What Minerva Beauty does

Minerva Beauty, Inc. is a Monroe, Georgia-based distributor founded in 2006 that supplies professional-grade salon, spa, barbershop, and cosmetology school equipment across the United States and Canada (excluding Alaska and Hawaii). The company sells a broad catalog spanning salon and barber seating, styling and barber stations, shampoo systems, color processing equipment, massage tables, facial beds, pedicure chairs, manicure tables, and retail/reception furniture, organized into both functional categories and ten design-driven sub-collections (Designer Series, Bella Vita, Mid Century Modern, Stainless Steel, Reclaimed, Loft, Art Deco, Signature Series, Modera Cabinetry, and French Provincial). Operations center on a BigCommerce e-commerce storefront (minervabeauty.com), an inbound phone sales team, a nearly 25,000 sq. ft. showroom advertised as the largest salon equipment showroom in North America, and a Fly-In Program reimbursing travel up to $500 for qualifying customers.

The business model is predominantly one-time equipment sales of branded and proprietary-collection products, augmented by discounted bundled Equipment Packages (Salon, Spa, Barber, Education Center, Nail Salon) that require minimum quantities of chairs, stations, and shampoo systems. The company earns ancillary revenue by facilitating — but not underwriting — customer financing through Klarna (orders $150–$20,000) and equipment leasing through Brickhouse Capital (orders $7,500+), where the lending partner retains the financial spread. Sales occur through e-commerce, telephone, in-showroom visits, and partnership referrals such as Square Appointments. Customer segments are fragmented across independent hair salons, barbershops, nail salons, day spas and massage businesses, cosmetology schools, eldercare facilities, and franchise chains; the franchise and education channels represent a deliberate up-market move from the long-tail SMB base.

Minerva Beauty does not develop proprietary technology; it operates a curated, multi-brand distribution model that combines house-designed collections (Designer Series, Bella Vita, etc.) with third-party brands (Continuum, Oakworks, Living Earth Crafts, Sam Villa, WAHL, and ~25 others). Differentiation rests on assortment breadth, transparent pricing without hidden freight, fast 24–48 hour shipping on stocked inventory, an in-person evaluation experience at the Monroe showroom, package bundling, embedded financing, and a non-commissioned sales team that designs custom packages. The headcount band (11–50) and absence of venture capital backing indicate a privately held, profitable-leaning operating business whose growth is funded internally rather than through external capital markets.

Name

Minerva Beauty

Legal name

Minerva Beauty, Inc.

Website

https://minervabeauty.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Minerva Beauty is a privately held, Monroe, Georgia-based distributor founded in 2006 that sells professional salon, spa, barbershop, and cosmetology school equipment through e-commerce, phone sales, and the largest salon equipment showroom in North America, serving SMB and franchise buyers in the US and Canada.

Ownership category

akta.pro rank

Product category

Professional Salon & Spa Equipment

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Beauty Tools, Accessories & Devices Distribution (CRAOAEAL)

akta.pro secondary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Salon equipment supplies
• Spa furniture wholesale
• Barber chair retailer
• Professional beauty equipment
• Massage table supplier

Headquarters

HQ city

Monroe

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Minerva Beauty generates revenue primarily through the direct sale of salon, spa, and barbershop equipment including styling chairs, stations, shampoo systems, massage tables, pedicure chairs, and accessories. Sales are one-time transactions with customers purchasing individual items or bundled packages. The company offers equipment packages combining multiple products at discounted pricing.
2. Equipment Packages: Customized equipment packages combining styling chairs, stations, and shampoo systems at discounted bundle pricing. Sales representatives assist customers in building custom packages tailored to their salon's needs.
3. Financing Services: Through partnerships with Klarna and Brickhouse Capital, Minerva Beauty facilitates equipment financing for customers. While the financing revenue goes to the lending partners, this enables higher transaction values and makes equipment more accessible to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Minerva Beauty manufactures and supplies professional salon, barbershop, spa, massage, and nail equipment — including styling chairs, barber chairs, shampoo systems, styling stations, massage tables, facial beds, pedicure chairs, manicure tables, and reception/retail furniture — distributed to beauty industry buyers through its e-commerce site and a 25,000 sq. ft. showroom. The company also offers pre-bundled equipment packages, financing through Klarna and Brickhouse Capital, a Fly-In Showroom Program, and design services, primarily serving SMB salon/spa owners, franchises, and cosmetology schools in the United States and Canada.

