Haircare Group

What Haircare Group does

Haircare Group (legal entity: Privity Pty Ltd) is an Australian family-owned B2B wholesale distributor of professional hair care, hair colour, beauty, and salon supply products, operating exclusively to qualified Hair and Beauty Professionals. The company was founded in the early 1970s by the Gauvin family (rebranded from Haircare Australia to Haircare Group in 2023) and is headquartered in Marleston, South Australia, with additional showroom locations across Adelaide suburbs (The Avenues, Hindmarsh, Mitchell Park, Salisbury) and Moorabbin, Victoria. Haircare Group distributes over 50 premium international and domestic professional brands including OLAPLEX, Moroccanoil, Color Wow, evo, Lakmé, KALEO, amika, Natalie Anne, Keune, Wella, Wahl, Denman, YS Park, Framar, and GLOWWA, across categories spanning shampoo/conditioner, styling, treatments, permanent/demi/semi/temporary hair colour, electrical tools, brushes, combs, cutting implements, beauty (brows, lashes, supplements), and salon sundries. KALEO is positioned as an in-house professional tools brand with 2025 launches including the Pro Steam Styler and XL Curling Tong.

The company operates a multi-channel B2B go-to-market: a 24/7 trade-only e-commerce portal (thehaircaregroup.com), field sales representatives, phone/email ordering, and physical showrooms. Revenue is generated through wholesale product sales at trade pricing to approved trade accounts, with credit terms extended via Illion credit reporting and online resellers requiring an Authorised Online Re-Seller Agreement. Pricing is not publicly disclosed; new trade customers receive a 15% site-wide welcome offer and free shipping on orders over $250. The company also operates "The Hub," a professional education platform offering studio classes, in-salon training, virtual courses, and structured apprentice programs covering hair colouring, cutting, styling, product knowledge, and salon business management. Logistics is fulfilled nationally via StarTrak, and the Gauvin Family Foundation channels 10c per colour tube sold into charitable initiatives across the hair and broader community.

Name

Haircare Group

Legal name

Privity Pty Ltd

Website

https://thehaircaregroup.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Haircare Group is an Australian family-owned B2B wholesale distributor supplying over 50 premium professional hair care, hair colour, beauty, and salon brands exclusively to qualified salon and beauty professionals across Australia via e-commerce, showrooms, and field sales, complemented by a free professional education platform.

Ownership category

akta.pro rank

Product category

Professional Hair Care Wholesale Distribution

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Haircare & Hair Color Distribution (CRAOAEAE)

akta.pro secondary industries

Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Beauty & Salon Professional Supply Marketplaces (CRAFAHAH)

Keywords

• Professional hair care distribution
• Salon wholesale supplies
• Hair colour products
• Salon professional education
• Beauty supply wholesale

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: Haircare Group generates the majority of its revenue through the wholesale distribution of professional hair care, hair colour, beauty, and salon supply products to qualified salon and beauty professionals. Products are sold at trade/wholesale pricing exclusively to registered customers. The company carries a broad portfolio of professional-only brands across multiple categories including OLAPLEX, Moroccanoil, Color Wow, Lakmé, evo, KALEO, amika, and many others.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Haircare Group is a wholesale-only B2B distributor that supplies professional hair care, hair colour, beauty, and salon supply products to qualified Hair and Beauty Professionals across Australia. The company distributes 50+ premium international brands (OLAPLEX, Moroccanoil, Color Wow, Lakmé, evo, KALEO, amika, Wella, Keune, etc.) through a 24/7 e-commerce portal, physical showroom locations in South Australia and Victoria, a sales rep network, and phone-based ordering. It complements product distribution with free professional education delivered through studio classes, in-salon training, virtual courses, and The Hub content platform.

Product overview

Haircare Group is an Australian B2B wholesale distributor offering professional hair and beauty products exclusively to qualified salon professionals. The company operates as a multi-brand portfolio distributor offering hair care products (shampoo, conditioner, styling, treatments), hair colour (permanent, demi-permanent, semi-permanent, temporary), tools and brushes (electrical, cutting, combs, brushes), beauty products (brows, lashes, supplements), and salon essentials (backbar, styling station, colour accessories). The portfolio includes owned and distributed brands such as OLAPLEX, Moroccanoil, Color Wow, evo, KALEO, Lakmé, amika, Natalie Anne, GLOWWA, Keune, Framar, Denman, Wella, Wahl, and YS Park. The company also provides professional education services through studio classes, in-salon training, and virtual courses covering hair colouring, cutting, styling, and business support. Customers access wholesale pricing through trade accounts with features including order tracking and reordering capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• KALEO: Professional hot styling tools brand
• Evo
• Moroccanoil
• Lakmé
• OLAPLEX
• Color Wow
• GLOWWA
• Natalie Anne
• amika
• So Pure
• Urban Alchemy
• Framar
• Fusion
• Keune
• Denman
• Wahl
• YS Park
• Speedy
• Wella
• Gauvin Family Foundation

