Nouvelle Hair & Beauty Supplies

What Nouvelle Hair & Beauty Supplies does

Nouvelle Hair & Beauty Supplies (legal entity Nouvelle Hair and Beauty Pty Ltd) is an Australian family-run distributor of professional hair and beauty products headquartered in Tullamarine, Victoria. The company sells through a dual-channel model: a consumer-facing e-commerce storefront at nhbs.com.au and a separate verified trade portal at nvl.nhbs.com.au, supported by a Victorian distribution warehouse, a Sydney office, and a multi-state stockist network across Australia with adjacent coverage in New Zealand. Its product portfolio combines several proprietary brands — NVL Professional (bleach, plex and smoothing), Silky (shampoo, conditioner, treatments), Nouvelle (colour care and Rev-Up masks), Lively (ammonia-free permanent colour in 81+ shades), Brasil Cacau keratin and AGI One smoothing systems — with third-party professional electricals, beauty equipment and an own-imported salon and barber furniture range.

The business holds exclusive Australian and New Zealand distribution rights for HSA (Hair Styling Application SPA of Milan, Italy) for the Silky and Nouvelle ranges, a supplier producing since 1975 and selling in 83 countries. Revenue is generated through one-time retail unit sales (consumables from A$4.95 bleach to A$109.99; treatments A$23.99–A$64.99) and wholesale unit sales to verified trade customers, with free delivery on orders over A$300 (excludes furniture), same-day dispatch before 2pm, an NHBS Price Match Guarantee, and surcharges of 1.9% (Visa/Mastercard) and 3.5% (Amex/Diners). Pricing is inclusive of GST and trade-only products are restricted behind the wholesale login.

Go-to-market targets two primary B2B verticals — hair salons and stylists, and barber shops — plus secondary verticals of beauty salons and spas and a long tail of individual consumers via retail e-commerce. Marketing is digital-led (SEO-optimised product catalogue, Facebook, Instagram, email newsletter, downloadable brand brochures), while distribution is hybrid (direct e-commerce, wholesale trade accounts, and third-party stockists in Adelaide, NSW, Queensland, Victoria and New Zealand). The company is privately held with no disclosed investors, no funding rounds, no parent, and 11–50 employees.

Name

Nouvelle Hair & Beauty Supplies

Legal name

Nouvelle Hair and Beauty Pty Ltd

Website

https://nhbs.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Nouvelle Hair & Beauty Supplies is a privately held Australian distributor of professional hair and beauty products, serving hair salons, barber shops, beauty salons and individual consumers across Australia and New Zealand through retail e-commerce, wholesale trade accounts and a multi-state stockist network, with exclusive AU/NZ rights to HSA's Silky and Nouvelle brands.

Ownership category

akta.pro rank

Product category

Professional Beauty Supply Distribution

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Furniture Merchant Wholesalers (42321)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Salon Retail & Backbar Consumables (Disposables, Capes, Towels, Sanitizers) (CRABALAJ), Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD)

Keywords

• Professional hair supplies
• Salon equipment distribution
• Beauty supply wholesale
• Salon furniture retail
• Hair colour products

Headquarters

HQ city

Tullamarine

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct retail sales of hair care, beauty, and salon equipment products through e-commerce website. Products include professional hair colours, treatments, electrical equipment, furniture, and accessories. Mix of consumer-facing prices and trade-restricted pricing for professional products.
2. Wholesale/Trade Sales: Wholesale pricing for verified trade customers including hair salons, barber shops, and beauty professionals. Trade accounts provide access to professional-only products and wholesale pricing on the full product range.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Nouvelle Hair & Beauty Supplies distributes and retails professional hair care, beauty treatment, and salon equipment products to hair salons, barber shops, beauty professionals, and individual consumers across Australia and New Zealand. The company operates dual B2B/B2C channels including a wholesale trade portal for verified professionals and a direct e-commerce storefront for general consumers. It is the exclusive Australian and New Zealand distributor for HSA SPA of Milan's Silky and Nouvelle product ranges, complemented by its own proprietary NVL Professional, Lively, Brasil Cacau, and AGI One brands, as well as imported salon furniture.

Product overview

Nouvelle Hair & Beauty Supplies operates as a wholesale and retail distributor of professional hair and beauty products, serving salons and individual consumers across Australia and New Zealand. The product portfolio spans multiple proprietary brands—Silky (hair care and treatment), Nouvelle (colour care and Rev-Up direct colours), NVL Professional (bleach and smoothing), Lively (ammonia-free hair colour), Brasil Cacau (keratin treatments), and AGI One (Amazon-based smoothing systems)—alongside third-party professional equipment including salon furniture, electrical styling tools, and beauty equipment. The company also distributes complementary accessories such as colouring tools and hair care implements, positioning itself as a comprehensive one-stop supplier for salon needs.

