Ruuby
Ruuby is a London-founded marketplace platform connecting affluent consumers and luxury enterprise clients with 2,500+ vetted mobile beauty and wellness professionals for at-home treatments across the UK, UAE, Switzerland and South of France.
- Company typePrivate
- Founded1984
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Ruuby does
Ruuby is a London-based digital concierge and marketplace that connects affluent consumers and enterprise clients with 2,500+ hand-selected, vetted mobile beauty and wellness professionals for treatments delivered to home, hotel or office. Operating across four markets — the United Kingdom, the United Arab Emirates, Switzerland and the South of France — the company covers thirteen treatment categories including massage, hair, nails, facials, makeup, waxing, spray tan, lashes and brows, wellness, lymphatic, IV drips (via partner Effect Doctors), physiotherapy and osteopathy, and aesthetics. Its technology stack is a consumer iOS/Android app and website, a separate therapist-side professional app, real-time availability and postcode-based booking, and a multi-channel concierge layer operating across email, WhatsApp, SMS, phone and in-app chat. Payment is processed through Braintree (PayPal) and Stripe, with Apple Pay and Google Pay supported; HubSpot powers lifecycle email and Meta's WhatsApp Business Platform underpins messaging. AI-assisted tools draft and triage concierge messages but human review is mandatory for non-routine replies.
Ruuby monetizes primarily as a booking agent, retaining a management fee on each consumer transaction and remitting the balance to the therapist. A secondary revenue line comes from B2B professional services: in-spa cover, in-room spa services and celebrity residencies for five-star hotels and members' clubs (Claridge's, The Connaught, Belmond Le Manoir, Grace La Margna St Moritz, One Hyde Park), and large-scale event staffing for fashion houses and luxury brands (Gucci Cruise Show 2024, Giorgio Armani, Tiffany & Co., Dr. Barbara Sturm, L'Occitane en Provence, K18, OUAI, Victoria Beckham). Gift cards provide a third revenue stream. Operations run 6am–11pm, 365 days a year, with same-day bookings often within 60–90 minutes; the largest event deployments cover 150+ guests in a single day.
The company was founded in London by Venetia Archer and was incubated by Founders Factory in 2015; in 2018 it acquired Perfect 10, and in October 2024 it closed a £2.6M growth round led by Praetura Ventures. Ruuby is a private limited company (Ruuby Limited, company number 08910845) with 11–50 employees, reporting over 1 million appointments delivered lifetime and 150,000+ five-star reviews across its app and platform.
Ruuby firmographics
Firmographics- Name
- Ruuby
- Legal name
- Ruuby Limited
- Website
- https://ruuby.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ruuby is a London-founded marketplace platform connecting affluent consumers and luxury enterprise clients with 2,500+ vetted mobile beauty and wellness professionals for at-home treatments across the UK, UAE, Switzerland and South of France.
- Ownership category
- akta.pro rank
Ruuby industry classification
Industry- Product category
- On-Demand Beauty Services Marketplace
- NAICS
- Hair, Nail, and Skin Care Services (81211), Other Personal Care Services (81219), Personal Care Services (8121)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Mobile Beauty Packages & Group/Party Services (e.g., pamper parties) (HSALAMAM)
Keywords
Where Ruuby is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
Ruuby business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- Marketplace Booking Commission: Ruuby acts as a booking platform/agent arranging appointments between customers and mobile beauty/wellness therapists. Customers pay the Appointment Fee at booking; Ruuby retains a management fee (described in terms as 'the management fee we take in relation to any booking') and remits the balance to the therapist. This is the primary revenue stream — a transaction fee/take rate on each completed booking across all treatment categories (massage, hair, nails, makeup, facials, waxing, spray tan, aesthetics, IV drips, physio/osteopathy, wellness).
- B2B Hospitality Partnerships: Ruuby provides in-spa cover, in-room spa services, and celebrity beauty residencies to five-star hotels and spas (Claridge's, The Connaught, Belmond Le Manoir aux Quat'Saisons, Grace La Margna St Moritz, One Hyde Park). Revenue is generated through staffing fees for spa cover and service fees for in-room treatments and residency placements. Partnerships include corporate events coverage for brands (Gucci, Giorgio Armani, Dr. Barbara Sturm, L'Occitane en Provence, K18, OUAI, Tiffany & Co).
