AOFM

What AOFM does

AOFM (Academy of Freelance Makeup), operating legally as London Academy of Freelance Makeup Ltd, is a privately held vocational education company founded in 1998 in London that trains aspiring and working beauty professionals in makeup artistry, hair styling, and adjacent aesthetics disciplines. The company delivers intensive in-person programs at academies in London (Soho and Hackney Road), Dubai (Jumeirah Lake Towers), and New York (Lafayette Street), and runs a fourth, online-only delivery channel with personal mentor allocation, video-conferencing-based assessments, and mobile learning. Course durations range from short three-day specialist modules (e.g., Arabic & Asian makeup, airbrush, SFX) to comprehensive six-to-eight-week Complete Pro programs in London and Dubai. Accreditations are held with CIBTAC, BABTAC, and City & Guilds, and 40+ working industry specialists teach the curriculum.

The business monetizes exclusively through one-time course fees paid by individual students, with deposits collected on enrollment and the balance due several weeks before course start; payment is accepted by card, bank transfer, and in Dubai by cash. Publicly disclosed prices include £400 for a 3-day Advanced Pro Nail Technician course and £650 for a 6-day Complete Pro Nail Technician course, while longer flagship makeup programs are priced significantly higher. Distribution is direct-to-consumer via the company website and phone/WhatsApp/email admissions support, with student referrals and organic social (Instagram, Facebook, YouTube) as primary demand-generation channels. Beyond training, AOFM operates an Aftercare Program that provides graduates with lifetime unlimited masterclasses with brands including MAC, Dior, Charlotte Tilbury, NARS, Bobbi Brown, and Chanel, plus 700+ annual work placements including 6,500+ cumulative Fashion Week backstage placements across London, Paris, New York, Milan, Tokyo, Berlin, and Dubai. A complementary Pro Team Creatives Agency books paid engagements for graduates internationally.

The company holds no external funding, operates as a founder-controlled private limited entity, and serves a global student base through both physical academies and a remote-learning platform that has reached 32+ countries through partnerships. The competitive position is anchored by long-tenured brand relationships, multi-jurisdictional accreditations, and a large active alumni network rather than proprietary technology. No public API, AI/ML capabilities, or developer-facing product surface is disclosed.

Name

AOFM

Legal name

London Academy of Freelance Makeup Ltd

Website

https://aofmakeup.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

AOFM (Academy of Freelance Makeup) is a privately held, London-founded vocational beauty school delivering accredited makeup, hair, and aesthetics training across academies in London, Dubai, and New York, and through an online platform, with lifelong aftercare and industry work placements for aspiring and working professionals.

Ownership category

akta.pro rank

Product category

Professional Makeup Artistry Education

NAICS

Cosmetology and Barber Schools (611511), Technical and Trade Schools (6115), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Subject-Specific Short Courses & Academies (e.g., STEM, Business, Arts) (EDAIAIAC)

Keywords

• Professional makeup training
• Beauty school courses
• Hair styling education
• Makeup artistry programs
• Cosmetology certification

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Course Fees: One-time fees for in-person and online professional makeup, hair, and beauty courses. Courses range from 3-day intensive programs to 8-week comprehensive programs. Pricing varies by course duration and location.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AOFM is a professional makeup and hair artistry school delivering intensive in-person courses at academies in London, Dubai, and New York, alongside a fully online makeup school. Course durations range from 3-day specialized programs (e.g., Airbrush, SFX, Arabic & Asian) to 8-week comprehensive pro programs, with internationally recognized accreditations from CIBTAC, BABTAC, and City & Guilds. The school wraps training in a lifetime aftercare program that provides unlimited brand masterclasses, 700+ annual work placements, and access to a booking agency for graduates.