Differentiator

Problem solved

Functional benefit

Brands

• NVL Professional: Professional hair care product line including bleach, plex products, and smoothing treatments.
• Silky
• Nouvelle

Products and services

• Silky Hair Care Range Professional hair care product line including shampoos, conditioners, masks, serums, and treatments for various hair concerns, featuring the Remedy and Care sub-range with natural extracts for hair and scalp disorders.
• Nouvelle Hair Care Range Proprietary hair care brand offering colour care masks, shampoos, conditioners, and Rev-Up direct colouring masks in multiple shades.
• NVL Professional Range Professional-grade hair lightening and smoothing products including bleach powders, plex treatments, and Smooth40 keratin smoothing systems.
• Lively Hair Colour Ammonia-free, paraben-free, and PPD-free permanent hair colour available in 81+ shades, formulated with fermented oils and pomegranate extract for colour protection.
• Brasil Cacau Keratin Treatment Brazilian keratin smoothing treatment system combining keratin, cocoa butter, and panthenol for frizz elimination and hair smoothing. Includes anti-residue shampoo, treatment, and deep conditioning mask.
• AGI One Smoothing System Keratin smoothing and straightening treatment system derived from Amazon Cacay oil, including co-wash, shampoos, conditioners, and serums for various hair types.
• Salon Electrical Equipment Professional hair styling equipment including dryers, straighteners, curlers, clippers, and trimmers for salon use.
• Salon and Barber Furniture Salon and barber furniture including styling chairs, barber chairs, beauty beds, basins, trolleys, workstations, stools, waiting lounges, and hairdressing equipment. NHBS imports its own furniture range.
• Beauty Equipment and Treatment Supplies Beauty treatment equipment and supplies including waxing (hot wax, strip wax, cartridges, heaters), eyelash and eyebrow tint products, tanning solutions, and beauty equipment.
• Hair and Salon Accessories Professional hair and salon accessories including brushes, combs, scissors, thinners, mannequin heads, rollers, pins, clips, ties, aprons, capes, foils, spray bottles, gloves, towels, and dispensers.
• Colouring Tools and Supplies Hair colouring tools and supplies including colour charts, stain removers, hand creams, measuring cups, tint tube squeezers, and colour fixer kits.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HSA (Hair Styling Application SPA of Milan, Italy)coreChannel Partner/ Reseller/ DistributorNHBS is the exclusive stockist and distributor for HSA's entire Silky and Nouvelle product ranges in Australia and New Zealand. HSA has been producing hair care products since 1975 with a presence in 83 countries. Their production facilities are rated among the highest in the industry for quality, and they have never tested products on animals since 1975.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wahl: Global manufacturer of professional barber and styling electricals, including clippers and trimmers stocked by NHBS. Comparable in product category and end-customer (salons and barbers) but operates as a global brand owner rather than a multi-brand distributor.
• Henkel (Schwarzkopf Professional): Global professional haircare brand owner selling colour, care, and styling products through professional channels. Competes for the same salon customers NHBS serves, often via its own direct distribution, and represents the brand-disintermediation risk to the wholesale model.
• Salon Services (Wella): Brand-owned professional beauty distributor owned by Wella Company, supplying salons across Australia. Comparable distribution model but tied to Wella's owned brands, illustrating both the channel structure and the brand-owned disintermediation risk NHBS faces.
• Wella Company: Global professional haircare major (Wella, Sebastian, Nioxin, OPI) selling to salons globally. Comparable in targeting professional salon end-customers and overlapping heavily in colour and care categories distributed by NHBS.

Regional players

• Salon Services (UK): UK-based professional beauty distributor with a comparable dual B2B trade and D2C model serving salons. A useful international benchmark for the multi-brand professional supply model, though operating in a different geography.
• Hairhouse: Australian specialty retail chain selling professional haircare products and salon services to consumers. Adjacent in product category and customer base (consumer hair care) but a different retail-only model versus NHBS's B2B + DTC distributor model.

Direct peers

• Oz Hair and Beauty: Australian B2B and D2C retailer of professional hair and beauty supplies serving salons, barbers, and consumers nationwide. Closely comparable to NHBS in product mix, dual B2B/DTC model, and geographic focus on Australia.
• Modern Hair and Beauty: Australian professional beauty supplier carrying hair colour, treatments, electricals, and salon essentials. Operates both trade and retail channels, making it a near-twin to NHBS in customer segmentation and SKU mix.
• Beauty Services Group: Australian wholesale distributor of professional beauty products serving salons and beauty therapists. Direct peer in the B2B professional beauty distribution channel with overlapping hair, skin, and beauty categories.
• Salon Supplies: Australian specialist supplier of salon products, equipment, and furniture to professional hairdressers. Direct competitor in the same B2B professional channel with comparable product breadth across hair colour, electricals, and furniture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nhbs.australia
• Instagraminstagram.com/nvl_hair
• LinkedInlinkedin.com/company/nouvelle-hair-beauty-supplies-p-l

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 Nouvelle Hair & Beauty Supplies