT CAGR, according to IMARC Group. Retailers such as Mecca, which recently opened their $50 million Melbourne flagship, and Adore Beauty, now moving into physical stores, are doubling down on the category.

Against this backdrop, Done is positioning itself as the digital-first disruptor in an overlooked segment: professional-grade at-home hair colour.

“Australians are increasingly embracing new models of beauty — from omni-channel retail to direct-to-door delivery, and from self-tanning to at-home microneedling. The rise of DIY beauty shows consumers want professional results on their own terms,” Spilva told Power Retail.

Spilva has earned a reputation as the “queen of convenience”, having scaled LVLY into one of Australia’s fastest-growing consumer brands by disrupting traditional industries with digital-first innovation. With Done, she’s applying that same approach to beauty.

“At LVLY, we leaned into convenience as a strategic USP that drove growth — it was a core part of our DNA. With Done, we’ve built convenience directly into our product and the tech that supports it,” she explained.

Currently, consumers are left choosing between “cheap, low-quality supermarket dyes and costly, time-consuming salons.” Done aims to close that gap with professional formulations. The products are vegan, cruelty-free, ammonia- and PPD-free, and designed to fit into the lives of time-poor consumers.

At the centre of the brand is the “Ride or Dye Club” subscription model, offering recurring delivery, free shipping and loyalty perks. Spilva believes this makes Done the “perfect subscription brand” given the high frequency of repeat purchases.

“Grey hair isn’t niche, it’s inevitable,” she said. “With women colouring their roots every 2 to 8 weeks, hair colour is one of the highest frequency, repeat-purchase categories in beauty — and that makes Done the perfect subscription brand.”

To accelerate its ambitions, Done has closed a pre-seed funding round. The capital will be used to expand product development, build subscription infrastructure and scale go-to-market plans.

“This round is about building strong foundations,” Spilva said. “Our focus is on getting the fundamentals right — understanding the key metrics that drive growth, like cost of customer acquisition, average order value and repeat purchase rates. At the same time, we’re laying the groundwork for scale by exploring retail partnerships and investing in product development. It’s about creating a category roadmap for the future: ensuring Done isn’t just a launch moment, but a long-term challenger brand that redefines how consumers experience hair colour.”

“Beauty power brands like Glossier, Merit and Adore Beauty all started as D2C before expanding into retail, so there’s a proven playbook. But digital-first doesn’t mean digital-only. Our long-term home is premium beauty retail destinations here in Australia and overseas, backed by a digital foundation.”

Done enters a category ripe for disruption.

“Hair colour is a stagnant category in beauty,” Spilva said. “Skincare and cosmetics have had their Glossiers and Rare Beauties — but in hair colour there’s still a gaping void between $20 supermarket box dye and a $200 salon visit. No clear leader, no real innovation. Done is here to change that.”

For Spilva, the mission is simple: “At Done, colour is the product — but what we’re really delivering is convenience and confidence.”