- Events & Productions Staffing: Ruuby supplies professional beauty teams for events and productions — fashion shows, press days, brand activations, editorial campaigns. Revenue from staffing fees coordinated through the corporate team. Supports large-scale deployments of 150+ guests per day across multiple therapists and disciplines.
- Gift Cards: Ruuby sells digital gift cards redeemable across any treatment (subject to availability) in the UK, UAE, and Switzerland. Gift cards are valid for one year from purchase. Provides both a revenue advance and a customer acquisition vehicle.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic, Elite, and Celebrity therapist tiers with price differentiation |
| Unit Pricing | Pay-as-you-go | Per-treatment pricing with therapist tier and duration modifiers |
| Unit Pricing | Pay-as-you-go | UAE market pricing in AED |
| Unit Pricing | Pay-as-you-go | South of France pricing in EUR |
| Unit Pricing | Pay-as-you-go | Aesthetics pricing — anti-wrinkle, fillers, Profhilo, PRP |
| Unit Pricing | Pay-as-you-go | Physiotherapy and osteopathy pricing |
| Unit Pricing | Pay-as-you-go | IV drip pricing in London |
| Unit Pricing | Pay-as-you-go | Wellness services pricing — yoga, Pilates, personal training, energy healing |
| One time/ perpetual license | Pay-as-you-go | Gift cards (UK, UAE, Switzerland) |
Go-to-market motion5 records
Distribution channels6 records
Marketing channels9 records
Ruuby product offering
Product offeringCore offering
Ruuby is a premium digital marketplace and concierge platform that connects customers with 2,500+ vetted, hand-selected mobile beauty and wellness professionals for on-demand at-home treatments including massage, hair, nails, facials, makeup, waxing, spray tan, lashes and brows, wellness, IV drips, physiotherapy, aesthetics, and medical services. The platform operates via a consumer mobile app (iOS/Android), website, and a multi-channel concierge team (email, WhatsApp, SMS, in-app chat, phone), and also supplies therapists to luxury hotels, spas, fashion houses, and brand events.
Product overview
Ruuby is a premium digital concierge and marketplace platform for at-home beauty and wellness services. The core platform consists of the Ruuby consumer App (iOS/Android) and a Ruuby PA professional App, supplemented by a two-way Concierge Service accessible via email, WhatsApp, phone, and in-app chat. The platform connects clients with 2,500+ vetted, hand-selected beauty and wellness professionals (therapists, stylists, practitioners, clinicians) across two main service channels: direct consumer bookings (At-Home Treatments) and corporate/B2B services (Hospitality Partnerships and Events & Productions). The At-Home Treatments portfolio spans 13 distinct service categories: Massage, Hair, Nails, Facials, Makeup, Waxing, Spray Tan, Lashes & Brows, Wellness (yoga, Pilates, personal training, energy healing), Lymphatic Treatments, IV Drips (via medical partner Effect Doctors), Physiotherapy & Osteopathy, Aesthetics (anti-wrinkle injections, dermal fillers, Profhilo, PRP, mesotherapy, chemical peels, skin boosters), and Medical Services (GP). Corporate offerings include In-Spa Cover, In-Room Spa Services, Celebrity Residencies (hospitality), and Events & Productions staffing (fashion shows, press days, brand activations). The Ruuby Weddings service coordinates multi-therapist bookings for bridal parties. Gift Cards provide a gifting product. Treatments are available across four geographic markets: the United Kingdom (all categories), the United Arab Emirates (all except aesthetics), Switzerland and the South of France (all except aesthetics and IV drips).
Differentiator
Problem solved
Functional benefit
Products and services
- Ruuby App Ruuby's primary consumer mobile application (iOS and Android) used to browse treatments, view live therapist availability, compare practitioners, manage bookings, save favourites, receive appointment reminders, tip therapists, and access real-time therapist arrival updates.
- Ruuby Concierge Service A white-glove concierge service accessible via email, WhatsApp, in-app chat, and phone that handles booking assistance, personalised treatment recommendations, group and wedding coordination, last-minute bookings, and out-of-hours requests across all markets.
- At-Home Massage Mobile massage therapy delivered to clients' homes, hotels, or offices, including Bespoke, Deep Tissue, Pregnancy, Thai, Sports, and Reflexology Massage in 60/90/120-minute durations.
- At-Home Hair Mobile hair styling services delivered to clients' locations, including blow-drys, dry styling, updos, Afro hair styling, and cut and blow-dry treatments for women and men.
