Evera & Keyluma Pro is GA's trade ordering site for two professional brands, Evera and Keyluma. It brings both ranges together in one place, so a salon can build a single order across haircare and colour, and see its own trade price on every product once its account has been approved.
Who it's for
The trade store sells to salons and professional stylists only — it isn't a consumer storefront. Every account is opened by hand rather than through automatic sign-up: we check the details a salon provides before switching an account on, and trade prices stay hidden behind sign-in until that happens. Keyluma PICTO in particular is sold exclusively to verified salon professionals, which is worth knowing if you've been asked to buy it on behalf of a client rather than for use in the salon — it isn't set up for that.
Two brands, one order
Evera is GA's salon haircare line — shampoos, conditioners, masks and treatments made in Italy and sold to professionals at trade prices. The range runs to thirteen products across six numbered systems: an everyday Frequent Use shampoo and conditioner, a Moisturising shampoo-and-mask pair for dry or frizz-prone hair, three tone-specific Supherbal shampoo-and-mask systems for red, blonde and dark hair, a five-minute Liquid Gloss protein treatment, and two leave-in styling products.
Keyluma is GA's professional colour system, built around PICTO — a demi-permanent conditioning colour with built-in gloss. It is ammonia-free and PPD-free, formulated at a neutral pH, and crafted in Italy, spanning 30 shades across 10 levels and 11 tonal families. Keyluma also carries the two products PICTO is used alongside: the Cream Activator it's mixed with, and the pH9 Alkaline Pre-Colour Shampoo used to prepare hair before colouring.
Where Evera is haircare a salon uses on clients and can sell on, Keyluma is a closed professional colour system reserved for people qualified to apply it. Both sit on the same trade store, and Evera and Keyluma ship together as one order — a salon restocking shampoo and colour in the same visit gets a single delivery, not two.
Opening an account
Because accounts are checked individually rather than approved automatically, applying takes a short email rather than a sign-up form. Existing Evera or Keyluma customers and new salons both write to care@everahair.com, with a different subject line for each case.
Existing customers use the subject "Trade account — existing customer" and include their salon name and address, the email address they currently order from, a VAT number if they have one, and how they currently buy — as a GA-affiliated salon, a GA franchise, or direct.
New salons use the subject "Trade account — new salon" and include their salon name and address, their website or Instagram, how many stylists work there, a VAT number if they have one, and which brands they're interested in — Evera, Keyluma, or both.
We check the details and open the account, then email to confirm sign-in. There's no separate approval step after that — once the email lands, signing in is all that's needed to start ordering.
What a salon sees once signed in
Once an account is approved, signing in unlocks that salon's own trade tier price on every product, always shown without VAT. Orders are placed on 30-day terms, so nothing is due at the point of ordering. Salons build their order from the order sheet, which lists Evera and Keyluma stock in one place, and orders are picked and shipped from GA's UK warehouse.
That single order sheet is the point of the trade store: a salon doesn't need one account for haircare and another for colour, and doesn't need to time two separate deliveries around a booking week. Whatever mix of Evera and Keyluma a salon needs — a shampoo restock, a batch of PICTO shades, or both — it's one sign-in, one price list in the salon's own tier, and one order.
For the full detail on each range, the Evera page covers the haircare systems product by product, and the Keyluma page covers PICTO's shade system, ingredients and how to use it. If your salon doesn't have a trade account yet, you can ask for one here.