What Beauty Works does

Beauty Works (trading name of Ecotrade Europe Ltd, registered in England, Company No. 07094786) is a UK-based luxury hair extensions, professional styling tools, and haircare brand that has been operating since approximately 2010. The product portfolio centers on 100% Cuticle Remy human hair extensions offered across 15 professional application methods (tape, micro ring, pre-bonded, weft) and ready-to-wear clip-in collections, complemented by the AERIS sub-brand of professional heat styling tools (curlers, wavers, hot brushes, straighteners, hair dryers featuring Ionic Technology and ceramic/tourmaline barrels) and haircare ranges including the Solaré UV protection line (with bond repair technology and Fermented Rice Water), Pearl Nourishing Argan Oil, Anti-Yellow toning, and 10-in-1 Miracle Spray. The company's proprietary technology extends to the Double Wear Reversible Weft, which embeds two complementary shades within one weft for multi-tonal dimension.

The business operates a multi-channel go-to-market combining direct-to-consumer e-commerce through beautyworksonline.com with B2B trade accounts for salon professionals, Amazon marketplace presence, and a salon locator network spanning the UK, Europe, USA, Canada, Australia, New Zealand, and Rest of World. Revenue is generated primarily through one-time purchases of physical goods—clip-in sets from £60, professional wefts from £313-£424, styling tools from £69-£220, and haircare from £4.99—with Klarna and Clearpay buy-now-pay-later options supporting conversion. Customer acquisition is driven by celebrity and influencer ambassadorships (Huda Kattan, Michelle Keegan, Rochelle Humes, Alix Earle, Olivia Attwood, Shay Mitchell, Tennessee Thresher) and a broad social media presence (Instagram, TikTok, YouTube, Facebook, Pinterest), with the company self-describing as a UK market leader in luxury hair extensions and recipient of Cosmopolitan's 2024 Beauty Award and multiple WHHA Hair Awards.

Name

Beauty Works

Legal name

Ecotrade Europe Ltd

Website

https://beautyworksonline.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Beauty Works is a UK-based luxury hair extensions, professional styling tools, and haircare brand selling 100% Remy human hair products to individual consumers and salon professionals globally via DTC e-commerce, Amazon, and B2B trade accounts.

Ownership category

akta.pro rank

Product category

Hair Extensions and Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Hair, Nail, and Skin Care Services (81211)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Extensions, Wigs & Hairpieces (CRABABAH)

akta.pro secondary industries

Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF), Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Extensions & Weaves Services (HSALAAAG)

Keywords

• Luxury hair extensions
• Professional styling tools
• Remy human hair
• Haircare products
• Clip-in extensions

Headquarters

HQ city

Cheadle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hair Extensions Sales: One-time purchase revenue from 100% Remy human hair extensions including clip-ins, tape, micro ring, weft, and pre-bonded methods. Available in 70+ shades across various lengths.
2. Styling Tools Sales: Sales of professional-grade heat styling tools including curlers, wavers, straighteners, hot brushes, and hair dryers under the AERIS and Professional tool ranges.
3. Haircare Products Sales: Sales of aftercare and styling haircare products including shampoos, conditioners, masks, oils, and styling sprays. Includes specialized ranges like Solaré sunshield and Anti-yellow collections.
4. Trade/Wholesale Accounts: B2B revenue through trade accounts for professional stylists and salons purchasing extensions and tools at wholesale pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Beauty Works designs and sells 100% Remy human hair extensions in 70+ shades across 15 professional methods (tape, micro ring, pre-bonded, weft) and clip-in formats, alongside professional styling tools and a haircare range including the Solaré UV protection collection. The company markets directly to consumers via beautyworksonline.com and serves professional stylists through wholesale trade accounts and education programs.

Product overview

Beauty Works is an award-winning luxury hair extensions, haircare, and styling tools brand. The product portfolio centers on 100% Cuticle Remy human hair extensions available across 15 professional methods (Tape, Micro Ring, Pre-Bonded, and Weft) plus ready-to-wear Clip-In extensions. The styling tools collection features professional curlers, wavers, hot brushes, straighteners, and hair dryers including the AERIS travel styling line. The haircare range includes the Solaré Sunshield UV protection collection, Pearl Nourishing Argan Oil products, Anti-Yellow toning line, and the 10-in-1 Miracle Spray. The company also offers the Beauty Works x Huda celebrity collaboration line. Services include free colour matching via video consultation or WhatsApp, and professional trade/education programs for salons.

Differentiator

Problem solved

Functional benefit

Brands

• AERIS: AERIS styling tools collection including multi-styler, travel hair dryer, and lightweight digital hair dryer products.
• Barely There
• Solaré

