Beauty Craft

What Beauty Craft does

Beauty Craft is a third-generation, family-owned professional beauty product distributor headquartered in Minnetonka, Minnesota. Founded in 1928 by the Wexler family, the company serves salons, spas, and stylists as its primary customer segment, operating 15 retail showrooms across 14 U.S. states in the Midwest and Mountain West (Colorado, Idaho, Illinois, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oregon, South Dakota, Washington, and Wisconsin). Beauty Craft distributes more than 30 professional beauty brands spanning hair care, hair extensions, color, styling tools, lash, wax, and accessories — including Moroccanoil, Kevin.MURPHY, Oligo Professionnel, Aqua, MILK_SHAKE, Amika, Living Proof, and others — with brand availability varying by geography.

The company's underlying technology is minimal: a Squarespace-hosted marketing website (beautycraft.com), a gated e-commerce login at shop.beautycraft.com for registered professional accounts, and Google Forms-based class registration. There are no proprietary platforms, APIs, SDKs, or disclosed data assets. Business operations rest on a professional account onboarding workflow that requires form submission and up to two business days for activation, reflecting a consultative, relationship-based sales motion rather than self-service e-commerce.

Beauty Craft generates revenue primarily through wholesale/retail product distribution to professional accounts, with a secondary revenue stream from brand-certified education and training services (single method classes, duo classes, master classes, and certifications in partnership with brands like Aqua, Oligo, Moroccanoil, MILK_SHAKE, and Kevin.MURPHY). Pricing is not publicly disclosed and operates on an account-based, quote-driven basis. The company is privately held, with no disclosed external investors, funding rounds, M&A activity, or leadership changes, indicating a stable, owner-operated distribution business rather than a venture-backed growth entity.

Name

Beauty Craft

Website

https://beautycraft.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

Beauty Craft is a third-generation, family-owned professional beauty product distributor operating 15 retail stores across 14 U.S. Midwest and Mountain West states, supplying 30+ brands and certified education to salons, spas, and stylists.

Ownership category

akta.pro rank

Product category

Professional Beauty Distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Salon Retail & Backbar Consumables (Disposables, Capes, Towels, Sanitizers) (CRABALAJ)

akta.pro secondary industry

Beauty Tools, Accessories & Devices Distribution (CRAOAEAL)

Keywords

• Professional beauty distribution
• Salon supplies wholesale
• Multi-brand beauty products
• Salon education training
• Professional account beauty

Headquarters

HQ city

Minnetonka

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Professional Beauty Product Distribution: Beauty Craft generates revenue by distributing professional-grade beauty products to salons, spas, and stylists. The company represents multiple brands and makes products available through 15 physical retail stores and an e-commerce platform. Revenue is generated through product sales to registered professional accounts.
2. Education & Training Services: Beauty Craft offers education and certification classes for salon professionals in partnership with brands like Aqua, Oligo, Moroccanoil, MILK_SHAKE, and Kevin.MURPHY. These hands-on training sessions include single method classes, duo classes, master classes, and certification upon completion.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Beauty Craft distributes professional-grade beauty products from multiple third-party brands to licensed beauty professionals (salons, spas, and stylists) through 15 retail showrooms in the U.S. Midwest and Mountain West and a login-gated e-commerce site. It complements distribution with brand-partnered education, certification, and training classes for salon professionals, and a request-based professional account program that gates purchasing access.