Product overview

AOFM (Academy of Freelance Makeup) operates as a multi-location makeup school offering a portfolio of courses across four academies (London, Dubai, New York, and Online) plus an Aftercare Program. The core offering consists of intensive makeup and hair courses ranging from 3 days to 8 weeks, with concentrations in bridal, fashion, SFX, airbrush, and special effects makeup. Course delivery combines in-person training at physical academies with an online learning platform. Supporting the courses are sub-products including an Aftercare Program (providing unlimited masterclasses and 700+ annual work placements), a Student Internship Placement Program, a Pro Team Creatives Agency for graduate bookings, Beauty & Aesthetics courses (nail technician programs), and professional brush sets. The company holds accreditations from CIBTAC, BABTAC, and City & Guilds.

Differentiator

Problem solved

Functional benefit

Products and services

• AOFM London Academy - 6 Week Complete Pro Plus Hair / Makeup Comprehensive 6-week intensive course combining hair and makeup artistry with 7 accreditations, designed for students seeking complete professional training at AOFM's London academy.
• AOFM Dubai Academy - 8 Week Complete Pro Plus Hair / Makeup 8-week intensive program in Dubai combining hair and makeup artistry with 7 accreditations, offering international study opportunities at AOFM's Dubai academy.
• AOFM Online Makeup School Online platform allowing global students to train with AOFM from anywhere, featuring personal mentor allocation, video conferencing exams, and access to behind-the-scenes fashion show content.
• AOFM Aftercare Program Post-graduation support program offering unlimited free masterclasses, 700+ annual work placements, exclusive access to major beauty brands (Dior, MAC, Charlotte Tilbury, NARS), and networking opportunities with industry professionals.
• AOFM Student Internship Placement Program Exclusive apprenticeship program pairing standout graduates with renowned international freelance makeup artists for mentorship and real-world experience on fashion shows, editorial shoots, and high-profile events.
• AOFM Pro Team Creatives Agency Booking agency service connecting AOFM graduates with freelance makeup artist opportunities across international markets including London, Dubai, New York, Paris, and Milan.
• AOFM 6 Day Complete Pro Nail Technician Course 6-day part-time professional nail technician training including career training, theoretical and practical sessions, use of professional brands, disposables, equipment, one-on-one reviews, and certificate. Full course fee: £650 inclusive of VAT.
• AOFM 3 Day Advanced Pro Nail Technician Course 3-day part-time advanced professional nail design training with certificate. Full course fee: £400 inclusive of VAT.
• AOFM Specialized Short Courses (3-18 Day) Specialized short courses ranging from 3 to 18 days across bridal, airbrush, special effects (SFX), Arabic & Asian, theatre, social media, and foundation makeup disciplines, available at London, Dubai, and New York academies.

Quantifiable outcome

• 15000+ graduates launched as professional makeup artists
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and major.

