Grey roots have long been one of the most expensive and relentless beauty maintenance tasks for women. Between salon appointments, mounting costs and the never-ending cycle of touch-ups, keeping colour looking fresh can feel like a part-time job. Now an Australian entrepreneur is looking to change that.
Hannah Spilva, best known for founding and later selling flower and gift delivery business LVLY for $35 million in 2022, has launched Done, an Australian at-home hair colour brand that is already making waves in the beauty industry.
Done's Ultimate Root Retouch Kit
The brand's best-selling product, the Ultimate Root Retouch Kit, costs $65 and is designed to deliver salon-quality grey coverage in just 10 minutes from the comfort of home. It has already struck a chord with shoppers, with Done selling out in its two most popular shades at Adore Beauty.
Done founder Hannah Spilva invested approximately $500,000 of her own money to create a more convenient solution for managing grey regrowth.
Award-Winning Brand
The success has been swift. Done was recently crowned "Best DIY Dye" at the Prevention Magazine Hair Awards 2026 and named "Best Australian Beauty Brand" at the Universal Beauty Awards 2026. Even more impressive is the brand's reported 100 per cent five-star review rating across thousands of units sold, a remarkable achievement in a category where customer satisfaction can be notoriously difficult to achieve.
Personal Experience Inspired the Idea
For Spilva, the idea was born from personal experience rather than market research. Like many women, she found herself spending significant amounts of time and money covering grey regrowth every few weeks. Frustrated by the constant salon visits, she set out to create a product that combined professional results with the convenience of at-home application.
Salon Quality at Home
Backed by approximately $500,000 of her own capital, Done was developed to bridge the gap between salon colour and traditional supermarket dyes. The result is a premium-looking product designed to sit proudly on a bathroom shelf while delivering professional-level results.
The Ultimate Root Retouch Kit features a salon-grade colour system developed in Milan and includes nourishing ingredients such as aloe vera, macadamia oil and vitamin E. The formula promises 100 per cent grey coverage while helping maintain shine and condition.
Significant Cost Savings
Perhaps the most compelling part of the brand's appeal is the potential cost saving. According to Done's calculations, a typical salon root touch-up every four weeks at around $200 per appointment can cost approximately $2,600 annually. By comparison, each Done kit contains two applications, meaning six kits can cover an entire year for around $360. That equates to an annual saving of approximately $2,240.
At a time when Australians are reassessing household spending and looking for smarter beauty solutions, it is easy to see why the concept is resonating.
Before-and-After Results Drive Interest
The growing popularity of before-and-after transformation content on social media has also helped fuel interest in the category. Done's genuine customer imagery showcases visible root coverage results without digital enhancement, offering consumers a realistic look at what they can expect.
For women looking to reclaim some time, reduce salon spending and simplify their beauty routine, Done is positioning itself as more than just another hair dye. It is aiming to challenge one of the beauty industry's most persistent pain points, proving that covering grey roots no longer has to come with a hefty salon bill attached.
