My hairdresser at home

What My hairdresser at home does

Mi Peluqueria en Casa ('My hairdresser at home') is a Spain-based direct-to-consumer e-commerce retailer specializing in professional-grade hair care, nail care, and men's grooming products. Founded in 2015 and operating from Santander, the company targets two end-buyer profiles: individual consumers seeking salon-quality products for home use, and professional hairdressers and salon owners sourcing multi-brand ranges for their practices and client resale. It also addresses adjacent verticals of professional nail technicians and men's grooming customers through dedicated brand assortments. The active customer segments in the data — consumer/DIY hair care enthusiasts (primary), professional hairdressers/salons, nail care professionals, and men's grooming buyers — reflect a deliberate hybrid segmentation.

The product portfolio is organized as a curated aggregator across multiple professional brands rather than a proprietary line. Core SKUs are ICON hair care products across sub-lines ICON India (Ayurvedic-inspired luxury), ICON Cure (hydration/regeneration), ICON Mr. A (men's hair and skin), ICON Regimedy (Hydration, Detox, Antioxidant, Antifrizz, Organic treatments), and Liquid Fashion (styling gels, sprays, pomades); supplemented by Salvatore Taninotherapy, GHD professional styling tools (€169–€229), LUNAmoon and DNKA nail art brands, STALEKS manicure instruments, and NOBERU men's grooming. Retail pricing spans roughly €3 to €200+ across individual SKUs, with bundle/pack offerings (e.g., Pack Regimedies Organic €152.15, Pack ICON Detox €60) delivering 10–25% discounts versus piece-part pricing.

The business model is straightforward DTC e-commerce resale with a physical retail anchor. The store operates mipeluqueriaencasa.com as its primary sales channel and a brick-and-mortar location at Paseo Altamira 41, Bajo Local 2 in Santander for walk-in customers. Orders over €59 ship free within the Iberian Peninsula. Supporting infrastructure includes customer accounts, wishlist, and order tracking, plus a content-marketing blog covering hair care topics with several thousand views on flagship articles. Revenue is generated exclusively through one-time product sales, and there are no disclosed subscriptions, recurring services, marketplace listings, or external capital raises in the data.

Name

My hairdresser at home

Legal name

Mi Peluqueria en Casa

Website

https://mipeluqueriaencasa.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Mi Peluqueria en Casa is a Santander-based Spanish e-commerce retailer selling professional hair care, nail care, and men's grooming products from brands including ICON, GHD, LUNAmoon, DNKA, and NOBERU. It serves DIY consumers and professional hairdressers through its website and physical storefront.

Ownership category

akta.pro rank

Product category

Professional Beauty Products Retail

NAICS

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

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Nail Salon Products (Polish, Gel, Acrylic, Supplies) (CRABALAE), Manicure & Pedicure Tools (Files, Clippers, Cuticle Tools) (CRABAKAE), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)

Keywords

• Professional hair care products
• Beauty retail e-commerce
• Nail care products
• Hair styling tools
• Men's grooming products

Headquarters

HQ city

Bareyo

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Revenue generated through direct online sales of professional hair care and beauty products including shampoos, conditioners, treatments, styling products, nail care, and grooming tools from multiple brands such as ICON, Salvatore, GHD, LUNAmoon, DNKa, STALEKS, and NOBERU.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mi Peluqueria en Casa is a Spain-based online and physical retailer that sells professional-grade hair care, nail care, and men's grooming products from multiple brands including ICON (with sub-lines India, Cure, Mr. A, Regimedy, Liquid Fashion), Salvatore Taninotherapy, GHD, LUNAmoon, DNKa, STALEKS, and NOBERU. Products include shampoos, conditioners, treatments, styling products, professional styling tools, gel polishes, nail art supplies, and grooming tools sold individually or in bundled packs.

Product overview

Mi Peluqueria en Casa (My Hairdresser at Home) is an e-commerce retail platform selling professional hair care, nail care, and beauty products. The product portfolio is organized around multiple brands and sub-brands: ICON hair care products (including shampoos, conditioners, treatments, and styling products under sub-lines like ICON India, ICON Cure, ICON Mr. A, ICON Regimedy, and Liquid Fashion); Salvatore Taninotherapy for intensive hair treatments; GHD professional styling tools; LUNAmoon and DNKA nail art products; STALEKS professional nail tools; and NOBERU men's grooming products. The store operates as an online retailer with a physical location in Santander, Spain, offering both individual products and bundled packs.

