GoBeauty

What GoBeauty does

GoBeauty Systems (Pty) Ltd is a South African beauty services marketplace that connects consumers with beauty establishments for discovery, booking, rating, and gifting purposes. Founded in 2013 and headquartered in Cape Town, the company operates a web platform (gobeauty.co.za), a mobile application for iOS and Android, and a WeChat mini-program. The platform lists more than 400 salons and spas across South Africa, covering categories including hair, nails, massage, skin treatments, laser services, and aesthetic procedures, with gift vouchers redeemable at 500+ partner locations. The technology stack includes map-based location discovery, treatment-category filtering, user reviews and ratings, and both request-based and direct booking workflows. Payment processing is handled through Peach Payments (powered by Nedbank), supporting Visa, MasterCard, and American Express transactions.

The company's revenue model combines two streams: (1) transaction fees on gift voucher sales processed through the platform, and (2) affiliate/referral economics on booking facilitation, since treatment payments are settled directly at the salon rather than via GoBeauty. The company also operates an online product shop selling branded beauty products and a rewards program linked to voucher redemptions. GoBeauty's customer base is bifurcated between individual beauty consumers (the primary demand side) and a distributed network of small-to-medium salons and spas (the supply side), with marketing conducted through earned media, social channels, and retargeting partnerships.

The business operates exclusively in South Africa, with no disclosed international expansion, no external venture funding, and no disclosed M&A activity. The company is privately held with no disclosed management team or ownership structure beyond its registration as a South African proprietary limited company.

Name

GoBeauty

Legal name

GoBeauty Systems (Pty) Ltd

Website

https://gobeauty.co.za

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

GoBeauty is a South African beauty services marketplace connecting consumers with 400-500+ salons and spas for booking, reviews, and gift voucher purchases, operating via mobile app, website, and WeChat integration.

Ownership category

akta.pro rank

Product category

Beauty Services Marketplace

NAICS

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

akta.pro primary industry

Beauty & Personal Care Marketplaces (CRAFABAB)

akta.pro secondary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

Keywords

• Beauty booking marketplace
• Salon appointment booking
• Spa reservation platform
• Gift voucher marketplace
• Beauty service directory

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Gift Voucher Sales: GoBeauty sells gift vouchers that can be redeemed at partner salons and spas. The platform processes payments via Peach Payments powered by Nedbank, taking a commission on voucher sales.
2. Booking Facilitation: Platform facilitates booking requests between customers and salons. The site notes it does not handle treatment payments directly - those are settled at the salon.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

GoBeauty operates a South African beauty services marketplace that connects individual consumers with more than 400 partner salons, spas, laser clinics, aesthetic clinics, and mobile beauty service providers for appointment booking, reviews, and discovery. The platform monetizes primarily through commissions on digital gift vouchers (redeemable at 500+ locations) and referral fees on bookings facilitated between users and partner establishments.

Product overview

GoBeauty is a South African beauty booking marketplace operating as a web and mobile platform that connects consumers with over 400 salons, spas, and beauty clinics across the country. The platform consists of a core booking system (web and mobile app), a gift voucher program redeemable at 500+ locations, a rewards/loyalty system, and an integrated online product shop. Users can search for treatments, read reviews, book appointments, purchase products, and buy gift vouchers through the platform. The GoBeauty App, launched in May 2015, is available via WeChat and as a standalone mobile app, featuring an interactive map for location-based salon discovery.

Differentiator

Problem solved

Functional benefit

Products and services

• GoBeauty Mobile App Mobile application for iOS and Android providing location-based discovery of partner salons, spas, laser clinics, and aesthetic clinics across South Africa. Supports direct booking, request-callback booking, treatment browsing, and access via WeChat.
• GoBeauty Gift Voucher System Digital gift voucher program allowing consumers to purchase flexible-denomination vouchers redeemable at 500+ beauty and hair salons, spas, laser, and slimming clinics across South Africa.
• GoBeauty Beauty Service Marketplace Platform Web-based marketplace platform (gobeauty.co.za) connecting individual consumers with 400+ partner salons and spas across South Africa for treatment discovery, reviews, ratings, and appointment booking.
• GoBeauty Online Product Shop E-commerce storefront allowing consumers to purchase branded skincare, cosmetics, and hair products from partnered salons, with free delivery on orders over R300.

Quantifiable outcome

• 400+ salons and spas listed
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Peach PaymentscoreTechnology or IntegrationSecure payment gateway processing Visa, MasterCard, and American Express transactions. Powered by Nedbank. Handles all payment processing for gift voucher purchases and platform transactions.
• NedbankcoreTechnology or IntegrationBanking partner powering Peach Payments gateway. Provides secure payment infrastructure for all online transactions.
• WeChatflagshipChannel Partner/ Reseller/ DistributorGoBeauty is available as a WeChat mini-program in South Africa. This integration provides access to millions of existing WeChat users without requiring a separate app download, making it the 'first in South Africa' beauty booking platform on WeChat.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Mindbody: Mindbody is the established incumbent SaaS platform for salons, spas, and fitness studios, providing booking, payments, and consumer marketplaces. While broader and wellness-focused, its consumer-facing booking marketplace overlaps directly with GoBeauty's value proposition.
• Square Appointments: Square Appointments is a free, integrated appointment-scheduling and payments product from Block, used widely by salons and spas. It competes with GoBeauty on the salon-side SaaS layer even though it does not operate a dedicated consumer marketplace.

Direct peers

• Fresha: Fresha is a global beauty and wellness booking marketplace connecting consumers with salons and spas via a SaaS-enabled platform. It is the most direct functional competitor to GoBeauty, operating an integrated booking, payment, and merchant-software model.
• Vagaro: Vagaro is a salon, spa, and fitness appointment-booking platform with a marketplace consumer app. It mirrors GoBeauty's combination of salon-facing booking software and consumer-facing discovery across beauty and wellness verticals.
• Booksy: Booksy is a beauty and wellness appointment booking app used by barbers, hairstylists, and salons worldwide. It competes head-to-head with GoBeauty's core booking-and-discovery model targeting individual beauty consumers and SMB salons.
• Planity: Planity is a beauty, hair, and wellness online booking platform popular across Europe. Its consumer-side appointment-booking flow with verified salon listings is a near-identical functional analog to GoBeauty's marketplace.
• StyleSeat: StyleSeat is an online marketplace for beauty and grooming services, letting users search, book, and pay for hair, nail, and spa appointments. Its marketplace structure and target customer (individual beauty consumers paired with independent salons) aligns closely with GoBeauty's offering.
• Treatwell: Treatwell is a leading European beauty booking marketplace that has expanded into South Africa. It operates the same consumer-and-salon marketplace model with comparable treatment discovery, reviews, and online booking as GoBeauty.

Emerging players

• The Glam App: The Glam App is a mobile beauty-services marketplace connecting users with on-demand makeup artists, hairstylists, and spa providers. It overlaps with GoBeauty's salon-and-spa marketplace positioning but focuses more on on-demand mobile beauty bookings.

Regional players

• Soji Skin & Beauty: A beauty booking app focused on the African market, providing salon discovery and appointment booking. It is a regional peer competing with GoBeauty for the same South African / Sub-Saharan African customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/GoBeautySA
• LinkedInlinkedin.com/company/gobeauty

Compliance1 record

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 GoBeauty