Product overview

Minerva Beauty is a salon, spa, and barbershop equipment supplier offering professional-grade furniture and equipment. The product portfolio centers on core equipment categories (Salon & Barber, Massage & Skin Care, Manicure & Pedicure, Retail & Reception) supported by multiple design-oriented sub-brands including Designer Series (fully customizable), Bella Vita (Italian-made luxury), Mid Century Modern, Stainless Steel, Reclaimed (eco-friendly), Loft, Art Deco, Signature Series, Modera Cabinetry, and French Provincial collections. The company differentiates through bundled Equipment Packages (Salon, Spa, Barber, Education Center, Nail Salon) that combine complementary products at discounted pricing, requiring minimum quantities to qualify. Additional services include Financing (Klarna, Brickhouse Capital), Fly-In Showroom Program, and Design Services with a 2D space planner. Products are sold primarily via e-commerce with a 25,000 sq ft showroom in Monroe, GA.

Differentiator

Problem solved

Functional benefit

Products and services

• Salon & Barber Equipment Professional salon and barbershop equipment including styling chairs, barber chairs, all-purpose chairs, dryer chairs, technician stools, styling stations (single-sided, double-sided, mobile, LED mirrors), shampoo systems, color storage and processing equipment, salon tools/accessories, anti-fatigue mats, and chair bases/hydraulics for hair salons, barbershops, and styling studios.
• Massage & Skin Care Equipment Equipment for massage therapy and skin care services including massage tables, massage bolsters and pillows, massage stones and heaters, table sheets and linens, carts and trolleys, cabinets and storage, technician stools and chairs, spa treatment tables, spa facial beds, esthetician equipment, and skin care accessories for spas and esthetician practices.
• Manicure & Pedicure Equipment Nail salon equipment including pedicure chairs, pedicure bowls, manicure tables, carts and trolleys, nail technician and client seating, nail salon towels, cleaners and sanitizers, nail tech aprons and vests, and nail salon lighting for nail salons and manicure/pedicure service providers.
• Retail & Reception Furniture Spa and salon reception-area furniture including reception desks and counters, retail shelving and product displays, reception seating, and display fixtures designed to create professional first impressions and manage client flow.
• Designer Series Collection Premium, fully customizable salon equipment collection allowing customers to personalize laminate, countertop, and hardware colors for a bespoke look; made-to-order and non-refundable, targeted at salons and franchises seeking a distinctive aesthetic.
• Bella Vita Collection Luxury collection of salon furniture made in Italy, representing high-end Italian craftsmanship and design aesthetic.
• Mid Century Modern Collection Salon furniture collection featuring a blend of contemporary and classic mid-century design elements.
• Stainless Steel Collection Salon equipment collection featuring stainless steel construction for a high-end industrial or space-age aesthetic.
• Reclaimed Collection Eco-friendly salon furniture line made from reclaimed materials, combining rustic charm with sustainable design.
• Loft Collection Salon furniture collection featuring mixed materials with industrial accents and vintage charm for loft-style spaces.
• Art Deco Collection Salon equipment collection with sleek, luxurious beauty and ornamental flair inspired by Art Deco design.
• Signature Series Collection Elegant traditional-style salon furniture collection suitable for any salon setting.
• Modera Cabinetry Collection Salon cabinet and storage collection offering modern design with functional storage solutions.
• French Provincial Collection Salon furniture collection featuring French Provincial design elements and elegant styling.
• Salon Equipment Packages Pre-configured bundles of salon equipment combining styling chairs, stations, and shampoo systems at discounted pricing; minimum package requires 2 styling/all-purpose chairs, 2 styling stations, and 1 shampoo system.
• Spa Equipment Packages Bundled spa equipment packages offering discounted pricing on massage, skin care, and spa essentials for spa and wellness operators.
• Barber Equipment Packages Pre-configured barbershop equipment bundles including barber chairs, stations, and shampoo systems at package pricing for barbershop owners.
• Education Center Equipment Packages Equipment packages designed for cosmetology schools and education centers with specialized equipment for professional training, including mannequins, training stations, and styling equipment for educational settings.
• Nail Salon Equipment Packages Bundled nail salon equipment packages combining pedicure chairs, manicure tables, and nail accessories at discounted pricing for nail salons.
• Equipment Financing Program Equipment financing facilitated through Klarna (point-of-sale installments for orders $150-$20,000 with instant approval, no hard credit check) and Brickhouse Capital (equipment leasing for orders $7,500+, single-page application with approval in hours, can also cover buildout costs for salon construction or renovation).
• Fly-In Showroom Program Program allowing customers to visit the nearly 25,000 sq ft showroom in Monroe, GA with travel expense reimbursement up to $500 upon meeting minimum purchase requirements, supporting hands-on evaluation before large equipment purchases.
• Salon Design Services Salon design and space planning services including a 2D space planner tool and design consultation to help customers plan their salon layout, offered through the Idea Center on the Minerva Beauty website.
• Wholesale & Franchise Equipment Program Dedicated wholesale equipment program for franchise chains and multi-location operators offering package pricing and inquiry-based quotes for standardizing equipment across multiple salons or spas.
• Head Spa Equipment Specialized head spa equipment and add-on attachments for scalp treatments and luxury hair washing services, including dedicated head spa systems and attachments that retrofit existing shampoo systems.

