What Aura Salonware does

Aura Salonware is a private U.S. cloud-based SaaS company that provides an all-in-one management platform for hair salons, spas, nail salons, and barbershops. The platform unifies online booking, scheduling, client portal, self check-in, loyalty and referral programs, gift cards, KPI dashboards, reporting, staff and inventory management, integrated point-of-sale (AuraPay), and two-way email and text marketing into a single system built specifically for beauty-service workflows. Technically, Aura runs on a multi-location single-database architecture, includes a SmartBooking engine that optimizes double-booking and remembers client-specific service durations, and supports granular role-based reporting. The company monetizes through four tiered monthly subscriptions (Feisty $99, Fearless $199, Fierce $349, Ferocious $429), à la carte add-ons (Two-Way Texting $150/mo, Forms & Waivers $50/mo, Memberships & Classes $75/mo), transaction fees on integrated AuraPay processing using transparent Interchange+ pricing, a Parafin-powered merchant cash advance product (Aura Capital), and a separate AI-powered marketing sub-brand (Salon Marketing Services Pro) priced $129–$499/month plus ad spend.

The company serves both single-location SMB operators and multi-location mid-market chains, distributing through a self-serve 14-day free trial, demo-assisted sales for larger accounts, and an integration and partnership ecosystem that includes Vish, Tippy, Aveda, SalonInteractive, LEVEL Loyalty Rewards, Kao Salon Alliance, and the Professional Beauty Association (100,000+ members). Named customers include Tangerine Salon, Bob Steele Salons, Currie, DV8 Salons, La Belle Vie, Apotheca, Oak + Lorel, and Conceit Nails, with case studies citing outcomes such as 71% reduction in cancellations and 30% growth in new guests.

Aura operates as AURA SALONWARE, INC, with FS Operations Corp (DBA AURA Salonware) functioning as a subsidiary of Fullsteam Operations LLC, a holding company that also controls payment services in the U.S. (Fullsteam Operations LLC) and Canada (FS Payments Canada Ltd.). The company has raised a single $2,000,000 funding round in October 2019; founder Sarah Cooper serves as CEO. Headcount is reported in the 11–50 range, with headquarters in Auburn, Alabama (legal entity) and a Miami Beach, Florida presence.

Name

Aura Salonware

Legal name

AURA SALONWARE, INC

Website

https://aurasalonware.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Aura Salonware is a cloud-based SaaS platform that unifies booking, scheduling, POS (AuraPay), marketing, and client management for hair salons, spas, nail salons, and barbershops, monetizing through tiered subscriptions ($99–$429/month), integrated payment fees, and an AI-powered marketing sub-brand.

Ownership category

akta.pro rank

Product category

Salon Management Software

NAICS

Barber Shops (812111)

akta.pro primary industry

Women's Hair Salons (HSALAAAA)

akta.pro secondary industry

Barber Shop + Salon Hybrid Services (Unisex) (HSALABAF)

Keywords

• Salon management software
• Beauty salon booking platform
• Salon point of sale
• Spa management software
• Barbershop scheduling software

Headquarters

HQ city

Miami Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription Software: Monthly SaaS subscriptions with four tiers (Feisty $99, Fearless $199, Fierce $349, Ferocious $429) offering increasing provider limits, email/text allocations, and feature access. Recurring monthly revenue model with annual billing option implied.
2. Payment Processing (AuraPay): Integrated payment processing with transparent Interchange+ pricing. Revenue generated from transaction fees on payments processed through the platform at point of sale, chairside, or via client portal.
3. Add-on Features: Additional revenue from optional add-ons: Two-Way Texting/Email & Text Marketing ($150/mo), Client Forms & Waivers ($50/mo), Memberships & Classes ($75/mo).
4. Capital Advance: Merchant capital advance program powered by Parafin. Revenue generated from fixed fees on capital advances provided to customers based on their sales history.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Aura Salonware sells a cloud-based, all-in-one salon management SaaS platform for hair salons, spas, nail salons, and barbershops. The platform unifies online booking, scheduling, point-of-sale payment processing (AuraPay), client relationship management, marketing automation, inventory, and reporting, sold via tiered monthly subscriptions and complemented by integrated payment processing fees and a merchant capital advance product (Aura Capital).

Product overview

Aura Salonware is a unified all-in-one salon management platform designed for hair salons, spas, nail salons, and barbershops. The platform operates on a tiered subscription model (Feisty $99/mo, Fearless $199/mo, Fierce $349/mo, Ferocious $429/mo) with tier-gated features. Core capabilities include Online Booking, Client Portal, Scheduling (SmartBooking), KPI Dashboard, Reports, Goal Setting & Tracking, Staff Management, Inventory Management, AuraPay POS, Email Marketing, Sent Text Marketing, Promotions, Memberships & Classes, and Aura Capital. The platform includes Client Experience tools (Self Check-In, Loyalty Program, Referral Program, Gift Cards, Forms & Waivers) and supports single and multi-location operations. Industry-specific variants exist for hair salons, spas, nail salons, and barbershops. Salon Marketing Services Pro (SMS) is a separate AI-powered marketing sub-brand offering websites, a Digital Assistant, and ad management. The ecosystem integrates with Vish (color management), Tippy (tipping), SalonInteractive (product catalog), SalonScale, Aveda, LEVEL Loyalty Rewards, and Kao Salon Alliance.