• MAC CosmeticscoreGTM or Marketing PartnerOngoing masterclass program with MAC Pro team, exclusive in-store events, and professional discount program for AOFM graduates. Includes backstage access and training facility visits.
• DiorcoreGTM or Marketing PartnerExclusive in-store masterclasses and training events at Dior boutiques, providing graduates with luxury brand exposure and professional development.
• Charlotte TilburycoreGTM or Marketing PartnerExclusive masterclasses with Charlotte Tilbury Pro team, including first-ever online masterclasses reaching 32+ countries. Professional discount programs for graduates.
• NARS CosmeticscoreGTM or Marketing PartnerPro team masterclasses including exclusive online sessions and in-store events at NARS Dubai Mall. Professional discount access for graduates.
• Bobbi Brown CosmeticscoreGTM or Marketing PartnerOne of only schools sponsored and supported by Bobbi Brown Cosmetics in London and New York. Exclusive masterclasses with National Makeup Artist and ongoing discount opportunities.
• ChanelcoreGTM or Marketing PartnerExclusive in-store masterclasses at Chanel boutiques providing luxury brand training and professional development opportunities for graduates.
• Tom Ford BeautycoreGTM or Marketing PartnerExclusive masterclasses with Tom Ford Beauty Pro team offering luxury brand education and professional kit-building discounts.
• Make Up For EvermajorGTM or Marketing PartnerMasterclasses and professional training sessions with Make Up For Ever Academy, including exclusive NYC sessions and ongoing brand partnerships.
• Carol Hayes Artist ManagementmajorStrategic or Co-development PartnerPremier artist management agency representing the best in Hair, Make-Up, Styling, Nails, Grooming and TV Talent across London, Paris, New York and LA. Work with Alexander McQueen, Burberry, Gucci, Ralph Lauren, Hugo Boss, Ted Baker, Reiss and publications including Vogue, Elle, Cosmopolitan.
• DermalogicamajorGTM or Marketing PartnerSkin care masterclasses and professional training for graduates, focusing on skin anatomy and healthy skin practices essential for makeup artistry.
• INGLOT CosmeticsmajorGTM or Marketing PartnerMasterclasses led by INGLOT Pro team showcasing large range of products and techniques. Brand has 35+ years experience with 800+ branches globally including Broadway.
• KryolanmajorGTM or Marketing PartnerProfessional makeup brand masterclasses for special effects and creative makeup training, essential for theatrical and SFX makeup education.
• 100+ Beauty Brands Partnership NetworkmajorGTM or Marketing PartnerPro discounts with over 100 companies and 350+ brands including MAC, Bobbi Brown, bare minerals, Alcone, Benefit, NYX, Stila, Smashbox, Make Up For Ever, NARS, Inglot, Rimmel, Dermalogica, and many more. Provides graduates with professional kit-building discounts.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cinema Makeup School: Los Angeles-based school specialising in film, TV, SFX, and editorial makeup. Comparable in advanced/SFX curriculum and industry placement focus, though US-centric and tilted toward cinematic rather than fashion editorial work.
• QC Makeup Academy: Online-first makeup and beauty certification school with global reach. Comparable in online delivery model and certification-led curriculum, competing directly with AOFM's online school for remote students.
• London College of Makeup: London-based professional makeup artistry school offering accredited, industry-led courses with strong fashion and editorial ties. Directly comparable to AOFM in target student, course structure, and brand-partnership-led curriculum.
• House of Glamorgan (formerly London School of Beauty & Make-Up): UK-based makeup, hair, and beauty training provider offering accredited short courses. Comparable in curriculum mix (makeup, nails, brows), accreditation body alignment, and individual-student GTM.
• Delamar Academy: UK makeup school in Ealing offering professional training in fashion, bridal, SFX, and hair. Comparable in student demographic, accreditation approach, and emphasis on portfolio-building.

Broad incumbents

• Empire Beauty Schools: Largest US cosmetology school chain with 80+ campuses. Comparable in cosmetology curriculum breadth, but operates at much larger scale and is US-domestic only — not a direct competitor for AOFM's international/fashion-focused student.
• Tricoci University of Beauty Culture: Multi-state US beauty school with broad cosmetology, esthetics, and makeup programs. Comparable in vocational beauty training positioning, though more generalist and US-centric than AOFM's fashion-editorial focus.
• Paul Mitchell The School: National US cosmetology school network with established brand and accreditation footprint. Comparable in beauty-trade education, broader portfolio (hair, skin, nails), and credentials-led value proposition.

Regional players

• Carita Beauty School (Carita Paris): Prestigious French beauty house with educational programs in Paris tied to its luxury spa and beauty heritage. Comparable in luxury-brand-led beauty education, but Paris-centric and tied to a single parent house rather than multi-brand curriculum.

Others

• L'Oréal Beauty Education Programs: Global beauty conglomerate that runs brand-affiliated makeup masterclasses and pro-education initiatives. Comparable as an enabler/ecosystem participant feeding makeup artists into the industry, but not a degree-granting competitor to AOFM.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/aofmakeup
• Xx.com/aofmakeup
• LinkedInlinkedin.com/company/aofm-london-academy-of-freelance-makeup

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 AOFM