What Lovage does

Lovage Labs, Inc. (operating as Lovage) is a Utah-based, privately held software company that markets a mobile application helping beauty professionals—stylists, barbers, salon owners, and local service providers—convert unfilled calendar availability into Instagram-ready booking posts. The product connects to users' scheduling tools, uses AI to identify open appointment slots, and automatically generates branded caption-and-image content (Stories and posts) designed to convert social views into bookings; the workflow is configurable per brand style and targets the United States market through Apple App Store, Google Play Store, and direct-download distribution.

Underlying technology is generative AI applied to text and image modalities: the system parses calendar data to surface empty slots, then composes scroll-stopping visuals and copy using what appears to be third-party foundation-model APIs wrapped in a beauty-vertical UX layer. Distinctive features include open appointment detection, automated post generation, and design customization, with no disclosed proprietary models, patents, or training pipelines. Application stack consists of a mobile-first client (iOS, Android) plus a direct-download web entry point; no developer-facing API or SDK is offered. AI capabilities are described in category-of "generative AI" and there is no evidence of in-house model development.

The business model is a freemium subscription: a permanently free Basic tier provides unlimited booking posts, basic customization, basic designs, and posting reminders; a $7.99/month Pro tier adds unlimited AI-generated posts, premium curated designs, and early access to new features, with a 30-day money-back guarantee on the first billing period and no annual discount disclosed. Go-to-market is product-led growth through app stores with word-of-mouth and Instagram-native distribution, targeting individual SMB beauty professionals in the US. The company has raised approximately $500,000 in disclosed funding, primarily through Y Combinator's Winter 2022 batch, and is led by co-founders Alex Steffen and Robert Hinckley (Co-Founder and Co-CTOs); the legal entity is a Delaware corporation headquartered at 815 W 1250 S, Office 115, Orem, UT 84058, with a founding year of 2022 following a pivot from an earlier virtual receptionist concept.

Name

Lovage

Legal name

Lovage Labs, Inc.

Website

https://getlovage.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Lovage Labs, Inc. operates a US-distributed mobile app that uses generative AI to convert beauty professionals' open calendar slots into ready-to-post Instagram booking content, sold via a freemium subscription with a $7.99/month Pro tier.

Ownership category

akta.pro rank

Product category

Social Media Marketing Software for Beauty Professionals

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Social media automation
• Instagram marketing tools
• Beauty professional software
• AI content generation
• Appointment booking automation

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Pro Subscription: Monthly subscription at $7.99 offering unlimited AI posts, premium curated designs, and early access to new features. Free Basic tier provides limited posting capabilities to drive conversion.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Lovage is a mobile application that connects beauty professionals' scheduling calendars and automatically converts open appointment slots into ready-to-post Instagram content. Its AI detects availability, generates scroll-stopping Stories and posts with captions and visuals, and helps stylists, barbers, and salon owners convert views into bookings. The product is offered as a freemium app (Basic free, Pro at $7.99/month) available on iOS and Android in the United States.

Product overview

Lovage is a mobile-first social media marketing platform designed for beauty professionals (stylists, salons, barbers, and local professionals). The core Lovage app automatically turns open appointment availability into Instagram-ready booking posts with AI-generated visuals and captions. The product operates on a tiered pricing model: a free Basic plan for getting started with unlimited booking posts and basic customization, and a Pro plan ($7.99/month) that adds unlimited AI-generated posts and premium curated designs. The app is available for iOS and Android, and connects users' schedules to automatically identify open spots that can be posted to social media.

Differentiator

Problem solved

Functional benefit

Products and services

• Lovage Mobile App A mobile application for iOS and Android that helps beauty professionals automatically post availability and convert Instagram views into bookings by generating ready-to-post content with AI-created images and captions.

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• GlossGenius: GlossGenius is a vertical SaaS for beauty professionals combining appointment booking, payments, and marketing tools. It directly targets the same Lovage persona (stylists/barbers/salon owners) and increasingly bundles social/marketing features that can compete head-on with Lovage's content automation.
• Vagaro: Vagaro is a salon, spa, and fitness management platform with appointment scheduling, marketing, and client engagement tools. As an incumbent system of record for beauty pros, it owns the calendar data Lovage needs and could ship native Instagram posting as a feature, making it the most strategically threatening peer.
• Boulevard: Boulevard provides salon and spa software with appointments, payments, and a client experience platform. It serves the same beauty-pro customer base and is expanding marketing/automation tooling that overlaps with Lovage's value proposition.
• Booksy: Booksy is an appointment-booking app for barbers and beauty professionals with built-in marketing, client management, and Instagram-friendly profile features. It targets the identical SMB beauty persona and can absorb Lovage's use case into its existing calendar/workflow.
• Planoly: Planoly is an Instagram-first visual planning, scheduling, and analytics platform popular with beauty and lifestyle creators. It shares the same IG-native content workflow and target audience overlap, and is a feature-level comparable for the AI-powered posting automation Lovage sells.
• Later: Later is a social media marketing platform with visual planning, scheduling, and analytics across Instagram and other networks. It broadly competes with Lovage's core post-generation workflow for beauty pros using Instagram for client acquisition.

Broad incumbents

• Square Appointments: Square Appointments is Block's booking and payments product for service businesses, including salons and barbershops. While broader than beauty, it bundles marketing capabilities and has the distribution/scale to drop a 'post your open slots' feature that competes directly with Lovage.
• Buffer: Buffer is an established, multi-channel social media management suite used by SMBs and creators. It is broader than Lovage and lacks the beauty-specific calendar integration, but competes for the same budgeting dollar when stylists evaluate social tools.
• Hootsuite: Hootsuite is a large, enterprise-leaning social media management platform covering publishing, analytics, and engagement. While oriented upmarket, it is a comparable category leader whose future vertical SMB moves could pressure Lovage's segment.
• Canva: Canva is a mass-market design and content creation platform with AI-powered Magic Studio features, including AI image generation and post templates. Beauty pros frequently use Canva for their Instagram content, making it an indirect substitute for the design-side of Lovage's workflow even though it lacks calendar integration.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lovage-labs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

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 Lovage