Product overview

Beauty Craft is a third-generation, privately owned professional beauty product distributor connecting salons, spas, and stylists with thoughtfully chosen professional-grade brands. The company operates as a multi-brand distribution platform with 15 retail stores across 14 U.S. states in the Midwest and Mountain West regions, complemented by an e-commerce platform for professional account holders. Beauty Craft represents over 30 professional beauty brands including hair care (Moroccanoil, Kevin Murphy, Milk_SHAKE, Amika, Living Proof, Unite), hair extensions (Aqua), hair removal (CryBaby Wax, NuFree), tools (Framar, Teleties), and professional education services. The portfolio also includes spa and lash products (LiLash, Spongelle), with distribution varying by geographic region. The company supports its product distribution with education and certification programs through partnered brands, hands-on training classes, and business resources for salon professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi-Brand Professional Beauty Product Distribution Curated distribution of 30+ professional-grade beauty brands to salons, spas, and stylists across the U.S. Midwest and Mountain West, including hair care (Moroccanoil, Kevin Murphy, MILK_SHAKE, Amika, Living Proof, Unite), extensions (Aqua), color and styling (Oligo Professionnel), grooming (STMNT), lash and skincare (LiLash, Hydropeptide), waxing (CryBaby Wax, NuFree), and tools/accessories (Framar, Teleties, Spongelle).
• Retail Store Network 15 physical retail showrooms across Colorado, Idaho, Illinois, Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oregon, South Dakota, Washington, and Wisconsin where licensed beauty professionals can browse and purchase professional-grade products in person.
• Professional E-commerce Platform Login-gated online storefront for registered professional accounts to purchase professional beauty products, supplementing the in-store retail experience.
• Education & Certification Classes In-person hands-on classes, certification programs, and brand-led training for salon professionals, including Aqua extensions certification, Oligo Professionnel cutting/coloring and business education, Moroccanoil signature programs, MILK_SHAKE training (ID, OR, MT, WA), and Kevin.MURPHY education (CO, IA, ID, KS, MO, MN, MT, NE, ND, OR, SD, WA, WI).
• Professional Account Program Request-based onboarding program that activates licensed beauty professionals into Beauty Craft's distribution platform, with up to two business days for account setup before accessing products and pricing.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• AquacoreStrategic or Co-development PartnerAqua offers beauty extension training classes including small, intimate sessions, single method classes, duo classes, and master classes for certified salon professionals. Beauty Craft hosts these hands-on, certification programs.
• Oligo ProfessionnelcoreStrategic or Co-development PartnerOligo provides in-salon education and events offering continuous technical support utilizing the salon-only Oligo Professionnel product line, covering salon business education, cutting and coloring techniques.
• MoroccanoilcoreStrategic or Co-development PartnerAs a leading creative and education-driven brand for salons and hairdressers, Moroccanoil offers signature programs and business education to fully support stylists at every step of their career through Beauty Craft's distribution network.
• MILK_SHAKEcoreStrategic or Co-development PartnerMILK_SHAKE education programs are available through Beauty Craft locations in Idaho, Oregon, Montana, and Washington, providing professional training for salon professionals.
• Kevin.MURPHYcoreStrategic or Co-development PartnerKevin.MURPHY education is available through Beauty Craft in Colorado, Iowa, Idaho, Kansas, Missouri, Minnesota, Montana, Nebraska, North Dakota, Oregon, South Dakota, Washington, and Wisconsin, offering professional styling training.
• AmikaminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.
• ASPminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.
• Living ProofminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.
• LiLashminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Idaho and Iowa.
• NufreeminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Idaho and Illinois.
• STMNTminorChannel Partner/ Reseller/ DistributorProfessional grooming brand distributed through Beauty Craft locations in Idaho and Illinois.
• UniteminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Idaho.
• SpongelleminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Idaho.
• ZenagenminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Idaho.
• FramarminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Colorado.
• MoroccanoilminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Colorado.
• Keratin ComplexminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Colorado.
• HydropeptideminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.
• Go24/7minorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.
• Style EditminorChannel Partner/ Reseller/ DistributorProfessional beauty brand distributed through Beauty Craft locations in Illinois.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Regional players

• State Beauty Supply: State Beauty Supply is a regional professional beauty distributor in the South-Central US, focused on salon-grade products and education. Comparable to Beauty Craft in store-based professional distribution and brand partnerships, but serves a different geographic territory.
• Salon Galleria: Salon Galleria is a professional beauty distributor in the Western US distributing products to salons, spas, and barbershops. It overlaps with Beauty Craft's model of regional multi-brand distribution with education and store presence, but in a different territory.
• SalonCentric Canada / Salon Service Group Canada: Salon Service is a regional professional beauty distributor in Canada offering multi-brand distribution and education to salons. It is comparable to Beauty Craft as a multi-store, education-led professional beauty distributor, but serves a different geography.

Direct peers

• Salon Service Group: Salon Service Group is a professional beauty distributor serving salons and stylists across multiple US regions with retail stores and brand distribution. It is comparable to Beauty Craft in multi-brand professional distribution and education, with overlapping brand portfolio.
• SalonCentric: SalonCentric is a wholly owned subsidiary of L'Oréal USA and the largest professional-only beauty distributor in North America, operating hundreds of stores and serving salons, stylists, and barbers. It is the most direct large-scale competitor to Beauty Craft's model of professional beauty distribution with education, but at significantly greater national scale.
• Salon Services: Salon Services is a regional professional beauty distributor operating in the Western US, offering multi-brand product distribution and education to salons and stylists. It overlaps with Beauty Craft's model in hair care distribution and education events, serving some of the same professional channel.
• Armstrong McCall: Armstrong McCall is a professional beauty and barbering product distributor operating stores primarily across Texas and surrounding states. It is comparable to Beauty Craft as a multi-store professional beauty distributor with brand partnerships, though it skews more toward barbering supplies.
• CosmoProf / Beauty Systems Group (BSG): CosmoProf is Henkel's professional beauty distribution arm in North America, operating a large store network and e-commerce platform that distributes professional products to licensed salon professionals. It directly competes with Beauty Craft in multi-brand professional distribution and is meaningfully larger.

Emerging players

• Salon Interactive: Salon Interactive is a digital platform that enables professional beauty brands to manage education, marketing, and stylist engagement. It is comparable to Beauty Craft's education-driven GTM motion as a technology-enabled adjacent player in the professional channel, though it does not distribute products.

Broad incumbents

• Marina's Salon Services (Beauty Brands equivalent): Beauty Brands is a multi-store professional and retail beauty concept offering salon services plus product retail. It is comparable to Beauty Craft in the professional beauty channel and product assortment, but operates a hybrid salon-retail model with broader consumer reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/beauty_craft
• Facebookfacebook.com/beautycraft

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Craft