According to Devner, E.S. Wells was in business in Jersey City, NJ, from 1899 to 1912. She said Well's Hair Balsam was a "Revivifying Tonic and a Hair Dye." I found the products "E.S. Well's Hair Balsam" and "E. S. Well's Toilet Hair Luxury" both listed for sale in the 1896 and 1901 Morrison & Plummer catalogs.
Ephraim S. Wells, was selling Pharmaceuticals and Household Specialties in Jersey City, NJ at least as early as 1887 and at least as late as 1915. I found the products "E.S. Well's Hair Balsam" and "E. S. Well's Toilet Hair Luxury" both listed for sale in the 1896 and 1901 Morrison & Plummer catalogs.