- At-Home Nails Mobile nail services including classic manicures, pedicures, gel manicures and pedicures, builder gel manicures, and Russian manicures, delivered with professional-grade products and equipment.
- At-Home Facial Mobile facial treatments tailored to skin needs (hydrate, brighten, or deeply cleanse), delivered with professional-grade skincare products including Dr. Barbara Sturm, Mantle, and Dr. Levy.
- At-Home Makeup Mobile makeup application services for events, evenings, and special occasions, using premium products including Charlotte Tilbury, Dior, and Pat McGrath.
- At-Home Waxing Mobile waxing services covering Brazilian, Hollywood, underarm, full leg, half leg, arms, back, upper lip, and brow wax treatments, using professional techniques and products.
- At-Home Spray Tan Mobile spray tanning services including express (1-3 hour) and standard (8-hour development) treatments, using premium brands such as Vita Liberata, St.Tropez, and Tan-Luxe.
- At-Home Lashes and Brows Mobile lash and brow services including lash lifts, brow lamination, classic and Russian lash extensions (with infills), tinting, and shaping and tidying.
- At-Home Wellness Mobile wellness sessions delivered by vetted, qualified instructors, including yoga, Pilates, personal training, and energy healing (Reiki) with sessions available in 30, 60, or 90-minute durations.
- At-Home IV Drips Mobile IV vitamin drip therapy delivered exclusively by Effect Doctors' qualified medical practitioners, including Bespoke IV Drip, NAD+ Package (Limitless), Deluxe Recovery, Immunity, Iron Infusion, Myers Cocktail, Jet Lag Reset, and Drip & Glow; available in London only.
- At-Home Physiotherapy and Osteopathy Mobile physiotherapy and osteopathy delivered by registered clinicians, treating back and neck pain, sports injuries, joint and muscle tension, posture, and mobility issues, including acupuncture for pain relief; all clinicians arrive with a professional treatment table.
- At-Home Aesthetics Mobile aesthetic treatments delivered by vetted, qualified medical practitioners (doctors, dentists, nurses, nurse prescribers), including anti-wrinkle injections, Profhilo, dermal fillers, PRP therapy, mesotherapy, chemical peels, and skin boosters; available in London, Surrey, the Cotswolds, and Manchester.
- Ruuby Weddings and Bridal Specialist coordination of beauty and wellness services for bridal parties, wedding mornings, and hen parties, including hair, makeup, nails, spray tan, and massage for the bride, wedding party, and guests, with multiple professionals attending the same address simultaneously.
- Ruuby Hospitality Partnership (In-Spa Cover and In-Room Spa) B2B hospitality service for five-star hotels, spas, and members' clubs providing flexible therapist staffing (sickness, maternity, peak-season, after-hours) and full in-room spa services, with end-to-end delivery including therapists, products, treatment beds, linens, and post-treatment turn-down.
- Ruuby Celebrity Residencies Placement of high-profile beauty, hair, makeup, wellness, and health talent on-site at luxury hotels, spas, and members' clubs for residencies, seasonal takeovers, and long-term partnerships, enabling guest engagement, press generation, and brand elevation.
- Ruuby Events and Productions Professional beauty and wellness staffing for fashion shows, press days, brand activations, product launches, runway events, VIP events, corporate wellness days, and editorial shoots, including backstage hair/makeup/nails, pop-up beauty experiences, and multi-therapist staffing for up to 150+ guests per day.
- Ruuby Gift Cards Digital gift cards redeemable across all Ruuby treatments, valid for one year from purchase, available for purchase online and sent digitally to recipients in the UK, UAE, and Switzerland.
Quantifiable outcome
- 150,000+ five-star reviews across the platform
- +5 more outcomes
Companies that use Ruuby
Customer profileNamed customers16 records
Segments6 records
Ideal customer profiles3 records
Ruuby technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability2 records
Feature4 records
Ruuby partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, flagship and minor.
- REVIVcoreREVIV announced an exclusive partnership with Ruuby making REVIV the sole IV drip therapy provider available through Ruuby in London and Manchester. The collaboration combines REVIV's medical-led IV therapies with Ruuby's established luxury wellness platform. Plans include expansion into international markets. REVIV and Ruuby co-hosted an Instagram giveaway to celebrate the launch with prizes worth over £1,000.