Differentiator

Problem solved

Functional benefit

Products and services

• ICON Hair Care Products Core professional hair care product line including shampoos (e.g., Drench hydration, Energy detox, Fully antioxidant, Purify deep cleansing), conditioners (Awake, Free, Bath, Anti Frizz, Organic), treatments (Infusion hydrating mask, Antidote antioxidant, Shift detox, Proshield protein, Organic), and styling products. For consumers and professional hairdressers seeking salon-grade formulations for various hair types and concerns.
• ICON India Luxury hair care line based on traditional Indian Ayurvedic practices and essential oils, including ICON INDIA Cleansing Shampoo (clarifying shampoo), ICON INDIA Conditioning Treatment, and ICON INDIA Oil. The line's ICON India Supercharged Mask received the 'Mejor Tratamiento Capilar Específico' award from Revista Woman Belleza in 2024. For consumers and professionals seeking Ayurvedic-inspired premium hair care.
• ICON Cure Hair care sub-line formulated to hydrate, regenerate, strengthen and protect hair. For consumers and professionals targeting damaged or weakened hair.
• ICON Mr. A Men's hair and skin care product line including products such as ICON Mr. A Elixir Anticaída (anti-hair loss elixir). For male consumers seeking men's-specific daily hair and skin care routines.
• ICON Regimedy Treatment-focused product line with multiple variants including Hydration, Detox, Antioxidant, Antifrizz, and Organic. For consumers and professionals seeking targeted hair treatment regimens.
• ICON Liquid Fashion Styling product line including ICON Protein, ICON Beachy Spray, ICON Done Spray and other gels, pomades, sprays, and texturizers for hair styling and finishing. For consumers and professionals.
• Salvatore Taninotherapy Professional hair treatment line using tannin technology for intensive hair straightening and repair (taninoplasty). For professional hairdressers and consumers seeking intensive salon-grade repair treatments.
• GHD Hair Tools Professional hair styling tools including flat irons, hair dryers, and related styling products priced approximately €169–€229. For consumers and professional hairdressers.
• LUNAmoon Nail Products Ukrainian nail design brand offering base coats, top coats, acryl gel, gel polish, shimmer gel, builder gel, cuticle cream and oil, glitter, dry powder, sapphire and platinum gel bundles, brushes, and gel paint. For nail technicians and nail art enthusiasts.
• STALEKS Nail Tools Professional nail care instruments including abrasive files, nippers, and manicure tools. For professional nail technicians and enthusiasts.
• DNKA Nail Products Ukrainian nail design brand offering innovative solutions for professionals and enthusiasts including polygel, gel polishes, and nail art products. For nail technicians and nail art enthusiasts.
• NOBERU Swedish men's grooming product line including beard care, hair styling, and shaving products. For male consumers seeking premium men's grooming.
• Product Packs / Bundles Pre-configured multi-product bundles including Pack Regimedies Organic (€152.15, was €179), Pack ICON Detox (€60, was €75), and Pack ICON Antioxidants Regimedy. Discounts versus individual item pricing range from approximately 10–25%. For consumers and professionals seeking value multi-product sets.

Quantifiable outcome

• Free shipping available for orders over €59

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Druni: Spanish perfumery and beauty retailer with both physical stores and a strong e-commerce operation selling multi-brand hair, nail, and grooming products; comparable omnichannel model and target audience.
• Lookfantastic: European online beauty retailer offering curated multi-brand hair, skin, nail and grooming assortments with content-led marketing; very similar digital-first, multi-brand marketplace model.
• Notino: Largest pure-play online beauty retailer in Europe, selling multi-brand professional and consumer hair care, nail care, fragrances and grooming via its own e-commerce platform across many markets; directly comparable multi-brand D2C model.
• Maquillalia: Spanish online beauty specialist focused on professional cosmetics, hair and nail products targeted at both consumers and professionals; comparable digital-only, multi-brand model in the same geography.
• Primor: Spanish online beauty retailer offering a wide assortment of professional hair care, makeup, fragrances and nail brands to Spanish consumers; closely comparable geography, assortment and D2C channel mix.

Broad incumbents

• Sephora: Global multi-brand beauty retailer with a Spanish e-commerce and store footprint selling hair care, nail, and grooming products; comparable assortment breadth but much larger scale and brand portfolio.
• El Corte Inglés (Beauty): Spain's largest department store with a sizable beauty and professional hair-care assortment sold online and in-store; competes for the same Spanish consumer with deeper assortment and infrastructure.
• Douglas: Europe-wide perfumery chain with a large online store selling cosmetics, hair care, and nail brands; overlaps in assortment but operates at significantly larger scale and as an incumbent retailer rather than a niche curator.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mipeluencasa
• LinkedInlinkedin.com/company/mi-peluqueria-en-casa

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 My hairdresser at home