Ash
Ash Co., Ltd. is a Greater Tokyo hair salon chain operating 100+ station-area locations under the Ash brand and sub-brands (Rolka, ECHICA, NAOKI HAIR DRESSING), serving roughly 1.2 million individual consumers annually with cuts, color, perms, and straightening, and retailing its proprietary etra éclat hair-care line.
- Company typePrivate
- Founded2006
- HeadquartersYokohama, Japan
- Headcount—
- GTM typeB2C
- OfferingServices
What Ash does
Ash Co., Ltd. (Ash) is a regional hair salon chain operating more than 100 storefronts across the Greater Tokyo metropolitan area — spanning Tokyo's 23 wards and surrounding prefectures of Kanagawa, Saitama, and Chiba — with additional international presence through its NAOKI HAIR DRESSING sub-brand in Singapore. The company was founded in 2006, is headquartered in Yokohama, and operates under the umbrella of Arte Holdings. Its core offering is professional hairdressing services delivered through station-area locations, including cutting, coloring, perming (digital perm, Korean-style perm, feather perm for men), hair straightening/hair-quality-improvement treatments, and scalp care. The service menu is standardized across the chain but tier-priced by stylist rank (Top Stylist, Director, Creative Director with progressive surcharges of approximately ¥1,100, ¥2,200, and ¥3,300) and supplemented by long-hair length add-ons.
Ash monetizes through a unit-pricing, pay-as-you-go service model with first-time-customer coupons (e.g., cut+shampoo from ¥3,200) and bundled premium courses (cut+color+treatment from ¥12,000-¥22,000; premium straightening+system treatment reaching ¥33,000 at NAOKI Ginza). A growing secondary revenue stream comes from in-salon retail of the proprietary etra éclat professional hair-care line, including a 2026 summer mint variant. The company serves roughly 1.2 million customers annually across a diversified demographic mix — general consumers, women 20s-40s seeking Korean-style trends, men, mature women, and ceremonial-occasion students — with no enterprise or B2B customer exposure. Multi-brand portfolio strategy (Ash core plus men's Rolka, Korean-style ECHICA, premium NAOKI HAIR DRESSING, and other niche labels) supports segment-specific positioning within the same geographic footprint.
Ash firmographics
Firmographics- Name
- Ash
- Legal name
- Ash Co., Ltd.
- Website
- https://ash-hair.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Short description
- Ash Co., Ltd. is a Greater Tokyo hair salon chain operating 100+ station-area locations under the Ash brand and sub-brands (Rolka, ECHICA, NAOKI HAIR DRESSING), serving roughly 1.2 million individual consumers annually with cuts, color, perms, and straightening, and retailing its proprietary etra éclat hair-care line.
- Ownership category
- akta.pro rank
Ash industry classification
Industry- Product category
- Hair Salon Services
- NAICS
- Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Women's Hair Salons (HSALAAAA)
- akta.pro secondary industries
- Men's Hair Salons (HSALAAAB), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
Keywords
Where Ash is headquartered
LocationHeadquarters
- HQ city
- Yokohama
- HQ country
- Japan
- HQ region
- Asia
Offices6 records
Markets served
Ash business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Hair Salon Services: Core revenue from providing hair services including cuts, coloring, perming, straightening, and treatments. Services priced via tiered menu with stylist rank differentials (top stylist, director, creative director). Long hair additional charges apply.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cut + Shampoo starting from ¥3,200 for first-time customers |
| Unit Pricing | Pay-as-you-go | Women's Cut + Shampoo ¥4,800 |
| Unit Pricing | Pay-as-you-go | Hair improvement color course from ¥12,690 |
| Unit Pricing | Pay-as-you-go | Premium straightening ¥33,000 at NAOKI HAIR DRESSING |
| Unit Pricing | Pay-as-you-go | etra éclat mint products: Shampoo 250mL ¥2,200, 1,000mL ¥6,050; Treatment 200g ¥2,420, 1,000g ¥6,490 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Ash product offering
Product offeringCore offering
Ash operates a regional chain of over 100 full-service hair salons across the Greater Tokyo metropolitan area (Tokyo, Kanagawa, Saitama, Chiba prefectures) plus Singapore. Core services include cutting, coloring, perming (digital perm, Korean-style perm, feather perm), hair straightening/relaxing treatments, and hair quality improvement treatments. The chain also sells its own professional hair care product line (etra éclat brand) and operates an online booking, hair catalog, and recruitment platform.
Product overview
Ash operates as a regional hair salon chain providing professional hairdressing services across the Greater Tokyo metropolitan area. The company offers a unified platform of core salon services (cutting, coloring, perm, straightening, treatment) through over 100 locations, supplemented by proprietary hair care products (etra éclat brand) and specialty service modules (Korean-style perms, hair quality improvement treatments). The business model combines physical salon operations with digital services including online booking, hair catalog browsing, and recruitment portals. International operations are conducted through the NAOKI HAIR DRESSING sub-brand in Singapore.
