Real Beauty

What Real Beauty does

Real Beauty (legal entity: Rodica Popa GmbH) is a Vienna-based direct-to-consumer aesthetic services operator founded in 2015 by Romanian-born entrepreneur Rodica Popa. The company runs two retail studios in Vienna — at Wichtelgasse 12 (1160 Ottakring, recently doubled in size) and Neutorgasse 9 (1010 Innere Stadt) — offering laser hair removal, advanced facial treatments, permanent makeup, body and face shaping via T-Shape 2, and lifestyle DNA analysis. Customers book appointments online through the Shore platform, by phone, or in-person, and pay on a per-session or per-package basis (individual treatments €22–€480; laser packages €150–€660; DNA kits €399–€799). The addressable customer base is broad, spanning women and men seeking hair removal, teenagers with parental consent, and pregnant women, with no enterprise contracts.

The company's technical platform is anchored by a multi-laser hardware stack comprising Asclepion MeDioStar NeXT PRO, Candela Gentlemax Pro, Cutera Excel HR, and InMode Diolazexl systems, enabling treatment across all skin types (I–VI) and hair colors. Facial services layer on Hydrafacial, JetPeel, Carbon Peeling, and VISIA skin analysis (computer-vision imaging for bacterial load, pore condition, pigmentation, wrinkles, and UV spots). Beyond its own treatments, Real Beauty distributes premium skincare lines from SkinCeuticals, IS Clinical, and skinbetter science, and operates as a collection point for Beyond DNA saliva-based genetic tests.

Commercially, Real Beauty operates a hybrid revenue model combining pay-as-you-go individual treatments, multi-zone treatment packages, gift vouchers (€10–€5,000), skincare retail, and DNA kit sales. Marketing is concentrated in Instagram, Facebook, blog content, email newsletters, and earned Austrian media (Kronen Zeitung, ATV, Puls4, L'OFFICIEL, Forbes Women Summit 2023). The company is wholly founder-owned, with no external institutional capital, no subsidiaries, and no M&A activity disclosed, and currently has Studio 1160 temporarily closed with appointments redirected to Studio 1010.

Name

Real Beauty

Legal name

Real Beauty, Rodica Popa GmbH

Website

https://realbeauty.at

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Real Beauty is a Vienna-based direct-to-consumer aesthetic services operator offering laser hair removal, advanced facial treatments, permanent makeup, and lifestyle DNA analysis across two studio locations, serving individual consumers seeking professional beauty treatments.

Ownership category

akta.pro rank

Product category

Aesthetic beauty services and laser hair removal clinic

NAICS

Hair, Nail, and Skin Care Services (81211)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Classic/European Facials (HSALADAA)

akta.pro secondary industry

Combination Brows Services (HSALAKAC)

Keywords

• Laser hair removal
• Aesthetic facial treatments
• Beauty clinic services
• Professional skincare retail
• Cosmetic beauty studio

Headquarters

HQ city

Osterreicher

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Beauty Services: One-time treatment sessions for laser hair removal, facial treatments, and other aesthetic services. Payment is collected in cash immediately after treatment completion per AGB terms.
2. Treatment Packages: Prepaid packages combining multiple treatment zones (e.g., Baby Face, Intimate Complete, Must Have, De Luxe, All In) for laser hair removal at discounted package rates.
3. Gift Cards/Vouchers: Digital and physical gift vouchers available in amounts from €10 to €5,000. Vouchers are valid indefinitely (12 months recommended redemption) and redeemable for services and products.
4. DNA Analysis Products: Lifestyle DNA analysis kits (Beauty, Weight, Fitness, Premium Life) sold through separate Beyond DNA platform. Results delivered as PDF or bound book approximately 2 weeks after sample submission.
5. Skincare Products: Professional skincare products from SkinCeuticals, IS Clinical, and skinbetter available for at-home use as complement to professional treatments. Sold in-studio and potentially via online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Real Beauty is a Vienna-based aesthetic services studio that delivers permanent laser hair removal and advanced facial treatments across two physical locations, supported by VISIA skin analysis and a Beyond DNA lifestyle genetic testing line. Core services are sold per session or via pre-paid treatment packages, with supplementary revenue from professional skincare retail (SkinCeuticals, IS Clinical, skinbetter) and gift vouchers.

