Neroli Salon & Spa
Neroli Salon & Spa is a Milwaukee-based, five-location full-service salon and day spa founded in 1993, offering hair, skin, nail, massage, Ayurveda, and bridal services to individual consumers under the Edgeless Beauty Group umbrella.
- Company typePrivate
- Founded1993
- HeadquartersMilwaukee, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Neroli Salon & Spa does
Neroli Salon & Spa is a multi-location, full-service salon and day spa founded in 1993 and headquartered in Milwaukee, Wisconsin, operating five physical locations across the Milwaukee metropolitan area: Brookfield, Downtown (Historic Third Ward), East Side, North Shore (Glendale), and Mequon. The company delivers a comprehensive suite of beauty and wellness services spanning hair (cuts, color, texturizing, extensions, barbering), nails, skincare (Aveda, Ultraceuticals, HydraFacial facials), massage (including Ashiatsu and Ayurvedic modalities), waxing, lash and brow services, body treatments, makeup, and curated spa packages priced from $15 (polish change) to $520 (Worldly Ritual package).
The underlying technology stack is non-proprietary: the company runs on the Zenoti spa/salon management platform for online booking, point-of-sale, gift cards, and customer management, supplemented by native iOS and Android mobile apps and Google Analytics for web reporting. No proprietary technology, AI/ML systems, or patented processes are disclosed. Service delivery is supported by a team of 101–250 licensed professionals across roles (hair designers, estheticians, massage therapists, nail designers, barbers, makeup artists) and a deep product partner ecosystem led by Aveda (primary brand), with Bellami (extensions), HydraFacial, Ultraceuticals (clinical skincare), Keratin Complex, and OPI as secondary vendor partners.
The business model is direct-to-consumer service revenue, supplemented by retail product sales (predominantly Aveda), gift card sales, group/wedding event bookings, and a recurring loyalty mechanic via Aveda Plus Rewards ($10 enrollment, 10 points per $1 on retail). Customer acquisition is driven by introductory offers ($50 first-service credit), a $20/$20 referral program, and broad content marketing across social channels, blog, and podcast. The company operates as part of Edgeless Beauty Group, a conglomerate umbrella that also encompasses the Institute of Beauty and Wellness (cosmetology school), SKN BAR Rx (two locations), and an Ultraceuticals distribution center — creating an internal talent pipeline and procurement channel not visible in standalone salon operators.
Neroli Salon & Spa firmographics
Firmographics- Name
- Neroli Salon & Spa
- Legal name
- Neroli Salon & Spa
- Website
- https://nerolisalonspa.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Neroli Salon & Spa is a Milwaukee-based, five-location full-service salon and day spa founded in 1993, offering hair, skin, nail, massage, Ayurveda, and bridal services to individual consumers under the Edgeless Beauty Group umbrella.
- Ownership category
- akta.pro rank
Neroli Salon & Spa industry classification
Industry- Product category
- Salon and Spa Services
- NAICS
- Beauty Salons (812112)
- akta.pro primary industry
- Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)
- akta.pro secondary industries
- Medical Spas (Medi-Spas) (HSALAFAB), Spa Packages & Ritual Experiences (HSALAFAN), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Group/Party Makeup Services (HSALAHAK), Luxury/High-End Barber Lounges (HSALABAH)
Keywords
Where Neroli Salon & Spa is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Neroli Salon & Spa business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Salon Services: Revenue from hair services including cuts, color, texturizing, extensions, barbering, and styling. Hair services are the largest service category with multiple price points ranging from bang trims ($20) to silk press for coily hair ($130).
- Spa Services: Revenue from facials (Aveda, Ultraceuticals, HydraFacial), massage therapy (signature, deep tissue, sports, prenatal, Ashiatsu, youth), body treatments, and waxing services. Price points range from $80 to $175+ depending on service type and duration.
- Nail Services: Revenue from manicures, pedicures, gel polish, and Gel-X extensions. Services range from $15 polish changes to $105 Gel-X extensions.