Differentiator
Problem solved
Functional benefit
Brands
- NAOKI HAIR DRESSING: Premium hair salon brand; overseas brand operating in Singapore and Ginza, Shibuya locations in Japan; features personal designer service from start to finish
- Rolka
- Remel
- ECHICA
Products and services
- Ash Hair Salon Services
Quantifiable outcome
- 1.2 million customers served annually across 100+ locations
- +1 more outcomes
Companies that use Ash
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Ash technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Ash partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and minor.
- Miss International JapanflagshipAsh served as the official backstage hair team for the 2026 Miss International Japan Representative Selection Conference held at Beauty & Wellness Professional University on December 9, 2025. This high-profile partnership demonstrates Ash's capabilities in handling professional hair styling for major events.
- ennic (エニック)minorennic is a natural fermented hair and skin cosmetics brand. Ash features ennic products as part of their special content offerings, promoting the天然・発酵・肌髪コスメ (natural fermented hair and skin cosmetics) brand to their customers.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Ash competitors and assessment
Company assessmentDirect peers
- Mod's Hair Japan: Premium international hair salon brand with Japanese operations offering cutting, coloring, and styling services. Competes with Ash's NAOKI HAIR DRESSING sub-brand at the high end of the Tokyo salon market.
- ZEN Group: Mid-to-large Japanese hair salon group with locations across major Japanese cities, including a multi-brand portfolio and recruiting-driven growth model similar to Ash's のれん分け system.
- Afloat: Tokyo-based high-end salon group operating multiple premium locations across Tokyo. Direct competitor in the premium women's salon segment, with overlapping stylists, pricing tiers, and trend-driven menus.
- QB House: Japan's largest budget hair salon chain offering 10-minute no-frills haircuts (¥1,100) in station-area and high-foot-traffic locations. Competes with Ash for the same transit-access-driven customer base, though at the low end of the price spectrum.
- Hair cult (HairCult Group): Japanese multi-brand hair salon group with station-area locations across Kanto. Closest direct competitor to Ash in terms of chain scale, regional density, and station-front retail strategy.
- Aoyama Salon: Long-established Japanese salon brand with broad service menu including traditional and trending styles. Overlapping customer base with Ash in the women's salon segment across Greater Tokyo.
- Lum (Lum Group): Japanese hair salon chain with regional presence in Kanto and other areas. Competes directly with Ash on pricing tier, station-area footprint, and stylist-led service differentiation.
- KENJE Group: Japan-headquartered salon group with international footprint across Asia and Europe. Competes with Ash in Japan and abroad (where Ash operates via NAOKI), particularly in the premium styling category.
Others
- Arte Holdings: Parent holding company of Ash Co., Ltd. and its sister salon brands. Comparable as a roll-up vehicle in Japan's fragmented salon industry, with shared real estate, recruitment, and back-office functions.
Broad incumbents
- Toni&Guy Japan: Global premium salon brand with Japan operations. Competes with Ash primarily at the premium tier through international brand authority and technical training pedigree.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ash social profiles
Digital presenceAsh financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ash leadership team
Management profileNumber of profiles
Profiles1 record
Ash subsidiaries and ownership
Company hierarchySubsidiaries12 records
Ash funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ash M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ash
What does Ash do?
Ash operates a regional chain of over 100 full-service hair salons across the Greater Tokyo metropolitan area (Tokyo, Kanagawa, Saitama, Chiba prefectures) plus Singapore. Core services include cutting, coloring, perming (digital perm, Korean-style perm, feather perm), hair straightening/relaxing treatments, and hair quality improvement treatments. The chain also sells its own professional hair care product line (etra éclat brand) and operates an online booking, hair catalog, and recruitment platform.
Is Ash a public or private company?
Ash is a private company. It is classified as corporate owned and is currently operating.
When was Ash founded?
Ash was founded in 2006.
Where is Ash based?
Ash is headquartered in Yokohama, Japan, in the Asia region.
How does Ash make money?
One revenue line is on record: hair Salon Services.
Who are Ash's main competitors?
Direct peers on record are Mod's Hair Japan, ZEN Group, Afloat, QB House, Hair cult (HairCult Group), Aoyama Salon, Lum (Lum Group) and KENJE Group. Arte Holdings is listed as an others. Toni&Guy Japan is listed as a broad incumbent.
Does Ash have an API?
No public API is recorded for Ash.
What industry is Ash in?
Ash's product category is Hair Salon Services. Its primary akta.pro industry code is HSALAAAA, Women's Hair Salons, with a secondary code of HSALAAAB, Men's Hair Salons. Its NAICS code is 812112 and its SIC code is 2844.