Products and services

• Hair Care Products Comprehensive range of professional hair care products including shampoo, conditioner, styling, treatments, and hair accessories distributed wholesale to qualified salon and beauty professionals.
• Hair Colour Products Professional hair colour range including permanent, demi-permanent, semi-permanent, and temporary hair colours, plus bleach, peroxide, colour removers, and colour accessories distributed wholesale to qualified salon professionals.
• Tools and Brushes Professional styling tools including electrical equipment (curling irons, hair dryers, hair irons, clippers, trimmers, hot brushes), hair cutting tools (blades, razors, scissors), combs, and brushes distributed wholesale to salon professionals.
• Beauty Products Beauty offerings including brows and lashes products (tweezers, false lashes, brow and lash tint, application tools) and hair supplements distributed wholesale to salon and beauty professionals.
• Salon Essentials Backbar products, colour and developer supplies, styling station equipment, colour accessories, and tools for salon operations distributed wholesale to qualified salon professionals.
• Salon Supplies Sundries including capes, disposable apparel, gloves, towels, spray bottles, salon hygiene products, and training supplies distributed wholesale to salon professionals.
• Professional Education Services Professional education programmes including studio classes, in-salon classes, virtual classes, and courses covering hair colouring, cutting, styling, product knowledge, and business support for salon professionals, accessible via The Hub, Studio Classes, In-Salon Classes, and Virtual Classes.
• Wholesale Account Services Trade account services providing wholesale pricing, order tracking, and access to exclusive promotions for qualified Hair and Beauty Professionals, with trading terms and credit facilities available for approved customers.
• OLAPLEX Brand Portfolio Distributed professional hair care brand built on patented Bond Building Technology for protecting and repairing hair during colouring and styling, including the No.4FINE/No.5FINE shampoo and conditioner range and the Hydration Mask Collection.
• Moroccanoil Brand Portfolio Distributed argan oil-infused professional haircare brand featuring the original Moroccanoil Treatment line (now available in mist format), Blonde Perfecting Purple Conditioner, and sub-product lines including Body, Color, Blonde Voyage, Calypso, Color Infusion, Rhapsody, and Rhapsody 10 min.
• Color Wow Brand Portfolio Distributed professional colour care brand featuring Dream Coat styling spray, Dreaming mask, Texas Hold 'Em hairspray, Youth Juice, and related colour care products.
• KALEO Professional Styling Tools Distributed professional hot styling tools brand featuring electrical equipment including the Pro Steam Styler and XL Curling Tong.

Quantifiable outcome

• Haircare Group donated 10c per colour tube sold to the Gauvin Family Foundation, supporting charitable causes including the International Paralympic Committee, The Smith Family, Mark Hughes Foundation, Dementia Australia, and Pancare Foundation.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Windcave (Windcave PTY Limited)coreTechnology or IntegrationHaircare Group uses Windcave's online payment gateway system to process credit card payments through its e-commerce website. Windcave encrypts and processes payment data securely via SSL, and Haircare Group's terms state that customers who do not agree to use of Windcave cannot purchase products through the site.
• Pin Payments (Southern Payments Systems Pty Ltd)coreTechnology or IntegrationPin Payments is used as an alternative payment gateway by Haircare Group for processing transactions through the website. Like Windcave, Pin Payments is engaged to process credit card payments and is subject to separate terms and conditions and privacy policies.
• StartrackcoreOthersHaircare Group uses StarTrak courier services for the delivery of products to customers across Australia. Haircare Group accepts no responsibility for late delivery or non-delivery due to issues with the StarTrak service, per the company's terms and conditions.
• Gauvin Family FoundationminorOthersThe Gauvin Family Foundation is a charitable foundation founded by the Gauvin family (owners of Haircare Group) to support charitable initiatives within the hair care community and beyond. Haircare Group donates 10c per colour tube sold (Lakmé, evo Hue-verse, and Moroccanoil colour) to the foundation. The foundation supports causes including the International Paralympic Committee, The Smith Family, Mark Hughes Foundation, Dementia Australia, Pancare Foundation, Movember, Red Cross, Meals on Wheels, Food Bank, and others.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Modern Beauty Supply: Modern Beauty Supply is a Canadian wholesale distributor of professional hair and beauty products serving salons across Canada via showrooms, sales reps and digital channels. Its multi-brand trade distribution model closely parallels Haircare Group's Australian operation.
• Salon Services: Salon Services is Australia's largest professional-only beauty and hairdressing supplier, serving salons via field sales, e-commerce and showrooms. It is the closest direct competitor to Haircare Group in Australian trade distribution, with overlapping brand portfolios and an identical B2B trade model.
• Cape Reed Professional: Cape Reed is an Australian family-owned wholesale distributor of professional hair care brands to salons. It mirrors Haircare Group's trade-only distribution model, multi-brand portfolio approach and family-owned governance in the same Australian market.
• Hairhouse: Hairhouse is an Australian specialty retailer and distributor of professional hair care brands with both trade and consumer-facing channels. While more retail-skewed than Haircare Group, it competes for the same professional brand shelf and salon customer relationships.

Broad incumbents

• SalonCentric: SalonCentric is a L'Oréal-owned US professional beauty distributor with showrooms, sales reps and digital ordering serving licensed cosmetologists. It operates the same B2B salon-distributor model as Haircare Group at much larger scale and with corporate backing.
• Armstrong McCall Professional Beauty Services: Armstrong McCall is a long-established US wholesale distributor of professional salon products, operating showrooms, field sales and online ordering. It is comparable to Haircare Group in business model and category focus but operates at materially larger national scale.

Regional players

• Salon Focus: Salon Focus is a New Zealand-based wholesale distributor of professional hair care and beauty brands serving Kiwi salons. It shares Haircare Group's B2B trade model and brand portfolio approach but operates in the trans-Tasman market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNAEoQZt4w2YPEOQKSoPoAA
• Facebookfacebook.com/GroupHaircare
• LinkedInau.linkedin.com/company/haircare-group
• Instagraminstagram.com/haircaregroup
• TikToktiktok.com/@haircaregroup

Revenue estimate

Valuation estimate

Number of profiles

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 Haircare Group