What Beauty Express Group does

Beauty Express Group (BXG) is a Hong Kong-headquartered integrated beauty group founded in 2007 that operates across brand development, R&D, manufacturing, retail distribution, and e-commerce across Asian markets. The company manages a portfolio of 15 brands organized into two tiers: seven proprietary house brands (Telosin LED light therapy devices, A80 Paris hair styling tools, The Mineral Boutique mineral skincare, 24 Auro gold-infused skincare, Apeiro botanical skincare, The Mineral Boutique Spa aesthetic treatments, and the VIP Extra loyalty platform) and seven international distribution brands (Aurarius, Gold Elements, Gratiae, Hermetise, Mimi Luzon, Premier Dead Sea, and Trésure Rare). Its technology core centers on FDA-cleared medical-grade LED devices using dual-spectrum wavelengths (635nm/850nm infrared and 633nm red/415nm blue light) and proprietary formulations combining Dead Sea minerals, Swiss clinical ingredients, and botanical actives, with an R&D office in Hod Hasharon, Israel.

BXG operates an omni-channel go-to-market model spanning 200+ physical retail points across Hong Kong, Macau, and Singapore (including flagship boutiques at Harbour City, Fashion Walk, and SOGO Causeway Bay), 18 localized direct-to-consumer e-commerce platforms, and a B2B distribution arm in Singapore. Revenue derives from one-time product sales across house and distribution brands, retail operations, and the VIP Extra recurring loyalty ecosystem connecting 130,000+ active members. The company serves premium and luxury beauty consumers seeking clinical-grade at-home treatments, advanced spa services, and curated international brands.

The company is privately held, led by co-founder and CEO Aviad Ben Ezra, with strategic investment from Aurec Capital (2015). BXG is currently expanding into Mainland China through VIP Extra e-commerce and new physical store openings, having crossed 100,000+ VIP Extra members in 2023 and surpassing 130,000+ by 2025-2026.

Name

Beauty Express Group

Legal name

Beauty Express Group

Website

https://bexgrp.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Beauty Express Group is a Hong Kong-based integrated beauty group operating 15 brands across skincare, beauty tech devices, haircare, and spa services through 200+ retail points and 18 e-commerce platforms, serving premium beauty consumers in Asia.

Ownership category

akta.pro rank

Product category

Premium Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

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

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industries

Beauty & Personal Care Marketplaces (CRAFABAB), Beauty Tools, Accessories & Devices Distribution (CRAOAEAL)

Keywords

• Beauty brand development
• Skincare products
• LED light therapy
• Hair styling tools
• Beauty retail

Headquarters

HQ city

Kwun Tong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - House Brands: Revenue from proprietary beauty brands including skincare, beauty devices, hair tools, and spa treatments sold through retail and e-commerce channels.
2. Product Sales - Distribution Brands: Revenue from distributed international brands including Aurarius, Gold Elements, Gratiae, Hermetise, Mimi Luzon, Premier, and Trésure Rare.
3. Retail Operations: Revenue from 200+ physical retail points of sale including flagship boutiques, mall stores, and airport locations across Hong Kong, Macau, and Singapore.
4. E-commerce Platforms: Revenue from 18 direct-to-consumer e-commerce platforms localized across Asia, including VIP Extra online store.
5. VIP Extra Loyalty Program: Consumer ecosystem with 130,000+ active members generating repeat purchases through curated rewards, exclusive launches, and special events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Beauty Express Group develops, manufactures, and retails a portfolio of 15 premium and luxury beauty brands spanning skincare, FDA-cleared LED beauty devices, professional hair styling tools, mineral-powered spa treatments, and ingestible wellness. The company sells its products through an omni-channel network of 200+ retail points of sale (flagship boutiques, malls, airports), 18 direct-to-consumer e-commerce platforms, B2B distribution in Singapore, and the VIP Extra loyalty ecosystem serving 130,000+ active members across Hong Kong, Macau, Singapore, and Mainland China.