- Retail Product Sales: Revenue from retail sales of Aveda haircare, skincare, and body products. Aveda Plus Rewards loyalty program offers points on retail purchases. Also retails Ultraceuticals, HydraFacial, OPI, and Keratin products.
- Aveda Plus Rewards Membership: $10 one-time enrollment fee for Aveda Plus Rewards loyalty program. Members earn 10 points per $1 spent on Aveda products. Points redeemable for Aveda products, salon services, and exclusive experiences.
- Group Events and Weddings: Revenue from group events, bridal parties, corporate retreats, and bachelorette parties across five locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hair Services - Bang Trim |
| Unit Pricing | Pay-as-you-go | Hair Services - Cut & Finish |
| Unit Pricing | Pay-as-you-go | Hair Services - Color |
| Unit Pricing | Pay-as-you-go | Hair Services - Texturizing |
| Unit Pricing | Pay-as-you-go | Hair Services - Extensions |
| Unit Pricing | Pay-as-you-go | Massage Services |
| Unit Pricing | Pay-as-you-go | Waxing Services |
| Unit Pricing | Pay-as-you-go | Manicure Services |
| Unit Pricing | Pay-as-you-go | Lash & Brow Services |
| Unit Pricing | Pay-as-you-go | Makeup Services |
| Unit Pricing | Pay-as-you-go | Facial Services - Aveda |
| Unit Pricing | Pay-as-you-go | Facial Services - Ultraceuticals |
| Unit Pricing | Pay-as-you-go | Facial Services - HydraFacial |
| Unit Pricing | Pay-as-you-go | Body Treatments |
| Unit Pricing | Pay-as-you-go | Ayurveda Services |
| Unit Pricing | Pay-as-you-go | Curated Experiences / Spa Packages |
| Unit Pricing | Pay-as-you-go | Barbering Services |
| Unit Pricing | Pay-as-you-go | Wedding Services |
| Other | Pay-as-you-go | Introductory Offer |
| Other | Pay-as-you-go | Spa Day Bundle Discount |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels14 records
Neroli Salon & Spa product offering
Product offeringCore offering
Neroli Salon & Spa is a multi-location full-service salon and day spa offering hair (cuts, color, extensions, texturizing, barbering), nail, facial (Aveda, HydraFacial, Ultraceuticals), massage, body treatment, waxing, lash and brow, makeup, and traditional Ayurveda services to individual consumers across five Milwaukee-area locations. The company also retails professional beauty products, primarily Aveda, and runs a paid loyalty program, with all appointments managed through the Zenoti booking platform.
Product overview
Neroli Salon & Spa operates as a multi-location salon and spa offering with a unified platform of beauty and wellness services across five Wisconsin locations (Brookfield, Downtown, East Side, Mequon, and North Shore). Founded in 1993, the company provides a comprehensive range of services including hair care (cuts, color, extensions, texturizing), nail services, makeup application, facials (Aveda, HydraFacial, Ultraceuticals), massage therapy, body treatments, Ayurveda services, waxing, and lash/brow services. The company partners with professional beauty brands including Aveda (primary product line), Bellami (hair extensions), HydraFacial, and Ultraceuticals. Retail offerings include Aveda products, and the company maintains loyalty programs (Neroli Loyalty and Aveda Plus Rewards). Service delivery is managed through the Zenoti booking platform with a proprietary mobile app for customer engagement.
Differentiator
Problem solved
Functional benefit
Products and services
- Hair Services Comprehensive hair care including cuts, barbering, color, styling, texture treatments, extensions, and specialized treatments for all hair types, offered across all five Neroli locations.
- Nail Services Manicures and pedicures ranging from classic polish to Gel-X extensions and spa-style treatments, available at Neroli's five locations.
- Makeup Services Professional makeup application including airbrushed makeup for events, weddings, and everyday looks.
- Facial Services Skincare treatments including Aveda Tulasara, Vitamin C, Plant Stem Cell facials, HydraFacial, Ultraceuticals peels, dermaplane, microdermabrasion, and gua sha treatments.