Differentiator

Problem solved

Functional benefit

Products and services

• Permanent Laser Hair Removal Professional permanent laser hair removal for women and men across all body zones using four different laser technologies (Asclepion MeDioStar NeXT PRO, Candela Gentlemax Pro, Cutera Excel HR, InMode Diolazexl), suitable for skin types I–VI. Sold per zone or as bundled packages (Baby Face, Intimate Complete, Must Have, De Luxe, All In, Gentleman's Special).
• VISIA Facial Analysis Computer-vision skin analysis using the VISIA system to reveal bacterial load, pore condition, skin texture, pigmentation spots, wrinkles, blemishes, and UV damage invisible to the naked eye, producing a personalized treatment plan. Sold as a standalone consultation or paired with a facial treatment.
• Clear Face Treatment Facial treatment protocol for impure skin, enlarged pores, and deep imperfections combining Carbon Peeling with Hydrocare, Hydrafacial, or JetPeel; offered as Clear Face Glow (€238), Boost (€298), SOS, and Supreme (€428) variants.
• HydraFacial Treatment Four-step Vortex-technology facial combining superficial cleansing, antibacterial acid peeling, deep extraction, and nutrient infusion using medically tested active ingredients; delivers deep pore cleansing and radiant skin.
• JetPeel Treatment High-pressure water–air mixture treatment that cleanses the skin, removes dead cells and environmental residues, and infuses individually formulated vitamins, peptides, antioxidants, and hyaluronic acid.
• HydroCare Treatment Gentle, medically tested deep cleansing facial using active ingredients with minimal allergic-reaction risk, suitable for sensitive or first-time clients.
• Carbon Peeling (Hollywood-Peeling) Laser-based skin detoxification treatment that uses a carbon solution and laser energy for deep cleansing, collagen and elastin stimulation, sun-damage revitalization, and long-term correction of combination skin.
• Healthy Face Treatment Facial treatment line for sensitive, blackhead-, couperose-, or rosacea-prone skin; includes Healthy Face Young (€99 for age 14–18), Healthy Face Light (Hydrocare, €139), Healthy Face Medium (Hydrafacial, €178), Healthy Face Deep (JetPeel), Healthy Face Skin Texture (Carbon Peeling), and Healthy Scalp (€234).
• Goodbye Scars & Pigmentation Laser-based treatment series for pigmentation marks, scars, and wrinkles, typically delivered across 3–5 sessions.
• Body & Face Shaping – T-Shape 2 Non-invasive body contouring and face shaping service using T-Shape 2 technology for targeted body sculpting and skin tightening.
• Permanent Makeup Semi-permanent cosmetic tattoo treatments including Celebrity Choice Lip Blush, Combo Brows, Powder Babe eyebrows, Brow Embroidery, Microblading Special, and Tempting Eyes or Dream Eyes eyeliner.
• Mommy to be Beauty Treatments Pregnancy-safe facial treatments designed for expecting mothers, including Healthy Face Light cleaning, face massage with hydration mask, 24k pure gold leaves, and gold collagen mask.
• Little Treatments and Add-ons Individually bookable add-on treatments such as JetPeel Hands and Lips, 24k gold leaves, Gold mask, Hydration Mask, Enzyme Mask, Face massage, Hot Stone Massage, Lymphatic drainage, Milia removal, and Hydrafacial Back.
• Beyond DNA Lifestyle Analysis Genetic and epigenetic saliva-based lifestyle analysis sold in four packages: DNA Beauty (from €399), DNA Weight, DNA Fitness, DNA Premium Life 3+1 package (from €699), and DNA Premium Life & Beauty 4+1 package (from €799); reports delivered as PDF or bound book approximately 2 weeks after sample submission.
• Gift Vouchers Digital and physical gift vouchers redeemable for Real Beauty services and products in denominations from €10 to €5,000 (free shipping from €39); excludes Permanent Make-up and Real Beauty Health services.
• Professional Skincare Products (retail) In-studio retail of third-party medical-grade skincare brands: SkinCeuticals (exclusive partnership; #1 medical aesthetic brand globally, sold only through selected doctors, pharmacies, and premium spas), IS Clinical (pharmaceutical-quality formulations up to 98% natural), and skinbetter science (award-winning at-home facial treatments).

