Price Attack
Price Attack is an Australian-owned, multi-brand hair care and beauty retailer operating 50+ physical stores nationwide alongside an e-commerce platform, serving both professional hairdressers and individual consumers with approximately 80 professional and consumer brands plus an exclusive PPS Hairwear partnership and a franchise program.
- Company typePrivate
- Founded2018
- HeadquartersEagle Farm, Australia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Price Attack does
Price Attack is an Australian privately-held, multi-brand hair care and beauty retailer operating more than 50 physical stores nationwide alongside an e-commerce platform at priceattack.com.au. The company carries approximately 80 brands spanning professional haircare (Olaplex, Moroccanoil, K18, L'Oreal Professionnel, Redken, Wella Professionals, Schwarzkopf Professional, Goldwell, Matrix, Joico, KMS), Australian-made and clean-beauty lines (Davroe, De Lorenzo, NAK Hair, Pure Haircare, Daily Naturals, ORI Lab, DesignMe, Pump Haircare, CPR, milk_shake, muk Haircare), styling tool brands (Mermade Hair, Parlux, BaByliss Pro, Cloud Nine, Denman, Shark Beauty, Wet Brush), colour brands (Manic Panic, Pulp Riot, Punky Colour, Danger Jones, Difiaba), men's grooming (American Crew, Mr Muk, NAK Barber) and adjacent beauty categories (OPI nails, makeup, skincare, body care, collagen). It also holds exclusive Australian retail rights to PPS Hairwear and offers an 'Own A Salon' franchise program for entrepreneur-operated locations.
The core business model is unit-priced retail sale of haircare, styling, electrical, beauty, and accessory products to two segments: professional hairdressers and salon owners (B2B/vertical) seeking wholesale-grade supply, and individual consumers (B2C/horizontal) seeking at-home use of professional-grade products. Revenue is generated through both physical store transactions and e-commerce with free click & collect, express shipping, and free shipping on orders over $79, supported by a multi-channel marketing presence across Facebook, Instagram, TikTok, YouTube, Pinterest, email newsletter, and blog content.
No revenue, funding, ownership, or leadership details are disclosed in available sources. The company is positioned as Australian-owned and operated, with no parent company, institutional investors, or public listing identified. The underlying technology stack is a standard Shopify-based storefront with conventional payment integrations and no disclosed AI/ML, proprietary models, or API platform capabilities.
Price Attack firmographics
Firmographics- Name
- Price Attack
- Legal name
- Price Attack
- Website
- https://priceattack.com.au
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Price Attack is an Australian-owned, multi-brand hair care and beauty retailer operating 50+ physical stores nationwide alongside an e-commerce platform, serving both professional hairdressers and individual consumers with approximately 80 professional and consumer brands plus an exclusive PPS Hairwear partnership and a franchise program.
- Ownership category
- akta.pro rank
Price Attack industry classification
Industry- Product category
- Hair Care & Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Price Attack is headquartered
LocationHeadquarters
- HQ city
- Eagle Farm
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Price Attack business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail and E-commerce Sales: Price Attack generates revenue through the sale of hair care, beauty, and professional hairdressing products via physical retail stores and online e-commerce platform. They carry multiple professional and consumer brands with pricing ranging from budget to premium.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Price Attack product offering
Product offeringCore offering
Price Attack is a multi-brand specialty retailer selling professional and consumer hair care, styling, electrical tools, and beauty products through more than 50 physical stores across Australia and an e-commerce platform, complemented by in-store salon services and a franchise program for entrepreneurs. The catalog spans global professional brands (Olaplex, Moroccanoil, K18, Redken, L'Oreal Professionnel, Wella, Schwarzkopf Professional) and Australian-made brands, with PPS Hairwear sold exclusively at Price Attack.
Product overview
Price Attack is an Australian-owned and operated hair care and beauty retailer operating over 50 stores nationwide. The business operates as a multi-brand retail platform offering a comprehensive range of haircare products, styling tools, electrical equipment, and beauty products through both physical stores and an e-commerce website. The product portfolio spans professional haircare brands (Olaplex, Moroccanoil, K18, Matrix, Redken, De Lorenzo, NAK Hair, milk_shake, OPI, Philip Kingsley), innovative styling tool brands (Mermade Hair, muk Haircare, Parlux, BaByliss Pro), clean beauty lines (Davroe, Pure Haircare, Daily Naturals, ORI Lab, DesignMe), and professional hair colour brands (Manic Panic, Pulp Riot, Punky Colour, Danger Jones). The offering is organized around core product categories including Haircare (shampoo, conditioner, treatments, colouring), Styling (products and tools), Electrical Tools (straighteners, curlers, dryers, clippers), Beauty (makeup, nails, skincare), and Salon Services. Price Attack also offers franchise opportunities for entrepreneurs to open Price Attack salon locations. The company emphasizes Australian-made products, clean beauty credentials, and professional-grade formulations available to both salon professionals and consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Haircare Products Comprehensive haircare range including shampoo, conditioner, treatments, colouring products, and specialised formulas for blonde, brunette, hair growth, kids, travel sizes, value packs, and large/litre sizes. Sold to individual consumers and professional hairdressers across 50+ Australian stores and online.
- Styling Products Hair styling aids including grooming and styling products, heat protectants, hair sprays, sea salt sprays, shine sprays, styling creams, curl enhancers, mousses, gels, anti-frizz products, volumisers, texturisers, pomades, waxes, pastes, and clays.