- Effect DoctorscoreEffect Doctors is Ruuby's trusted medical partner for IV drip delivery. Every IV infusion on the Ruuby platform is administered by a qualified medical practitioner from Effect Doctors — doctors or nurses with clinical expertise to deliver treatments safely at the customer's home, hotel or office. Effect Doctors manages all IV drip bookings and practitioners on behalf of Ruuby.
- Claridge's HotelcoreClaridge's Hotel partners with Ruuby for in-spa cover services. Ruuby's spa cover service at Claridge's 'exemplifies efficiency and seamlessness, delivering the highest quality treatments guests expect.' Partnership provides sickness, maternity, peak-season and after-hours staffing for the hotel's spa team.
- Belmond Le Manoir aux Quat'SaisonscoreBelmond Le Manoir aux Quat'Saisons partners with Ruuby for in-room spa and/or spa cover services. The luxury hotel group operates properties in the UK, Switzerland, France and beyond.
- The Connaught HotelcoreThe Connaught Hotel partners with Ruuby for hospitality beauty and wellness services including in-room spa and/or spa cover.
- Grace La Margna St MoritzcoreGrace La Margna St Moritz partners with Ruuby for in-room spa services, providing luxury beauty and wellness treatments to hotel guests in St Moritz, Switzerland.
- One Hyde Park LondoncoreOne Hyde Park London (luxury residential/members' club) partners with Ruuby for in-room spa and/or beauty services for members and guests.
- GucciflagshipRuuby provided professional beauty and wellness teams for the Gucci Cruise Show 2024 — pre-event hair, makeup, men's styling and manicures for 150 front-row guests. A flagship brand partnership demonstrating Ruuby's ability to deliver at scale for top-tier fashion houses.
- Giorgio ArmanicoreRuuby provided elite professionals for VIC (Very Important Client) guest hair and makeup for Giorgio Armani at Castle Howard. Partnership demonstrates Ruuby's ability to provide discreet, high-standard beauty services for luxury brand client events.
- Dr. Barbara SturmflagshipOngoing partnership bringing Dr. Barbara Sturm's signature protocol to clients through the Ruuby app, alongside expert therapist support for Sturm pop-ups, in-store experiences and brand activations across the UK. A branded protocol partnership combining product with Ruuby's mobile service delivery.
- L'Occitane en ProvenceflagshipMulti-treatment partnership bringing five exclusive L'Occitane en Provence protocols (signature massage, body and nail experiences) to Ruuby clients in the UK and Switzerland. Treatments are delivered at home by Ruuby therapists using L'Occitane products. Represents a brand protocol integration at scale.
- K18coreOn-brand blow-dry experience powered by K18's molecular hair repair technology, delivered by Ruuby stylists to clients at home. Showcases K18's hero protocol in a live, at-home setting — a product activation combining K18's technology with Ruuby's therapist network.
- OUAIminorTargeted influencer activation promoting OUAI's Super Dry Shampoo, delivered in-person to a curated list of beauty press and content creators, driving authentic product discovery and earned media.
- Tiffany & Co.coreRuuby provides hair and makeup services for Tiffany & Co. VIP clients, delivered with the discretion, polish and five-star service standards expected by one of the world's most iconic luxury houses.
- Victoria Beckham (Fashion Label)coreRuuby therapists provided backstage manicures at a Victoria Beckham fashion show, supporting the runway event with professional nail services.
- Braintree (PayPal)coreBraintree (a PayPal service) is Ruuby's primary payment service provider, processing all card payments. Card details are collected and held directly by Braintree in line with PCI standards — Ruuby does not store full card numbers. Braintree acts as an independent data controller for fraud prevention and payment services.
- Apple Pay / Google PaycoreRuuby accepts Apple Pay and Google Pay as payment options alongside credit/debit cards, processed through Stripe. These payment integrations enable frictionless checkout in the app and website.
- HubSpotcoreHubSpot is Ruuby's email and newsletter service provider, used to send newsletters and lifecycle marketing emails and to collect standard engagement statistics (opens, clicks) to help improve communications quality and relevance.