Differentiator

Problem solved

Functional benefit

Brands

• Salon Marketing Services Pro: AI-powered marketing platform for salons providing premium websites, digital assistant, Google Business profile management, and Google & Meta Ads management.
• Aura Academy

Products and services

• Aura Salonware Core Platform All-in-one cloud-based salon, spa, and barbershop management platform unifying online booking, scheduling, point-of-sale, client relationship management, marketing, inventory, and reporting for beauty service businesses.
• AuraPay POS Integrated point-of-sale and payment processing system with transparent Interchange+ pricing, supporting payments at desk, chairside, and via client portal, with Salon Wallet card-on-file, Apple Pay, Google Wallet, gift cards, and loyalty point redemption.
• Aura Capital Merchant capital advance program providing upfront capital to salons based on sales history, with no credit checks, no collateral, no personal guarantee, and funds deposited in 1-2 business days.
• Salon Marketing Services Pro AI-powered marketing services platform for salons offering premium websites, Google Business Profile management, Google and Meta Ads campaign management, reputation management, and an AI Digital Assistant, priced at $129-$499/month plus ad spend.
• Sent Text Marketing Premium two-way text marketing platform for salons with precision-targeted SMS campaigns, flyer-style banners, and detailed usage reports for filling last-minute openings.

Quantifiable outcome

• Cut cancellations by 71% with automated reminders, deposits, and automated waitlist management
• +1 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• VishcoreTechnology or IntegrationLeading color management system helping salons eliminate waste, control pricing, and increase profits. Uses Bluetooth scale and intuitive software to automate color tracking from Color Bar to checkout. Fully integrated with Aura scheduling and reporting.
• TippycoreTechnology or IntegrationTipping expert in the salon industry that puts more money in teams' hands. Provides seamless, all-in-one checkout experience with Aura. Partnership announcement through dedicated landing page.
• LEVEL Loyalty RewardsminorGTM or Marketing PartnerLoyalty rewards program for salons on every purchase of Redken, Matrix, Biolage, L'Oréal Professionnel, Kérastase, Shu Uemura Art of Hair, Pureology, Pulp Riot, and Mizani. Aura salons can redeem LEVEL Loyalty Reward points toward subscription fees.
• Kao Salon AllianceminorGTM or Marketing PartnerExclusive rewards for salons from education to backbar products, and software licensing. Aura salons can redeem their Salon Alliance Points toward subscription fees.
• AvedacoreTechnology or IntegrationHigh-performance botanical haircare brand trusted by thousands of hair artists. Aura empowers Aveda salons with direct ordering, instant product updates, and visual reporting tailored to key benchmarks.
• SalonInteractivecoreTechnology or IntegrationIntegrated product catalog access to 400+ professional brands. Aura users can sync product data, streamline inventory, and easily order from participating distributors to keep retail and backbar fully stocked.
• Professional Beauty Association (PBA)minorGTM or Marketing PartnerLargest non-profit trade organization in the U.S. beauty industry serving over 100,000 members including stylists, estheticians, salon and spa owners, students, manufacturers, and distributors. Aura is a proud member.
• Intercoiffure America-CanadaminorGTM or Marketing PartnerPrestigious community for salon owners dedicated to connecting, collaborating, and propelling the beauty industry forward. Aura is a trusted partner.
• QnityminorImplementation/ SI/ Consulting PartnerSupports salons, spas, and medspas with turnkey systems, coaching, and services to help achieve greater financial success through scalable and sustainable practices.
• HPSAminorGTM or Marketing PartnerSupports salon owners committed to elevating their business with continued education and growth through partnership with Aura.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GlossGenius: U.S.-focused all-in-one salon and beauty business management platform serving independent stylists and small salons with booking, payments, and marketing. Closely comparable to Aura on target customer (SMB beauty services), product scope (SaaS + integrated payments), and PLG GTM.
• Boulevard: Premium salon and spa management software for self-care businesses, with integrated POS, scheduling, and client management. Direct comparable to Aura on multi-location support, integrated payments, and positioning toward upscale hair salons and med-spas.
• Mangomint: Modern, all-in-one salon and spa software with scheduling, POS, client management, and reporting. Direct competitor to Aura in the U.S. salon/spa SaaS market, particularly for multi-location and growth-minded operators.
• Vagaro: Cloud-based salon, spa, and fitness business management software with booking, POS, marketing, and a consumer marketplace. Overlaps with Aura across all core salon/SPA workflows and shares the SMB-to-mid-market focus.
• Fresha: Global salon and spa software platform with integrated payments, a consumer marketplace, and a freemium GTM model. Comparable to Aura in product scope and target customer, but competes globally and has raised significant growth capital.
• Phorest Salon Software: Salon and spa management software with a strong focus on hair salons, online booking, client retention, and marketing. Direct comparable to Aura's hair-salon vertical, particularly around retention tools and multi-location support.
• Zenoti: Enterprise-grade spa, salon, and medspa cloud platform with payments, inventory, and marketing automation. Comparable to Aura's multi-location and spa verticals but targets larger enterprise accounts.
• Rosy Salon Software: Salon and spa business management software targeting independent and multi-location salons with scheduling, POS, and marketing. Direct SMB-salon competitor to Aura with a similar feature breadth.

Broad incumbents

• Mindbody: Large incumbent SaaS platform for salons, spas, fitness, and wellness studios with booking, payments, and a consumer marketplace. Overlaps with Aura on salon/SPA workflows but operates much more broadly across verticals.
• Square Appointments: Block's online booking and payment platform serving salons, spas, and service businesses of all types. Comparable to Aura's POS + booking combination but as part of a much broader SMB payments and software suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aura Salonware