- Electrical Hair Tools Professional electrical styling tools including hair straighteners, hair curlers, hot brushes, hair dryers, hair clippers, trimmers, hot rollers, and electrical accessories from brands such as Parlux, BaByliss Pro, Denman, Cloud Nine, Mermade Hair, and Shark Beauty.
- Hair Brushes & Combs Professional hair brushes and combs for all hair types and styling needs, including detangling brushes from brands such as Denman and Wet Brush.
- Hair Accessories Hair accessories including clips, bands, and other styling tools.
- Beauty Products Beauty product range including makeup, nails, skincare, body products, collagen supplements, and beauty accessories, with brands such as OPI nail polish.
- Value Packs Bundled product packs offering value pricing on popular haircare and styling items.
- Salon Services In-store salon services offered at Price Attack locations across Australia, providing professional hairdressing services alongside retail.
- Own A Salon (Franchise Opportunities) Franchise program enabling entrepreneurs to open Price Attack salon locations combining retail and salon services.
Companies that use Price Attack
Customer profileSegments2 records
Ideal customer profiles2 records
Price Attack technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Price Attack partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PPS HairwearcorePPS Hairwear is an Australian-made brand of shampoos, conditioners, treatments, and styling products that are exclusive to Price Attack. The partnership provides Price Attack with exclusive access to this brand's product line including the popular PPS Silk Hair Hydrant and Classic Blonde ranges.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Price Attack competitors and assessment
Company assessmentOthers
- Cotton On Group: Cotton On is a large Australian-owned specialty retailer with a broad physical store footprint and e-commerce operation. While not in beauty, it shares scale, domestic ownership, and multi-channel retail execution relevant to understanding Price Attack's Australian retail positioning.
Direct peers
- Adore Beauty: Adore Beauty is Australia's largest online beauty retailer carrying hair care, makeup, skincare, and tools from many of the same brands Price Attack stocks. It is a direct competitor in beauty and haircare e-commerce and a key benchmark for online scale in the Australian market.
- Mecca Brands: Mecca is Australia's leading premium beauty retailer combining physical stores with strong e-commerce. It directly competes with Price Attack in beauty and haircare retail, with comparable brand curation and an omnichannel presence targeting the same premium consumer segment.
- Hairhouse: Hairhouse is an Australian specialty hair care retailer and salon chain operating physical stores nationwide. It is the most direct domestic peer to Price Attack, sharing the same hair-care-focused retail-plus-salon hybrid model and professional product assortment.
- Sally Beauty Holdings: Sally Beauty is a global specialty beauty supply retailer focused on hair care, color, and professional products sold to both consumers and salons. It mirrors Price Attack's professional-plus-consumer hybrid model and reliance on third-party brand assortment.
Broad incumbents
- Ulta Beauty: Ulta Beauty is the largest US specialty beauty retailer combining mass and prestige brands across hair, skin, and cosmetics with in-store salon services. Its retail-plus-salon model closely parallels Price Attack's hybrid structure at greater scale.
- Priceline Pharmacy: Priceline is an Australian pharmacy chain with a strong beauty and personal care focus. It overlaps with Price Attack in haircare and beauty product retail and competes for the same everyday consumer shopper with broad geographic reach.
- Chemist Warehouse: Chemist Warehouse is Australia's largest discount pharmacy chain selling haircare, skincare, and beauty alongside health products. It is a broad incumbent competitor on price and assortment for haircare and personal care categories Price Attack serves.
- Space NK: Space NK is a UK-based multi-brand premium beauty retailer. While not in Australia, it offers a comparable curated assortment of haircare, skincare, and tools from premium and indie brands, serving as a structural comparable for Price Attack's premium positioning.
- Sephora: Sephora is the world's largest multi-brand beauty retailer with physical stores and a strong digital platform. While broader than Price Attack, it overlaps heavily in haircare, beauty tools, and premium brand distribution and operates as an incumbent in the same category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Price Attack social profiles
Digital presencePrice Attack financial estimates
Financial estimateRevenue estimate
Valuation estimate
Price Attack leadership team
Management profileNumber of profiles
Price Attack funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Price Attack 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 Price Attack
What does Price Attack do?
Price Attack is a multi-brand specialty retailer selling professional and consumer hair care, styling, electrical tools, and beauty products through more than 50 physical stores across Australia and an e-commerce platform, complemented by in-store salon services and a franchise program for entrepreneurs. The catalog spans global professional brands (Olaplex, Moroccanoil, K18, Redken, L'Oreal Professionnel, Wella, Schwarzkopf Professional) and Australian-made brands, with PPS Hairwear sold exclusively at Price Attack.
Is Price Attack a public or private company?
Price Attack is a private company. It is classified as unknown and is currently operating.
When was Price Attack founded?
Price Attack was founded in 2018. It employs 101 to 250 people.
Where is Price Attack based?
Price Attack is headquartered in Eagle Farm, Australia, in the Oceania region.
How does Price Attack make money?
One revenue line is on record: retail and E-commerce Sales.
Who are Price Attack's main competitors?
Cotton On Group is listed as an others. Direct peers are Adore Beauty, Mecca Brands, Hairhouse and Sally Beauty Holdings. Broad incumbents are Ulta Beauty, Priceline Pharmacy, Chemist Warehouse, Space NK and Sephora.
Does Price Attack have an API?
No public API is recorded for Price Attack.
What industry is Price Attack in?
Price Attack's product category is Hair Care & Beauty Retail. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120.