Secret Spa
Secret Spa is a UK-based mobile beauty and wellness marketplace connecting consumers with vetted, independent therapists for at-home treatments. Operating across London, Manchester, Chester, and Brighton, it generates revenue via marketplace commissions on nails, massage, aesthetics, and event services.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Secret Spa does
Secret Spa operates a two-sided marketplace platform that connects consumers seeking at-home beauty and wellness treatments with vetted, independent beauty therapists. The core product is a proprietary web application (secretspa.co.uk) plus native iOS and Android apps, through which clients browse therapist profiles, view real-time availability, and book appointments between 6am and 10pm. The technology stack is assembled from best-of-breed SaaS rather than custom ML: Stripe for payments, Timely for booking management, Mixpanel for product analytics, Mailchimp and Customer.io for marketing automation, and Mention Me for referrals. The platform covers four UK cities (London, Manchester, Chester, Brighton) and supports a broad service catalogue including nails, massage, waxing, lashes, brows, facials, hair, spray tan, makeup, IV drips, and aesthetics, with a dedicated corporate 'Agency' channel for events and workplace wellness.
The business model is marketplace commission plus a service fee. Secret Spa acts as a limited payment collection agent, charging clients the therapist fee plus commission and remitting the therapist share. Therapists are onboarded through a rigorous vetting process (NVQ Level 2 minimum, DBS checks, trade testing, insurance verification) and reportedly earn up to 4x what they would in a traditional salon, which underpins supply-side quality. Demand-side customer segments include time-poor professionals, working mothers, brides and wedding parties, and corporate clients; loyalty is reinforced through a points-based rewards programme (£50 voucher at 500 points) and gift cards.
Founded in 2015 by siblings Emily Ewart-Perks and Rider Latham, the company is registered as Secret Spa (London) Limited in England. It has raised a total of approximately $2.3M in disclosed funding across 2017, 2019 (Ascension, KM Capital as lead, QVentures), 2020 (Ascension), and January 2022. Celebrity endorsements (Pixie Lott, Mollie King, Vogue Williams, Ashley James) and editorial features in SheerLuxe and How to Spend It support a premium brand position. Revenue is not publicly disclosed, and there is no evidence of external institutional control beyond the early-stage investors.
Secret Spa firmographics
Firmographics- Name
- Secret Spa
- Legal name
- Secret Spa (London) Limited
- Website
- https://secretspa.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secret Spa is a UK-based mobile beauty and wellness marketplace connecting consumers with vetted, independent therapists for at-home treatments. Operating across London, Manchester, Chester, and Brighton, it generates revenue via marketplace commissions on nails, massage, aesthetics, and event services.
- Ownership category
- akta.pro rank
Secret Spa industry classification
Industry- Product category
- Mobile Beauty Marketplace
- NAICS
- Other Personal Care Services (81219), Personal Care Services (8121)
- akta.pro primary industry
- Mobile Spa & Body Treatments (HSALAMAG)
Keywords
Where Secret Spa is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Secret Spa business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Therapist Commission: Secret Spa acts as a limited payment collection agent on behalf of therapists. They collect the Client Charge (Therapist Fee + Commission) at checkout. Secret Spa takes a commission from each booking made through the platform, with the remainder going to the therapist as the Therapist Fee.
- Service Fee: A service fee is added to bookings to support platform operations, maintain service standards, and fund customer support teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | At-Home Beauty Treatments starting from various price points |
| Freemium | Pay-as-you-go | Rewards Programme - earn points towards £50 discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Secret Spa product offering
Product offeringCore offering
Secret Spa operates a mobile beauty and wellness marketplace platform connecting clients with vetted, independent beauty therapists for at-home treatments. The platform supports direct booking of services including nails, massage, waxing, hair, lashes, brows, facials, spray tan, make-up, IV drips, and aesthetics, available 6am-10pm across London, Manchester, Brighton, and Chester. Secret Spa acts as a limited payment collection agent, taking a commission from each booking plus a service fee.
Product overview
Secret Spa is a mobile beauty and wellness booking platform that connects clients with vetted independent beauty therapists for at-home treatments. The core product is a web application (accessible at secretspa.co.uk) and native mobile apps for iOS and Android that enable appointment booking from 6am-10pm. The platform operates a marketplace model, providing the technology to facilitate introductions between clients seeking Therapist Services and independent Therapists who use the Platform. Secret Spa's treatment portfolio includes: Nails (manicure/pedicure), Massage (deep tissue, sports, reflexology, lymphatic drainage, pregnancy), Hair, Waxing (Hollywood, Brazilian, bikini, leg), Lashes (extensions, lifts, LVL, tint), Brows (tint, shaping), Facials, Make-up, Spray Tan, IV Drips, and Aesthetics. Additional services include Corporate Events (Christmas parties, brand events, festivals, VIP hospitality, workplace wellness) and Wedding Services. The company also operates a loyalty programme called Secret Spa Rewards where customers earn points redeemable for £50 vouchers. The platform covers London, Manchester, Chester, Brighton, and surrounding areas, with therapists providing all equipment including massage beds.