Product overview

Beauty Express Group (BXG) is a beauty brand development, retail, and online company operating a multi-brand portfolio of 15 brands across skincare, beauty tech devices, haircare tools, and ingestible wellness. The portfolio is organized into two tiers: (1) House Brands — seven proprietary brands including Telosin (LED light therapy devices and skincare), A80 Paris (hair styling tools and haircare), The Mineral Boutique (mineral-powered skincare and spa treatments), The Mineral Boutique Spa (advanced body treatments using EndyMed RF and Hollywood Laser technology), 24 Auro (gold-infused skincare), Apeiro (botanical skincare), and VIP Extra (consumer loyalty ecosystem and retail platform with over 130,000 active members); and (2) Distribution Brands — seven internationally licensed brands including Aurarius (gold and truffle skincare), Gold Elements (gold-powered anti-aging), Gratiae (certified organic Holy Land skincare), Hermetise (caviar and truffle luxury skincare), Mimi Luzon (celebrity red carpet skincare), Premier/Dead Sea (Dead Sea mineral skincare), and Trésure Rare (Swiss anti-aging skincare). BXG operates 200+ points of sale across Hong Kong, Macau, and Mainland China, and manages 18 direct-to-consumer e-commerce platforms.

Differentiator

Problem solved

Functional benefit

Brands

• 24 Auro: Gold-infused skincare destination bringing together leading global brands defined by performance, precision, and elevated results.
• A80 Paris
• Apeiro
• Telosin
• The Mineral Boutique
• The Mineral Boutique Spa
• VIP Extra
• Aurarius
• Gold Elements
• Gratiae
• Hermetise
• Mimi Luzon
• Premier
• Trésure Rare

Products and services

• Telosin X FDA-cleared medical device using advanced dual-spectrum LED technology (635nm Red and 850nm Infrared) to stimulate collagen production, diminish wrinkles, tighten skin, and disperse pigmentation with zero pain or downtime. Crafted with a NASA-trusted polycarbonate head for clinical-grade light transmission. For premium consumers seeking at-home anti-aging LED therapy.
• Telosin Y Pro Red FDA-cleared home-use device using calibrated 633nm red light to stimulate collagen activity, improve firmness, and refine skin texture. Won Best Home Beauty Device at Vogue Hong Kong Beauty Awards 2025 and 2026. For consumers seeking at-home LED skin renewal.
• Telosin Y Pro Blue
• Telosin Body Sculpt Classic
• Telosin Body Sculpt Advance
• Telosin Lumiaactive Collection A trio of light-activated skincare products designed to enhance every stage of the LED light therapy journey, from treatment preparation to daily blue light protection, creating a seamless ritual for healthier-looking, more radiant skin.
• Telosin Light Enhancing Serum
• A80 Paris STRAIGHTRUST
• A80 Paris SURFHAIR L'Original Orange
• A80 Paris Ionic Infrared Dryer
• A80 Paris STYLING TRIO SET
• A80 Paris TRUECURL Ionic Infrared Curler
• A80 Paris French Cokage Haircare Line
• The Mineral Boutique Magnifying Youth Black Face Masque
• The Mineral Boutique Instant Tight Facial
• The Mineral Boutique Firmness Renewal Facial Peel
• The Mineral Boutique Replenishing Facial Toner
• The Mineral Boutique Radiance Body Peel
• The Mineral Boutique Spa EndyMed RF Treatment
• The Mineral Boutique Spa EndyMed RF Body
• The Mineral Boutique Spa Hollywood Laser Minimize Pore Refining Facial
• The Mineral Boutique Spa Micromirror Light Locking Treatment
• The Mineral Boutique Spa Zero Peel Pore Detox Therapy
• Apeiro Transformation Mask
• Apeiro BOOSTOX MAX A & B
• Apeiro Diamond & Caviar Ultimate Skin Renewal Program
• Apeiro Collagen Glow Treatment Systems (Revita-Glow & Nano-Glow)
• Apeiro Illuminating Eye Rejuvenation Treatment Set
• VIP Extra EL DORADO 24K Regimen
• VIP Extra Gold Elements Mega Serum
• VIP Extra I-RED HEAT BRUSH
• VIP Extra Loyalty Platform
• Aurarius Platinum Gravity-Defiant Lifting Serum
• Aurarius Advanced Truffles Mask Magique
• Gold Elements Age Treatment Cream
• Gold Elements Truffles Infusion Body Butter
• Gratiae Rosa Negra Restoration Oxygen Defense Cellular Transformative Night Mask
• Gratiae Anti-Aging Noir Grand Facial Mask
• Hermetise Age Delay White Gold Lifting Cream
• Mimi Luzon 24K Gold Hyaluronic Super Serum
• Mimi Luzon Protocol 1 Lift and Glow Pro
• Premier Prestige Miracle Noir Mask
• Premier Gold Champagne Micro Nectar
• Trésure Rare Express 60 Seconds Lift
• Trésure Rare Impériale Creamy Body Mousse