Quantifiable outcome

• Nearly 25,000 sq. ft. showroom - largest salon equipment showroom in North America
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• SquareminorGTM or Marketing PartnerSquare Appointments integration with exclusive partner discounts for Minerva Beauty customers using Square software for appointment scheduling and payment processing.
• Professional Beauty AssociationcoreStrategic or Co-development PartnerVisionary Plus membership supporting industry advocacy efforts including protecting beauty professionals from deregulation, fighting for fair legislation like FICA tip inclusion, and ensuring salon owners have a voice in policy decisions.
• Beacon Student ProgramminorStrategic or Co-development PartnerSponsorship of competitive national initiative for cosmetology, esthetics, and nail students providing mentorship, industry leader access, and hands-on brand education.
• Beauty Changes LivesminorStrategic or Co-development PartnerGold Level Gala Sponsor supporting organization that connects industry leaders, educators, and emerging professionals. Funding connections that help turn ambition into career opportunities.
• American Association of Cosmetology SchoolsminorStrategic or Co-development PartnerIndustry membership organization supporting beauty education institutions and professional development in the cosmetology field.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Continuum Beauty: Continuum manufactures pedicure spas and related nail salon equipment. It is comparable to Minerva as both a manufacturer-distributor in the salon/spa equipment space and an existing brand partner (Minerva carries Continuum's pedicure spas), making it an adjacent peer in the same professional channel.

Direct peers

• Pure Spa Direct: Pure Spa Direct is an online retailer of spa, massage, and salon equipment targeting spa owners and estheticians. It directly competes with Minerva in the e-commerce sale of massage tables, facial beds, and spa equipment to small spa businesses.
• Marlo Beauty Supply: Marlo Beauty Supply is a US wholesale and retail distributor of professional salon equipment, beauty supplies, and furnishings serving salons, spas, and barbershops. It is a direct competitor to Minerva Beauty with overlapping online catalog, multi-brand assortment, and salon-furniture fulfillment.
• Salon Furniture Warehouse: Salon Furniture Warehouse is a US-based online and showroom retailer specializing in salon and spa furniture. It directly competes with Minerva on e-commerce-led sale of styling chairs, stations, and spa furniture to salon owners.
• Burmax Co. Burmax is a long-established US wholesale distributor of salon equipment, supplies, and educational resources. It is a direct competitor to Minerva in the professional salon equipment and furniture distribution space. Note: Burmax is also carried as a brand on Minerva's website, illustrating both competitive and supplier relationships common in this vertical.
• Salon Service Group: Salon Service Group is a major US wholesale distributor of professional salon supplies, equipment, and furnishings to licensed cosmetologists and salons. It competes most directly with Minerva Beauty on salon furniture and equipment distribution to the same SMB professional buyer.

Others

• Square Appointments (Block): Square Appointments (by Block) provides salon scheduling and payment software to the same SMB salon customer that Minerva supplies with furniture. It is an ecosystem partner via Minerva's exclusive Square user discount program and an "Others" peer in that its product overlaps in the salon owner workflow rather than equipment.
• Professional Beauty Association: The Professional Beauty Association is the leading US trade association representing the professional beauty industry. Minerva's "Visionary Plus" membership here anchors its industry advocacy, education partnerships, and brand reputation among salon owners — a thematically adjacent "Others" peer as Minerva operates inside this ecosystem.

Broad incumbents

• SalonCentric: SalonCentric (an L'Oréal subsidiary, formerly part of Sally Beauty) is a major wholesale distributor of salon products and equipment to beauty professionals across North America. It overlaps with Minerva Beauty on professional salon supply distribution and serves an overlapping SMB salon customer base, though it is much larger and broader in product assortment.
• Takara Belmont: Takara Belmont is a Japanese-headquartered global manufacturer of salon equipment, barber chairs, and spa furniture. It is comparable to Minerva as a vertically integrated upstream supplier whose equipment is sold into the same professional salon channels; it represents a competitive threat via its North American distribution and direct manufacturer relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/minervabeautyinc
• Facebookfacebook.com/MinervaBeauty
• Instagraminstagram.com/minervabeauty
• Pinterestpinterest.com/minervabeauty1
• TikToktiktok.com/@minervabeauty?lang=en
• Xx.com/minervabeauty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Minerva Beauty