Products and services

• Professional Hair Extensions 100% Cuticle Remy human hair extensions available across 15 professional methods (Tape, Micro Ring, Pre-Bonded, Weft) in 70+ shades for professional stylists and salons.
• Clip-In Hair Extensions Ready-to-wear clip-in extensions including Double Hair Set, Deluxe Clip-Ins, Barely There Collection, Ponytails, and Fringes in various lengths and weights for consumer self-application.
• Beauty Works Professional Styler (32mm) Extra-long barrel curling wand (32mm) featuring ceramic and tourmaline coating for fast, frizz-free curls at home.
• AERIS Multi-Styler Multi-functional styling tool from the AERIS travel-ready styling collection featuring ionic technology.
• AERIS Travel Hair Dryer Compact, travel-friendly hair dryer in the AERIS styling tools collection.
• XXL Volume Hot Brush (38mm) 38mm upgraded hot brush for voluminous blow-dry styles with enhanced ionic technology.
• Waver (21mm) 21mm triple-barrel wave iron for creating tight, S-shaped waves with upgraded technology.
• Jumbo Waver (32mm) 32mm jumbo waver for creating loose, dramatic waves with ceramic and tourmaline barrel.
• Professional Curl Tong (32mm and 45mm) Curling tong available in 32mm for defined curls and 45mm for softer, looser waves.
• Double Wear Reversible Weft Innovative weft extension featuring two complementary shades in one weft for multi-tonal dimension, available in 18, 20, and 22 inch lengths with 75g–95g weights. Crafted from 100% Cuticle Remy human hair.
• Invisi Tape (48g) - New & Improved New and improved invisible tape extensions weighing 48g for seamless, discreet application.
• Celebrity Choice SlimLine Tape (48g) Professional tape hair extension with 48g weight, designed for semi-permanent application.
• Invisitip Nanobond (50g) Micro ring hair extension using 50g Nanobond tips for damage-free, long-lasting extensions.
• Gold Double Weft (150g-220g) Professional weft extension with 150g–220g weight for enhanced volume and fullness.
• Solaré UV Leave-In Conditioning Mist UV protection mist with bond repair technology for protecting hair and extensions during sun exposure, enriched with Aloe Vera, Vitamin E, Coconut Oil and Shea Butter.
• Solaré Cleanse Shampoo Sulfate-free after-sun shampoo that removes salt, chlorine and summer build-up, enriched with Fermented Rice Water.
• Solaré Hydration Mask Nourishing after-sun mask with Fermented Rice Water and Seaweed Extract to replenish moisture lost through sun, sea and pool exposure.
• 10-in-1 Miracle Spray Multi-benefit leave-in conditioning spray, winner of the Hair Awards 2022.
• Anti-Yellow Shampoo Toning shampoo designed to neutralize yellow tones in blonde and silver hair, winner of Hair Awards 2022.
• Argan Oil Serum Hair oil serum enriched with argan oil for shine and frizz control, winner of Hair Awards 2022.
• Beauty Works x Huda Collection Celebrity collaboration collection with Huda Kattan featuring exclusive shades inspired by her signature looks, including Huda, Spiced Oud, Desert Dune, Midnight Kohl, and Arabia Doll.
• Solaré Jet-Set Sun Care Set Travel-size summer haircare set including three mini Solaré products, mini detangling brush and luxury travel bag, worth £51.
• Solaré Ultimate Sun Escape Set Comprehensive sun care bundle for hair and extensions, worth £87.
• Solaré UV Shield & Detangle Set UV protection and detangling set for summer haircare, worth £42.
• Pearl Nourishing Argan Oil Collection Haircare collection featuring argan oil and pearl extracts for nourishing and softening hair.
• Barely There Collection Lightweight, barely-there clip-in extensions and volumizers for subtle, natural-looking enhancement.
• Trade Account & Professional Education B2B trade accounts and hair extension stylist education courses for salon professionals, offering wholesale pricing and ongoing training.

Quantifiable outcome

• 70+ shades available across professional methods
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

One partnership is on record.

• Huda KattanflagshipStrategic or Co-development PartnerBeauty Works x Huda exclusive shade collection featuring Huda, Spiced Oud, Desert Dune, Midnight Kohl, and Arabia Doll. Includes Huda Hairdrobe collection. Co-developed limited edition shades inspired by Huda's signature beauty looks.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hot Tools:
• Kérastase: Global luxury professional haircare brand from L'Oréal with strong salon distribution. Comparable premium haircare positioning (masks, oils, treatment lines) overlapping with Beauty Works' Pearl, Solaré and Argan ranges.
• Great Lengths: Global leader in professional pre-bonded keratin hair extensions sold exclusively through certified salons. Comparable premium Remy positioning but a salon-only channel versus Beauty Works' hybrid DTC/trade model.
• ghd (Good Hair Day): Market-leading professional heat styling tool brand (straighteners, curlers, dryers) with global salon and DTC distribution. Overlaps with Beauty Works' AERIS and pro tool ranges on styling tool technology and channel.
• T3 Micro: Premium hair styling tools brand with proprietary ionic, ceramic and digital heat technologies. Direct comparable on styling tool category (curlers, wavers, dryers, straighteners) and premium positioning.

Direct peers

• Hidden Crown Hair: DTC premium hair extension specialist focusing on seamless, natural-looking clip-ins and tape-ins. Comparable consumer segment, shade range depth and influencer-driven GTM.
• Hairdreams: European luxury hair extension brand offering 100% Remy human hair across multiple professional methods with a salon-only distribution channel. Comparable premium positioning and pro methods focus.
• Luxy Hair: Direct-to-consumer premium clip-in and tape-in hair extension brand. Closely comparable DTC model, celebrity/influencer marketing approach, and Remy human hair positioning targeted at individual consumers.
• Bellami Hair: Premium human hair extensions brand sold DTC with celebrity partnerships and a professional stylist channel. Directly comparable product mix across clip-ins, tape-ins, wefts and pro tools.

Emerging players

• Olaplex: Bond-building haircare brand with patented chemistry adopted across professional and consumer channels. Overlaps with Beauty Works' UV/bond-repair haircare positioning and pro stylist channel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/beauty_works
• YouTubeyoutube.com/c/Beautyworksonline
• Facebookfacebook.com/BeautyWorksOnline
• Instagraminstagram.com/beauty_worksonline
• TikToktiktok.com/@beautyworks
• Pinterestpinterest.co.uk/beautyworkspins
• LinkedInlinkedin.com/company/beauty-works-online

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Beauty Works