Quantifiable outcome

• Vogue Hong Kong Beauty Awards 2026: Four BXG products received top honors including Best Home Beauty Device (Telosin Y Pro Red & Blue)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators8 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Sephora: Global omni-channel beauty retailer operating physical stores and direct e-commerce across categories including skincare, devices, and haircare. Direct comparable to BXG's 200+ POS plus 18 DTC platform model, including multi-brand merchandising and loyalty program mechanics.
• Sa Sa International: Hong Kong-headquartered beauty retailer with multi-brand merchandising across cosmetics, skincare, and haircare with strong Asia-Pacific retail footprint. Operates in the same regional geography and serves overlapping premium/mass-prestige beauty consumers as BXG's Hong Kong and Macau stores.
• Cosmax: Major Korean cosmetics ODM/contract manufacturer providing R&D, formulation, and production services to international beauty brands. Directly comparable to the manufacturing/production pillar of BXG's R&D-driven model that develops owned brands (Telosin, Apeiro, Mineral Boutique) plus distributes for third-party brands.
• Foreo: Swedish beauty-tech company selling FDA-cleared at-home skincare devices (Luna, Bear) with proprietary technology and direct-to-consumer global distribution. Comparable to Telosin's regulated at-home LED device line in product category, regulatory positioning, and DTC-led growth strategy.
• Dr. Ci:Labo: Japanese prestige skincare brand combining clinical-dermatology positioning with Asian-market flagship retail. Directly comparable to BXG's clinical- and device-led house brands (Telosin, The Mineral Boutique) in premium Asian beauty positioning and doctor/clinical credibility.

Broad incumbents

• Amorepacific: South Korean multi-brand beauty conglomerate combining owned heritage brands (Sulwhasoo, Laneige, Innisfree) with manufacturing scale and Asia-wide retail. Comparable to BXG in multi-brand portfolio strategy and Asia-focused omni-channel distribution, though at materially larger scale.
• LG H&H (LG Household & Health Care): Korean conglomerate operating multi-brand prestige and masstige beauty portfolio (Whoo, OHUI, Su:m37°) with category-spanning products and Asian-led distribution. Comparable to BXG's brand-aggregation playbook combining owned house brands with distributed international labels in Asian markets.
• Shiseido Prestige Group: Global multi-brand prestige beauty group (SHISEIDO, Cle de Peau Beauté, NARS, Drunk Elephant, IPSA) with strong Asia and travel-retail presence. Comparable to BXG in multi-brand premium skincare merchandising and dependence on Asia-Pacific prestige demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/beautyexpressgroup
• LinkedInlinkedin.com/company/beauty-express-ltd
• Instagraminstagram.com/beautyexpressgroup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 records

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 Beauty Express Group