Quantifiable outcome

• Hair-free results achievable within 1 to 1.5 years of treatment
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• AsclepioncoreTechnology or IntegrationTechnology partnership for MeDioStar NeXT PRO diode laser system. Combines Alexandrite wavelength with diode technology, offering up to 2400 watts power for effective hair removal treatment. Asclepion is a German laser technology manufacturer.
• CandelacoreTechnology or IntegrationPartnership for Gentlemax Pro laser system combining Alexandrite and Nd:YAG technologies. Provides multiple spot sizes and air cooling for comfortable treatment suitable for skin types I-VI.
• CuteracoreTechnology or IntegrationPartnership for Excel HR laser system combining 755nm Alexandrite and 1064nm Nd:YAG lasers. Sapphire contact cooling provides safe and effective epilation for all skin types.
• InModecoreTechnology or IntegrationPartnership for Diolazexl diode laser with high effectiveness on fine and light hair. Adjustable pre/post-cooling enables painless treatment for skin types I-VI.
• SkinCeuticalscoreStrategic or Co-development PartnerExclusive partnership for medical-grade skincare products. Real Beauty hosted two exclusive launch events (one per studio location) for SkinCeuticals products. Products complement professional treatments and available for at-home use. As the #1 medical aesthetic skin care brand globally, SkinCeuticals is only sold through selected doctors, pharmacies, and premium spas.
• IS ClinicalmajorStrategic or Co-development PartnerPartnership for pharmaceutical-quality skincare products with up to 98% natural ingredients. Products feature highly concentrated active ingredients suitable for all skin types, complementing professional in-studio treatments.
• skinbetter sciencemajorStrategic or Co-development PartnerPartnership offering innovative at-home facial treatments. Real Beauty is one of selected institutes in Vienna carrying skinbetter science products, featuring award-winning formulations.
• Beyond DNAmajorStrategic or Co-development PartnerPartnership for lifestyle DNA analysis services analyzing genetic and epigenetic factors. Offers Beauty, Weight, Fitness, and Premium Life analysis packages with approximately 2-week turnaround. Results delivered as PDF or bound book. Real Beauty acts as local collection point for saliva samples.
• Viktoria SchnaderbeckminorOthersFormer Austrian national soccer team captain and professional speaker who conducted leadership workshop for Real Beauty management team on 'What makes a winning team' topic.
• Shore (Booking Platform)coreChannel Partner/ Reseller/ DistributorThird-party online booking platform enabling customers to schedule appointments online. Integrated into Real Beauty website for service booking, providing露露露 digital scheduling infrastructure for customer acquisition.
• Wiener Börseviertel VereinminorOthersLocal business network comprising approximately 50 businesses and 400 individuals. Real Beauty hosts networking events and participates in community activities to foster local connections and business relationships.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sephora: Global multi-brand beauty retailer carrying SkinCeuticals and similar premium skincare — broad incumbent in the consumer beauty ecosystem where Real Beauty competes for share-of-wallet on retail skincare.
• AbbVie (Allergan Aesthetics): Global aesthetics giant (Botox, CoolSculpting, SkinMedica) — broader incumbent operating in adjacent medical aesthetics and skincare, signaling the strategic territory Real Beauty could migrate into via its 'Real Beauty Health' medical services.

Direct peers

• SEV Laser: Specialized laser hair removal and aesthetics clinic chain — directly comparable focus on laser hair removal as core service with comparable customer demographics and package-based pricing.
• LaserAway: US aesthetics chain combining laser hair removal, skin treatments, and injectables — directly comparable premium service mix, target customer (women seeking aesthetic treatments), and clinic-based delivery model.
• Massage Envy: Franchised wellness services chain offering skincare, facials, and aesthetic add-ons — comparable multi-location service-based business model with package pricing for individual consumers.
• Milan Laser: Dedicated laser hair removal chain operating across the US with package pricing and unlimited treatment plans — directly comparable to Real Beauty's laser hair removal packages across multiple body zones.
• SkinSpirit: Medical spa offering laser treatments, facials, skin analysis, and aesthetic services in a clinic setting — comparable diagnostic-led (consultation-based) aesthetic services model with premium positioning.
• European Wax Center: Multi-location chain specializing in hair removal (waxing and laser) for women and men, with package-based pricing — directly comparable business model to Real Beauty's core laser hair removal packages and customer segments.
• Ideal Image: Largest US medspa chain offering laser hair removal, facial treatments, Botox, and skincare — comparable service mix (laser hair removal + aesthetic skincare), premium positioning, and direct-to-consumer clinic model.
• Hand & Stone Massage and Facial Spa: Multi-location spa franchise offering facials, skincare, and massage services — comparable DTC facial/skincare services model with membership and package pricing.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/realbeauty.vienna
• Instagraminstagram.com/realbeauty.at

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Real Beauty