- Massage Services Various massage modalities including Signature, Deep Tissue, Sports, Prenatal, Ashiatsu, and Youth massages, available in 50, 80, and 110 minute durations at most locations.
- Waxing Services Hair removal services for brows, lips, chin, bikini, legs, arms, back, and other body areas.
- Body Treatments Full body treatments including deep cleansing, exfoliation, HydraFacial body protocols (back, booty, half arm), and nourishing therapies.
- Ayurveda Services Traditional Ayurvedic therapies including Abhyanga, Shirodhara, Marma therapy, Swedana, and Udwarthana for deep relaxation, detoxification, and rejuvenation.
- Lash and Brow Services Lash extensions (Classic, Volume, Hybrid), lash lifts and tints, brow lamination, tinting, and shaping services.
- Barbering Services
Quantifiable outcome
- Aveda Stress-Fix massage clinically proven to relieve stress by 38%
- +2 more outcomes
Companies that use Neroli Salon & Spa
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Neroli Salon & Spa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Neroli Salon & Spa partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- AvedacoreAveda is the primary product brand partner, providing hair color (93% naturally derived, vegan), skincare, body care, and styling products. Neroli is an Aveda partner salon with exclusive product access, Aveda Plus Rewards loyalty integration, and Aveda traveling educator involvement (Sally as Aveda Purefessional traveling educator, Ashlee as educator at Aveda Institute). Neroli uses Aveda's Shop Aveda portal for retail sales.
- Bellami Hair ExtensionscoreOfficial Bellami hair extension provider offering Bellami Hand-Tied Wefts (100% Remy human hair), Tape-In, I-Tip, and Keratin Tip extensions. Stylists trained and certified in Bellami application methods including Bellemi Hair Extension training.
- HydraFacialcoreCertified HydraFacial provider offering Signature, Deluxe, and Platinum HydraFacial treatments. Also uses HydraFacial for body treatments including half arm sculpting, booty sculpting, and back treatments. Neroli staff trained in HydraFacial protocols.
- UltraceuticalscoreExclusive skincare partner for clinical-grade facial treatments including Signature Facial, Hydrate & Firm, Mattify & Clear, Luminous & Bright, Refine & Hydrate, Radiance & Glow, and Rejuvenate & Revitalize peels. Hosts Ultraceuticals launch events at locations. Edgeless Beauty Group distributes Ultraceuticals.
- IntercoiffureminorInternational association of premier salons. Neroli's affiliation signals industry prestige and commitment to excellence in hair and beauty services.
- ZenoticoreSpa and salon management software platform powering online booking, gift cards, point-of-sale, and appointment management. Neroli uses Zenoti for webstore services, gift card sales, and customer booking across all five locations.
- Edgeless Beauty GroupcoreEdgeless Beauty Group is the umbrella company that includes Neroli Salon Spa (5 locations), Institute of Beauty and Wellness (Milwaukee, Madison, Chicago), SKN BAR Rx (Shorewood and Pewaukee), and a distribution center for Ultraceuticals skincare. Kali Winter serves as Director of Spa for Edgeless Beauty Group.
- Institute of Beauty and WellnesscoreAveda-affiliated beauty school in Milwaukee, Madison, and Chicago. Neroli team members receive training here, and team members like Sally serve as Aveda educators at the institute. Strong pipeline for talent recruitment.
- SKN BAR RxminorPart of Edgeless Beauty Group network. Located in Shorewood and Pewaukee. Shared ecosystem within the Edgeless Beauty Group umbrella.
- The Water CouncilminorMilwaukee-based water technology organization. Featured on Neroli's podcast as an Earth Month partner, highlighting Neroli's environmental sustainability commitment.
Scale indicators3 records
Expansion highlights5 records
Neroli Salon & Spa competitors and assessment
Company assessmentOthers
- Salon Lofts: Multi-location salon suite concept providing independent stylists with branded studio space. Comparable to Neroli in adjacent salon-channel context for understanding competitive dynamics among branded multi-location salon/spa operators in the Midwest.
