The Beauty Academy

What The Beauty Academy does

The Beauty Academy (legal entity Hadley Wojtkiw Limited) is a UK-based private vocational training provider specialising in accredited beauty therapy, aesthetics, and complementary therapy courses. Founded in 1990, it operates 9 physical training centres across the UK alongside an online delivery channel built on the Litmos LMS platform, and has trained more than 128,000 students cumulatively. Course quality is underwritten by triple accreditation (VTCT, ABT, IPHM), which is the regulatory precondition for graduates to obtain professional indemnity insurance and to practise in regulated beauty settings.

The product surface spans 120+ courses ranging from short-form online certifications (from £99) to diploma-level practical qualifications (up to £2,499), delivered through classroom instruction by 16 tutors across the 9 centres and through self-paced online modules via Litmos. Recent additions include ABT-accredited online courses, a configurable "Build Your Own Course Bundle" construct, and teaching qualifications at ABT Level 3 and VTCT Level 3, which open a new vertical targeting aspiring tutors.

The business model is per-course tuition, supported by periodic promotional campaigns (e.g., "Beauty Career Sale") and Buy Now Pay Later partnerships with Clearpay and Payl8r to reduce friction on higher-ticket purchases. Distribution is omnichannel — physical centres for hands-on practical learning plus an online portal for theory and reach. The company is bootstrapped and privately held with 11–50 employees, with no disclosed revenue and no external funding rounds on record.

Name

The Beauty Academy

Legal name

Hadley Wojtkiw Limited

Website

https://thebeautyacademy.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Beauty Academy (Hadley Wojtkiw Limited) is a UK-based accredited vocational training provider offering 120+ beauty therapy and aesthetics courses across 9 physical centres and an online Litmos portal, serving individual learners, career-changers, and micro-business owners.

Ownership category

akta.pro rank

Product category

Vocational Beauty Training Services

NAICS

Cosmetology and Barber Schools (611511), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Cosmetology Schools & Programs (HSALANAA)

akta.pro secondary industries

Makeup Artistry Training Programs (HSALANAE), Eyebrow & Eyelash Training (Brow Design/Lash Extensions/Lifts) (HSALANAG), Salon Business, Management & Retail Training (HSALANAK), Makeup Lessons & Coaching (HSALAHAH)

Keywords

• Beauty therapy training
• Accredited beauty courses
• Professional beauty certification
• Vtct qualifications
• Online beauty education

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Course Fees: One-time fees for accredited beauty training courses including classroom and online options. Course packages range from individual courses to bundled multi-course packages offering up to 30% savings.
2. Starter Kits: Professional beauty starter kits sold to students to assist with getting started with treatments after completing training.
3. Insurance Products: Discounted beauty (public liability) insurance offered through partnerships with Westminster Insurance, ABT, and IPHM for students upon course completion.
4. VTCT Qualifications: Nationally recognised OFQUAL regulated qualifications at Level 2 and Level 3, offering higher-priced comprehensive diploma programs for employment-focused students.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Beauty Academy is a UK private beauty training provider that sells accredited beauty therapy courses delivered either in person at 9 nationwide training centres or online via a 24/7 student portal. The portfolio spans 120+ individual courses across lash & brow, nails, skincare, waxing, massage, make-up, and teaching qualifications, with accreditations from ABT, IPHM, and VTCT (OFQUAL-regulated) enabling graduates to obtain insurance and start practising. Revenue is supplemented by branded starter kits and a discounted public liability insurance referral scheme.

Product overview

The Beauty Academy is a UK-based beauty training provider offering a dual-mode delivery system: Classroom Courses (in-person training at 9 nationwide centres) and Online Courses (self-paced via Litmos student portal). The portfolio spans over 120 courses across 8 core categories: Lash & Brow, Nails, Skincare & Aesthetics, Waxing, Massage, Make Up, Hair, and VTCT Qualifications. Courses are accredited by ABT, IPHM, and/or VTCT for insurance and employment recognition. The offering includes individual courses, bundled packages (saving up to 30%), premium ABT-accredited online diplomas with video case studies, and teaching qualifications. Add-on products include starter kits and discounted insurance through Westminster Insurance. Training centres are located in Birmingham, London Bridge, London Clapham Junction, London Euston, Manchester, Milton Keynes, Newcastle (Gateshead), Newmarket (Kentford), and Reading.