- Meta Platforms (WhatsApp Business Platform)coreMeta Platforms (operator of the WhatsApp Business Platform) is used as a messaging channel for Ruuby's concierge service — both for transactional messaging (booking confirmations, reminders, arrival updates) and two-way concierge conversations. Also used for marketing messages where customers have opted in.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Ruuby competitors and assessment
Company assessmentDirect peers
- Treatwell: UK- and EU-based online marketplace for booking hair, beauty and wellness appointments at salons and at home. Directly comparable to Ruuby in customer-facing booking flows and therapist/professional network model, though Treatwell's strength is fixed-location salon bookings while Ruuby is mobile-first.
- Fresha: London-based beauty and wellness marketplace and SaaS platform connecting clients with salons, spas and barbers. Comparable to Ruuby in marketplace dynamics, two-sided network model, and London headquarters, with broader geographic reach but a fixed-location (not mobile) focus.
- Glamsquad: US-based on-demand mobile beauty services platform delivering hair, makeup and other beauty treatments to clients' homes and offices. Closest model-level comparable to Ruuby — vetted professional network, mobile service delivery, premium positioning, and concierge-style booking — but US-focused rather than UK/EU.
- Soothe: On-demand marketplace for mobile massage, hair and beauty services delivered to homes, hotels and offices. Highly comparable to Ruuby in core operating model (vetted professionals, real-time availability, premium at-home delivery), though US-focused and broader in massage weighting.
- Urban Company: India-based home services marketplace offering beauty, wellness, cleaning and repair services delivered to customers' homes via vetted professionals. Comparable to Ruuby in marketplace mechanics, mobile service delivery and vetted professional network, but at much larger scale and with a broader home-services scope.
- Booksy: Global beauty and wellness appointment-booking platform serving professionals and consumers across salons, spas and barbershops. Comparable to Ruuby in two-sided beauty marketplace dynamics and booking infrastructure, with broader geographic scale but fixed-location focus.
- Zeel: US-based on-demand massage therapy marketplace delivering vetted massage therapists to customers' homes, hotels and offices. Directly comparable to Ruuby's mobile massage offering, vetting standards and on-demand booking model, with a narrower service category focus.
- Vagaro: Cloud-based salon, spa and fitness appointment booking and business management platform serving both professionals and consumers. Comparable to Ruuby in beauty/wellness marketplace mechanics and customer-facing booking experience, with broader wellness categories and a SaaS-led go-to-market.
- StyleSeat: US-based online booking marketplace for beauty and wellness professionals (hair, nails, skincare, massage). Comparable to Ruuby in two-sided beauty marketplace dynamics and consumer-side discovery/booking experience, with a fixed-location service model.
- Blow LTD: UK-based blow-dry bar chain and on-demand mobile blow-dry and beauty service provider. Directly comparable to Ruuby in UK premium beauty positioning, mobile service delivery and overlap with hair, makeup and nail services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ruuby social profiles
Digital presenceRuuby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ruuby leadership team
Management profileNumber of profiles
Profiles1 record
Ruuby funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ruuby M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ruuby
What does Ruuby do?
Ruuby is a premium digital marketplace and concierge platform that connects customers with 2,500+ vetted, hand-selected mobile beauty and wellness professionals for on-demand at-home treatments including massage, hair, nails, facials, makeup, waxing, spray tan, lashes and brows, wellness, IV drips, physiotherapy, aesthetics, and medical services. The platform operates via a consumer mobile app (iOS/Android), website, and a multi-channel concierge team (email, WhatsApp, SMS, in-app chat, phone), and also supplies therapists to luxury hotels, spas, fashion houses, and brand events.
Is Ruuby a public or private company?
Ruuby is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ruuby founded?
Ruuby was founded in 1984. It employs 11 to 50 people.
Where is Ruuby based?
Ruuby is headquartered in London, United Kingdom, in the Europe region.
How does Ruuby make money?
Four revenue lines are on record. Marketplace Booking Commission is the primary driver. The others are B2B Hospitality Partnerships, events & Productions Staffing and gift Cards.
Who are Ruuby's main competitors?
Direct peers on record are Treatwell, Fresha, Glamsquad, Soothe, Urban Company, Booksy, Zeel, Vagaro, StyleSeat and Blow LTD.
Does Ruuby have an API?
No public API is recorded for Ruuby.
What industry is Ruuby in?
Ruuby's product category is On-Demand Beauty Services Marketplace. Its primary akta.pro industry code is HSALAMAM, Mobile Beauty Packages & Group/Party Services (e.g., pamper parties). Its NAICS code is 81211 and its SIC code is 8050.