Direct peers
- Massage Envy Franchising: Massage Envy is the largest U.S. day spa franchise with hundreds of locations offering massage, facials, and skincare memberships. Most directly comparable to Neroli on multi-location day spa model, membership/loyalty programs, and service breadth.
- LaVida Massage: Day spa franchise with multiple locations offering massage, facials, and skincare services under a membership model. Comparable to Neroli on multi-location day spa format, recurring-customer focus, and broad service menu spanning massage and skin care.
- Burke Williams Spa: Upscale day spa chain operating multiple full-service spa locations with massage, facials, body treatments, and bridal services. Comparable to Neroli on premium price points, curated spa packages, and corporate/group events.
- Woodhouse Spa: Luxury day spa chain with multiple U.S. locations offering a similar full menu of massage, facials, body treatments, and curated spa packages. Comparable to Neroli on premium positioning, curated rituals, and multi-location spa model.
- Hand & Stone Massage and Facial Spa: National franchise offering massage, facial, and hair removal services under a membership model across hundreds of locations. Directly comparable on the day spa + hair removal service mix, multi-location operations, and use of introductory offers.
- European Wax Center: Specialty franchise focused on waxing and skincare services across hundreds of U.S. locations, including a member-based pricing model. Comparable to Neroli on waxing service offering, multi-location retail footprint, and membership/loyalty structure.
Emerging players
- Heyday: Skincare-focused facial bar offering walk-in facials across multiple U.S. locations. Comparable to Neroli on HydraFacial and clinical facial service offerings, modern booking UX, and multi-location retail-style footprint.
- SkinSpirit: Multi-location medical spa offering injectables, HydraFacial, and advanced skincare treatments. Comparable to Neroli on clinical-grade facial services (HydraFacial, Ultraceuticals peels) and the progression from traditional day spa into medi-spa territory.
- The Now Massage: Boutique massage studio concept with multiple locations focused on walk-in-friendly, design-led massage services. Comparable to Neroli on massage modality breadth and service-led operating model, though narrower in total service menu.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Neroli Salon & Spa social profiles
Digital presenceNeroli Salon & Spa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Neroli Salon & Spa leadership team
Management profileNumber of profiles
Profiles3 records
Neroli Salon & Spa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Neroli Salon & 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 Neroli Salon & Spa
What does Neroli Salon & Spa do?
Neroli Salon & Spa is a multi-location full-service salon and day spa offering hair (cuts, color, extensions, texturizing, barbering), nail, facial (Aveda, HydraFacial, Ultraceuticals), massage, body treatment, waxing, lash and brow, makeup, and traditional Ayurveda services to individual consumers across five Milwaukee-area locations. The company also retails professional beauty products, primarily Aveda, and runs a paid loyalty program, with all appointments managed through the Zenoti booking platform.
Is Neroli Salon & Spa a public or private company?
Neroli Salon & Spa is a private company. It is classified as corporate owned and is currently operating.
When was Neroli Salon & Spa founded?
Neroli Salon & Spa was founded in 1993. It employs 101 to 250 people.
Where is Neroli Salon & Spa based?
Neroli Salon & Spa is headquartered in Milwaukee, United States, in the North America region.
How does Neroli Salon & Spa make money?
Six revenue lines are on record. Salon Services are the primary driver. The others are spa Services, nail Services, retail Product Sales, aveda Plus Rewards Membership and group Events and Weddings.
Who are Neroli Salon & Spa's main competitors?
Salon Lofts is listed as an others. Direct peers are Massage Envy Franchising, LaVida Massage, Burke Williams Spa, Woodhouse Spa, Hand & Stone Massage and Facial Spa and European Wax Center. Emerging players are Heyday, SkinSpirit and The Now Massage.
Does Neroli Salon & Spa have an API?
No public API is recorded for Neroli Salon & Spa.
What industry is Neroli Salon & Spa in?
Neroli Salon & Spa's product category is Salon and Spa Services. Its primary akta.pro industry code is THAJAHAC, Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages), with a secondary code of HSALAFAB, Medical Spas (Medi-Spas). Its NAICS code is 812112.