Differentiator
Problem solved
Functional benefit
Products and services
- Secret Spa Marketplace Platform Web and mobile application platform enabling clients to browse profiles, view availability, and book vetted beauty and wellness therapists for at-home treatments 6am-10pm.
- Nails
Quantifiable outcome
- Therapists can earn up to 4x more pay than traditional salon employment
- +2 more outcomes
Companies that use Secret Spa
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Secret Spa technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
Secret Spa partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and supporting.
- Leading Beauty Brands (Various)coreSecret Spa therapists are trained by and work with industry-leading beauty and wellness brands. The company uses exclusive partnerships with leading brands including OPI, CND, Fake Bake, Sienna X, Vita Liberata, NEOM, Aesop, Le Labo, OSKIA, Dr. Barbara Sturm, Nouveau Lashes, Lash Perfect, and Lash Emporium. These brand partnerships ensure therapists are trained and certified on premium products for treatments.
- Stripe InccoreStripe is used to process online payments to therapists and enable Secret Spa to receive commission. Privacy policy accessible at stripe.com/gb/privacy.
- Mixpanel IncsupportingUsed to process bookings between customers and therapists through the app.
- TimelysupportingBooking management system used for processing bookings through the website.
- MailchimpsupportingEmail marketing platform for promotional communications.
- Customer.iosupportingEmail marketing platform for customer communications.
- Mention MesupportingRefer-a-friend programme platform for customer acquisition through word-of-mouth referrals.
- Rakuten AdvertisingsupportingAdvertising network for paid customer acquisition.
Scale indicators5 records
Recent moves2 records
Expansion highlights6 records
Secret Spa competitors and assessment
Company assessmentDirect peers
- Styleseat: US-based marketplace and booking platform for beauty and wellness professionals, with a growing share of mobile/at-home service providers. Comparable two-sided marketplace model and customer segment (independent beauty pros + consumers).
- Zeel: US on-demand massage platform offering vetted therapists for in-home and in-office appointments. Highly comparable marketplace mechanics and trust layer to Secret Spa, focused on the wellness segment of Secret Spa's portfolio.
- Blow Ltd: UK-based mobile beauty brand offering on-demand blow-dries, hair and beauty treatments delivered to homes, hotels and offices. Operates in the same London premium-segment with a similar concierge-led service model.
- Priv: US-based on-demand beauty services marketplace offering in-home and in-office hair, makeup and skincare via vetted professionals. Same core marketplace mechanics (vetting + commission + mobile delivery) as Secret Spa, in a larger geography.
- Ruuby: UK-based on-demand beauty services platform offering at-home hair, nails, massage and wellness treatments via a vetted therapist network. The closest direct competitor in London with a near-identical marketplace model and luxury positioning.
- Glamsquad: US mobile beauty services company dispatching vetted beauty professionals for on-location hair, makeup and skincare. Direct functional analogue to Secret Spa with a mature at-home marketplace model and similar premium positioning.
Others
Broad incumbents
- Booksy: Global beauty and wellness appointment-booking SaaS and marketplace serving salons, spas and independent professionals. Wider scope than Secret Spa but increasingly competitive in the UK independent-beauty-pro booking space.
- Treatwell: Pan-European beauty and wellness booking marketplace connecting consumers to salons and therapists. Significantly larger and broader than Secret Spa but increasingly overlapping in at-home services, making it both a competitive and partnership counterparty.
Regional players
- Urban Company: India and Middle East-based home-services marketplace offering at-home beauty, wellness and other personal services. Comparable two-sided marketplace model and consumer pain points, but primarily serving South Asian and Middle Eastern geographies.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Secret Spa social profiles
Digital presenceSecret Spa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secret Spa leadership team
Management profileNumber of profiles
Profiles2 records
Secret Spa funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secret Spa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Secret Spa
What does Secret Spa do?
Secret Spa operates a mobile beauty and wellness marketplace platform connecting clients with vetted, independent beauty therapists for at-home treatments. The platform supports direct booking of services including nails, massage, waxing, hair, lashes, brows, facials, spray tan, make-up, IV drips, and aesthetics, available 6am-10pm across London, Manchester, Brighton, and Chester. Secret Spa acts as a limited payment collection agent, taking a commission from each booking plus a service fee.
Is Secret Spa a public or private company?
Secret Spa is a private company. It is classified as venture growth investor backed and is currently operating.
When was Secret Spa founded?
Secret Spa was founded in 2015. It employs 11 to 50 people.
Where is Secret Spa based?
Secret Spa is headquartered in London, United Kingdom, in the Europe region.
How does Secret Spa make money?
Two revenue lines are on record. Therapist Commission is the primary driver. The others are service Fee.
Who are Secret Spa's main competitors?
Direct peers on record are Styleseat, Zeel, Blow Ltd, Priv, Ruuby and Glamsquad. Soothe is listed as an others. Broad incumbents are Booksy and Treatwell. Urban Company is listed as a regional player.
Does Secret Spa have an API?
No public API is recorded for Secret Spa.
What industry is Secret Spa in?
Secret Spa's product category is Mobile Beauty Marketplace. Its primary akta.pro industry code is HSALAMAG, Mobile Spa & Body Treatments. Its NAICS code is 81219.