Differentiator

Problem solved

Functional benefit

Products and services

• Classroom Courses In-person beauty training delivered at 9 training centres across the UK. Courses cover lash & brow, nails, skincare, waxing, massage, and make-up in small group sizes (typically 4–8 students, maximum 12 per tutor). All products and tools are provided on training days; no compulsory kit purchase. ABT-accredited across the classroom portfolio.
• Online Courses Self-paced online beauty training accessible via the Litmos-powered student portal 24/7. Includes on-demand step-by-step video demonstrations, e-manuals, and a case study submission system (consultation forms, before/after photos). Students have 12 weeks to 12 months to complete studies and can practise on friends and family. IPHM accreditation included with online certificates.
• VTCT Qualifications Nationally recognised OFQUAL-regulated qualifications at VTCT Level 2 and Level 3, including diplomas in Beauty Therapy Studies, Nail Technology, Electrical Facials, and units in Education & Training. Priced £549–£2,499 and intended for students seeking employment in salons, spas, or opening their own premises; internationally recognised. Reported 98% student success rate.
• ABT Accredited Online Courses Premium online courses providing both IPHM Accredited Certification and an additional ABT Accredited Diploma equivalent to classroom training. Includes video case study submission via file sharing and personalised tutor feedback for accreditation. Targets learners who want full ABT accreditation without attending a classroom course.
• Teaching Qualifications Teaching qualifications including the ABT Accredited Level 3 Award in Education & Training (for becoming a training provider) and the VTCT Level 3 Award in Education & Training (for FE college or international teaching positions). Targets qualified beauty therapists seeking to teach in further education or to deliver their own accredited courses.
• Course Bundles & Packages Multi-course packages offering savings up to 30–40% including Beauty Best Sellers, Complete Lash Technician, Complete Nail Technician, Complete Massage Therapist, and Ultimate packages. Available in both classroom (2-course £349–£449, 3-course £449, 6-course £899) and online (2-course £149, 6-course £449) formats via the "Build Your Own Bundle" configurator.
• Beauty Starter Kits Professional beauty kits containing the tools and products students need to begin offering treatments after completing their training. Sold as an optional add-on rather than a compulsory course component.
• Beauty Insurance (Discounted Public Liability Referral) Discounted public liability beauty insurance available to graduates through partnerships with Westminster Insurance, ABT, and IPHM, enabling students to begin working professionally immediately on completing an accredited course.

Quantifiable outcome

• 128,000+ students trained since 1990
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VTCT (Vocational Training Charitable Trust)coreStrategic or Co-development PartnerVTCT is the awarding body for OFQUAL regulated national qualifications. The Beauty Academy is an approved VTCT training provider, offering VTCT Level 2 and Level 3 qualifications that are internationally recognised and accepted for employment and licensing.
• ABT (Associated Beauty Therapists)coreStrategic or Co-development PartnerABT provides accreditation for The Beauty Academy courses, allowing graduates to obtain public liability insurance and begin working. Students can access discounted insurance through ABT upon course completion.
• IPHM (International Practitioners of Holistic Medicine)coreStrategic or Co-development PartnerIPHM provides accreditation for online courses, recognised by insurance providers. IPHM accredited certificates enable graduates to obtain insurance and practice treatments professionally.
• Westminster InsuranceminorStrategic or Co-development PartnerDiscounted beauty (public liability) insurance scheme for students upon completion of courses through The Beauty Academy's accredited partner scheme.
• PayPalminorChannel Partner/ Reseller/ DistributorPayment processing partner offering PayPal, PayPal Credit, and Pay Later options. PayPal Credit offers 0% interest for 4 months on purchases £99+.
• ClearpayminorChannel Partner/ Reseller/ DistributorBuy Now Pay Later partner allowing customers to pay in 4 interest-free installments over 6 weeks. Available for permanent UK residents aged 18+.
• WorldpayminorChannel Partner/ Reseller/ DistributorPayment processing partner for secure credit and debit card transactions for all courses.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jenna Beattie Training Academy: UK-based beauty training provider offering in-person and accredited courses in lashes, brows and aesthetics. Closely comparable in niche aesthetic course focus and small-class delivery model.
• Carlton Institute: UK vocational beauty training provider offering VTCT-accredited beauty therapy and nail courses. Comparable in regulated-qualification tier and individual learner focus, though delivery is more concentrated in Wales/Midlands.
• London College of Beauty Therapy: Long-established London-based vocational beauty school offering VTCT Level 2/3 diplomas and short accredited courses. Comparable in curriculum, accreditation and target student, with overlap in London catchment.
• Learn Beauty at Home / Online Beauty Training platforms: UK-focused online beauty training platforms delivering video-based courses with IPHM/ABT accreditation. Directly comparable to The Beauty Academy's online tier, competing for the same UK self-paced distance-learning customer.
• Hamilton Beauty Academy: UK-based private beauty training school offering VTCT and accredited short courses across nails, lashes and aesthetics. Closest direct comparator: similar accreditation stack, similar in-person classroom model and similar customer profile of aspiring beauty professionals.

Regional players

• North West Beauty Academy: Regional UK beauty training academy operating in the North West. Comparable in short-course and VTCT-qualifications offering but smaller and geographically distinct from The Beauty Academy's nationwide footprint.

Broad incumbents

• Open Study College: UK-wide online distance-learning provider covering beauty, nail and holistic therapy courses among many vocational subjects. Comparable on the online beauty course category but addresses a much broader training portfolio.
• Stonebridge Associated Colleges: Large UK distance-learning college offering a broad portfolio including beauty and complementary therapy courses. Comparable on online beauty delivery and self-paced study, though it operates a much wider vocational catalogue rather than specialising.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thebeautyacademyuk
• Instagraminstagram.com/thebeautyacademyuk
• Xx.com/beautyacademyuk
• LinkedInlinkedin.com/company/the-beauty-academy

Compliance3 records

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 The Beauty Academy